Director, Healthcare Marketing
June 25, 2012
Santa Marta exists as a Catholic-sponsored continuum of care community to enable senior adults to live full and active lives within a secure, hospitable, and faith-filled environment in accordance with Catholic traditions and values.
Responsible for developing and sustaining census that achieves financial goals. Responsible for identifying, developing and maintaining key referral source relationships that support and broaden the organization's referral base.
Oversees and manages the internal admissions operation, including admissions/intakes processes. Serves as primary liaison between external referral sources and internal admissions and clinical staff to streamline communications and facilitate referral, pre-admission and admissions processes.
Reporting to the Executive Director, Director of Healthcare Marketing works with licensed Administrator to plan and communicate census development initiatives and provide ongoing education regarding local competitors, regional health care trends and other relevant market information.
A. Principal Functions/Management & Leadership
Works both internally and externally to develop successful referral relationships and competitive admissions policies/procedures with the goal of achieving and sustaining census and payer mix goals outlined in the annual business plan.
Provides admissions/census improvement leadership at department head and leadership team level to optimize appropriate use of services and resources.
Collaborates with community-based service organizations, insurers and other healthcare providers to develop preferred referral relationships with other “premier” providers and organizations.
Responsible for establishing and monitoring Healthcare Marketing department budget.
B. Principal Functions/Marketing & Communications
Establishes strong, effective external relationships with community-based entities as they relate to referral development, admissions and potential “partnership” programs and services.
Contributes to creating and maintaining a work climate that encourages positive staff morale, motivation and commitment by implementing an effective management and leadership style appropriate to the organization, situation and staff and by purposeful, routine contact with staff.
Provides primary liaison with external customers, including handling customer service inquiries and requests, complaints, problems and other customer-related issues.
Promotes feedback on customer satisfaction and staff performance through effective communication with staff.
Manages all information that is passed on/communicated to referral source.
Performs comprehensive competitive analysis at least once per year, summarizing recommendations in a report to the senior management team. Provides ongoing trend and new product updates quarterly, or as requested by ED.
Provides management with written recommendations regarding necessary marketing communication materials, programs and/or promotional initiatives, based on external referral development work, customer and competitor knowledge.
C. Principal Functions/Facilitator-Trainer-Educator
Trains staff in all functions related to inquiry-handling, admissions, touring and intake.
Coaches families through insurance/reimbursement issues.
Provides in-service education on managed care, local health care trends, competitors and customer service excellence.
D. Principal Functions/Recordkeeping-Reports
Provides data and management reports regarding customer satisfaction
Responsible for internal tracking of all inquiries, admissions and referral source information.
Prepares written management report of annual competitive analysis (see item #6 in section C, above).
Prepares and submits weekly update to Marketing Assistant for inclusion in Weekly Community Report and quarterly summaries of census and referral development activity, indicating performance against census/financial goals established.
E. Principal Functions/Technology-Equipment
Uses appropriate software programs.
Develops accurate digital reports.
F. Principal Functions/Clinical
Collaboratively monitors and evaluates length-of-stay information.
Collaborates with back-up team to ensure timely and competitive admissions decisions according to established and approved guidelines.
Collaborates with Medical Director, social work and nursing staff to ensure timely and appropriate pre-admission assessments, admissions procedures, transfer protocols and other systems and policies related to customer service, referral development and census maintenance.
Works with nursing and rehab staff to develop, produce and distribute case studies demonstrating cost-effective and outcome-oriented care.
Principal Functions/Safety & Wellness
Ensures a safe work environment for all staff and residents.
Identifies and resolves safety issues.
Promotes wellness attitude through support of wellness programs.
Provides encouragement to all to participate in a healthy lifestyle.
To perform this job successfully, an individual must be able to perform each essential duty satisfactorily. The requirements listed below are representative of the knowledge, skills, and abilities required. Reasonable accommodations may be made to enable individuals with disabilities to perform the essential functions.
Education and Experience Required
Bachelor’s degree in health- or business-related discipline, including nursing, rehabilitation therapy, medical marketing and/or sales or new business development. Strong background in long-term care, sales and marketing, as well as demonstrated ability to understand and discuss clinical scenarios with clinicians. Minimum five years' experience is required, preferably in a business development position where field work was an essential part of the job.
Knowledge, Skills, and Abilities Required
Ability to effectively communicate, verbally and in writing, with potential customers, influencers, residents, families, and the general public.
A self-starter, with the keen ability to generate outreach work; plan and perform job tasks efficiently and effectively.
Experience working with PC-based software applications for capturing sales data and word processing is a plus.
Ability to work evenings, weekends, and holidays as necessary.
Goal oriented; ability to achieve high goals.
Attentive to detail.
Normal office environment. Occasional lifting of materials. Frequent telephone work. Ability to sit and work at a computer for long periods of time. Ability to work overtime and travel as needed. Reasonable accommodations may be made to enable individuals with disabilities to perform the essential functions of this role.
The physical demands described below are representative of those that must be met by an individual to successfully perform the essential functions of this job. Reasonable accommodations may be made to enable individuals with disabilities to perform the essential functions.
Amount of Time
Under 1/3 to Over
None 1/3 2/3 2/3
Use hands to finger, handle, or feel
Reach with hands and arms
Climb or balance
Stoop or kneel, crouch, or crawl
Talk or hear
Taste or smell
Require that weight be lifted or force be exerted: Amount of Time
Under 1/3 to Over
None 1/3 2/3 2/3
Up to 10 pounds
Up to 25 pounds
Up to 50 pounds
Up to 100 pounds
More than 100 pounds
Special vision requirements:
_ X _ Close vision (clear vision at 20 inches or less)
_ X _ Distance vision (clear vision at 20 feet or more)
_ X _ Color vision (ability to identify and distinguish colors)
_ X _ Peripheral vision (ability to observe an area that can be seen up and down to
the left and right while eyes are fixed on a given point)
_ X _ Depth perception (three-dimensional vision, ability to judge distance and
_ X _ Ability to adjust focus (ability to adjust the eye to bring an object into sharp
___ No special vision requirements
The employer is an Equal Opportunity Employer. In compliance with the Americans with Disabilities Act, the employer will provide reasonable accommodations to qualified individuals with disabilities and encourages prospective employees and incumbents to discuss potential accommodations with the employer.