Position supports both MedStar Harbor Hospital and MedStar Franklin Square Medical Center
Develops, plans and implements comprehensive marketing programs with a focus on volume growth for selected service lines and programs at MedStar's integrated hospital locations: MedStar Franklin Square Medical Center and MedStar Harbor Hospital or MedStar Good Samaritan Hospital and MedStar Union Memorial Hospital. Conducts market research as necessary, engages consultants, and secures the concurrence of physician, clinical and administrative staff for marketing plans. Utilizes traditional and digital platforms, advertising, public relations, direct marketing, sales and outreach tools to raise awareness, emphasizes the strengths and competencies, and encourages consumers, physicians and associates to have their healthcare needs taken care of by a MedStar clinician.
Bachelors degree in Marketing, Communications or Business Administration with marketing coursework or knowledge. Masters degree in Marketing or Business Administration strongly preferred.
7 years marketing management experience with 3 years in healthcare marketing. Direct customer service experience with patients and physicians.
No special certification, registration or license required.
Knowledge, Skills & Abilities
Excellent written and verbal communication skills and the proven ability to work with diverse groups and support staff. High level of customer service orientation. Excellent organization skills with the ability to manage multiple projects and priorities independently.
Primary Duties and Responsibilities
Assists corporate physician marketing (MedStar Medical Group, MedStar Ambulatory Services, etc) with development and implementation of on-boarding, retention and physician relations programs.
Assists Regional VP of Marketing with oversight of office functions, procedure guideline development and action planning. Serves as department leader for day-to-day needs and in the absence of the RVP.
Collaborates with (4) Regional Marketing Directors (Cancer, Heart, Ortho, Media) and contributes to the achievement of established regional service line strategic marketing initiatives and goals.
Develops and contributes to the achievement of established department goals and objectives and adheres to department policies, procedures, quality standards and safety standards.
Directs and manages marketing and communication programs for designated services lines, including development of advertising, direct mail, special events and other promotional activities. Works closely with Public Affairs and Marketing staff, MedStar Corporate staff and external vendors/agencies in the formulation/implementation of campaigns, including script writing and commercial production. Designs service line collateral including brochures and direct mail. Oversees entire production, from concept development, creative development, content and media placement or delivery. Integrates social media and online marketing into efforts as applicable.
Monitors the market performance of the designated service lines, affiliate hospitals and freestanding outpatient facilities (volume of service) to identify emerging strengths and offset market losses. Evaluates market opportunities, recommends strategies, formulates and initiates a targeted plan. Routinely assesses customer satisfaction of patients and referring physicians and recommends appropriate marketing responses.
Participates in multidisciplinary quality and service improvement teams as appropriate. Participates in meetings, serves on committees and represents the department and hospital/facility in community outreach efforts as appropriate.
Prepares reports and analyzes data to illustrate the market position of the service line, determines the ROI for marketing campaigns. Researches and understands and applies consumer demographics/prevalence of disease information to achieve marketing goals.
Provides editorial management services as needed for promotional and educational materials including creating concepts, writing brochures and other related materials as well as overseeing the creative aspects of design and printing, developing editorial content, managing writers, writing material, and coordinating distribution and mailing of newsletters.
Provides leadership and management of marketing plan initiatives that support the hospitals operating plan and capitalize on undertakings and initiatives of MedStar Health strategic initiatives.
Writes promotional material, acts as creative director and arrange distribution of final product. Provides direction and manage the consumer advertising with outside advertising agencies to create and places a variety of service line promotional advertising.