Digital Strategist (8a-5p) Marketing & PR, Johnson City, TN

Summary:
Consumer and patient expectations are shifting dramatically as it relates to digital engagement and interaction with their healthcare providers. In order to be prepared, remain competitive and challenge the industry in a fast-paced environment, it is critical that Ballad Health develops and maintains a well-defined, far-reaching and forward-looking digital transformation strategy.
The Digital Strategist utilizes expertise in analytics and knowledge of digital channels, including organic and paid search, social media, video marketing and reputation management, to track and measure online and product (mobile app) metrics and guide digital strategy with the goal of progressively improving patient access, conversion, growth and satisfaction within Ballad Health's network of healthcare facilities and providers. The candidate will apply digital media and online marketing concepts, knowledge and skills to support enterprise initiatives, collaborating across multiple business units, owners and key stakeholders to develop and support search marketing and social media strategy, training and implementation.
The candidate will provide strategic consultation on digital marketing tactics, such as search or social media marketing, to improve overall visibility, search rankings and patient acquisition.
The Digital Marketing Strategist is responsible for monitoring the overall performance of digital marketing campaigns, training programs and initiatives across the enterprise and developing Best Practices within all aspects of digital marketing. This position requires gathering qualitative and quantitative input from user surveys and testing, competitive analysis, industry trends, market research and internal stakeholders to successfully develop and support Ballad Health's digital strategies. This position will also create production-quality dashboards for internal stakeholders.
The Digital Marketing Analyst should be quantitatively keen, have an in-depth understanding of social media, digital platforms and marketing channels, and possess strong attention to detail and excellent communication skills, both written and oral.
Responsibilities
The Digital Marketing Strategist will be a key resource for guidance and implementation of the company's online marketing programs. Responsibilities include:Work with Business Owners, Senior Leadership and key external digital marketing vendor partners to develop KPIs for enterprise digital marketing campaigns and training programsDevelop, track and report ROI of digital marketing campaigns and training programs for hospitals, physician practices, urgent care centers and other facilities and servicesOversee technical support for social media accounts and escalate issues as necessaryLead in the development of training materials, including but not limited to: toolkits, remote training sessions, enterprise newsletters and blog articlesConsult with hospital facilities, physician practices, urgent care centers and other business units to provide online marketing strategy and Best PracticesManage online marketing campaigns and insights across channels, including, but not limited to, Google Analytics, Google AdWords, Facebook, Twitter, Instagram, LinkedIn, YouTube, etc.Work closely with digital marketing vendor partners to ensure Best Practices and key access point strategies are implemented across enterprise campaignsIdentify opportunities for and implement digital marketing campaigns, including social media and search marketing campaigns, to increase customer engagement and conversionWork closely with the SEO and Content Optimization Specialists to track the overall success of search marketing programsWork across the Marketing and Outreach teams to coordinate online marketing initiatives and training programs across platformsDirect the monitoring of key competitors' online presences, communicate findings and take appropriate action based on the findingsDemonstrate expert capability in using online marketing channels, especially online review and social media sites (Google My Business, Yelp, Foursquare, Facebook, Instagram, Twitter, Healthgrades, etc.)Demonstrate ability to increase brand awareness, patient conversion and community engagement via online marketing and social media marketing channels and tacticsDemonstrate a solid understanding of technical integration between social media and digital marketing platformsPlan, prioritize and test marketing via social media and online viral channels (Twitter, Foursquare, YouTube, Facebook, Yelp, Instagram, etc.)Monitor industry trends and adjust plans according to the latest breakthroughs and changes in the digital media landscapeParticipate in Digital Marketing project activities or other duties as assigned; such as: attend project meetings, testing, developing or reviewing documentation and best practice procedures, supporting pilot programs or implementation, etc.Oversee data managed on SalesForce Healthcloud for various online marketing initiatives
Requirements

• Expertise in cross-platform, cross-channel data analysis with strong comfort level in using and interpreting data to make recommendations and drive decisions
• Expertise in data visualization and building dashboards using enterprise BI tools such as Tableau and open-source platforms such as Google Data Studio
• Ability to familiarize and understand customer pain paints, and translate into insight
• Has a high comfort level with all things analytical (math, charts, ratios, data, etc.) and experience with common statistical/analytical methods
• Advanced technical knowledge of key digital marketing platforms and associated reporting tools, including Google Analytics (GA), Google Tag Manager (GTM), Google Search Console, Google Ads, Google My Business, Facebook, Twitter, Instagram, YouTube, Yelp, Foursquare, etc.
• Certification in Google Ads and/or Google Analytics
• Strong understanding of digital marketing strategy across paid and organic search, email marketing, social media, video and online listings
• Strong understanding of Salesforce
• Strong understanding of user experience principles, user testing and conversion optimization tools and tactics
• Strong time and project management skills
• Excellent written and verbal communication skills with the ability to communicate effectively with and present technical information to individuals at various levels within the organization, including senior leadership3+ years' experience in progressive digital media required; healthcare/hospital marketing exposure strongly preferred, Analytics-related programming skills, such as Python, R or SQL, a plus, Commitment to ongoing professional growth