FT-AVP Marketing and Business Development at AdventHealth

Date Posted: 9/25/2021

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Job Snapshot

  • Job Schedule
    Full-Time
  • Location:
    Tampa, FL
  • Date Posted:
    9/25/2021
  • Job ID:
    21032634
  • Job Family
    Marketing & Communications
  • Shift
    1 - Day

Job Description


Description

AVP Marketing and Business Development- AdventHealth Tampa

Location Address: 3100 East Fletcher Avenue Tampa, Florida 33613

Top Reasons to Work at AdventHealth Tampa

  • Florida Hospital Pepin Heart Institute, known across the country for its advances in cardiovascular disease prevention, diagnosis, treatment and research.
  • Surgical Pioneers – the first in Tampa with the latest robotics in spine surgery
  • Building a brand new, six story surgical and patient care tower which will ensure state of the art medical and surgical car for generations to come
  • Awarded the Get With The Guidelines – Stroke GOLD Quality Achievement Award from the American Heart Association/American Stroke Association and have been recognized as a recipient of their Target: Stroke Honor Roll for our expertise in stroke care. We have also received certification by The Joint Commission in collaboration with the American Stroke Association as a Primary Stroke Center.

Work Hours/Shift: Full Time

GENERAL SUMMARY:

The AVP of Marketing and Business Development is responsible for leading all marketing and business development teams, strategies, and deliverables for AdventHealth Tampa, a 536-bed tertiary-level acute care hospital located in the uptown district of Tampa, FL. Under the direct management and leadership of the President & CEO of AdventHealth Tampa, the AVP of Marketing and Business Development also aligns in a cross-functional divisional matrix reporting structure with additional secondary reporting to the AdventHealth West Florida Division (WFD) to the VP of Strategic Execution for Business Development/Physician Relations, and to the AVP of Marketing/Brand Strategy for Marketing.

Directs and leads business development and physician relationships; supports and collaborates on physician recruitment, and contracting; develops integrated marketing strategies to engage both consumers and physicians; community relations/outreach; and internal communications within the hospital to support business/service line volume growth, new business opportunities, strategic partnerships, and to improve the hospital’s outreach/reputation in the community to drive top of mind awareness and preference. Position requires a motivational, creative, hands-on relationship builder and influencer with an analytical mindset and reputation for getting things done.

Responsible for management of the local marketing, business development, and physician relations teams, ensuring comprehensive alignment in planning, strategies, execution, accountabilities, communications, and reporting across the spectrum of marketing/sales.

Works closely with hospital and WFD staff on all initiatives for AdventHealth Tampa. Has direct oversight for business development, physician relations, marketing, communications, and community engagement for the hospital, consumers, physicians, service lines, and all affiliated outpatient services. Responsible for consistency and continuity of the AdventHealth brand at every level of the organization.

You Will Be Responsible For:

BUSINESS DEVELOPMENT / PHYSICIAN RELATIONS

Directs business development strategy, identifies business opportunities, and develops strategic planning initiatives, identifies, and solves for critical issues, and balances financial objectives and priorities. Evaluates all new business opportunities for both viability with respect to financial goals and constraints, as well as market demand and competitive landscape. Develops new business and strategic partnerships, implements systematic physician recruitment and onboarding plans. Oversees all contracting processes in collaboration with CVO, AHMG, legal, and other teams, as appropriate.

In collaboration with AHMG operational leadership, oversees strategic elements of AHMG specialist practices located at the campus. Additionally, oversees strategic elements associated with those specialist practices that are bound to the hospital under other agreement structures, such as partnerships/agreements with FMC, FOI, USF Health, and other AdventHealth entities, such as AdventHealth for Children. Focuses Business Development and Physician Relations team on driving Top of Mind Awareness, preference, education, and referrals to AHMG affiliated providers and to the hospital for all services.

MARKETING

Serves as a leader and collaborator with responsibility for the creation and execution of strategic, integrated marketing campaigns that build brand awareness, grow consumer brand preference, and increase volumes and market share for AdventHealth Tampa. Provides strategic oversight and execution of marketing initiatives that achieve brand loyalty, business growth, competitive advantage, and market relevance including budget, planning, strategy, and analysis. Responsible for brand strategy and managing the day-to-day marketing operations including consumer volume-driving strategy and tactics, branding, and internal communications for key stakeholders.

Develops consumer volume-driving strategy and brand messaging to build consumer loyalty through various communication vehicles such as print, direct mail, outdoor, radio, television, digital media, social media, key sponsorships, community outreach and special events. Directs advertising strategies and tactics to competitively differentiate, build market preference and grow market share through the hospital’s branded services and measure all program ROI. Oversees all aspects of brand positioning, messaging, design, and creative execution; oversees creation, production and approval of all marketing programs and internal/external communications materials. Oversees adherence to brand design standards while ensuring consistent brand image in the community. Ensures advertising strategies are implemented within specified budgets and timeframes.

COMMUNICATIONS / COMMUNITY ENGAGEMENT

Oversees all campus-specific activities in the areas of community outreach, local sponsorships and donations, public relations, and on-campus media relations. Leads strategies for engagement in local community groups and organizations. Leverages social media channels as appropriate in collaboration with WFD and corporate teams. Works collaboratively with Reputation Management, Risk, Legal, etc. to manage/escalate/resolve issues from either Facebook or the website to resolve issues with community/patients in order to retain/regain preference.

Leads all internal communications and activations on campus, including communications/events for employees, physicians, volunteers, leaders, etc. Communications include house-wide ad hoc communications activities as well as regularly scheduled / cadenced communications such as newsletters, executive communications, board communications, etc. Additionally, leads on-campus crisis communications, as needed. Leads frequent house-wide activations and events in the areas of town halls/chats, employee appreciation activities, and annual activities such as holiday party, Doctors’ Day, nurses/hospital week, etc. Oversees all internal communication channels in-house to include screensavers, Connect homepage feed, and myriad digital displays on campus. Provides consultation on signage and wayfinding.

PRINCIPAL DUTIES AND JOB RESPONSIBILITIES:

  • In partnership with hospital and WFD leadership and partners, defines goals and objectives of all service line and hospital growth targets, and leads development and execution of strategies in the areas of business development/physician relations, marketing, and communications/community engagement to achieve goals.
  • Represents hospital at WFD/Corporate marketing and business development/physician relations meetings/collaborations.
  • Develops and deploys fully integrated annual marketing/business development/physician relations/communications/community engagement master plan that is data-driven, aligned, and actionable.
  • Manages/leads both direct and indirect reports on the local marketing, business development and physician relations teams.
  • Monitors marketing activities to ensure compliance with applicable regulations and laws, and resolution of any issues that arise.
  • May occasionally work, volunteer, or represent the company at events held during evenings or weekends.

BUSINESS DEVELOPMENT / PHYSICIAN RELATIONS

  • Collaborate with WFD Physician Relations Director and VP, Strategic Activation to develop and deploy appropriate strategies and plans.
  • Develops and executes plans to ensure success of service line volumes to include physician recruitment and engagement strategies, contracting, OR scheduling integration, and successful on-boarding and off-boarding of physicians. Collaborates with Medical Staff office as needed to ensure smooth transitions for physicians.
  • Conducts physician on-campus on-boarding / off-boarding communications, activities, and events as appropriate.
  • Oversees contract management for physicians – both on-boarding/off-boarding as well as ongoing maintenance agreements for call coverage and other needs.
  • Oversees management of physician relationship development for referral development and retention in the areas of prospecting, direct selling, and ongoing communications.
  • Oversees development of individual sales plans to ensure they are aligned to business goals, service line strategies and market dynamics, to include developing and managing a sales plan, employing tactics/sales strategies, tracking all activities in Salesforce and Crimson, as directed.
  • Oversees physician engagement activities to include: Physician Mixers, Physician Town Halls, and annual physician engagement survey.
  • Oversees new service line development – from concept to completion. Creates business, financial and market case, gains necessary approvals, and ensures that it supports the overall business and growth strategies for the organization.

MARKETING

  • Collaborate with WFD AVP Marketing/Brand Strategy to develop and deploy appropriate strategies and plans.
  • Develops and executes strategic marketing plans and budgets to meet established branding volume, market share and service line goals. Develops plans to meet goals with return on investment tracking mechanisms to ensure success.
  • Establishes metrics and performance tracking of all marketing brand and growth initiatives. Reviews ROI monthly/quarterly with C-suite team and Division AVP of Marketing/Brand Strategy. Oversees subsequent market plan adjustments.
  • Develops and manages the marketing operational budget to maximize market performance.
  • Oversees and collaborates on brand messaging, design, and creative execution through various communication vehicles such as print, television, direct mail, outdoor, radio, digital media platforms, collateral, and special events. Manages advertising and media placement for local market working collaboratively with the division marketing team.
  • Ability to implement market research projects related to market, brand, key service lines and support for strategy development. Works closely with market research analysis and reporting to support overall marketing strategy development.
  • Ensures the hospital’s digital strategy and lead-generating activities are executed. Provides oversight of all digital projects including website content development, landing page development and execution, social media strategy and interaction, display and PPC advertising, search engine optimization and all associated tracking and performance metrics. Actively collaborates with corporate call center and digital teams on implementation.
  • Serves as the hospital leader in knowledge of marketing competitive landscape. Maintains a strong working knowledge of competitors, new physicians in the market, advertising, consumer loyalty programs, technology, and overall market dynamics. Communicates to leadership on a regular basis and makes recommendations on strategic and tactical changes because of the information.
  • Ability to plan, direct, and implement community-based and partner events while identifying strategic relationships that build the AdventHealth brand.
  • Actively collaborates with Corporate and WFD marketing teams.
  • Manages special assignments as needed. May represent the hospital on cross-functional teams and task forces in the hospital, WFD or AH corporate office.

COMMUNICATIONS / COMMUNITY ENGAGEMENT

  • Collaborate with WFD Corporate Communications Director, WFD Internal Communications Manager, and WFD Social Media Manager to develop and deploy appropriate strategies and plans.
  • Serves as primary media / crisis communications point of contact for the campus. Collaborates with communications colleagues at WFD to coordinate media opportunities, inform newsworthy stories at the campus, and to escalate any potential media issues.
  • Serves as primary on-site issues management for Facebook page and negative comments submitted via website/Formstack submission. Escalates with Reputation Management, Risk, Legal and other departments as appropriate/directed.
  • Oversees internal communications at campus for wide range of audiences (employees, volunteers, nurses, physicians, board members, etc.), including but not limited to: ad hoc communications on a wide range of topics, multiple newsletters and other regular cadence publications, internal signage (digital and non-digital).
  • Oversees planning, strategy and execution for house-wide internal campus events and activations, including but not limited to: executive communications such as town halls/chats, annual celebrations such as the team member holiday party, Doctors’ Day, Nurses/Hospital week and myriad team member appreciation activities throughout the year.
  • Oversees development/execution of content for internal communications channels to include campus screensavers, AHT’s Connect intranet homepage news feed, and multiple digital displays located around the hospital campus.
  • Collaborates with WFD and Corporate Communications teams to review and deploy local strategies as appropriate/directed.
  • Collaborates with WFD and Corporate Social Media teams to strategize, review and post appropriate, engaging social media content on the hospital’s campus Facebook page, as well as pitch ideas for content for inclusion in WFD and Corporate channels such as LinkedIn, Instagram and Twitter.
  • Oversees distribution of internal communications to team members for other support functions within the hospital, including but not limited to: Human Resources, Employee Health, Patient Experience, Spiritual Care, IT, Clinical Informatics, etc. as appropriate for house-wide initiatives such as the annual flu vaccine program, benefits open enrollment, HR policy changes or updates, Spiritual Renewal weeks, EPIC deployment, etc.
  • Oversees creation of presentations for a wide variety of audiences as needed.
  • Oversees strategy for representation of the hospital in community-based groups such as Chambers of Commerce, Rotary, and other organizations.
  • Oversees campus speaker’s bureau and engages in supporting speaking opportunities for hospital-based leadership to engage with community and other relevant groups as appropriate.
  • Oversees hospital sponsorships and donations process and budget, including review of opportunities, tracking of investment and sponsorship deliverables, implementation, and post-activity assessment.
  • Provides guidance and recommendations on campus signage and wayfinding projects and initiatives, as needed.
Qualifications

KNOWLEDGE AND SKILLS REQUIRED:

  • Ability to provide leadership and direction to local marketing, business development, and physician relations teams while acting as a coach and mentor.
  • Ability to act as the hospital consultant on all marketing, brand, service line, and growth initiatives; must be able to develop marketing, business development, and growth strategies that are aligned with the intended audiences to include consumer, physician, team members, and the community at large.
  • Strong organizational skills: must be able to multi-task in a fast-paced, stressful work environment, and excel under tight deadlines.
  • Strong project management experience with a results-oriented focus and attention to detail, while never losing sight of the big picture.
  • Strong written and verbal communications skills with demonstrated ability to translate organizational needs into a concept and adapt writing style for specific audience. Proficiency in AP writing style standards.
  • Strong presentation skills, and ability to develop content and visuals for presentations.
  • Strategic thinker capable of leading change in the hospital. Intelligent, creative, and motivated, analytical thinker, information seeker, ability to think ‘outside the box’.
  • Ability to perform strong market and business analysis, develop strategic planning, implement program management, and budget management, ability to deploy, implement and measure effectives (ROI) of marketing programs. Analytical mindset to spot trends and synthesize complex information.
  • Must have hands-on working knowledge of marketing, branding, advertising, and digital platforms; self-starter with integrated marketing skill set and ability to implement initiatives in a strategic manner with minimal supervision.
  • Strong interpersonal skills with ability to be a team player, consensus builder, persuasive presenter with ability to “sell” ideas and concepts to key stakeholders, ability to work well with others using tact and diplomacy; must be skilled at managing conflict.
  • Capable of delivering a high level of customer service to internal customers and external strategic partners.
  • Strong verbal and written communications – must be a good copywriter and editor with working knowledge of AP writing style. Must be a good storyteller for the brand.
  • Strong management experience with results-oriented focus.
  • Strong computer skills are required.
    • Strong proficiency: Microsoft Office (Outlook, Word, PowerPoint, Excel)
    • Working knowledge: Microsoft Teams, Publisher, SharePoint, OneDrive, Visio; Adobe Acrobat Pro, Photoshop, Illustrator, InDesign. Social media sites for business, including but not limited to Facebook, Twitter, LinkedIn, and YouTube.
  • Ability to always display a professional manner and maintain confidentiality. Must be able to communicate adeptly at all levels of the organization.
  • May be occasionally asked to work nights or weekends and represent the group at community events, as well as drive to different AH offices and facilities throughout the Tampa Bay area.

EDUCATION AND EXPERIENCE REQUIRED:

  • Four-year Bachelor’s Degree in Business, Communications, Mass Communications, Public Relations, Journalism, Marketing, Advertising, Healthcare Administration, or similar field. Master’s degree preferred.
  • Ten or more years of management experience in marketing, strategic planning, new business development, communications, change management, data analysis, and financial decision making.

This facility is an equal opportunity employer and complies with federal, state and local anti-discrimination laws, regulations and ordinances.

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