We are seeking a talented Director of Service Line Marketing to provide direction and support on our Beth Israel Lahey Health Marketing and Communications team.
The Director Service Line Marketing is responsible for developing strategic marketing plans for assigned service lines, in alignment with Beth Israel Lahey Health's business strategy. This leader's focus is to establish compelling value propositions and engage with consumers and referring physicians in order to grow clinical volume and achieve positive return on investment. This individual has a passion for data and the achievement of key performance indicators. The individual in this role has significant interface with clinical leaders across the system, and strong working knowledge of diseases/conditions and related treatments, competitive positioning and financials. This role presents marketing initiatives and results to executive leadership.
Lead discussions with hospital, business unit and clinical leadership to understand business goals and competitive positioning in order to ensure marketing priorities, strategies, tactics and resources are appropriately aligned.
Analyze strategic planning data and insights, along with proprietary and syndicated marketing research to understand key market dynamics, trends and competition that will drive marketing strategy.
Understands all operational, financial and clinical components of assigned service lines.
Assess the operational readiness of each hospital/business unit to support growth, consulting with administrative leaders on areas for improvement.
Establish differentiation for BILH's offerings by developing behavior-motivating, consumer-directed value propositions.
Develop and implement integrated strategic marketing plans to support growth for assigned service lines and programs, building targeted engagement strategies that utilize the full spectrum of traditional and digital communications channels.
Develop quantitative forecasts of expected campaign results, ensuring that all campaign tactics are measurable.
Drive integration and coordination among strategic planning, brand strategy, digital engagement and internal/external communications in support of campaign objectives.
Analyze key performance indicators on an ongoing basis to assess campaign effectiveness; continuously refining based on learnings and identification of best practices.
Drive team performance to meet and exceed performance targets with accountability for achieving expected results and meeting service level agreements.
Has the responsibility to lead and support managers and directors in developing and improving operations to create optimal performance levels. Direct Reports: None Indirect Reports: None
Assists in planning, monitoring and/or managing budget in functional area of department.
Bachelor's degree in Business Administration, Marketing/Communications or other related field. required. Master's degree in business administration, marketing, health administration or related field strongly preferred.
8-10 years related work experience required in progressively responsible experience in strategic marketing and communications. and 0-1 years supervisory/management experience required
Strategic thinker and the ability to mobilize cross-functional teams to develop fully integrated marketing strategy.
Strong interpersonal communication and political acumen skills and advanced skills to represent the department and health system with other institutional and/or external constituencies.
Strong skills to produce results and achieve predetermined goals within budget and time constraints.
Advanced skills with Microsoft applications which may include Outlook, Word, Excel, PowerPoint or Access and other web-based applications. May produce complex documents, perform analysis and maintain databases.
Health care experience strongly preferred.
Internal Number: 35573BR
About Beth Israel Lahey Health
We are a system of academic and teaching hospitals, a premier orthopedics hospital, primary care and specialty care providers, ambulatory surgery centers, urgent care centers, community hospitals, homecare services, outpatient behavioral health centers, addiction treatment programs, and more. And this is just the beginning.
Together, we share a commitment to delivering the very best care in every community we serve. Because when a community gets healthier, people do, too.