University of Illinois Hospital & Clinics (UI Health)
August 8, 2018
Full Time - Experienced
4 Year Degree
Senior Director, Marketing & Strategic Communications (Job ID #100510)
The University of Illinois Hospital & Clinics (UI Health) is seeking a Senior Director, Marketing & Strategic Communications who reflects the mission, vision, and values of University of Illinois Hospital and Health Sciences System, adheres to the UI Health Code of Ethics and Corporate Compliance Program.
The Senior Director, Marketing & Strategic Communications leads and manages the design, development, and realization of marketing and communication strategies for the University of Illinois Hospital & Health Sciences System (UI Health). This position guides the creation of messaging in alignment with the priorities of the hospital and clinics of UI Health for both internal and external audiences. In addition to directing marketing operations, the position assures the realization of the hospital and clinics' vision and business plans through digital strategies, branding and advertising, market research, clinical service planning, development and support, graphical and textual designs, and community presence. The Senior Director participates closely with the Hospital's leadership team and collaborates with Office of the Vice Chancellor for Health Affairs (OVCHA), the health science colleges, and campus administration regarding communications, development, and measurement of enterprise wide marketing strategies and execution involving the academic health enterprise (UI Health) at UIC.
Direct, plan, organize, and implement marketing and communication plans and programs to ensure awareness and growth of UI Health specific hospital and clinic service lines, customer segments, and cross-functional programs.
Develop effective, evidence-based marketing strategies based on knowledge of healthcare industry and hospital operations, customer segments, physician strategy, and cost and revenue objectives. Integrate and apply data to measure effective decision making.
Increase the organization's image and visibility, with an emphasis and concentration on name recognition and brand awareness, as well as developing communication plans with key publics: patients/consumers, community, physicians, allied health providers, staff, and general public.
Develop yearly marketing budget that supports the strategic vision of the organization; continually monitor performance in relation to goals and implement change if necessary.
Identify marketplace trends and opportunities through the partnership with Business Planning to analyze research and data accessible through internal analytical business tools. Apply relevant data to access the parameters of hospital/clinic usage, market readiness, services utilization, community needs and physician preferences to effectively define and segment marketing strategies and target customer needs.
Provide marketing consultation and support to appropriate clinical service lines. Assess and align clinical service lines core principles of healthcare marketing including content marketing, community building through internet strategies, integrated marketing providing singularity of messaging through multiple media, marketing segmentation techniques, customer value drivers, establishment and promotion of value propositions, and the attainment of accurate/timely data on market trends/competitive strategies to yield a more unified health system brand.
Direct partnership with external contracted advertising agency:
Lead the development and execution of an annual marketing plan that includes owned media, earned media, social media, events and community outreach.
Negotiate with media agents and other agencies to secure agreements for translation of materials into other media.
Research, analyze, and monitor market demographics and trends to identify and capitalize on market
opportunities and minimize the effect of competitive activity.
Evaluate market reactions to advertising programs and adjust marketing strategies and plans to meet changing market and competitive conditions.
Manage and lead the activities of the marketing team to deliver against the strategic plan including:
UI Health website development and internet strategy (messaging, digital, social, SEO/SEM, content,)
UI Health creative and design through internal and external resources. Support content development and overall look and feel to align with the UI Health brand.
UI Health Community Relations in partnership with the Associate Director of Community Relations. Create materials, messaging, events and forums that will positively engage the community. Seeks opportunities to innovate how we reach our community.
Analyze market readiness and identify service line and system branding opportunities.
Plan and implement service line/department marketing initiatives, recommend departmental marketing budgets and ensure the department operates within allocated funds.
Align service lines with brand standards to support the overall value and integrity as a brand.
Establish, communicate, manage, monitor, and maintain brand compliance to support a consistent brand presence and eliminate brand confusion across the health science colleges, East Campus, regional campuses, and healthcare delivery system.
Manage key partnerships across the system to increase UI Health awareness, elevate the overall value and integrity as a brand, maximize hospital and clinic growth, and ensure proper and consistent information distribution, including collaboration with the following areas:
Public Relations & Government Affairs to develop an annual earned media marketing plan to complement the Marketing & Communications plan to drive awareness and growth for UI Health.
VCHA Director of Communications and Events to lead communication and specific, thematic initiatives surrounding the health enterprise and hospital and clinics.
VCHA Business Development and Provider Relations to develop physician practices and increase clinical service volume.
Mile Square Health Center to identify opportunities for referrals to hospital and clinics.
UI Cancer Center to develop marketing and communication plans in partnership with the Cancer Clinic to achieve and maintain NCI Cancer Designation.
Monitor and measure program results against key business measures and adjust programs accordingly to drive desired business results. Measure consumer perception and feedback.
Provide proactive and reactive marketing consultations to senior leadership within the hospital/clinics and health science colleges. Assists senior leadership with speech content development.
Perform other related duties and participate in special projects as assigned.
Bachelor's degree in marketing, communications, journalism, hospitality, health administration, or related field required.
Master's degree preferred.
Minimum of eight (8) years previous experience in marketing, communications or business development required.
Five (5) years previous experience in a health care setting required.
Experience in an academic medical center environment preferred.
Demonstrated capacity to lead, manage and facilitate decision making towards organizational change and performance.
Knowledgeable of healthcare and academic medicine industry trends, issues, products and solutions.
Well organized, high energy, effective at multi-tasking, self-motivated.
Capacity to make business decisions based on an assessment of available information.
Experience with budget line management.
People management and development experience.
Advanced computer skills using Microsoft Office suite (e.g. Word, Excel, PowerPoint) as well as proficiency with an Internet browser (e.g. Microsoft Internet Explorer, Mozilla Firefox, or comparable browser).
Salary & Benefits: UI Health offers competitive benefit packages, including: vacation days, paid holidays, Floating Holidays, State University Retirement System, tuition waiver, tuition discount for dependents, and excellent medical, dental, and vision packages.
For consideration, please submit a complete application and supplemental resume by Friday, August 31, 2018.
The University of Illinois at Chicago is an Equal Opportunity, Affirmative Action Employer. Minorities, women, veterans, and individuals with disabilities are encouraged to apply.
The University of Illinois may conduct background checks on all job candidates upon acceptance of a contingent offer. Background checks will be performed in compliance with the Fair Credit Reporting Act.