The primary purpose of this position is to plan and implement a marketing plan to introduce and educate both the general public and health care professionals in the community as well as surrounding communities about the services the facility has to offer. This position requires direct marketing/sales to potential referral sources with the end result being referrals and admissions to the community.
Essential Job Functions, Duties and Responsibilities
Develop and maintain a marketing plan specific to the area. Focus on Case Managers, Physicians, Discharge Planners, Trust Attorney’s Officers and other referral gate keepers.
Develop a quarterly marketing plan from the original marketing plan and review all plans with the Dir. Of Marketing and Administrator.
Develop a list of all Long Term Care companies, Case Managers, Physicians, social Services, Hospitals, SNF, Law Offices, and Managed Care Organizations.
Schedule tours of the facility with targeted referral sources and identify those sources that may require in-services that can be provided by the community.
Direct Sales call to potential referral sources with the goal to receive a referral and ultimately an admission to community.
Review and strategize marketing on a weekly basis to assure maximum marketing potential, to include effective comprehensive initial and follow-up contact with target audience.
Coordinate with the Director of Marketing and other staff when marketing plans require joint marketing.
Make one to one marketing contacts with targeted sources to educate on services and request referrals.
Identify new potential referral sources and strategize to educate.
Develop events that are directed at achieving the sales goals and objectives of the designed marketing plan.
Serve as liaison between the Executive Director, medical staff and other professional and supervisory staff and the community referral sources.
Keep a supply of brochures and other printed material readily available for persons requesting such data.
Participate in, or direct personnel to participate in community service and civic groups to obtain information and seek support of these groups in charitable activities on behalf of the facility.
Coordinate special functions with all appropriate departments.
Internal tours and sales of apartments to prospective residents.
Responsibly assess and evaluate information to facilitate appropriate resident placement and service level.
Establish tracking (month to month) of referral numbers, move-in numbers, referral sources and number of referrals they make, average daily occupancy and census.
Develop new referral relationships in community and strengthen existing ones.
Complete and implement monthly mailers to community and targeted gate keepers.
Track success of response of marketing efforts for the community, (i.e., paid advertisements) in order to allocate resources appropriately.
Maintain occupancy and census at budgeted numbers (focusing on Medicare census) for the community and maintain waiting list.
Develop and implement lead follow-up systems.
Prepare departmental operating budget for approval by the Executive Director and allocate the resources to carry out programs and activities of the marketing department.
Assure that adequate financial records and expense reports are submitted to the Executive Director as required.
Keep informed of economic conditions/situations and make adjustments as necessary to assure the continued ability to meet budget based on occupancy.
Must possess the ability to make independent decisions, follow instructions, and accept constructive criticism. Must be able to deal tactfully with personnel, residents, family members, visitors, government agencies/personnel, and the general public. Must be able to work with ill, disabled, elderly, emotionally upset, and potentially hostile people within the facility. Must be able to speak, write and understand English in a manner that is sufficient for effective communication with supervisors, employees, residents, and families.
Education and Experience
Must possess a RN or LPN license in the applicable state.
Prefer 3 years experience in marketing, sales or related experience in a skilled or healthcare setting.
Must possess the ability to establish, implement and maintain effective working and public relations.
The Goodman Group - 15 months ago