The Acute and Long Term Care Marketing Manager is responsible for the development and successful implementation of marketing activity to grow sales, profits and market share in Acute Care and Long Term Care/Skilled Nursing Facility (AC/LTC/SNF) markets, including but not limited to customer segmentation, company analysis, collaborator analysis (suppliers and other channel partners), competitor analysis and industry analysis. The work includes project management, interactive marketing, promotion, sales support, sales lead management, customer relationship management, copywriting, and brand compliance. The ideal candidate will have experience in creating and implementing successful marketing plans in healthcare, with documented results.
Works with leadership to develop, implement and manage marketing plans for AC/LTC/SNF markets to drive customer acquisition and retention, increase sales revenue and profitability, and increase market share. Develops market segment profiles including demographic, psychographic, geographic, behavioral, pain points, etc. Gathers and analyzes relevant data and information to develop plans and recommendations.
Develops and recommends budgets and investments to support marketing strategies and plans. Provides ROI analysis on effectiveness of marketing campaigns.
Stays abreast of market and competitive developments to proactively identify opportunities and potential threats. Develops a deep understanding of emerging trends in healthcare, including political and social factors. Evaluates impacts and ramifications of these trends and recommends changes to AC/LTC/SNF marketing strategy as necessary.
Builds detailed profiles of key competitors in Acute Care/LTC/SNF markets, focusing on relative strengths and weaknesses using SWOT analysis. Examines competitors segment and product focus areas, resources, competencies, competitive positioning, product differentiation and historical responses to industry developments.
Works with agencies and internal teams to develop sales tools, creative and messaging for communicating and promoting to AC/LTC/SNF markets.
Collaborates with Sales and Product Marketing to develop and manage pricing and promotions.
Develops a strong knowledge of brand and products and is capable of communicating their value and role by channel of trade through effective marketing programs and creative collateral.
Oversees production of all creative executions for AC/LTC/SNF segments to ensure brand compliance and message consistency. Drives distributor and collaborator compliance with latest brand and product visual identity and copy.
Helps manage and maintain website content delivery, email marketing, social media presence, paid and organic search, and display advertising endeavors.
Develops solid working relationship with cross-functional counterparts and third party agencies.
Assists product introduction process to ensure that SKUs are set up correctly and communicated properly.
Drives best practice sharing in sales organization and energizes channel teams to systemize their market approach.
Researches industry trends through professional networking, competitive benchmarking and industry publications to identify consumer/customer insights and new opportunities for channel, product and brand marketing.
Successfully targets consumers/customers and understands what offers and vehicles effectively reach them and change their buying behavior.
Develops and maintains a close association with Sales to assure appropriate execution of promotional plans that will close new business and retain the current base.
Initiates and executes promotional plans, maintains calendar of promotional events and assists with pre- and post promotion analysis, all while providing regular, detailed status updates.
Draws accurate conclusions from financial and other quantitative data, and effectively uses quantitative data to make sound recommendations for planning or decision making.
Strong knowledge of marketing, sales and business processes.
Minimum of 4-6 years of proven successful marketing experience. Ideal candidates will have previous experience in the healthcare industry, preferably with a hospital, LTC facility or SNF, or with a supplier to AC/LTC/SNF markets. Equivalent healthcare focused experience in an agency environment may be considered.
Understanding of todays hospital and long term care markets with awareness of trends in quality, health economics and Joint Commission Initiatives.
Strong strategic, analytical and creative thinking skills.
Demonstrated strong skills leading cross-functional geographically dispersed teams comprised of internal and outside resources.
Strong interpersonal and communication skills for working with sales representatives, media, customers, advertising agencies and senior leadership.
Technology savvy - experience with Excel, PowerPoint, databases, Internet search, mobile technology and mobile applications.
Bachelors degree in marketing, business or related field - MBA is preferred.
Effective time management and organization skills.
Ability to independently initiate and manage projects.
Ability to travel as required.
Thinks & acts strategically: keeps the mission & values at the forefront through daily decision-making.
Builds effective cross-functional working relationships.
Personally, organizationally, and strategically agile when dealing with complex problems, difficult situations, and diverse people.
Operates well under healthy tension and accelerated timelines.
Ability to handle multiple tasks and meet deadlines, and prioritize work effectively.
Experience in the development of marketing strategies and tactical plans supporting a consumable product.
The position description is not intended to be all-inclusive. From time to time an incumbent may be asked to perform other duties because of peak workloads, shifts in work priorities, or for training purposes.
You must successfully complete a selection process that includes interviews, aptitude tests (for some positions), criminal background investigation, references verification and pre-employment drug-screening.
Domtar is an equal opportunity employer. We are also committed to ensure reasonable accommodation for individuals protected by Section 503 of the Rehabilitation Act of 1973, the Vietnam Veterans Readjustment Act of 1974, and Title I of the Americans with Disabilities Act of 1990.
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