Director of Marketing, Physician Sales

The Manager, Physician Marketing serves as a strategic marketing partner supporting our Fixed Radiology business line and services.

This position is primarily responsible for driving profitable same-store business growth for the division by working closely with cross-functional team members and leadership to deliver valuable, high-quality, and patient-centric marketing programs.

Working closely with the VP of Physician Sales and Physician Sales Account Executives, the Physician Marketing Manager will engage in developing effective business-to-business marketing campaigns and business-to-physician marketing strategies.

Specific duties include, but are not limited to :

GENERAL MARKETING

Support Sales and Marketing teams by analyzing US markets, trends, and opportunities around radiology, and make recommendations on how to market to various physician funnels (orthopedic surgeons, neurologists, oncologists, urologists, et. al)

Collaborate with physician sales and marketing teams to coordinate brand awareness and affinity across all platforms, externally and internally.

Research and identify ways to build our brand and acquire new physicians and customers nationally

Develop ideas for, and contribute to, creative marketing campaigns while undertaking individual marketing plan tasks.

Partner with operational teams and Account Executives to identify areas for marketing to engage strategically, pulling through key initiatives that support same store growth.

Integrate physician customer and competitive knowledge with market data into marketing plans when appropriate.

CONTENT CREATION

Develop written copy and media for the design / production of physician-facing marketing materials, including but not limited to : advertisements, print collateral, digital newsletters, blogs / white papers, case studies, website, and social media posts.

Work with internal teams and clinical experts across the organization to create benefit-driven communications with clearly articulated value propositions for internal and external audiences.

Review content for correct grammar and punctuation, and communicate with physician care team for approval.

Distribute content to the appropriate channels, both internal and external

Work closely with clinical team to communicate relevant messages to physicians at national level

DIGITAL MARKETING

In partnership with Akumin’s internal marketing and branding team, manage online presence and content targeted to our referring provider community on platforms including but not limited to : Akumin website, Physician Portals, social media, healthcare directory listings, hospital partners websites, digital advertisements, and sales team digital tablets.

Contribute to healthcare provider-specific website content development, keeping the Physicians page of our website updated at all times.

Write social media copy, edit photos and / or videos.

Plan, manage and execute social media and digital advertising campaigns to drive same-store growth and lead generation and support site volume goals.

Track physician journey analytics and success from marketing campaigns to patient referrals

EVENT MARKETING

Lead and develop event strategies that match market development objectives including Physician Webinars / Workshop and networking events in collaboration with the Physician Sales and Clinical teams

Identify national conferences (AAOS, AAN, AUA) to attend to help drive brand awareness, educate physicians, and generate leads into physician funnel

RELATIONSHIP BUILDING

Build productive relationships with key opinion leaders, operations and sales teams, internal leadership, and external vendors / partners to understand market needs and optimize opportunities.

Create and manage a database of relevant physicians across the country, segmented by specialties, and identify KOLs per segment.

Liaise with the physician sales team to assess effectiveness of marketing materials to ensure all customized strategies are managed and optimized.

Meet with top referring providers to determine their needs, and design effective marketing materials accordingly

Develop strategy to gather NPS (Net Promoter Score) data from referring providers including a response and outreach plan based on satisfaction scores

Perform other duties as assigned

Position Requirements :

Bachelor's Degree or Equivalent Experience.

At least 5 years’ experience in marketing in healthcare, medical field, business-to-physician, business-to-consumer environment or similar regulated industry.

Strong working knowledge of service marketing, plus experience in development of marketing plans on a regional and national level.

Ability to influence across the organization using tact and diplomacy to develop and maintain internal and external relationships

Superior written and verbal communications skills, coupled with highly developed organization skills.

Ability to deliver high quality customer service and support and maintain a positive attitude internally and externally.

Ability to work in a fast-paced environment and meet established deadlines with a sense of urgency.

Ability to be flexible in schedule and adaptable to constant change.

Ability to effectively handle and prioritize simultaneous assignments with frequent interruptions while delivering with accuracy.

Ability to travel up to 10% of the time (wide variances month-to-month); may be impacted by direction and growth of markets.

Strong skills in PowerPoint and Excel.

Knowledge of and adherence to company policies, protocols, HIPAA and safety guidelines.

10% Travel may be required.

Preferred :

Master's Degree in Communications, Marketing, Journalism, Business, New Media, or Public Relations fields.

Digital Marketing Certificate

Experience working with key opinion leaders / physicians.

Technical / medical writing and copyediting experience.

Working knowledge of graphics programs, including Adobe Professional Creative Suite.

Experience with WordPress, marketing automation software, Google AdWords and Google Analytics.

Familiarity with AP Style Guidelines

Experience in physician programs or education an asset

Physical Requirements :

Standard office environment and may be exposed to environmental hazards such as exposure to noise, and travel.

More than 50% of the time :

Sit, stand, walk.

Repetitive movement of hands, arms and legs.

See, speak and hear to be able to communicate with patients.

Less than 50% of the time :

Stoop, kneel or crawl.

Climb and balance.

Carry and lift 10-20 lbs.