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Hospital Director of Marketing & Communications

Reporting to the hospital CEO or other Senior Executive Leader and the system Vice President of Marketing Communications, the director will plan and direct hospital-wide marketing plans and initiatives and manage day-to-day operations, including maintaining and growing the hospital#s market presence, internal and external communications, community relations and community outreach program, and digital and social media. The Director of Marketing and Communications works closely and collaboratively with the LCMC Health Marketing and Communications team that provides specialized resources to support the hospital-based team and initiatives. The Director of Marketing and Communications is a hands-on position that leads, coordinates and implements marketing and communication strategies and tactics, ensuring marketing communication plans are consistent with organizational values, strategic goals, and business strategies.# Essential Job Responsibilities Responsible for creating, implementing and measuring the success of marketing and communications initiatives that will enhance the hospital#s image and position within the marketplace and the general public, and facilitate internal and external communications. 40% # Responsible for all hospital marketing, communications and public relations activities and related materials including publications, media relations, social media and digital, etc. Ensures articulation of hospital#s desired image and position, assure consistent communication of image and position throughout the hospital, and assure communication of image and position to all constituencies, both internal and external. Supports service-line marketing by helping to define target markets, assess customer needs and service quality characteristics, formulating marketing plans to meet those needs and analyzing effectiveness of marketing initiatives. Coordinates media interest in the hospital and ensures regular contact with target media and appropriate response to media requests. Serves as a hospital spokesperson to the media and other community, legislative and professional external groups. Manage production (design, writing, editing, distributing) of news releases and media advisories, website content, correspondence, presentations/speeches, internal and external publications and other articles and collateral material. Leads coordination of the hospital#s community outreach and sponsorship activities and employee-related events. Provides advertising, marketing, and logistical support for special events and community outreach projects (open houses, consumer and/or physician events, health fairs, seminars and screenings, and other community outreach activities). Attends to the details of special event implementation and follow-up, collaborating with internal personnel and external resources, as necessary. Supports the implementation of the internal communication strategic plan and related activities. Utilizes tools and resources, such as CRM, and incorporate market research and data into marketing initiatives to create research-driven marketing initiatives with measureable objectives. To meet IRS requirements, coordinates hospital#s Schedule H/990 Community Benefit narrative and supports the implementation, documentation and annual reporting on Community Health Needs Assessment Implementation Plan. Keeps informed of developments in the fields of marketing, communications and public relations, not-for-profit management and healthcare. Leads strategy development and implementation of Customer Relationship Management (CRM) tool. 15% # Responsible for integration of CRM and Marketing Automation into Marketing operations. Develops and implements campaigns designed to support the retention of current patients and grow market share. Provides regular reporting on CRM efforts, including return on investment to the organization. Ensures CRM and Marketing Automation initiatives drive and support key strategic goals. Develops department budget, monitors progress, provides regular status reports, assures adherence and evaluates performance. 10% # Plans, allocates and manages department budget by anticipating expenditures, accurately forecasting resource needs/costs and properly accounting for expenses to meet requirements and achieve fiscal responsibility. Creates regular reports documenting marketing and communications initiatives and related metrics and accomplishments for distribution to hospital and system leadership and other stakeholders, such as the Board and Board Committees. Proactively communicates the status of projects and initiatives in hospital and system Marketing meetings, sharing any changes in advance of deadlines, as appropriate. Ensures effective measurement of marketing results, and takes corrective action to achieve objectives while staying within designated budgets. Develop, implement and monitor systems and procedures necessary to the smooth operation of the department. # Responsible for editorial direction, design, production and distribution of all hospital publications and brand standards. 15% # Manages the content development, brand consistency, distribution, and maintenance of all print and electronic collateral such as newsletters, brochures, media reports, e-newsletters, and websites. Coordinate the appearance of all hospital print and electronic materials such as letterhead, use of logo, brochures, etc. Accountable for the accuracy of materials as well as establishing and meeting deadlines. Other duties as assigned.



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