General Purpose
The Director of Marketing is responsible for developing and executing marketing and census development strategies to maintain and grow the resident population of the skilled nursing facility. This role focuses on building strong referral relationships, managing community outreach, overseeing advertising and public relations, and ensuring the facility maintains a positive reputation within the healthcare market.
Responsibilities
Census Development
- Lead initiatives to achieve and maintain optimal facility census and case mix.
- Track admissions, discharges, and conversion rates, analyzing referral patterns to identify opportunities for growth.
- Develop and implement strategic marketing plans targeting short-term rehab, long-term care, and specialty program residents.
Referral Management
- Build and maintain strong relationships with hospitals, physicians, discharge planners, assisted living facilities, and other referral sources.
- Conduct facility tours for prospective residents, families, and referral professionals.
- Coordinate pre-admission assessments with clinical teams to ensure a smooth admissions process.
Community Outreach & Marketing
- Represent the facility at health fairs, senior expos, and community events.
- Plan and execute public relations activities, sponsorships, open houses, and community engagement initiatives.
- Promote facility services via print, digital, and social media marketing channels.
Collaboration & Reporting
- Collaborate with the Admissions Coordinator, Business Office, Social Services, and Nursing teams to support census and marketing goals.
- Maintain a lead tracking system and generate weekly and monthly marketing performance reports.
- Participate in daily management or stand-up meetings to provide updates on census, referrals, and marketing initiatives.
Customer Service
- Serve as a liaison to residents and families throughout the admission process.
- Ensure a positive customer experience from initial inquiry through admission and beyond.
- Address concerns promptly and assist in resolving issues related to admission or resident transition.
Qualifications
- Prior experience in healthcare marketing, long-term care, or senior living preferred.
- Strong knowledge of marketing strategies, digital platforms, and community outreach practices.
- Excellent communication, presentation, and interpersonal skills.
- Ability to build and maintain professional relationships with referral sources and community partners.
- Strong organizational, analytical, and project management skills.
- Regular and reliable attendance is required to perform the essential functions of this position.
Physical Demands
The physical demands described here are representative of those that must be met by an employee to successfully perform the essential functions of this job. Reasonable accommodation may be made to enable individuals with disabilities to perform the essential functions.
- Fast-paced healthcare environment requiring flexibility, multitasking, and occasional travel for community events.
- Office-based with frequent interaction across departments and with external partners.
- Must be able to lift up to 15 pounds at a time.
Work Environment
The work environment characteristics described here are representative of those an employee encounters while performing the essential functions of this job. Reasonable accommodation may be made to enable individuals with disabilities to perform the essential functions.
- The noise level in the work environment is usually low to moderate.
- Works in a healthcare facility environment with regular interaction between administrative staff, clinical teams, residents, and families
- Fast-paced setting that requires responsiveness to time-sensitive needs and regulatory requirements
- Collaborative environment with frequent coordination across departments (nursing, billing, administration, and external vendors)
- Structured and compliance-driven workplace with strict adherence to healthcare regulations, confidentiality (e.g., HIPAA), and documentation standards
- Requires adaptability and professionalism when handling sensitive situations involving residents, families, and care staff
Disclaimer
Nothing in this job description restricts management’s right to assign or reassign duties and responsibilities to this job at any time. Critical features of this job are described under various headings above. They may be subject to change at any time due to reasonable accommodation or other reasons. The above statements are strictly intended to describe the general nature and level of the work being performed. They are not intended to be construed as a complete list of all responsibilities, duties, and skills required of employees in this position.
