Penn State Health - Penn State Health Corporation

Location: US:PA: Hershey
Work Type: Full Time
FTE: 1.00
Shift: Day
Hours: 8:00a - 5:00p

SUMMARY OF POSITION:

The Vice President for Marketing provides leadership, development, and implementation of Penn State College of Medicine and Penn State Health overall marketing strategies, in terms of brand positioning, patient acquisition strategies, student recruitment campaigns, digital presence, and user experience. The role provides strategic direction to drive results and ensure alignment with the overall Penn State Health and Penn State College of Medicine organizational strategy, and major institutional objectives as well as defined marketing objectives. 

The Vice President, through the effective engagement of the department's teams and tools, will analyze internal and market data, as well as industry trends, to evaluate and select appropriate strategies and tactics for patient acquisition, retention, and loyalty, support organizational objectives and optimize program effectiveness (ROI). The Vice President will also develop and oversee the implementation of strategies to elevate the College of Medicine brand as a strong medical education and research enterprise. Assigns projects, and monitors workflow of direct reports and their teams. Realign priorities and resources as necessary. 

Important to this position's success is the ability to interpret data and use it to integrate strategic marketing initiatives across functions, divisions, and departments to ensure the strength of the marketing programs across Penn State Health and Penn State College of Medicine's diverse organizational structure and established service lines. The leader should have a customer-first orientation that allows her/him to bring realistic external perspectives to the workplace. A combination of business management and marketing skills with a thorough knowledge of traditional and digital strategies and tactics, and their impact on the healthcare environment is preferred. The leader leads a team responsible for the day-to-day support and development of strategic marketing and planning approaches for the organization. She/he should be comfortable promoting new ideas and emerging technology. 

ESSENTIAL DUTIES:

• Develop and manage the strategic marketing/communications plan and corresponding budgets for the College of Medicine and Penn State Health. Contribute higher education and clinical marketing/communication expertise to help leadership set clear goals. These goals include effective promotion of research, educational programs and support for recruitment of students, staff and faculty, as well as promotion of key patient services. 
• Oversee the development of campaigns to elevate the reputation and build the national brand of Penn State College of Medicine, and support the effective recruitment of various students and faculty to the College. 
• Oversee the development and implementation of strategies to drive key volumes into the Penn State Health system, including new, renewal and cross-marketing activities directed at consumers, referrers and internal audiences. Focus on patient acquisition, retention and loyalty marketing. 
• Develop and execute long range marketing strategies for the health system, as well as oversee development, execution and evaluation of individual service line marketing plans. 
• Understand segmentation marketing, develop personas and target audiences, with the goal of developing true customer-focused marketing and retention efforts. 
• Oversee the development of customer journey maps to align marketing efforts around unique personas to ensure proper content, strategies, tactics and conversions at each stage of the funnel. 
• Work with Human Resources to direct and facilitate recruitment marketing and the Employer Brand. Partner with other Marketing and Communication Vice Presidents, Director of Brand and Client Strategy and marketing leadership, as well as other key health system leaders, on building overall Penn State Health Brand. 
• Support marketing, communications and branding needs for Penn State College of Medicine, as well as Penn State Health hospitals, medical practices and various health care ventures. 
• Lead the marketing client strategy, web and design teams in the development and execution of targeted marketing strategies, including but not limited to creative briefs, consumer and physician-directed advertising, SEO and SEM content. 
• Provide oversight to the Director of Consumer Insights and Digital Engagement and team to ensure CRM integration, data analysis, workflow and project management. 
• Conduct market research and data analysis to inform and influence marketing and communications strategy for the College of Medicine and health system, using both internal and external sources.
•  Partner with Vice President of Corporate Relations and Vice President for Regional Marketing and Community Relations to ensure community engagement efforts and sports/entertainment partnerships are fully leveraged and integrated into strategic marketing efforts. 
• Provide administrative oversight and strategic direction to the graphic design, client strategy, brand, consumer insights and web resources functions for the Penn State Health's Department of Marketing and Communications. 

MINIMUM QUALIFICATION(S):

• Master's Degree or current enrollment in a master's program with a commitment to complete.
• Ten (10) years of related management experience, including seven (7) years of experience in a complex health system environment, required. 

PREFERRED QUALIFICATION(S):

• MBA or MHA preferred.

WHY PENN STATE HEALTH?

Penn State Health offers exceptional opportunities to learn and grow, exposure to a wide patient population, and the ability to provide individualized, innovative, and specialized care to patients in the community.

For more information: https://this.pennstatehealth.org/#thisIsPennStateHealth

Penn State Health offers an exceptional benefits package including medical, dental and vision with no waiting period as well as a Total Rewards Program that highlights a few of the many additional offerings below:

• Be Well with Employee Wellness Programs, and Fitness Discounts (University Fitness Center, Peloton).
• Be Balanced with Generous Paid Time Off, Personal Time, and Paid Parental Leave.
• Be Secured with Retirement, Extended Illness Bank, Life Insurance, and Identity Theft Protection.
• Be Rewarded with Competitive Pay, Tuition Reimbursement, and PAWS UP employee recognition program.
• Be Supported by the HR Solution Center, Learning and Organizational Development and Virtual Benefits Orientation, Employee Exclusive Concierge Service for scheduling.

For a full list with more detailed information: https://www.pennstatehealth.org/careers/working-here/total-rewards

WHY PENN STATE HEALTH CORPORATION?

There are many ways to make an impact with one of the leading research, teaching, and clinical healthcare systems in the country. Through a combination of operational, corporate, clinical, and nonclinical roles, we are advancing excellence and innovation in health care together as one team. As Penn State Health continues to evolve for the future, we are committed to hiring dedicated employees who are passionate about delivering the best possible support across our entire integrated health system. 

Within Penn State Health's Shared Services Entity, we encourage our employees at every turn to continue their education and advancement. Numerous opportunities are available for professional development and career growth. 

YOU TAKE CARE OF THEM. WE'LL TAKE CARE OF YOU. State-of-the-art equipment, endless learning, and a culture of excellence – that's Penn State Health. But what makes our healthcare award-winning? That's all you.

This job description is a general outline of duties performed and is not to be misconstrued as encompassing all duties performed within the position. All individuals (including current employees) selected for a position will undergo a background check appropriate for the position's responsibilities.

Penn State Health is fundamentally committed to the diversity of our faculty and staff. We believe diversity is unapologetically expressing itself through every person's perspectives and lived experiences. We are an equal opportunity and affirmative action employer. All qualified applicants will receive consideration for employment without regard to age, color, disability, gender identity or expression, marital status, national or ethnic origin, political affiliation, race, religion, sex (including pregnancy), sexual orientation, veteran status, and family medical or genetic information. If you are unable to use our online application process due to an impairment or disability, please call 717-531-8440 between the hours of 7:00 AM and 5:00 PM, Eastern Standard Time, Monday through Friday, email hrsolutions@pennstatehealth.psu.edu or download our Accommodation Instructions for Job Applicants PDF for more detailed steps for assistance.

Union: Non Bargained

About Penn State Health

At Penn State Hershey, our mission is to enhance the quality of life and serve our community through improved health, the education of health professionals, and the discovery of knowledge. For us, service excellence is not only for our patients but also our employees. It means valuing each and every employee.

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