Primary Location:

Med Plaza II - UMC Address:

250 E Liberty
Louisville, KY 40202
 Shift:

Job Description Summary:

UofL Health is a fully integrated regional academic health system with five hospitals, four medical centers, nearly 200 physician practice locations, more than 700 providers, the Frazier Rehab Institute and Brown Cancer Center.

With more than 12,000 team members—physicians, surgeons, nurses, pharmacists and other highly skilled health care professionals—UofL Health is focused on one mission: delivering patient-centered care to each and every patient each and every day. Job Description:

Uphold the Mission and Vision of UofL Health.

Under the direction of the UofL Health System Vice President, Brand and Experience, develop, manage and execute digital strategies for UofL Health. Collaborate with strategic marketing leadership to support system and service line marketing and communication strategies. Responsibilities include managing all external websites and social media channels along with the customer management system (CMS), publishing content, maintaining thematic continuity, designing layouts, streamlining navigation and enhancing online presence for patients and families. Manage search engine optimization (SEO) and search engine marketing (SEM) tactics and analytics to maximize website traffic. Oversee publishing and design software to maintain websites and social media platforms. Stay current with digital and social media marketing techniques and best practices.

Essential Functions:

Website Strategies

• Manage brand awareness and online reputation.
• Assume full responsibility for the CMS, content development, implementation and management.
• SEO and generation of inbound traffic.
• SEM
• Cultivation of leads through Request an Appointment strategies.
• Administrate the creation and publishing of relevant, original, high-quality content.
• Manage the promotion of content through social advertising.
• Manage internet reputation strategies.
• Manage strategies to support accuracy within Internet provider and location directories.
• Oversee the online appointment request process.
• Compile reports for leadership showing results (ROI).

Key Performance Indicators

Determine the KPI’s (key performance indicators) for each entity within UofL Health, including:

• Audience Growth
• Audience Profile
• Audience Engagement
• Content Reach
• Engagement by Content Type
• Leads
• Response Rate and Quality
• Negative Feedback
• Appointment Requests

Social Media Strategies

Oversee social media marketing campaigns and day-to-day activities, including:

• Oversee the promotion of relevant content topics to reach the company’s target customers.
• Oversee all published content (images, video and written).
• Monitor, listen, and respond to users.
• Conduct online advocacy and open a stream for cross-promotions.
• Develop and expand community and/or influencer outreach efforts.
• Oversee design (i.e., Facebook Timeline cover, profile pic, thumbnails, ads, landing pages, X profile, Blog, etc.).
• Oversee the design, creation, and management of promotions and social ad campaigns.
• Manage efforts in building online reviews and reputation; monitor online reviews and ensure timely response to each review.
• Analyze key metrics and tweak strategy as needed.
• Compile reports for leadership showing results (ROI).

Planning Process

• Participate in the ongoing management of a strategic planning process for UofL Health entities, practices, and providers. This includes processes and definitions for overall goals and measurements for ROI, market segmentation, market definition, goals, initiatives, responsibilities, and pricing.

Other Functions:

• Support organization-wide marketing and communication strategies.
• Support community relations strategies. For example: health fairs, lunch and learns and speaking engagements.
• Ensure that the UofL Health name, branding, mission, and vision are properly communicated in all materials, maintaining corporate integrity.
• Uphold the standards outlined in the UofL Health Brand Standards and Style Guide for all materials.
• Build positive relationships with the internal departments, service lines, and provider marketing partners, promoting respect, collaboration, and confidence in the Marketing & Communications Department.

Team

• Demonstrate self-direction to manage single-person projects from inception through completion, including developing, executing, and monitoring a work plan.
• Assist co-workers as requested in a variety of functions.
• Demonstrate initiative through active and appropriate participation.
• Demonstrate the ability and willingness to assume more responsibilities and to be flexible in the projects and responsibilities that may be assigned.
• Demonstrate an in-depth understanding of technical aspects related to day-to-day responsibilities.
• Maintain a positive and professional image at all times.
• Perform other duties as required or assigned.

Additional Job Description:

Education:

• Bachelor’s degree required.
• Master’s degree preferred.

Experience:

• Proven success in website design practices and the implementations of successful trends in marketing, including social networking strategies.
• Minimum of 7-10 years of relevant experience or the equivalent combination of education and experience required in Website/Social Media strategies design and management.
• Proven experience in project management, relationship development and management.
• Proven experience in managing overall goals and measurements for ROI, market segmentation, market definition, goals, initiatives, responsibilities and pricing.
• Experience in the health care industry required.

Preferred Qualifications:

• Experience with EPIC and/or Cerner
• Experience with CRM systems