The Vice President, Chief Marketing Officer (CMO) is responsible for planning, developing and execution of strategic marketing plans across the system. Reporting to, and collaborating with the system`s Chief Strategy Officer (CSO) to direct the health care enterprise toward activities that will position the system for growth and high quality care in a rapidly changing health care environment. As such, the CMO will be responsible for system marketing, web and social media planning.
Major Responsibilities:
• Develop a marketing plan that is consistent with the organization`s strategic plan and overall strategy. Ensure the marketing and web team`s efforts consistently build equity and are cohesive with overall organizational goals. Prepare an integrated annual marketing budget that meets the needs of the system in this regard.
• Design and implement the company`s integrated marketing plan (advertising, social media, direct marketing, e-commerce and communication through marketing call centers), encompassing successful brand-building marketing initiatives to ensure the achievement of the company`s growth objectives.
• Lead the continued development of the organization`s brand strategy in collaboration with the CSO reinforcing the organization`s overall strategic positioning. Ensure consistency of brand positioning across all marketing tactics, and throughout the health system.
• Develop the processes and approach to service line marketing for the organization. Work with Business Development to create annual plans to position the system`s clinical services and achieve organizational growth objectives. Partner with service line leaders, entity leaders and physician champions to understand the key differentiators of the system`s clinical programs, how patients and referring physicians make decisions on care providers, and how best to reach targeted audiences to achieve service line objectives.
• Develop and track metrics and success criteria for all marketing programs and activities.
• Develop a high-performing, goal-oriented team. Work in partnership with other senior leaders to create an environment that encourages cross-team support and interaction, in which all staff can grow, thrive and be productive.
• Lead a series of market research and analysis efforts designed to provide a fresh perspective on the company`s client base and to identify and evaluate new product trends.
• Develop and lead the system`s web and social media programming. Evaluate and align social media programming with engagement, resource development, community impact and other organizational strategies to drive maximum results.
• Ensure that the corporate brand and graphic standards are upheld as they relate to marketing and organizational goals.
• Support strategic planning by providing competitive marketing analysis, customer segmentation analysis and other analytic information.
• Translate consumer trends into meaningful insights related to the system`s business and services.
Ideal Experience:
• A well-trained, disciplined leader with 15+ years of progressive experience in the healthcare industry. Other industry experience valued as well, but health care experience is essential. Must possess a record of superior professional accomplishments with leading, well-branded healthcare organizations.
• Exceptional management and sound business skills in developing and executing sophisticated marketing, planning and communications strategies, tactics, plans and programs. Will have the proven ability to respond effectively to market direction, customer needs, major competitors` positions and new product development requirements, and to effectively incorporate this data into broad-based strategic and tactical marketing initiatives.
• The individual will be in a senior marketing, planning and communications position within an organization, and ideally, the successful candidate will have spent the majority of his/her career in key positions at well regarded companies with significant experience in these areas.
• Experience in building and managing a high-performance team, inspiring leadership skills, and excellent personal communication skills that engender credibility and confidence, both inside and outside the organization. Must work well with physicians.
• Is committed to the achievement of the company`s overall mission to provide the best healthcare outcomes for its members and patients.
Key Relationships:
AMITA Health CEO
AMITA Health CFO
AMITA Health COO
AMITA Health SVP of hospitals and ambulatory
CEO of the AMITA Medical Group
AMITA Health executive leadership team (corporate leadership)
Ministry Hospital CEOs
Service Line leaders (administrator and physician partner)
SVP of Communications
Adventist and Ascension communications and marketing staff
Alexian Brothers Health System
Arlington Heights, IL
The Vice President, Chief Marketing Officer (CMO) is responsible for planning, developing and execution of strategic marketing plans across the system. Reporting to, and collaborating with the system`s Chief Strategy Officer (CSO) to direct the health care enterprise toward activities that will position the system for growth and high quality ...
The Vice President, Chief Marketing Officer (CMO) is responsible for planning, developing and execution of strategic marketing plans across the system. Reporting to, and collaborating with the system`s Chief Strategy Officer (CSO) to direct the health care enterprise toward activities that will position the system for growth and high quality care in a rapidly changing health care environment. As such, the CMO will be responsible for system marketing, web and social media planning.
Major Responsibilities:
• Develop a marketing plan that is consistent with the organization`s strategic plan and overall strategy. Ensure the marketing and web team`s efforts consistently build equity and are cohesive with overall organizational goals. Prepare an integrated annual marketing budget that meets the needs of the system in this regard.
• Design and implement the company`s integrated marketing plan (advertising, social media, direct marketing, e-commerce and communication through marketing call centers), encompassing successful brand-building marketing initiatives to ensure the achievement of the company`s growth objectives.
• Lead the continued development of the organization`s brand strategy in collaboration with the CSO reinforcing the organization`s overall strategic positioning. Ensure consistency of brand positioning across all marketing tactics, and throughout the health system.
• Develop the processes and approach to service line marketing for the organization. Work with Business Development to create annual plans to position the system`s clinical services and achieve organizational growth objectives. Partner with service line leaders, entity leaders and physician champions to understand the key differentiators of the system`s clinical programs, how patients and referring physicians make decisions on care providers, and how best to reach targeted audiences to achieve service line objectives.
• Develop and track metrics and success criteria for all marketing programs and activities.
• Develop a high-performing, goal-oriented team. Work in partnership with other senior leaders to create an environment that encourages cross-team support and interaction, in which all staff can grow, thrive and be productive.
• Lead a series of market research and analysis efforts designed to provide a fresh perspective on the company`s client base and to identify and evaluate new product trends.
• Develop and lead the system`s web and social media programming. Evaluate and align social media programming with engagement, resource development, community impact and other organizational strategies to drive maximum results.
• Ensure that the corporate brand and graphic standards are upheld as they relate to marketing and organizational goals.
• Support strategic planning by providing competitive marketing analysis, customer segmentation analysis and other analytic information.
• Translate consumer trends into meaningful insights related to the system`s business and services.
Ideal Experience:
• A well-trained, disciplined leader with 15+ years of progressive experience in the healthcare industry. Other industry experience valued as well, but health care experience is essential. Must possess a record of superior professional accomplishments with leading, well-branded healthcare organizations.
• Exceptional management and sound business skills in developing and executing sophisticated marketing, planning and communications strategies, tactics, plans and programs. Will have the proven ability to respond effectively to market direction, customer needs, major competitors` positions and new product development requirements, and to effectively incorporate this data into broad-based strategic and tactical marketing initiatives.
• The individual will be in a senior marketing, planning and communications position within an organization, and ideally, the successful candidate will have spent the majority of his/her career in key positions at well regarded companies with significant experience in these areas.
• Experience in building and managing a high-performance team, inspiring leadership skills, and excellent personal communication skills that engender credibility and confidence, both inside and outside the organization. Must work well with physicians.
• Is committed to the achievement of the company`s overall mission to provide the best healthcare outcomes for its members and patients.
Key Relationships:
AMITA Health CEO
AMITA Health CFO
AMITA Health COO
AMITA Health SVP of hospitals and ambulatory
CEO of the AMITA Medical Group
AMITA Health executive leadership team (corporate leadership)
Ministry Hospital CEOs
Service Line leaders (administrator and physician partner)
SVP of Communications
Adventist and Ascension communications and marketing staff