Director of Digital Marketing

Job Description

Job Description

 

 

Director of Digital Marketing Job Description

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Department: Administrative

FLSA Status: Exempt

Job Status: Full Time

Job Type: Digital Marketing

Report To: CEO/COO

Positions Supervised : None

Work Schedule : Monday – Friday

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Position Summery

 

Healthcare Facilities Management Group is seeking a highly experienced and strategic Director of Digital Marketing to lead digital marketing efforts with the goal of driving patient engagement, strengthening the brand's digital presence across the communities we serve. The ideal candidate has a strong background in healthcare or consumer digital strategy, performance marketing, and data-driven decision-making, with the judgment to navigate the compliance and trust considerations specific to healthcare marketing.

 

This role requires expertise in SEO, paid media, social media, email marketing, analytics and content strategy applied to the specific goals of a hospital or health system: growing patient volume across service lines, building trust and brand preference in the community, supporting physician recruitment and referral relationships, and ensuring every campaign meets HIPAA and healthcare advertising compliance standards.

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Key Responsibilities:

• Develop and execute a comprehensive digital marketing strategy aligned with organizational growth priorities and service-line goals.
• Lead and oversee all digital marketing channels, including SEO, PPC, social media, demand generation, email, content marketing, and website/patient-portal experience.
• Manage paid advertising campaigns across search engines, social platforms, and other digital channels to drive qualified traffic, appointment conversions, and ROI - with attention to healthcare advertising restrictions on platforms like Google and Meta.
• Analyze digital marketing performance against the KPI framework below; generate regular reports for leadership and provide actionable recommendations.
• Stay current on digital marketing trends and healthcare marketing best practices, including patient privacy and consent requirements.
• Collaborate with clinical, communications, physician relations, and patient experience teams to ensure campaigns are accurate, compliant, and aligned with the organization's care standards.
• Lead and/or manage relationships with internal team members and/or external agency and contractor partners providing direction and support.
• Manage the digital marketing budget to maximize efficiency and return on investment, including regular reporting on spend versus outcomes.
• Oversee email marketing and marketing automation to support patient acquisition, appointment reminders/recalls, and retention, in coordination with clinical and compliance stakeholders.
• Ensure all digital marketing activity complies with HIPAA, applicable state healthcare advertising regulations, and platform-specific healthcare ad policies.

 

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Key Performance Indicators

Brand Awareness & Perception

• Unaided brand awareness and aided brand awareness, tracked via a recurring market research surveys.
• Brand preference / likelihood-to-recommend relative to named local competitors.
• Optional composite score (awareness + recall + image + preference) if the organization wants a single tracked index over time.

 

Patient Acquisition & Conversion

• Appointment/scheduling conversion rate, tracked by service line, location, channel, and device.
• Cost per acquired patient (not just cost-per-lead or cost-per-click - a completed patient relationship, not a form fill).
• Downstream revenue by service line for paid campaigns (e.g., orthopedics, cardiology, oncology), not just top-of-funnel traffic volume.
• Call-tracking-attributed appointments, online scheduling completion rate and appointment completion.

 

Emergency & Urgent Care Visibility

• ED/emergency department visit volume and market share within the service area, tracked against competing systems in the market.
• Digital-attributed ED and urgent-care visits from geo-targeted and educational campaigns (e.g., "ER vs. urgent care" content, "nearest location" tools).

 

Digital Visibility & Reputation

• Organic search visibility and branded vs. non-branded search traffic ratio, including local "near me" search rankings for key service lines and ED/urgent care.
• Online reputation scores across Google, Healthgrades, and Vitals.
• Patient portal / digital engagement enrollment, if applicable to this organization's platforms.

 

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Qualifications & Skills:

• Bachelor's degree in Marketing, Business, Communications, or a related field.
• Minimum of 7–10 years of experience in digital marketing, with at least 3–5 years in a leadership role.
• Healthcare, hospital, or health system marketing experience strongly preferred; at minimum, direct experience with HIPAA-compliant marketing and analytics practices.
• Proven track record of digital marketing campaigns that drive measurable growth - patient volume, revenue, or equivalent, depending on background.
• Strong analytical skills and hands on in platform proficiency with digital marketing tools (Google Analytics, Google Ads, Meta Business Suite, SEO tools, CRM/marketing automation software).
• Experience managing and optimizing PPC campaigns across multiple platforms, including familiarity with healthcare-specific ad policy restrictions (Google/Meta health content and personalized-ad rules).
• In-depth knowledge of SEO best practices and local search optimization.
• Expertise in social media strategy and content marketing for a regulated, trust-sensitive industry.
• Experience with marketing automation and email marketing platforms and AI media optimization practices
• Excellent leadership, communication, and project management skills.
• Ability to thrive in a fast-paced environment with a data-driven approach to decision-making.

 

Preferred Qualifications:

• Experience in B2B and/or B2C digital marketing; healthcare/hospital marketing experience is a significant plus.
• Knowledge of UX/UI best practices, particularly for patient-facing scheduling and portal experiences.
• Familiarity with web development and CMS platforms (WordPress or healthcare-specific CMS/patient engagement platforms).
• Certifications in Google Adwords, HubSpot, Constant Contact or similar platforms.

 

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Compensation & Benefits:

• Performance-based bonus potential
• Comprehensive benefits package, including health, dental, and vision insurance.
• 401(k) plan with company matching.
• Flexible work environment and potential remote work options.

 

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