The Director, Digital Content Optimization for the Tenet Strategic Marketing Group (TSMG) will play a central role in Tenetâ��s continued transformation into a consumer-focused organization. This position will lead digital content strategy and optimization founded on consumer insights and performance analytics. They will continuously provide strategic recommendations on improving content across our ecosystem that delivers business results. S/he understands how and where to connect with the patient in their healthcare journey.
Partnering with channel owners as well as content, integrated marketing, and insights, this individual will also develop the strategic content roadmap to upgrade, test, and optimize content across our ecosystem. They will utilize data to make recommendations on the best content for the best channel, prioritization of content creation, and analysis/refinement of content that support service line growth.
Reporting to the VP, Marketing Operations, the Director will partner with internal stakeholders and promote integration and sharing of content best practices across hospital marketing, Tenet Physician Resources, Communications and Strategy teams. This role will be instrumental in ensuring that the content and experiences created are founded on consumer insights, drive engagement and service line growth for the organization.
Essential Duties and Responsibilities
Strategy, Insights & Best Practices
Work with business leaders to obtain thorough understanding of business goals, objectives, and priorities and develop content test/optimization plans across channels
Understand audience analytics, marketing channel KPIâ��s and how content can drive improvement of channel performance.
Develop content plans based on consumer segmentation, patient profile analysis and brand health studies as necessary.
Distill consumer insights into actionable content briefs and work with IMC and digital channel owners on holistic content strategy and a testing/optimization plan.
Own the strategic plan to upgrade content across channels in support of our priority service lines
Drive development of smart strategies to fuel increase in all key metrics and execute engaging content strategies.
Develop, communicate and build alignment on key digital journeys that drive new patient acquisition and strengthen relationships among existing patients.
Develop virtual video content strategy (seminars, snackable content, toolkits, etc.) to drive patient acquisition. Identify most relevant formats/channels and optimize recommendations base on in market results
Measure and report on effectiveness of efforts and consistently provide recommendations.
Leverage ratings and reviews (especially Google and Facebook) as an insights and influence tool and utilize positive reviews and patient stories to improve SEO and build loyalty.
Own integration of all marketing scorecards and service line playbooks
Integrated Marketing Support
Partner with markets to support execution of content strategy.
Liaison between local hospital teams, home office resources and external agency partners to develop, execute and measure local marketing programs.
Work to remove barriers and simplify experiences to ensure effective coordination between support functions, marketing partners and local markets. Develops and maintains project reports and communicates with internal stakeholders on progress, goals and measurements.
Champion Tenet branding across the enterprise and adjusting to market needs
Bachelorâ��s Degree preferably analytics, marketing, or related field of study
Advanced degree in marketing preferred
Healthcare experience is a plus including understanding of health care rules/regulations pertaining to advertising/marketing.
At least 7+ years of demonstrated progressive experience in project management, developing successful content strategies across multiple brands with responsibility for all marketing channels across paid and owned.
Knowledge, Skills, Abilities
Possesses critical skills and experience in developing sophisticated communications strategies and approaches, content expertise, operational efficiencies, and performance metrics that drive to desired marketing outcomes with experience implementing and executing content strategy, syndication and distribution across channels
Proven track record of leveraging insights and performance analytics to drive marketing performance and business growth.
Experience in developing traditional creative, digital, mobile, website, email and social strategy plans. Expertise in how each platform can be used as a communications vehicle. Demonstrated understanding of paid, earned and owned media integration.
Exceptional command over creating and delivering structured and unstructured communications to executive teams. Ability to build productive cross functional relationships at all levels of the organization as well as with external partners
A high level of knowledge about the health care industry, overall hospital strategy and operations and a keen understanding of physician relationships
A proactive servicing approach and a strong sense of urgency to respond to matters on time with a collaborative style which engenders the respect of others and can be best described as a leader, mentor, and a coach. An active listener with exceptional oral and written communication skills
A facilitator and developer of others with a concerted focus on a team approach while holding her/himself accountable
Authentic- Has deep integrity and holds personal and professional values consistent with Tenetâ��s mission, vision and values
Self-motivated- Outcomes-focused individual who holds herself/himself to a high performance standard, but maintains a sense of proportion and humor
Professional â�� Must demonstrate high level of professionalism as this role will be interacting with several senior level leaders across the enterprise
Persuasive- Able to advance an idea, strategy or program through influence, communication and negotiation. Works through credibility and collaboration to achieve success in a highly complex and matrixed organization
Collaborative- Confident with a commitment to her/his ideas and ideals, but someone who also listens with true self-awareness and empathy. A leader who possesses a â��common touchâ�� to relate comfortably and effectively with people at all levels
Primary Location: Dallas, Texas
Facility: 979-Dallas, Texas
Job Type: Full-time
Shift Type: Days
Employment practices will not be influenced or affected by an applicantâ��s or employeeâ��s race, color, religion, sex (including pregnancy), national origin, age, disability, genetic information, sexual orientation, gender identity or expression, veteran status or any other legally protected status. Tenet will make reasonable accommodations for qualified individuals with disabilities unless doing so would result in an undue hardship.
Internal Number: 2105000154
Tenet Healthcare Corporation (NYSE: THC) is a diversified healthcare services company headquartered in Dallas with 112,000 employees. Through an expansive care network that includes United Surgical Partners International, we operate 65 hospitals and approximately 510 other healthcare facilities, including surgical hospitals, ambulatory surgery centers, urgent care and imaging centers and other care sites and clinics. We also operate Conifer Health Solutions, which provides revenue cycle management and value-based care services to hospitals, health systems, physician practices, employers and other clients. Across the Tenet enterprise, we are united by our mission to deliver quality, compassionate care in the communities we serve.