Director Consumer Strategy at AdventHealth

Date Posted: 8/27/2019

Job Snapshot

  • Job Schedule
    Full-Time
  • Location:
    Tampa, FL
  • Job Category
  • Date Posted:
    8/27/2019
  • Job ID:
    19013581
  • Job Family
    Marketing & Communications
  • Travel
    No
  • Shift
    1 - Day
  • Application Zone
    1-Shared Services
  • Organization
    AdventHealth Tampa

Job Description


Description

Director Consumer Strategy AdventHealth Tampa

Location Address: 3100 East Fletcher Avenue Tampa, Florida 33613

Top Reasons to Work at AdventHealth Tampa

  • Florida Hospital Pepin Heart Institute, known across the country for its advances in cardiovascular disease prevention, diagnosis, treatment and research.
  • Surgical Pioneers – the first in Tampa with the latest robotics in spine surgery
  • Building a brand new, six story surgical and patient care tower which will ensure state of the art medical and surgical car for generations to come
  • Awarded the Get With The Guidelines – Stroke GOLD Quality Achievement Award from the American Heart Association/American Stroke Association and have been recognized as a recipient of their Target: Stroke Honor Roll for our expertise in stroke care. We have also received certification by The Joint Commission in collaboration with the American Stroke Association as a Primary Stroke Center.

Work Hours/Shift:

Full Time/Days

PRINCIPAL DUTIES AND JOB RESPONSIBILITIES:

The Director of Consumer Strategy develops strategic marketing and growth initiatives to increase volumes and market share for the AdventHealth West Florida Division. The Director of Consumer Strategy has direct responsibilities for specific growth initiatives and leads a team of consumer strategists who are assigned to specific service lines and growth initiatives.  The position provides marketing analysis and strategy for acute, ambulatory and new business initiatives that achieve brand loyalty, business growth, competitive advantage, and market relevance. The position requires an empirical and inquisitive thinker with a natural passion for understanding the underlying factors driving observable consumer and referral trends, industry trends and competitive behavior/strategy.

The position helps create marketing strategies for assigned initiatives by working collaboratively with key stakeholders including division marketing team members, service line leaders and executives, physician liaisons, business development and corporate strategy and growth planning to achieve market performance.

The position is responsible for helping:

  • Deepen the understanding of the marketable AdventHealth consumer universe with a thorough understanding of assigned service lines and business initiatives including target markets, referral patterns, market share trends, key conditions and procedures (and their contribution margin), differentiators, key messages, opportunities for growth, areas of expertise (i.e. accreditations, awards, First/Best/Only’s) and competitive data. Ability to synthesize this information into credible and actionable business intelligence.
  • For identified Division service lines, lead development of, or support Consumer strategist assigned to lead development of, marketing strategies for identified division service lines. (i.e. ER, CV, Ortho) or business growth strategies (i.e. ASC’s, Outpatient Centers, CIN, Medicare Advantage, etc.). Help facilitate development of growth strategies for multi-campus initiatives (i.e. Bariatrics, Women’s).
  • With consumer strategists, track/compile non-advertising marketing initiatives around assigned services lines (i.e. screenings, lectures, community outreach, etc.).
  • Assist in the development of analytics that provide insights on consumer decisions, consumer segment differences, referral distribution, reputation influencers, lifetime value, service levels, etc.
  • Analyze marketing campaigns of other divisions and competitors to look at best practices, campaign results and learnings/recommendations. Track campaign results for assigned service lines and evaluate/apply learnings for future campaigns.
  • Have in depth understanding of trends, metrics and referral insights to support and focus the efforts of the hospital marketing teams, business development and physician liaisons.
  • Work with strategy/growth planning to get more detailed information on division service line opportunities (market share, what’s leaving the system, key physicians, etc.) for acute, ambulatory and new business strategies.
  • Assist in development of standardized reports and meaningful KPIs upon which leaders can make decisions. Help marketing team turn data into meaningful and actionable business insights.
  • Competitive analysis including tracking of competitive assets, growth/marketing strategies, key physicians, past and current marketing efforts, etc.
  • Develop outline/toolkits for special campaigns for assigned service lines (i.e. Heart Month, Breast Cancer Awareness Month, etc.). Facilitate discussions on whether to execute division wide or provide to campuses to use as desired.
  • Work with corporate and outside vendors in the design and execution of consumer research projects using qualitative and quantitative research methodologies including consumer insight panels.

Qualifications

KNOWLEDGE AND SKILLS REQUIRED:

  • Ability to act as a strategy consultant on marketing, service line and growth initiatives; must be able to develop marketing and growth strategies that are consumer-centric.

  • Strong organizational skills, must be able to multi-task in a fast-paced work environment, excel under tight deadlines.  Strong project management experience with a results-oriented focus and attention to detail.

  • Ability to perform strong market and business analysis, develop strategic planning, implement program management and budget management; ability to deploy, implement and measure effectiveness of marketing programs through ROAS (return on advertising spend) and other key performance indicators.  Analytical mindset to synthesize and communicate complex information.

  • Strategic thinker capable of leading change.  Intelligent, creative, and motivated; analytical thinker; information seeker; ability to think outside of the box.

  • Strong interpersonal skills with ability to be a team player, consensus builder, persuasive presenter with ability to “sell” ideas and concepts to key stakeholders, ability to work well with others using tact and diplomacy and must be comfortable managing conflict.

  • Capable of delivering a high level of customer service to internal customers and external strategic partners.

  • Strong computer skills with working knowledge of Microsoft Office, Word, PowerPoint, Excel and Adobe Reader or Professional. 

  • Must conduct themselves in a professional manner at all times; must be hard working and ethical.


EDUCATION AND EXPERIENCE REQUIRED:

  • Bachelor’s degree in Marketing, Public Relations, Business, Communications, Advertising, Healthcare Administration or related field. 

  • 8-10 years of experience and proven track record in strategic and integrated marketing planning and analysis.

  • Experience working in a healthcare marketing, advertising agency or strategic and integrated marketing role is required.

EDUCATION AND EXPERIENCE PREFERRED:

A master’s degree in healthcare administration, business, integrated marketing, public relations

This facility is an equal opportunity employer and complies with federal, state and local anti-discrimination laws, regulations and ordinances.

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