Address
Form of workThe Detroit Medical Center (DMC) is a nationally recognized health care system that serves patients and families throughout Michigan and beyond. A premier healthcare resource, our mission is to help people live happier, healthier lives. The hospitals of the Detroit Medical Center are the Children's Hospital of Michigan, Detroit Receiving Hospital, Harper University Hospital, Hutzel Women's Hospital, the DMC Heart Hospital, Huron Valley-Sinai Hospital, the Rehabilitation Institute of Michigan and Sinai-Grace Hospital.
DMC's 150-year legacy of medical excellence and service provides patients and families world-class care in cardiovascular health, women's services, neurosciences, stroke treatment, orthopedics, pediatrics, rehabilitation, organ transplant and other general and specialty services.
DMC is a key partner in Detroit's resurgence, which continues to draw national and international attention. A dedicated corporate citizen with strong community ties, DMC is one of the largest and most diverse employers in Southeast Michigan.
Job Description:
The Group Marketing Director for the Detroit Medical Center (DMC) will play an important role in Tenet's continued transformation into a consumer-focused organization. This position will lead the local marketing strategy and work to integrate all marketing efforts across access points. The Group Marketing Director will lead the local marketing team in the development and implementation of marketing strategies, plans and activities in support of service line growth initiatives for all hospitals within an assigned market.
Reporting to the VP of Marketing Operations with strong day-to-day interactions with the Hospital leadership team, Group Chief Strategy Officer, Group CEO, Communications, and the Home Office, the Group Marketing Director will directly manage the hospital marketers in the Group with a solid focus on service line prioritization and the implementation of data-driven healthcare marketing plans that support growth. This position will additionally build trusting and collaborative relationships with internal and external teams to ensure that strategic marketing is implemented within the framework and vision of the Detroit Medical Center.
Essential Duties and Responsibilities
Marketing Strategy
Leads the development and execution of marketing strategies and go-to-market plans that drive growth, consumer engagement, and patient retention. Strengthens brands by designing strategies, and utilizing customer segmentation and targeting capabilities to expand the business while building trust and loyalty within local communities.
Utilizes data, insights and best practices provided from across the enterprise to create comprehensive marketing plans with clear objectives, impactful brand positioning and a targeted media plan that connects with our target.
Researches market trends, local competitor positioning and opportunities to help develop stronger in market plans
Works closely with the "centers of excellence" at the home office to develop effective marketing tactics across CRM channels like digital, social, email, direct mail.
Develops a strategy for community engagement and directs the process for driving executional excellence and reporting of results and best in class tactics.
Drives the localization of an integrated service line value story for all audiences for marketing and communications programs that provide consistent messaging, differentiated value propositions and positioning within local markets.
Maintains strong relationships and interactions with hospital boards and physician leaders
Execution
Operates as the lead marketer for the hospital and strategically looks at the market yet executes a hospital-based approach to all duties
Leads the annual marketing campaign planning process for their market and works across cross-functional teams and stakeholders to bring a growth marketing plan to life.
Leading the execution and implementation process across all hospitals and ensures that integration for marketing efforts are being executed across access points.
Partners with Decision Sciences and Insights team and actively seeks to understand insights for the market at a deeper level. Drives insights into action by building strong recommendations.
Owns the marketing scorecard for their respective market and works with "Centers of Excellence" at the Home office to understand performance across all marketing channels, including call center results.
Proactively seeks to understand impact of all marketing efforts on the business and works to make comprehensive recommendations.
Collaborates and guides agency of record to develop campaigns and local media plans.
Keeps key stakeholders updated on marketing plans and performance. Participates in strategy discussions and leadership meetings and presents strategy/metrics/reports to key stakeholders.
Works with TPR, physician marketing, Medpost leaders in executing integration efforts at the market level
Develops and guides community engagement strategy, including seminars/screenings/events/sponsorships, for the local market and oversees execution.
Management
Directly manages the day-to-day activities of the hospital marketing representatives within the Group. Directs, supervises and approves the prioritization of hospital-specific service line marketing prioritization and activities in partnership with the Group CEO and CSO
Owns and manages the hospital and Group relationships and interactions with Conifer
Sets clear direction and measures of success for hospital marketing representatives at the direction of and in partnership with the Detroit Medical Center.
Plans, communicates, implements and maintains Group budgets. Works with the VP of Marketing operations to accurately track and plan the marketing budget. Approves all hospital marketing expenses and assures accurate invoice coding is always utilized
Education/Experience
Bachelor's Degree in Marketing, Communications, Business or relevant major is required
Advanced degree in business, marketing/communications, or health related field is preferred
At least 7 years of demonstrated progressive experience and responsibility for developing marketing strategy, executing multi-channel marketing plans that support growth initiatives, brand management, and driving insights into action (relevant to health care industry preferred)
Knowledge, Skills, Abilities
Demonstrated success and understanding in executing cross-channel marketing tactics to drive consumer engagement such as social and digital media, advertising and communications platforms, marketing automation/CRM, content creation, and website management
Demonstrated ability to establish a vision, drive teams to action, and synthesize facts and insights into concrete, actionable strategies and tactical plans that deliver on business objectives
Demonstrated experience in managing integrated marketing programs
An excellent ability to bring stories to life to engage consumers across traditional and non-traditional media
Demonstrated ability to drive high performing teams and collaborate with key stakeholders
Demonstrated experience in understanding marketing channel performance and how results are supporting business objectives. Ability to synthesize learnings/best in class practices and quickly implement learnings to strengthen in market plans. Proven ability to analyze, understand, and articulate the success of previous marketing strategies which have led to significant returns on investment and growth
Demonstrated understanding of paid, earned and owned media integration and an ability to partner and support the communications teams.
A proactive servicing approach and a strong sense of urgency to respond to matters on time with a collaborative style which engenders the respect of others and can be best described as a leader, mentor, and a coach. An active listener with exceptional oral and written communication skills.
A facilitator and developer of others with a concerted focus on a team approach while holding her/himself accountable
An ability to build productive cross functional relationships at all levels of the organization as well as with external partners
Comfort with ambiguity and working in a large, diffuse, highly matrixed environment
Prefer a high level of knowledge about the health care industry, local market place dynamics and overall hospital strategy and operations; keen understanding of physician relationships and practice patterns; federal, state rules and regulations. Stays current on the latest trends in health care, including but not limited to physician relationship development, reimbursement, managed care and clinical program development
Personal Attributes
Authentic- Has deep integrity and holds personal and professional values consistent with Tenet's mission, vision and values
Self-motivated- Outcomes-focused individual who holds herself/himself to a high performance standard, but maintains a sense of proportion and humor
Professional - Must demonstrate high level of professionalism as this role will be interacting with several senior level leaders across the enterprise
Persuasive- Able to advance an idea, strategy or program through influence, communication and negotiation. Works through credibility and collaboration to achieve success in a highly complex and matrixed organization
Detail oriented - Strong attention to detail in developing strategy and executing plans
Collaborative- Confident with a commitment to her/his ideas and ideals, but someone who also listens with true self-awareness and empathy. A leader who possesses a "common touch" to relate comfortably and effectively with people at all levels
Problem Solver - Proactively works to solve problems
