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Location

Kirkland, WA | United States

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Job description

Wage Range: $123,074 - $196,934 per year

Posted wage ranges represent the entire range from minimum to maximum. For jobs with more than one level, the posted range reflects the minimum of the lowest level and the maximum of the highest level. Some positions also offer additional premiums based on shift, certifications or degrees. Job offers are determined based on a candidate's years of relevant experience, level of education and internal equity.

Job Summary: The Director of Marketing and External Communications is responsible for the strategic creation and execution of a vast range of primarily external initiatives and plans that advance service line and organizational objectives, including oversight of the external website, development and implementation of earned and paid media campaigns, marketing and advertising campaigns, and strategic stakeholder communications.

The Director ensures we constantly improve positive awareness and understanding of, and response to, EvergreenHealths people, services, and programs. Plays a lead role in developing strategies and tactics to drive volume and revenue by increasing the PSA and TSAs awareness and preference for the EvergreenHealth Kirkland, EvergreenHealth Monroe, and Eastside Health Alliance services and physicians, working in tandem with strategic planning, business development and service line leaders.

Primary Duties:

1. Active contributor to forming organizational goals and objectives, including EvergreenHealths strategic business planbringing consumer perspective to help inform business development. Accountable for developing comprehensive strategies that span across all facets of the organizations marketing and communications initiatives, ensuring all tactics are complementary and work toward achieving the same, unified goalsrooted in strategic direction.
2. Oversees and leads consumer research on behalf of EvergreenHealth and EvergreenHealth Monroe, executing scientifically sound market research to aid in the development of effective marketing, PR and communications tactics and creative.
3. Oversees and develops marketing plans to achieve the goals and objectives of the EvergreenHealth and EvergreenHealth Monroe strategic business plan. This includes, but is not limited to, media planning, marketing and advertising, public relations, and conducting and preparing post-promotion ROI studies and reports.
4. Oversees the daily activities involved with implementing marketing plans to accomplish the goals and objectives of the marketing/communication strategies. Ensures that efforts are monitored, tracked and reported in a timely manner.
5. Leads discussion and works collaboratively with other health system personnel to understand their marketing or communication goals in the development, implementation and evaluation of communication plans, competitive strategies and special events. Serves as the primary contact person and practices positive customer relations. Solicits input of directors, medical staff, managers and employees to ensure effectiveness, quality and cost management of communication efforts within the organization.
6. Leads strategic external communications, including business/stakeholder announcements, overseeing and developing all associated materials and copy. Assist with internal communication efforts, collaborating with other departments to meet needs related to roll-out of new initiatives, education efforts or programs.
7. Leads creative direction for graphic design and campaign messaging themes, strategically integrating complementary tactics and consistency across all audiences and mediums produced by the organization.
8. Oversees and supports management of planning, writing, design and dissemination of strategic external email marketing campaigns to both segmented, targeted audiences and general external audiences via monthly e-newsletters and CRM email marketing campaigns. Communications include but are not limited to monthly community e-newsletter, new patient welcome communication, service line/provider/practice specific campaigns as necessary to support strategic business goals.
9. As relevant, supports execution of external events directly associated with growth and marketing strategies.
10. Serves as a health system representative in the community; seeks and formulates unique opportunities to promote the health system to the community as tied with growth strategies, represents health systems at community events and community agency committees. Assists with determining sponsorship strategies and contract negotiations to ensure sponsorship elements support the organizations brand appropriately and position the best return on investment as possible.
11. Serves as media/press contact, responds to media requests, in collaboration with the Chief Marketing and Communications Officer as appropriate. Oversees public relations agency, managing and leading pitches to place positive press releases and stories. Works with physicians and Health system personnel in maximizing Health system exposure in print, radio, and other media. Provides information and develops media presentations to orient and inform the public on Health system initiatives. Leads communication during disaster / crisis events.
12. Serves as organizational spokesperson in the media and public forums.
13. Produces, scripts and directs external videos to educate the community on health topics, create awareness of and promote the organization that supports new patient acquisition. Lead the editing process from beginning to final cut. Identifies optimal channels and platforms for promotion.
14. Serves as editor for all external organizational publications, including the EvergreenHealth Annual Report and EvergreenHealth community publication, overseeing and leading all public relations, content marketing and earned media strategies, collaborating closely with providers, patients and service lines involved to illustrate our organizational values and benefits as a community resource to help drive preference and growth. Lead writing and editing news releases and articles, adhering to company messaging and editorial guidelines. Seeks media coverage and placement of articles in a variety of media outlets. Monitors editorial schedules and event calendars, researching editorial opportunities, and positioning Evergreen Healthcare for coverage or media placement. Maintains EvergreenHealths online media resource center. Identifies media relations and speaking opportunities for EvergreenHealth leadership and preparing leaders for their participation. Communicates/reports media coverage to internal stakeholders.
15. Manages marketing sponsorships, including paid media such as New Day Northwest contact appearances, researching provider content, script writing, designing visuals and managing coordination with any patient participants. Oversees communication and logistics with New Day Northwest producers, ensuring the segments accurately reflect the organizations brand and positively informs public opinion. Additionally, provides day-of support on set, coaching providers and guests.
16. Oversees production of the organizations community publications and Annual Report, including story lines and publication themes, identifying patient and provider stories, assisting with interview coordination and content, copy and design editing through to production.
17. Manages payor relations, regarding cobranding and co-marketing that coincides with payor contracts, negotiating beneficial promotion in print and digital format, website profiles and physical collateraldeploying the best strategies to ensure brand standards are upheld within this realm.
18. Oversees and implements market research. Collects competitive information on a continual basis with regard to markets, and customers. Identifies need for primary and secondary research; identifies, evaluates and selects resources to carry this out and implement and report research. Gathers necessary data on products and conducts competitive assessments and benchmarking initiatives. Responsible for developing and reporting campaign analytics tied back to service line and organizational objectives, quantitatively and qualitatively demonstrating key performance indicators and impact on the organizations overall growth and elevation in the market.
19. Leads consumer research, including focus groups and general consumer data collection, to gain continuous understanding of community sentiment and preference to help inform business objectives, as well as general outreach elements including messaging and creative.
20. Manages strategic marketing, public relations and communication plans for each new physician and practice on-boarded, assisting with successful completion of each physician's market introductionassessing and leveraging market opportunities on an individually, deliberate, tailored basis. Includes: Internal messaging, CIN messaging, press release and media opportunities, newsletter announcements, external CRM marketing, paid advertising, social media messaging coordination.
21. Works closely with the EvergreenHealth Foundation in its communications, and activities.
22. Acts as lead liaison and marketing content expert for payor relations communications, as well as lead marketing, PR and communications on behalf of EvergreenHealth business and stakeholder affiliationsincluding Eastside Health Network, Eastside Health Alliance, Fred Hutchinson Cancer Center and other business affiliates and partnerships. Leads, creates and implements strategic marketing, public relations and communication efforts for Eastside Health Network, Eastside Health Alliance, and Fred Hutchinson Cancer Center as the EvergreenHealth liaison, ensuring brand standards are upheld along with positive public perception.
23. Leads and oversees EvergreenHealths social media strategycreating timely, relevant content that illustrates EvergreenHealths services and brand to effectively drive positive consumer engagement and support downstream patient acquisition. Report on KPIs, tracking engagement and identifying areas of opportunity on an on-going basis.
24. Oversees EvergreenHealths digital assets on EvergreenHealth.com. Work cross functionally with content owners across the organization in partnership with Web Producer to ensure content is accurate, timely, and compelling. Ensure visitor experience is optimized for consumer engagement to support seamless patient acquisition and create brand preference.
25. Partners with IT to ensure all consumer-facing digital assets, including EvergreenHealth.com and all domains remain functional and deliver the best possible digital consumer experience, collaborating and troubleshooting as needed.
26. Monitors and manages expenditures, proactively identifies potential budget variances, and recommends effective solutions to improve budget performance. Demonstrates responsibility for the containment of health system costs through appropriate utilization resources. Provides special project support and takes a sense of ownership regarding other related duties as assigned. Works closely with other system marketing and communications personnel to share resources and avoid duplication of efforts.
27. Performs other duties as assigned.

License, Certification, Education or Experience:

REQUIRED for the position:

• BA in marketing, communications, public relations, healthcare administration or related field or equivalent combination of education and experience.
• 7 years of experience in a marketing or business development role (preferably in a healthcare setting) with 4 years in a leadership role (ie. leading a team of reports, not simply project leadership) in marketing (digital and non-digital), communications, public relations, media relations, consumer insights/analytics, or advertising including planning, budgets and policies with successful experience developing teams.
• Must understand and be knowledgeable of marketing principles and practices, including message development, advertising, media, event planning, community outreach and publicity vehicles.
• Must understand and be knowledgeable of business administrative and growth strategy principles.
• Exceptionally strong writing skills, with ability to distill and tailor complex messaging to speak to diverse audience self-interests.
• Must understand and be knowledgeable of research principles, ensuring sound and accurate processes and research design.
• Must exhibit leadership skills that align with organizational values.
• Strong computer skills and proficiency with PC based MS Office Suite, Adobe Creative Suite, SharePoint and other software programs. Working knowledge of graphic design and layout.
• Requires demonstrated competence in project management with strong conceptual skills and strong event planning skills.
• Polished person who presents information well and can relate comfortably with staff, physicians, management and the community.
• Demonstrated high level of energy, enthusiasm, initiative and professional integrity.
• Excellent verbal and written communications skills, including skills in facilitating, public speaking and utilizing communication channels. Strong interpersonal and organizational skills. Strong writing and editing skills.
• Must be team player, self-motivated, and able to handle multiple priorities in a fast-paced, ever-changing environment.
• Must have the ability to establish and maintain effective working relationships with internal / external customers, to meet and measure customer service needs, and to partner with others.
• Must be able to analyze and interpret financial data, gather needed information, evaluate decisions/solutions, and make effective decisions. Strategic thinker with analytical abilities.
• Must be available to lead events during all shifts (nights/weekends) that vary annually.

DESIRED for the position:

• 7 years of experience in professional marketing/communications capacity (preferably in a healthcare setting).
• Web content management.
• Communications and desktop publishing experience.

Benefit Information: Choices that care for you and your family At EvergreenHealth, we appreciate our employees commitment and contribution to our success. We are proud to offer a suite of quality benefits and resources that are comprehensive, flexible, and competitive to help our staff and their loved ones maintain and improve health and financial well-being.

• Medical, vision and dental insurance
• On-demand virtual health care
• Health Savings Account
• Flexible Spending Account
• Life and disability insurance
• Retirement plans 457(b) and 401(a) with employer contribution)
• Tuition assistance for undergraduate and graduate degrees
• Federal Public Service Loan Forgiveness program
• Paid Time Off/Vacation
• Extended Illness Bank/Sick Leave
• Paid holidays
• Voluntary hospital indemnity insurance
• Voluntary identity theft protection
• Voluntary legal insurance
• Pay in lieu of benefits premium program
• Free parking
• Commuter benefits
• Cafeteria & Gift Shop Discount

View a summary of our total rewards available to you as an EvergreenHealth team member by clicking on the link below.
Please see job description

PI237493191

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Salary