At Tufts Medical Center we strive to heal, to comfort, to teach, to learn, and to seek the knowledge to promote health and prevent disease. Our patients and their families are at the center of everything we do. Our culture and our brand revolve around Thoughtful Anticipation, a way of being that thinks ahead to provide the greatest experience for our patients and our colleagues.
The role of Service Line Marketing Manager will help to bring the culture and brand of Tufts Medical Center to external audiences and referral partners. This position will report to the Director of Marketing and advance the strategic goals of Tufts Medical Center. The role will work closely with service line business and clinical leaders to establish volume and awareness goals for key service lines, departments and divisions. He/she will then develop and execute integrated marketing strategies and plans to achieve these goals. The Manager should understand traditional and innovative marketing tactics, be creative and work well with data to prove return on investment.
Develop and execute marketing campaigns across multiple advertising platforms (including, but not limited to, paid and organic search, paid and organic social, paid and organic content, display, email, direct mail, OOH, TV/radio, events, sponsorships, etc.) that align with business objectives (volume, revenue and awareness) for key clinical service lines, other services and/or the enterprise brand.
Implement campaign optimizations based on results from research (qualitative and quantitative), CRM data, Google Analytics and other platforms
Develop personas and journey maps as appropriate to wisely reach targeted markets
Collaborate with creative, digital, internal communications, public relations and content teams and/or agencies to produce deliverables to achieve the objectives of the marketing plan
Partner with clinical and business operations leaders, meeting regularly to stay abreast of developments and opportunities for marketing. Provide regular reports to these leaders on campaign metrics.
Design and implement marketing programs in collaboration with the Physician Liaison team to promote Tufts Medical Center with our referring partners
Partner with marketing colleagues in the Wellforce system, including co-marketing for clinical integration initiatives
Analyze the marketing actions of competitors, stay alert to changes happening in the marketing related to key service lines
Develop and manage the development of relevant content and marketing materials
Report campaign and initiative results to key hospital stakeholders
Maintain collaborative team relationships with peers and colleagues
Perform other similar job-related duties as required or directed
Bachelors degree in marketing, journalism, communications, business or other related field. Masters degree a plus.
5-10 years marketing experience. Health care experience preferred.
Experience with branding best practices, with attention to message/voice consistency, brand look/feel and style guidelines
Understanding of CRMs (Salesforce, Evariant preferred)
Firm grasp of Google Analytics and various research methods (qualitative and quantitative)
Outstanding interpersonal skills and team-orientated attitude
Knowledge of CMS (Sitecore preferred)
Proficient in traditional media
Strong understanding of the digital landscape and emerging trends, with an excellent understanding of social media platforms, search, digital marketing, and email platforms (MailChimp, HealthCloud/Marketing Cloud)
Skilled in Microsoft Office products including Word, Outlook, Excel and PowerPoint.
Knowledge of the health care industry and relevant trends
Superb writing, grammar and editing skills
Excellent presentation skills (including one-on-one interactions, small and large groups)
Exceptional project management skills, attention to detail and willingness to learn
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