Region Director Digital Marketing - CommonSpirit Health

In 2020 united in a fierce commitment to deliver the highest quality care and exceptional patient experience Virginia Mason and CHI Franciscan Health came together as natural partners to build a new health system centered around the patient: Virginia Mason Franciscan Health. Our combined system builds upon the scale and expertise of our nearly 300 sites of care including 11 hospitals and nearly 5000 physicians and providers. Together we are empowered to make an even greater impact on the health and well-being of our communities.

The Region Digital Marketing Director is responsible for developing and implementing digital marketing strategies to drive patient acquisition, engagement, and retention within the healthcare system's region. This role involves overseeing digital marketing initiatives, managing digital channels, and ensuring alignment with organizational goals, brand and experience guidelines. The Region Digital Marketing Director will lead a team of digital marketing professionals and collaborate with cross-functional teams to optimize the patient journey and conversion rates. They will utilize data analytics to measure the effectiveness of digital marketing campaigns and make data-driven decisions for optimization. The Regional Digital Marketing Director will stay updated on digital marketing trends and best practices in the healthcare industry to drive continuous improvement and innovation.

Responsibilities include:

Digital Marketing Strategy:

• Develop and implement comprehensive digital marketing strategies to effectively promote the healthcare system's services, programs, and initiatives within the region.
• Identify target audiences and develop tailored marketing plans and personalized approaches to reach and engage them.
• Stay updated on digital marketing trends and best practices in the healthcare industry.

Patient Acquisition and Engagement:

• Develop and implement strategies to drive patient acquisition and engagement through digital channels, such as search engine marketing (SEM), search engine optimization (SEO), social media marketing, email marketing, and online advertising.
• Collaborate with cross-functional teams, including IT, clinical, brand, marketing, communications and patient experience to optimize patient journey and conversion rates.
• Utilize data analytics to measure the effectiveness of digital marketing campaigns and make data-driven decisions for optimization.

Website and Content Management:

• Oversee the management and maintenance of the regional website content, ensuring that it is user-friendly, accessible, and up-to-date with relevant information.
• Collaborate with internal stakeholders to develop and optimize website content, including landing pages, blog posts, and patient resources.
• Implement SEO strategies to improve website visibility and organic search rankings.

Social Media and Online Reputation Management:

• Manage the healthcare system's social media accounts, including content creation, scheduling, and community management.
• Develop and implement social media strategies to enhance brand awareness, engage with patients, and drive website traffic.
• Monitor and respond to online reviews and feedback to manage and enhance the healthcare system's online reputation.
• Paid Advertising and Campaigns:
• Plan and execute paid advertising campaigns across various digital channels, such as search, social media and display advertising in coordination with the region and market-based service line marketing and communications teams.
• Collaborate with marketing and creative teams to develop compelling ad copy, visuals, and landing pages.
• Monitor and optimize campaign performance to maximize return on investment (ROI) and achieve campaign objectives.

Email Marketing and CRM:

• Develop and implement email marketing strategies to nurture patient relationships, promote services, and drive engagement.
• Manage the healthcare system's customer relationship management (CRM) system and utilize data to segment and personalize email campaigns.
• Monitor email performance metrics, such as open rates and click-through rates, and make recommendations for improvement.

Digital Analytics and Reporting:

• Utilize digital analytics tools, such as Adobe Analytics, to measure and analyze the effectiveness of digital marketing efforts.
• Generate regular reports on key performance indicators (KPIs) and provide insights and recommendations to senior leaders.
• Stay updated on industry trends and emerging technologies in digital marketing and share knowledge with the team and broader organization.

Compliance and Privacy:

• Ensure that all digital marketing efforts comply with relevant healthcare industry regulations, such as HIPAA and GDPR.
• Collaborate with legal and compliance teams to review and approve digital marketing materials and campaigns.

Budget Management:

• Develop and manage the regional digital marketing budget, ensuring efficient allocation of resources and maximizing ROI.
• Monitor and track expenses, and provide regular budget reports to senior leaders.

Team Management:

• Lead and manage a team of digital marketing professionals, providing guidance, mentorship, and professional development opportunities.
• Set goals and objectives for the team and evaluate performance regularly.
• Foster a collaborative and innovative culture within the region and market teams.

• Minimum of 10 years of experience in marketing, digital marketing, website development and management, or related disciplines.
• Bachelor's degree in marketing, communications, or a related field (Master's degree preferred).
• Proven experience in developing and executing successful digital marketing strategies.
• Proficiency in digital marketing tools and platforms, including Adobe, SalesForce, Google, and Hootsuite.
• Strong understanding of SEO, SEM, social media marketing, and online advertising.