Overview
Our team members are the heart of what makes us better.
At
Hackensack Meridian Health we help our patients live better, healthier lives - and we help one another to succeed. With a culture rooted in connection and collaboration, our employees are team members. Here, competitive benefits are just the beginning. It's also about how we support one another and how we show up for our community.
Together, we keep getting better - advancing our mission to transform healthcare and serve as a leader of positive change.
The
Director of Business-to-Business (B2B) Marketing is responsible for developing, executing, and measuring comprehensive marketing strategies, scalable plans, and programs for businesses, community partners, and healthcare providers inside and outside the Hackensack Meridian Health (HMH) Network. Plans will be based on clear objectives, strategies & supporting tactics and measurable metrics utilizing both traditional and digital assets. Regularly evaluates national and regional market dynamics and works to maintain crisp competitive differentiation, while supporting the HMH master brand. Anticipates and acts on emerging healthcare trends to position the system for the future, in conjunction with other system leaders. Manages a team of marketing professionals and collaborates with physician liaisons, site marketing leads, public relations, and communications colleagues.
Responsibilities
A day in the life of a
Director of Business-to-Business (B2B) Marketingat
Hackensack Meridian Health includes:
- Participate in the annual marketing plan development process with the oversight of the marketing leadership team. Ensure consistency of plans in content and depth. Ensure regional/entity plans are informed by regular meetings with Ambulatory, Strategy, and/or Network leadership.
- Partner with internal and external partners to execute campaigns to build local/regional volume, market share, and program reputation/awareness.
- Ensure best practices in the development of marketing plans and community outreach strategy, including the writing and sharing of strong project briefs that result in campaigns that are on strategy, on brand, and on deadline, as well as identifying key local events and partnerships.
- Provide coaching, mentoring, and leadership support to the ambulatory growth leads on an ongoing basis to ensure alignment and coordination of strategic business goals and initiatives. Provide strategic direction to public relations leads for coordinated communications and messaging related to site-specific and network initiatives, achievements, and media pitches that support growth and awareness.
- Head up the development and execution of a strategic territory plan to achieve revenue and productivity targets. Proactively identify, prospect, and secure new relationships with businesses and community partners while deploying scalable outreach (e.g., direct mail, brochures, email, etc.) to healthcare providers.
- Lead health fair, community event, and corporate wellness programs identification, organization, and participation with a clear focus on lead generation, pipeline development, and achieving a positive Return On Investment (ROI).
- Oversee report generation and analysis on sales activities, pipeline conversion rates, and referral trends. Track performance against projections and targets, providing regular updates to management on progress and forecasting.
- Develop and lead the creation of B2B marketing campaigns for the network's B2B portfolio (e.g., physician marketing, ambulatory surgery center, etc.) that effectively and accurately represent the services HMH provides to local businesses, community partners, and healthcare providers.
- Collaborate with Government Affairs on relationship-building strategies with local municipalities in an effort to raise awareness of the HMH brand in new local markets.
- Collaborate with Strategy to develop strategic, scalable territory plans that secure new relationships with businesses, community partners, and healthcare providers.
- Manage a detailed and accurate budget for each ambulatory venture project and/or location; maintain standard monthly reporting to show Actuals, Committed, and In Progress dollars.
- Participate in strategic committees that advance organizational goals such as the development of priority markets, local strategies, and patient services.
- Evaluate, recommend, and implement new and improved marketing processes and practices that quantifiably and incrementally improve the customer experience, drive increased demand, and differentiate the HMH brand among other healthcare providers.
- Design, implement, and oversee integrated marketing, communications, digital, and content strategies to drive brand awareness, preference, engagement; attract strong sales leads and outcomes; and deliver on brand promise.
- Create Customer Relationship Management (CRM), direct mail, social media, web, and digital strategies that target key segments and drive conversions and downstream revenue.
- Create product development processes and creative asset strategies that transform the organization's portfolio into a market-leading position.
- Create strategies to cultivate and enhance meaningful relationships with targeted external audiences, including referring physicians and key influencers.
- Optimize strategic partnerships and sponsorships with organizations and businesses to increase brand and HMH awareness, activate with participants, educate, and drive encounters.
- Support the development of marketing services from idea generation through concept development, product design, financial assessment, and launch to ensure profitable growth and expansion in the market; focuses on innovation, adaptability, and flexibility that exceed customer expectations and enhance revenue generation strategies.
- Operate across a matrixed organization with multiple stakeholders to lead the development of enterprise operating frameworks and processes for the consumer and marketing functions, including the development and enforcement of the brand positioning and standards across the enterprise.
- Manage cross-functional teams and lead project management to meet production deadlines and execute marketing campaigns and special initiatives, with the ability to problem-solve through challenging situations.
- Identify and track metrics for Key Performance Indicators (KPI) and ROI for various marketing initiatives.
- Produce campaign reporting to analyze performance, conversion data, and provide recommendations for optimization.
- Establish standardized processes, marketing materials, and communications that promote work efficiencies and consistency in brand and messaging across the network and hospital campuses for ambulatory services/programs.
- Work with operational leaders to create a contemporary, integrated approach to the desired patient experience, ensuring brand continuity and a customer service focus at every touch point.
- Conduct consumer and other research as required, measuring the effectiveness of marketing activities and/or identifying new opportunities for service or product development.
- Optimize talent by providing counsel, leadership, guidance, and direction, and assisting in developing an organizational culture appropriate to support the mission. Employ participative management and leadership approaches that optimize organizational resources, talent effectiveness, and engagement. Empower others to exercise leadership in achieving goals, developing new concepts, and taking the initiative.
- Maintain a working knowledge of applicable Federal, State, and local laws and regulations.
- Manage and oversee team performance through performance planning, coaching, and performance appraisals. Hold direct reports accountable for managing and developing their assignments to ensure goals are achieved.
- Other duties and/or projects as assigned.
- Adheres to HMH Organizational competencies and standards of behavior.
Qualifications
Education, Knowledge, Skills, and Abilities Required
:
- Bachelor's degree in Marketing, Public Relations, Communications, or a related field.
- Minimum of 10-15 years of experience in healthcare marketing and/or communications or a related field (academic medical center and/or large healthcare system is particularly a plus) with increasing management responsibility.
- Must have excellent management skills, guided by a compelling 'client/customer' orientation, and attention to detail.
- Ability to manage numerous accounts and complex issues with an orientation toward creativity and details.
- Able to work extremely well with key customers in a matrixed environment.
- Excellent written and verbal communication skills.
- Must be able to travel, given that work is primarily in the field, meeting with local businesses, health care providers, and community organizations to drive sales. There is also an office-based component for reporting, planning, and collaborating with internal teams.
- Must be okay to work some evenings and weekends, as attendance at community events or meetings with business partners may be required.
- Highly motivated and proactive leader who has the unique and exciting opportunity to build and shape a new team.
- Results-driven individual ready to define the future of a critical business area and make a significant impact.
- Proficient computer skills that may include but are not limited to Microsoft Office and/or Google Suite platforms.
Education, Knowledge, Skills, and Abilities Preferred
:
- Master's degree in Business Administration or related field.
- Health care industry and/or hospital marketing or sales experience.
If you feel that the above description speaks directly to your strengths and capabilities, then please apply today!
Starting Minimum Rate
Starting at $190,216 Annually
|
Share
Tweet
LinkedIn
