Job ID: 141950
Work Type: FT
Location: Philadelphia, PA, United States
Date Posted: Jul 20, 2022
Work Schedule: Hybrid with partial on-site days
DescriptionPenn Medicine is dedicated to our tripartite mission of providing the highest level of care to patients, conducting innovative research, and educating future leaders in the field of medicine. Working for this leading academic medical center means collaboration with top clinical, technical and business professionals across all disciplines.
Associate Director, Marketing Strategy
Provides strategic direction to the health system in support of the business growth activities for defined clinical service lines or business units. In collaboration with the Corporate Director, Enterprise Growth, the Associate Director creates and implements strategies to grow market awareness, preference, patient volume and revenue as well as identify potential new growth opportunities. This is achieved through a deep understanding of each Service Line's (or business units) priorities, an analysis of current markets, trends, opportunities, and risks. Responsible for creation and prioritization of integrated consumer, physician, and outreach marketing plans. Accountable for implementation excellence of tactical objectives designed to achieve the goals of each plan with strong management skills of the team reporting directly to the Associate Director as well as cross-functional teams. Applies knowledge of market research, business analysis, communications, and marketing strategy. Functions in a consultative support capacity to the service line leadership, including clinical and administrative leaders of the business unit(s), providing direction and system wide integration for marketing, business, and clinical activities.
• Service Line and /or Business Unit:
o Manages at least 2 Service Lines and/or Business Units.
• Staff Management and Department Leadership:
o Manages at least one direct report and no more than six direct reports.
o Fosters the development of junior staff and guides their mastery of strategic marketing.
o Cultivates exemplary employee engagement and provides support for their professional development.
o Leads collaborative multidisciplinary client service team consisting of all areas of marketing including analytics, market research, web, physician liaisons, creative services to implement approved marketing projects – incorporate PR, SDS and Development when appropriate.
o Takes the initiative to identify department issues, best practices, and proactively shares those with the marketing leadership for the betterment of the full marketing organization.
o Understands that everyone in the marketing organization owns the creation of the desired culture.
• Financial Management:
o Manages and monitors budgets for specific service line or programs, ensures invoices are process and tracked in a timely fashion.
• Strategy Development:
o Develops strategic marketing plans for service line and programs within assigned service lines
o Develops and guides physician liaison outreach strategies by identifying opportunities for new referral relationships or optimization of existing referral relationships through analysis of all existing referral trends both internal and external
o Cultivates and maintains relevant and sufficient clinical, operational, and financial expertise to ensure marketing strategies are relevant to the Service Line, Entities, and the System.
o Learns and understands key payer market impacts and changes affecting Service Line growth and contribution margins.
o Pursues and shares best practices with other Service Line colleagues; fully leverage best practices from other teams and be generous and proactive in sharing insights and guidance based on their own experience.
• Analytical Capabilities:
o Accesses and interprets data from multiple sources to glean insight to inform strategy
o Conducts market analysis utilizing quantitative and qualitative market information to guide the development of differentiated programs, insightful marketing strategies and targeted tactics
o Analyzes and report on campaign results including ROI to evaluate the success of the initiative and guide future efforts.
• Project management:
o Highly adept organizational skills to manage people that have project management roles in their team;able to work across multiple assignments and program relationship simultaneously
o Develops, manages, and tracks budgets for service line programs and projects
o Processes for completion and accountabilities
• Tactical execution:
o Works with multiple vendors including agencies, freelancers, printers
o Production experience – TV, Radio, video, etc.
o Creative capabilities, writing skills, editing skills
o Media planning
o Events management
• Client management:
o Meets with service line administration and physician leaders to discuss growth objectives and marketing needs for priority programs
o Works with representatives in all entities from clinical/medical/surgical departments and administration to develop, plan and implement and evaluate marketing plans and initiatives
o Communicates with client about progress of marketing plan development and implementation throughout all phases of the project
o Excellent communication and presentation skills needed to independently present to clinical and administrative leadership.
o Solid judgment to independently problem solve complex client issues related to matrixed environment and competing demands in the context of defined priorities.
• Precision marketing:
o Competency in digital marketing, direct marketing, patient experience/pathway analysis, email marketing, provider tactics, social media, predictive modeling, etc.
o Embraces and fosters a learning and innovative environment – not afraid to experiment, take chances.
o Collaborates with and enhance the performance of the collective marketing organization.
• Professional Development:
o Stays abreast of healthcare, marketing, and service line issues to serve as a knowledgeable leader and system resource.
o Grows and maintains skills in evolving, innovative marketing areas.
o Stays current on competitive health care landscape, key policy, and reimbursement issues.
• Performs duties in accordance with Penn Medicine and entity values, policies, and procedures
• Other duties as assigned to support the unit, department, entity, and health system organization
Required Education and Experience
• Bachelor's Degree in marketing, business administration, healthcare administration or related field is required.
o 8+ years Marketing development, research for a healthcare or consumer products organization
• Master's Degree in Marketing, business administration, healthcare administration is preferred.
o 2+ years Management level role
• 1+ years Prior people management experience
Required Skills and Abilities
• People Management
• Leadership among colleagues
• Collaboration, teamwork, and influence
• Client Management
• Strategic marketing plan development
• Reporting impact of marketing efforts
• Audience segmentation and pathway development
• Experience with the tactical execution the full media mix including Adverting (TV, Radio, Print, Outdoor, etc), Targeted (direct mail, liaison outreach, email/nurturing), Digital (web, search, social, nurturing, etc.) Sponsorships, Events, Collateral
• CRM experience
• Writing skills, editing skills
• Public speaking, communication skills
• Use of data and analytics to inform strategy
• Project management
• Budget management
As part of our COVID-19 response, this position may currently be offering partial or full remote work. However, in the near future this position will require partial on-site work.
We are an Equal Opportunity and Affirmative Action employer. Candidates are considered for employment without regard to race, ethnicity, color, sex, sexual orientation, gender identity, religion, national origin, ancestry, age, disability, marital status, familial status, genetic information, domestic or sexual violence victim status, citizenship status, military status, status as a protected veteran or any other status protected by applicable law.