Under the general supervision of the Senior Director-Marketing, develops, oversees and executes a comprehensive digital marketing strategy and plans and creates opportunities to engage with target audiences to enhance the WellSpan brand and support organizational growth, population health and consumer engagement objectives. Provides strategic direction, best practices, standards and implementation of content delivered through System digital channels, including web and mobile properties, social media, email, SMS, microsites, video and others. Appropriately integrates digital marketing with brand, direct-to-consumer and sales/outreach strategies, and tracks and reports on the effectiveness of digital marketing efforts across the System.
Duties and Responsibilities:
Defines, leads and executes the digital marketing and content strategy for WellSpan Health and System entities, driving demand for services and programs, engaging consumers and advancing population health objectives through web, microsites, online videos, e-newsletters, social media, email, mobile, and other digital channels.
Oversees and implements SEO/SEM, reputation management and other digital engagement strategies and collaborates with staff and leaders in Public Relations and Marketing, Operations, Patient Experience, Population Health and other areas of the Health System to plan and execute multi-channel campaigns to meet System objectives.
Measures the impact and effectiveness of campaigns, channels and formats using quantitative and qualitative metrics. Maintain all digital marketing and CRM dashboards and campaign-specific effectiveness reports.
Develops standards and best practices for the creation, distribution, maintenance, retrieval and repurposing of digital content. Collaborates with other Public Relations and Marketing staff and leaders to ensure that all digital content aligns with other strategic messaging, maintains a consistent voice and tone and reflects the WellSpan brand personality and position.
Collaborates with staff and leaders in the EHealth Department to manage the effectiveness of health system web assets, including wellspan.org. Develops and implements content governance and establish work flow for requesting, creating, editing, publishing and retiring content.
Manages budget, vendors and other resources related to digital marketing and communication.
Bachelor's Degree with demonstrated continuing education in digital marketing
8+ years developing and executing marketing and content strategy for websites, social media, email, video and other digital channels.
HTML/CSS and/or content management system experience preferred.
Minimum Field Of Expertise:
Marketing, communications, journalism or related area. Health care, agency or consulting experience is preferred.
Internal Number: 51674
About WellSpan Health
Working as one, we are improving the health of our communities.
WellSpan Health is a nationally recognized, integrated health system that serves the communities of central Pennsylvania and northern Maryland. Our organization comprises:
•More than 15,000 employees
•140 patient-care locations
•Six respected hospitals serving York, Adams, Lebanon and Lancaster counties
•A multispecialty medical group that employs more than 1,200 physicians and advanced practice clinicians
•The Joint Commission-accredited Comprehensive Stroke Center
•Level 1 Regional Resource Trauma Center
•Level 3 NICU (WellSpan York Hospital and WellSpan Ephrata Community Hospital)
•Comprehensive Metabolic and Bariatric Surgery Center (MBSAQIP-accredited)
•Central Pennsylvania's most comprehensive behavioral health organization (one of the largest in the country)
•A home care organization
As a mission-driven and physician-led organization, we are committed to transforming the health of the communities we serve and to educating the next generation of physicians, advanced practice clinicians and leaders. Our continued commitment to that mission has led to numerous distinctions and recognitions for o...ur hospitals and facilities.
As a nonprofit, we reinvest in our communities to improve the health and wellness of our patients, as well as those who call central Pennsylvania and northern Maryland home. We also invest heavily in our employees—providing them with new and innovative technologies and treatments, and helping them advance their careers through peer learning, mentorship, cross-training, continuing education and tuition reimbursement. We strive to make life better for our patients, our staff and our communities.