Under the general supervision of the Vice President, Public Relations and Marketing, identifies and leads consumer-focused engagement strategies to support growth, population health and customer experience. Captures, analyzes and reports on data-driven insights on customer preferences, needs and behaviors and advises on opportunities to strengthen relationships and enhance loyalty among patients. Leads a comprehensive systemwide digital marketing and customer relationship management strategy and collaborates with stakeholders in eHealth, Information Technology and Connected Health to develop and optimize the health systems consumer-facing web, mobile platform and patient portal.
Duties and Responsibilities:
1 Collaborates with the Vice President of Public Relations and Marketing and other health system leaders to develop a vision and a strategy to strengthen WellSpans consumerism focus. Includes the development and leadership of a consumer and digital engagement team. 2 Captures, analyzes and reports on data-driven insights regarding customer preferences, needs and behaviors 3 Applies knowledge of industry and out of industry trends to proven consumerism practices to favorably position and promote WellSpan services, products and programs. Translates consumer insights into strategic recommendations for product positioning, messaging, value propositions and differentiation to support growth and patient loyalty. 4 Continuously scans the external environment, including retail, consumer-goods and other industries, and identifies best practices for enhancing the consumer experience and shaping expectations. 5 Collaborates with stakeholders in eHealth, IT and Connected Health to advance WellSpans web and mobile digital priorities, including developing and optimizing the health systems consumer-facing web, mobile platform and patient portal. Develops and executes strategies that improve overall user experience and engagement. 6 Plans, develops and leads the execution of the health systems Customer Relationship Management system, creating a systemwide plan for strengthening relationships and building loyalty among patients. 7 Plans, develops and leads the execution of a systemwide digital marketing strategy, including SEM, SEO, Digital Display, Social Media and others. Ensures optimal integration with brand, public relations, strategic communication and other consumer-facing communication. 8 Provides leadership in creating and executing a systemwide content management strategy, collaborating with other members of the Public Relations and Communications function 9 Identifies consumer-facing marketing technology solutions, including marketing automation, and collaborates with other Public Relations and Marketing leaders to strengthen the functions marketing and communication infrastructure.
10 years of progressive management experience and a proven track record in consumerism, digital marketing, marketing, brand and consumer relationship management.
Strong digital marketing leadership.
Experience in consumer-facing strategies (retail, others)
Internal Number: 58405
About WellSpan Health
Working as one, we are improving the health of our communities.
WellSpan Health is a nationally recognized, integrated health system that serves the communities of central Pennsylvania and northern Maryland. Our organization comprises:
•More than 15,000 employees
•140 patient-care locations
•Six respected hospitals serving York, Adams, Lebanon and Lancaster counties
•A multispecialty medical group that employs more than 1,200 physicians and advanced practice clinicians
•The Joint Commission-accredited Comprehensive Stroke Center
•Level 1 Regional Resource Trauma Center
•Level 3 NICU (WellSpan York Hospital and WellSpan Ephrata Community Hospital)
•Comprehensive Metabolic and Bariatric Surgery Center (MBSAQIP-accredited)
•Central Pennsylvania's most comprehensive behavioral health organization (one of the largest in the country)
•A home care organization
As a mission-driven and physician-led organization, we are committed to transforming the health of the communities we serve and to educating the next generation of physicians, advanced practice clinicians and leaders. Our continued commitment to that mission has led to numerous distinctions and recognitions for o...ur hospitals and facilities.
As a nonprofit, we reinvest in our communities to improve the health and wellness of our patients, as well as those who call central Pennsylvania and northern Maryland home. We also invest heavily in our employees—providing them with new and innovative technologies and treatments, and helping them advance their careers through peer learning, mentorship, cross-training, continuing education and tuition reimbursement. We strive to make life better for our patients, our staff and our communities.