The Director of Marketing is responsible for leading and executing multi-channel marketing strategies to drive patient volume, improve cost efficiency, and maximize return on investment (ROI). This role will focus on digital and traditional media, direct response advertising, patient engagement, and market expansion efforts while adapting to industry challenges such as AI-driven search changes, media saturation, and operational capacity constraints.
Key Responsibilities
Marketing Strategy & Execution
- Develop and implement performance-driven marketing strategies to increase patient acquisition and retention.
- Optimize media mix across digital, TV, OTT/streaming, direct mail, and other channels based on market dynamics.
- Conduct A/B testing on creative, messaging, and ad formats to enhance conversion rates.
- Adjust campaigns based on external factors like political ad spend, Google AI updates, and market-specific trends.
Advertising & Media Optimization
- Manage and allocate marketing budgets to maximize efficiency and reduce cost per occurred procedure.
- Shift media investments to high-performing channels and markets.
- Oversee media buys, ensuring effective messaging, targeting, and tracking.
Brand Management & Market Positioning
- Strengthen brand reputation, particularly in legacy and re-entered markets.
- Develop consistent and compelling messaging across all marketing touchpoints.
- Address consumer trust and perception challenges stemming from acquisitions or competitive pressure.
Lead Generation & Patient Engagement
- Oversee digital lead generation, ensuring efficient auto-registration and follow-up processes.
- Drive engagement through email, direct mail, and recall campaigns.
- Work closely with clinical teams to ensure patient scheduling aligns with available capacity.
Data-Driven Decision Making
- Analyze key performance indicators (KPIs) such as cost per initial visit, cost per procedure, and media ROI.
- Leverage analytics to refine targeting strategies and improve conversion rates.
- Monitor market trends and competitor activity to inform strategic decisions.
Cross-Functional Collaboration
- Partner with clinical, operations, and recruiting teams to ensure marketing efforts align with service line capacity.
- Support physician recruitment marketing efforts and optimize new market entries.
- Coordinate with internal teams to address operational challenges (e.g., ultrasonography shortages).
Budgeting & Financial Management
- Develop and manage marketing budgets with a focus on efficiency and ROI.
- Identify cost-saving opportunities, particularly in underperforming markets.
Requirements
Qualifications & Skills
- Bachelor’s degree in marketing, Business, Communications, or a related field (Master’s preferred).
- 7+ years of experience in marketing, with a strong background in performance marketing and media buying.
- Healthcare marketing experience is a plus, particularly in patient acquisition.
- Proficiency in data analytics, CRM tools, and marketing automation.
- Strong leadership and team management skills.
- Ability to adapt to market disruptions, including regulatory changes and technology shifts.
- Experience with direct response advertising and multi-channel campaign management.
Why Join Us?
- Opportunity to lead high-impact marketing initiatives in a fast-growing healthcare organization.
- Collaborative and innovative work environment.
- Growth opportunities in a company are committed to making a difference in patient care.
Benefits
- Medical
- Dental
- Vison
- PTO
- 401k & Match
Apply Today!
If you're a strategic marketing leader passionate about driving results in a dynamic industry, we’d love to hear from you!