The Director of Business Development & Strategy is responsible for the planning, development and implementation of the organization’s marketing/development strategies to advance the reputation, respect, and growth of Peterson Health (PH) region-wide. Reporting to the CEO, this key team member will work in collaboration with senior leadership to identify and strategize on new business opportunities. Liaise with internal and external customers to identify areas of potential growth and partnership and ensure the timely and successful delivery of our Strategic Focus Area solutions.
The Director will initiate external and internal communications, collateral/publications, public relations, advertising, social media platforms, media relations, marketing, and community relations. Serves as the hospital spokesperson (Public Information Officer) and communication coordinator for crisis management.
Required: Bachelor of Arts in Marketing, Communications, Public Relations, Management, Journalism, Healthcare Administration or related field.
Preferred: Master’s Degree in related field.
Required: Excellent communication skills; demonstrate strong oral, written, and presentation skills. High degree of multi-tasking management in order to direct and successfully develop activities of the department; and ability to work independently. Data analytic skills with ability to use critical thinking to develop actionable plans around results. Knowledge of print, commercial, electronic media, Microsoft office programs (Word, Publisher, PowerPoint, Excel) and web content management software.
Preferred: Familiar with Adobe software, basic film and photography experience.
Required: Five+ years’ experience in marketing, public relations, communications, data analytics, or strategy. Experience in a supervisory/director capacity.
Preferred: Experience in a hospital or healthcare setting and/or public relations five + years.
Essential Functions: Directs the business development, strategy, marketing, and PR/community relations activities of PH and serves as the primary liaison for the staff, community, general public and media.
STRATEGY: Leads the strategic planning process, translating strategy into defined tactics, program/project priorities, and timelines to ensure achievement of strategic focus areas and goals. Develops short- and long-term strategies in collaboration with PH leaders, that align with the strategic focus areas approved by the Board of Directors and Administration. Clearly communicate the progress of monthly/quarterly objectives; identify areas of concern and assist in generating solutions.
RESEARCH and ANALYSIS: Strong analytic skills, ability to comprehend complex and diverse information, and identify and resolve problems in a timely manner. Ability to use data analytics to create models to drive market share, create competitive intelligence, and patient trends/referral patterns. Conduct research, review consumer digital journey, build financial models, cost/benefit analyses, research data and develop strategic assessments to address key business issues, evaluation of new business models, emerging markets, initiatives, and innovations. Use key performance indicators and best practice methods to monitor progress.
MARKETING: Owner of the Peterson Health Brand with responsibility to design, develop, and distribute consistent themes, messaging and branding throughout all communication touch points. Adopt new channels, methods, and platforms to optimize marketing communications, including social media, networking print media, and email campaigns, PH websites and articles to ensure protection and articulation of the PH brand and graphic standards. Will recommend and manage to an actionable marketing plan and annual budget with goals to increase volumes, promote service lines and other strategic imperatives as defined by the organization.
PR/COMMUNITY RELATIONS: Ability to speak clearly and persuasively; demonstrate group presentation skills; exhibit sound and accurate judgement in all manner of situations to make appropriate and timely decision. Positively promotes and represents PH at various community and business functions. Plans, approves and executes participation in all external community avenues, including sponsorships, events, screenings, workshops, and educational seminars. Identifies staff, speakers, and research promotional materials.
COMMUNICATIONS: Responsible for building trusting relationships with internal and external customers. Oversee the writing and design of all PH publications and printed materials, including but not limited to internal/external newsletters, community magazines, annual reports, assessment or surveys, advertisements. Assists all departments with editing/proofreading for all written communications/collateral. Aid in speech writing for senior leaders.
REPUTATION: Is responsible for actively managing and growing the reputation of Peterson Health through community relations, social media, and other communication outlets. Manage responses, promote awards, and anticipate possible challenges to develop mitigation efforts. Build cross-functional relationships with organizational stakeholders and community, ensuring that the organization is valued to create strong advocates and promoters.
PHYSICIAN RELATIONS: Develop a community and physician relations strategy through networking, sharing resources, service line education, and public education on healthcare related topics. Incorporate business and data analytics for physician engagement around service line growth, improving process and achieving alignment with medical staff. Strengthen physician referral network to expand utilization of services offered by PH. Gather market-wide referral pattern insights and apply proprietary analytics that reveal referral patterns - inside and outside the network.
MANAGEMENT: Actively manage the marketing department's duties and team members ensuring cohesive communication and shared goals. Manage vendor relationships and take part in identifying new partners when needed that are suitable for the health system's objectives.
Ability to work independently and meet strict guidelines, self-motivated, excellent customer service mindset, and results-driven. Able to accomplish project objectives to meet or exceed expectations. Regional travel will be expected.
Peterson Health is a not-for-profit rural community hospital located in the heart of the Texas Hill Country in Kerrville, TX. We are among the nation’s Best Places to Work and pride ourselves on our compassionate and team-oriented culture. We offer competitive pay as well as health and retirement benefits to our employees.