Marketing Manager

University of Iowa Health Care

Iowa City, IA Marketing & Media

Job Reference #: 19001337

University of Iowa Hospitals & Clinics—recognized as one of the best hospitals in the United States—is Iowa's only comprehensive academic medical center and a regional referral center. Each day more than 12,000 employees, students, and volunteers work together to provide safe, quality health care and excellent service for our patients. Simply stated, our mission is: Changing Medicine. Changing Lives.®
Position Summary:The Marketing Manager will develop, implement and evaluate marketing communication plans to meet the strategic needs of UI Health Care. The marketing manager works with a broad base of stakeholders, including other MarCom colleagues, Faculty Department Heads, Clinical Department Administrators, UI Physicians leadership, external vendors and consultants, and others.
Position Responsibilities:
Marketing Plan
  • Contributes to the overall strategic marketing plan for UI Health Care, including UI Hospitals and Clinics, UI Physicians (practice plan) and Carver College of Medicine.
  • Develops and implements marketing programs that support growth and development of key clinical services, overall image enhancement, build preference and awareness, digital and email marketing campaigns, and contribute to profitable clinical activity.
  • Identifies market segments appropriate to each assigned service line; customizes the marketing plan and media mix to reach diverse audiences, including referring physicians, employers, payors, consumers, and selected others.
  • Recommends the marketing mix required to reach each key segment; produces and distributes collateral, direct mail, email, print and broadcast advertising, digital and social advertising, publications and other materials to reach each segment.
  • Integrates the marketing plan and its implementation with the Web Center colleagues to assure that the Web can serve as an effective Call to Action, core information source and an aid to channeling and engagement of target segments.
  • Collaborates with other team members for strategic communications, creative services, social media and digital media planning and execution in support of marketing objectives. Ensures consistency and accuracy of content across multiple platforms and deliverables.
  • Establishes measurable marketing objectives and develops control and tracking systems to measure and report on performance in achieving specific marketing objectives.
  • Works to assure that all marketing activities undertaken by the clinical enterprise are aligned with UI Health Care strategic goals, mission, values, vision and key behaviors.
Research and Analysis
  • Uses data to establish marketing and digital plans, and defines performance metrics.
  • Conducts marketing readiness audits of areas requesting marketing assistance.
  • Recommends and implements qualitative and quantitative market research in support of the assigned service lines.
  • Provides digital performance reporting and analysis to drive greater audience engagement.
  • Identifies and tracks the most meaningful metrics associated with specific marketing objectives.
  • Assists with competitor and general trend analysis of internal and external market and other performance data, translating the data into information for decision-making.
  • Presents research findings, including routine and special reports, to a broad base of selected stakeholders
Financial Responsibility
  • Creates itemized project-specific budgets and provide ongoing tracking of actual spend vs. budget, conducting reconciliation processes as needed.
  • Has budget management accountability for projects; manages within defined expense budget.
  • Provides input into the overall marketing budget.
  • Recommends revenue-generating programs and services. 
  • Focuses on generating profitable growth in patient activity, preference and awareness for assigned service lines; launches new clinical and digital services.
Supervision/Leadership
  • Supervises assigned student volunteers and employees on tasks and projects related to services within area of responsibility. Provides direction and mentoring for junior staff and students.
  • Contributes to a positive workplace environment.
Project Management
  • Prepares detailed project implementation plans and timelines.
  • Facilitates project development with internal and external support staff, including designers, photographers, vendors, web developers and others.
  • Identifies time requirements, project milestones and deadlines.
  • Delivers projects on time and on budget.
  • Ability to effectively and efficiently plan and prioritize deliverables and resources working across projects.
Communications/Relationship Building
  • Serves as client liaison to division, department, and service line administrators, individual physicians and other internal clients.
  • Communicates project goals, strategies, tactics and other details to key stakeholders.
  • Serves on committees, boards and other groups representing UI Health Care and the Marketing and Communications Department, as requested.
  • Liaison with digital and email vendors.
  • Builds relationships with Center for Advancement and Office of Strategic Communications colleagues related to assigned service lines and digital projects, as well as external community groups.
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Education Required
Bachelor’s Degree in Communications, Marketing, Journalism, Business or similar field or an equivalent combination of education and experience.

Experience Requirements

  • Five years in health care marketing or brand management.
  • Experience in digital marketing strategy, SEO, and paid search campaigns.
  • Experience with social media platforms and content management systems.
  • Comprehensive understanding of brand positioning and awareness.
  • Excellent oral, written and presentation skills.
  • Proficiency in Excel, PPT, database and analytic tools.
  • Valid driver’s license plus the ability to meet the University of Iowa Fleet Safety program driving standards.
Desirable Qualifications
  • Master’s Degree in Marketing or Business is highly desired.
  • Experience marketing in a complex academic medical institution is highly desired.
  • Google AdWords certification and experience with digital reporting tools.
  • High degree of creativity, energy, self-motivation, initiative.
  • Academic Medical Center or multi-hospital system marketing experience.
  • Experience in clinical service line marketing and marketing a large physician practice.

Application Instructions:

Please attach a resume, cover letter and 3 work samples as part of the application process. 

Job ID: 67256

Posted 23 days ago

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