Director of Marketing & Communications

Medical University of South Carolina•Lancaster, CA

1d•Hybrid

About The Position

If you're passionate about storytelling and crafting innovative, high-impact marketing strategies, and you thrive on leading transformation – we want to hear from you! Join our dynamic and fast-growing team, where your expertise in integrated marketing communications will help us evolve marketing at the Medical University of South Carolina. We are searching for a seasoned talent to lead integrated marketing for our Catawba division in upstate South Carolina. In a hybrid organization, the regional Director of Marketing & Communications reports to our system Director, Integrated Marketing – with accountability to our local (regional) CEO. Under limited supervision, the Director of Marketing & Communications develops marketing strategies for all key clinical areas in alignment with the health system and is responsible for campaign strategy and development, digital and social media content development and engagement, lead generation and conversion, CRM and digital engagement. Project tracking, community engagement support, end-to-end campaign planning/execution for strategic marketing initiatives which support brand elevation, business growth and stakeholder engagement for MUSC Health are all essential areas of knowledge and expertise. Our Catawba Division includes Lancaster Medical Center, Chester Medical Center, Indian Land Medical Center (coming soon) and Indian Land Medical Pavilion (coming soon). This individual contributor role is one of four Regional Marketing Directors across the state of South Carolina, with a hybrid working style – part remote working and some days in Lancaster Medical Center.

Requirements

Minimum of 5 years in marketing or closely related profession; health care marketing experience preferred.
Skilled in project management, writing, campaign development, digital and traditional media.
Works collaboratively with a variety of professionals.
Excellent verbal/written communication skills.
Bachelor's degree in marketing or related field

Nice To Haves

Master's degree is preferred.

Responsibilities

Strategic Planning : Develop and execute comprehensive marketing and communications strategies aligned with MUSC Health's goals and objectives. This includes identifying target audiences, defining key messages, selecting appropriate channels and tactics to reach them effectively, and working with hospital leadership and the corporate Marketing & Communications team.
Budget Management: Develop and manage the marketing and communications budget for the Catawba Division hospitals, ensuring efficient allocation of resources and maximizing return on investment (ROI) for all marketing initiatives.
Media Relations: Cultivate meaningful relationships with local media outlets and proactively pitch story ideas to secure positive coverage for MUSC Health. Write brand-inspired press releases. Serve as the primary spokesperson for the hospitals in media inquiries and crisis communications situations. Monitor local and national press for relevant marketing, health care, and competitor news. Pitch stories to MUSC’s proprietary publication, The Catalyst, internally.
Digital Marketing : Lead local digital marketing efforts, including website management, social media content development, email marketing campaigns, and search engine optimization (SEO) for the Catawba Division. Prepare, coordinate, and implement content and digital efforts for social media channels. Oversee departmental photography and videography needs, edit photos and film footage, and schedule/coordinate shoots. Monitor Google Analytics and other digital tools. Monitor online reputation and engagement metrics to optimize digital initiatives continuously.
Brand Management: Oversee the consistent implementation of MUSC Health's brand guidelines across all marketing and communication materials for the Division. Ensure that brand messaging is compelling, authentic, and resonates with the local communities served by the hospitals.
Reputation Management: Implement strategies to monitor, protect, and enhance the reputation of MUSC Health's hospitals and clinics in the Catawba Division. This involves monitoring and answering online reviews, feedback, and social media mentions to address any negative sentiment promptly and proactively. Collaborate with departmental leaders to identify areas for improvement and implement solutions to enhance patient satisfaction and loyalty. Develop a plan to increase online scores.
Content Development: Collaborate with internal stakeholders to create engaging and informative content highlighting MUSC Health's clinical expertise, patient stories, community outreach efforts, and health care innovations. This may include articles, blog posts, videos, photos, etc. Write, edit, and proofread copy for various purposes—design advertising collateral material within brand guidelines for those that cannot go to Design. Collaborate with external design and/or production firms.
Community Engagement: Develop partnerships and sponsorships with community organizations, businesses, and events to increase MUSC Health's visibility and involvement in the local area. Coordinate health education seminars, wellness initiatives, and other outreach activities. Provide promotional and logistical support.
Events: Plan marketing-related events that showcase the hospitals. Provide promotional and logistical support for special events and community outreach projects (health fairs and other consumer-targeted community outreach activities). Attend to special event implementation and follow-up details, collaborating with internal personnel and external resources as needed.
Marketing Operations: Employ project management techniques, track and report marketing expenditures, serve as marketing liaison and support to local leaders and enterprise departments, and track invoices and spending.
Provider Onboarding Support: Develop and implement a comprehensive physician onboarding program to ensure smooth integration of new physicians into MUSC Health's hospitals in Lancaster, Chester, and Indian Land, SC. Collaborate with human resources, medical staff services, and department leaders to schedule online presence, photo and video shoots, and opportunities. Provide collateral, content and digital and online presence.
Performance Tracking : Utilize data analytics and key performance indicators (KPIs) to evaluate the effectiveness of marketing and communications efforts. Generate regular reports and insights to inform decision-making and drive continuous improvement. Arrange proposals and presentations. Proactively identifies and brings forward growth opportunities, improved visibility, brand recognition, and customer service improvement in accordance with hospital leadership.