Director of Marketing, Growth and Community Engagement

The Director of Marketing, Growth and Community Engagement at Bradley County Medical Center is responsible for driving measurable volume growth, referral development, and community awareness across all service lines. This role is accountable for executing data-driven marketing strategies that directly impact Emergency Department visits, Swing Bed days, Geriatric Psychiatry census, Home Health referrals, outpatient volumes, and new referral source development. This position is performance driven and tied to a defined sliding scale bonus structure based on achieved results.

Principal Duties and Responsibilities:

1) Strategic Marketing and Growth Execution

• Develop and execute an annual marketing and growth plan aligned with BCMC's strategic priorities
• Focus on volume growth and referral development
• Align campaigns with measurable outcomes tied to bonus metrics
• Adjust strategies based on monthly performance data

2) Service Line Volume Growth

• Drive Emergency Department visit growth through targeted community education and outreach
• Promote Swing Bed services to referral sources, families and community partners
• Support Geriatric Psychiatry census stability and growth through referral awareness and provider engagement
• Increase Home Health referrals through physician offices, discharge planners and community agencies
• Promote outpatient services to retain patients locally

3) Physician & Referral Source Relations

• Serve as the primary liaison for physician outreach and referral source development
• Conduct routine visits to clinics, nursing facilities and partner organizations
• Support new provider onboarding from a marketing and referral perspective
• Identify and develop new referral pipelines

4) Community Engagement & Outreach

• Represent BCMC at community events, health fairs and civic meetings
• Build relationships with schools, employers, churches and senior organizations
• Coordinate service-line-specific community education initiatives
• Strengthen BCMC's visibility and trust within the community

5) Digital & Traditional Marketing

• Create targeted social media and website content, as well as advertising materials
• Ensure marketing content is accurate, compliant and service-line focused
• Work with Public Relations and IT to monitor digital performance and adjust strategy accordingly

6) Performance Tracking & Reporting

• Track and report monthly performance tied to bonus metrics
• Maintain dashboards for ED visits, Swing Bed days and GeriPysch census, Home Health referrals, outpatient volume and new referral sources
• Provide concise performance updates to executive leadership

7) Grant, Partnership and Program Support

• Support grant-funded and partnership initiatives tied to service growth
• Collaborate with ARHP and regional partners as applicable
• Assist leadership with marketing support for new services and expansions

8) Any/All other duties as assigned by the CEO

Qualifications:

EDUCATION

• Bachelor's degree in marketing, Healthcare Administration, Communications, Business or related field
• High school diploma with extensive experience and proven success may be considered

EXPERIENCE

• Minimum of 3 years of healthcare marketing, growth or physician relations experience
• Rural or Critical Access Hospital experience preferred
• Demonstrated ability to drive measurable volume growth

SKILLS/COMPETENCIES

• Strong understanding of healthcare service lines and referral dynamics
• Data-driven decision-making ability
• Strong relationship building and communication skills
• High accountability and self-direction
• Willingness to be highly visible and engaged in the community

WORKING CONDITIONS

• Regular onsite presence is required with frequent regional and local travel
• Occasional evening or weekend community events
• Able to lift, transport. set up/take down marketing materials (up to 15 lbs)

PERFORMANCE EXPECTATIONS

• Performance is evaluated quarterly
• Marketing activity must translate into measurable growth
• Continued employment and bonus eligibility are tied to achieved outcomes