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Location

BHG Bronson Healthcare Group

Title

Manager of Consumer Engagement

The Manager of Consumer Engagement is responsible for leading the strategy, implementation, optimization and ongoing management of the healthcare system’s consumer engagement initiatives, CRM platform and related campaign programs. Primary responsibilities of this hands-on position include developing consumer engagement and lifecycle communication strategies; overseeing campaign planning, segmentation, audience management, journey development and marketing automation; establishing campaign cadence and contact strategy; guiding paid media strategy and how paid advertising integrates with CRM and consumer engagement campaigns; overseeing campaign landing page strategy, retargeting and related digital conversion tactics; overseeing tracking, analytics and reporting; and demonstrating return on investment for CRM and consumer engagement initiatives. This role is responsible for supporting consumer acquisition and retention and for developing engagement strategies and campaign experiences that contribute to ease of access across the consumer journey. This role also supports the selection, implementation and adoption of consumer engagement technology, including the healthcare system’s CRM and related email/campaign platform. All activities must be executed in a PHI/HIPAA-compliant manner and aligned with organizational privacy, security and communication standards.

He/she is a process-oriented team player who assists the Director of Digital Strategy with day-to-day operations related to consumer engagement strategy, digital relationship marketing, campaign planning, engagement center collaboration, data and systems integration, and performance measurement, and helps guide the team in collaborating with internal stakeholders, IT, Finance, agencies and vendor partners to achieve strategic marketing, communication, consumer acquisition, consumer retention and ease-of-access objectives. This position directly supervises a Marketing Specialist and is responsible for helping build a scalable, measurable and best-practice-driven consumer engagement function for the healthcare system. Will direct the work of other team members related to campaign development.

The Manager of Patient Engagement is responsible for leading the strategy, implementation, optimization and ongoing management of the healthcare system’s patient engagement initiatives, CRM platform and related campaign programs. Primary responsibilities of this hands-on position include developing patient engagement and lifecycle communication strategies; overseeing campaign planning, segmentation, audience management, journey development and marketing automation; establishing campaign cadence and contact strategy; guiding paid media strategy and how paid advertising integrates with CRM and patient engagement campaigns; overseeing campaign landing page strategy, retargeting and related digital conversion tactics; overseeing tracking, analytics and reporting; and demonstrating return on investment for CRM and patient engagement initiatives. This role also supports the selection, implementation and adoption of patient engagement technology, including the healthcare system’s CRM and related email/campaign platform. All activities must be aligned with organizational privacy, security and communication standards.

He/she is a process-oriented team player who assists the Director of Digital Strategy with day-to-day operations related to patient engagement strategy, digital relationship marketing, campaign planning, engagement center collaboration, data and systems integration, and performance measurement, and helps guide the team in collaborating with internal stakeholders, IT, Finance, agencies and vendor partners to achieve strategic marketing, communication and patient acquisition/retention objectives. This position directly supervises a Marketing Specialist and is responsible for helping build a scalable, measurable and best-practice-driven patient engagement function for the healthcare system.

The ideal candidate has a demonstrated track record of excellence in CRM marketing, patient engagement, campaign planning, marketing automation, paid media strategy, analytics and cross-functional leadership; understands how to develop and execute patient engagement strategies within a healthcare setting; has experience collaborating with call centers, engagement centers or patient-facing operational teams; is familiar with Epic and related healthcare technology platforms; and is an excellent communicator, strategist and analyst with proven supervisory experience.

Education/Experience:

The position requires a bachelor’s degree in marketing, communications, business, healthcare administration or related field and a minimum of five years of professional experience in healthcare marketing, patient engagement, CRM, digital marketing, lifecycle marketing, campaign strategy or related work within a fast-paced healthcare organization. Must also have a minimum of two years of management or supervisory experience.

Must have hands-on experience in marketing CRM strategy, e-mail marketing, database management, campaign planning, audience segmentation, reporting and analytics, marketing automation, and cross-channel communication strategy. Experience working with call centers, contact centers, access teams or engagement centers is strongly preferred. Experience with the Epic platform and its role in consumer communications, access workflows, referral workflows,Experience working with call centers, contact centers, patient access teams or engagement centers is strongly preferred. Experience with the Epic platform and its role in patient communications, patient access, referral workflows, patient encounter data, billing-related data or related engagement activities is strongly preferred.

Must have experience working with or using multiple CRM and marketing automation platforms in order to inform platform evaluation, workflow design, vendor selection and long-term optimization decisions. Experience leading or supporting CRM platform selection, implementation or optimization is strongly preferred. Experience with paid media strategy, audience targeting, campaign landing pages, retargeting and collaboration with digital agencies or media partners is strongly preferred. Healthcare provider-side experience strongly preferred.

Must demonstrate knowledge of CRM and email marketing platforms, campaign measurement methodologies, journey development, automation logic, reporting dashboards, consumer databases, paid media strategy, and digital marketing best practices.customer/patient databases, paid media strategy, and digital marketing best practices. Experience collaborating with IT and Finance teams on data integration, measurement frameworks and ROI methodology is preferred. Experience working with analytics and visualization tools, content management systems, spreadsheet and presentation software, and marketing technology platforms is preferred.

Other Skills/Abilities:

• Proven track record of successfully coaching and leading staff and guiding cross-functional teams through complex projects and change initiatives.
• Excellent organizational and project management skills; able to coordinate multiple priorities, deadlines, vendors and workstreams.
• Excellent interpersonal, written and verbal communication skills with openness to developmental feedback and willingness to engage in creative problem-solving.
• Results-oriented with clear understanding of analytics, attribution, reporting methodologies and software tools used to measure delivery on strategic objectives.
• Strong knowledge of CRM strategy, lifecycle marketing, database marketing, e-mail marketing and audience segmentation.
• Working knowledge of patient engagement operations and experience partnering with call centers, engagement centers or related patient-facing operational teams.
• Experience with Epic and understanding of how patient data, encounter data, access workflows, scheduling, referrals, billing data and engagement processes intersect with CRM and outreach strategies.
• Ability to work closely with IT and technical teams to support accurate integration of encounter, scheduling, referral and billing-related data between EMR and CRM platforms.
• Ability to work closely with IT and technical teams to support accurate integration of patient encounter, scheduling, referral and billing-related data between EMR and CRM platforms.
• Ability to work closely with Finance to develop, validate and maintain ROI models that accurately reflect campaign, patient engagement and CRM program performance.
• Strong understanding of paid media strategy, digital audience targeting, retargeting, landing page strategy and how paid media integrates with CRM, e-mail and broader consumerpatient engagement campaigns.
• Experience working with agencies and vendor partners to plan, execute and optimize paid media and campaign-related initiatives.
• Ability to guide campaign strategy across owned and paid channels, including email journeys, retargeting and digital conversion tactics.
• Ability to lead or support platform evaluations, gather requirements, assess multiple CRM solutions, compare vendor capabilities and make recommendations aligned with business needs.
• Strong understanding of campaign development, campaign cadence strategy, journey design, automation workflows and communication governance.
• Strong ability using analytics tools and applications to generate, analyze, interpret and present data to inform strategic decision-making and tracking of return on investment.
• Ability to establish best practices for campaign planning, execution, testing, optimization and measurement.
• Knowledge of healthcare privacy considerations, patient communication standards and PHI/HIPAA-compliant marketing practices across e-mail, digital media, retargeting and landing page strategies.
• Ability to synthesize information from multiple stakeholders and translate concepts for non-technical colleagues to inform, build consensus and garner buy-in for CRM-related initiatives.
• Highly analytical, process-oriented with excellent attention to detail.
• Adept user of office technology including Outlook, Excel, PowerPoint, SharePoint and Teams.

Physical/Interpersonal Requirements:

Hand/eye coordination
Motor skills
Repetitive motion associated with computer usage
Lifting, carrying, pushing or pulling up to 50 pounds
Ability to sit/stand for extended periods of time
Good eyesight as work is overwhelmingly visual

Essential Duties/Responsibilities:

• Supervise assigned staff member and functions related to patient engagement campaign operations, CRM workflow coordination, reporting and related marketing activities.
• Work with the Director of Digital Strategy and other organizational leaders to develop and execute patient engagement strategies that support the brand, improve patient experience, contribute to ease of access and achieve organizational goals.
• Develop and execute consumer acquisition, retention and engagement strategies using CRM, email, automation, paid media and other digital communication channels. Target segmented consumers and referral sources to drive engagement and conversion.
• Design, implement and optimize consumer journeys, nurture programs and automated communication workflows aligned with organizational priorities, ease-of-access goals and consumer needs.
• Develop and execute patient acquisition, retention and engagement strategies using CRM, email, automation, paid media and other digital communication channels. Target segmented consumers, patients and referral sources to drive engagement and conversion.
• Design, implement and optimize patient journeys, nurture programs and automated communication workflows aligned with organizational priorities and patient needs.
• Establish campaign cadence strategy, contact rules and communication governance to ensure coordinated, relevant and effective outreach across audiences and business units.
• Oversee campaign planning, segmentation, audience management and related patient engagement activities to support strategic marketing and communication objectives.
• Partner with the Marketing Specialist to develop paid media strategy in support of campaigns, including audience targeting, channel/platform recommendations, ad cadence and integration with CRM and lifecycle marketing efforts.
• Help guide campaign-related paid media efforts across appropriate channels and work with agency partners, as needed, to support planning, execution, optimization and performance review.
• Oversee campaign landing page strategy and implementation to support conversion goals, improve ease of access, and ensure alignment with campaign messaging, audience strategy and user experience best practices.
• Develop and support retargeting strategies and email journey integration to strengthen campaign performance and improve conversion across paid and owned channels.
• Ensure patient engagement campaigns, paid media, landing pages, retargeting and related communication strategies are executed in a PHI/HIPAA-compliant manner and consistent with organizational privacy, legal and compliance standards.
• Partner with call centers, engagement centers, access teams and other operational stakeholders to align outreach strategies, workflows and communication approaches across the consumer experience.
• Work closely with IT and related technical teams to define requirements and support the accurate flow ofPartner with call centers, engagement centers, patient access teams and other operational stakeholders to align outreach strategies, workflows and communication approaches across the patient experience.
• Work closely with IT and related technical teams to define requirements and support the accurate flow of patient encounter, scheduling, referral and billing-related data from the EMR into the CRM platform to enable campaign execution, measurement and reporting.
• Collaborate with IT, vendor partners and internal stakeholders to support CRM-related integrations, data quality, workflow design, testing and launch readiness.
• Work closely with Finance to develop, validate and maintain an ROI methodology that accurately reflects the performance and value of patient engagement, campaign and CRM initiatives.
• Oversee campaign tracking, analytics reporting and performance measurement, and assist staff in developing, implementing and measuring the impact of CRM and patient engagement initiatives.
• Develop reporting dashboards, KPI frameworks and executive summaries that demonstrate the effectiveness of campaigns, journeys, automations and related patient engagement activities.
• Perform ROI analyses and identify recommendations for constant improvement, with emphasis on demonstrating the value of CRM investment and related patient engagement strategies to the organization.
• Establish and maintain best practices for campaign strategy, segmentation, audience management, naming conventions, testing, reporting and optimization.
• Help define business requirements, workflows, governance standards and success measures for patient engagement technologies, including implementation of the organization’s CRM platform.
• Lead or support the healthcare system’s RFP process for selection of a CRM and related email/campaign platform, including requirements gathering, vendor evaluation, stakeholder input and recommendation, as needed.
• Coordinate implementation activities in partnership with internal teams and external vendor partners, including setup, testing, workflow design, launch readiness and adoption planning.
• Train staff and users; develop manuals, procedures, instructions and best practices related to CRM usage, campaign planning, reporting and patient engagement operations.
• Work with staff and stakeholders to monitor activity, analyze performance, identify areas of improvement, and recommend ways to increase consumer and referral source engagement with the health system.patient, consumer and referral source engagement with the health system.
• Coordinate and traffic work for assigned areas of responsibility with internal stakeholders, agencies, implementation partners and vendor partners.
• Stay current with CRM, patient engagement, healthcare marketing, paid media, Epic-related workflow considerations, automation and analytics best practices and developments.

Performs other duties as assigned.

Employee must have excellent written and verbal communication skills; a positive “can do” attitude; superior project management and organizational skills; experience engaging and coaching staff; ability to calmly handle multiple tasks under deadline pressure; a professional demeanor and presentation; exceptional customer service skills; creativity; and the ability to work independently as well as collaboratively in a matrixed organizational structure.

Shift

First Shift

Time Type

Full time

Scheduled Weekly Hours

40

Cost Center

1000 Administration (BHG)

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