General Information
| Job Description | DIGITAL COMM SPEC 3 | Working Title | Sr. Digital Marketing & Communications Specialist |
|---|---|---|---|
| Job Code | 007455 | Grade | 22 |
| Department Name | Clinical Affairs Dept - D02007 | Department Head | Timothy Collins |
| Supervisor | Eileen Kwan | Effective Date |
Position(s) Directly Supervised
| Job Code | Title | FTE |
|---|
Generic Scope
| Experienced professional who knows how to apply theory and put it into practice with in-depth understanding of the professional field; independently performs the full range of responsibilities within the function; possesses broad job knowledge; analyzes problems/issues of diverse scope and determines solutions. |
Custom Scope
| Uses skills as a seasoned, experienced digital communications professional to produce design and layout for a variety of non-routine and moderately complex web site applications; ensure search engine optimization; and develop social media platforms. Demonstrates a full understanding of industry practices and organization policies and procedures. Demonstrates good judgment in selecting methods and techniques for obtaining solutions. |
Department Custom Scope
| As a key member of the Marketing & Communications Department, the Sr. Digital Marketing & Communications Specialist will partner closely with the Director of Marketing, UCR School of Medicine Strategic Initiatives, Contracting, Physician Credentialing, Chief Medical Information Officer, and Clinical Leadership to plan, prioritize, and implement consumer-facing digital front door projects and products. In the next 6- months, this position has responsibility and accountability for brand awareness and volume-building initiatives including the monthly Digital Employee Newsletter, Website Migrations, Ad Campaign Management, Web Content Management Platforms, Site Analytics Solutions Procurement, Marketing Tech and Enablement platforms, and Service Line Journey Mapping for UCR Health. The individual in this role will be expected to collaboratively develop roadmaps for platform, product, service enhancements and new capabilities that provide efficient, reliable, scalable and secure applications and processes that will drive consumer engagement, optimize clinical work-flows and support organizational growth. This role requires a deep understanding of the use of digital platforms and third party products to enhance the patient experience, improve growth through trackable ROI, reduce costs, improve efficiency and enable differentiation. Specifically, a deep understanding of implementing solutions including areas such as: Consumer Facing Digital Front Doors, Provider Directory, Search/Schedule/Registration, Patient Portals, Call Center Attribution, Virtual Health, Automation solutions within a highly regulated, compliance-driven environment. The Sr. Digital Marketing & Communications specialist must be a highly driven, hands-on with a natural inclination for leading change. This individual will have a people-centric leadership style with focus on partnering, and be capable of influencing through data and relationships. The incumbent will plan and manage the activities required to create and maintain a digital presence for the clinical enterprise that strengthens the UCR Health brand, grows physician practice revenues and enables our existing patients to securely interact with their physician and the organization. Works closely with faculty group practice leadership to identify and maximize digital opportunities to improve business processes and support critical business strategies. This position will also work collaboratively with marketing colleagues, IT staff, clinical faculty, faculty leadership, external partners and outside consultants. Works towards identifying, building and nurturing strong, lasting relationships with new and existing healthcare providers, physician referral sources, and potential patients. Activities include identifying and influencing potential providers and patients to generate new business, identify business opportunities to increase patient value and drive revenue growth. Develops methods and services to strengthen relationships and meet the needs of physicians in the marketplace. Assists in the identification, development, and secure grant funding of healthcare operations. Please note: This is a temporary up to a 6-month term appointment. |
Education & Experience Requirements
Education Requirements
| Degree | Requirement |
|---|---|
| Bachelor's degree in related area and/or equivalent experience/training. | Required |
| Bachelor's degree in Business, Marketing, Communications, Life Sciences, Business Management, Finance, Accounting, Computer Science or other related field. | Preferred |
| Master's degree | Preferred |
Experience Requirements
| Experience | Requirement |
|---|---|
| 4 - 7 years of related experience. | Required |
| The 4-7 years of required experience must be within marketing communications and business experience in digital marketing strategic planning, development, implementation, maintenance of digital marketing systems, and/or business development. | Required |
| Demonstrated experience in project management and execution of multiple projects. | Required |
| Prior experience in a healthcare setting. | Preferred |
| Demonstrated professional and personal experience with social media tools (blogs, microblogging, Wiki's, social networks, RSS). | Required |
License Requirements
Certification Requirements
| Certification | Requirement |
|---|
Educational Condition Requirements
| Condition | Requirement |
|---|---|
| An additional 4 years of experience, above the minimum experience requirements, can substitute the bachelor degree requirement. | Required |
Key Responsibilities
| Description | % Time |
|---|---|
Produces design and layout for a variety of web applications, as well as information architecture.
|
25 |
Meets and consults with clients on a variety of digital communications projects including moderately complex assignments; develops, presents, and recommends web content, site architecture and visual material.
|
15 |
| Supports planning, implementation and monitoring of new services, programs partnerships and healthcare innovations. Conducts market analysis to investigate and evaluate health care environment. Establishes and maintains database of market research, healthcare business news, potential partnerships, and outreach activity. Provides outreach and conducts visits with physicians, affiliates and other key constituencies to advance network growth opportunities. Prepares for meetings with healthcare providers/entities by linking UCR Health services and contracts to a provider potential referrals, identify issues and concerns to referrals and any other barriers in the relationship, follows up with internal parties to resolve concern, and conduct follow up with referring provider or entity. Participates in the development of outreach materials, key messages and web content. Attends site visits, enrollment fairs, and other relevant meetings/event to promote service offerings and build relationships with patients, physicians, clinics and hospitals. Identifies and participates in community outreach activities. | 15 |
Accountable for ensuring technical accuracy and understandability of web content.
|
10 |
Maintains currency with emerging and state-of-the-art technical and other web-related equipment, requirements and developments (for example, accessibility issues) and recommends and as directed, takes action to ensure compliance.
|
10 |
| Develops and monitors tracking system to measure effectiveness of digital marketing efforts. | 10 |
| Analyzes project needs and determine resources (e.g. staffing, costs) needed to meet objectives. | 5 |
| Manages and participates in the development of digital marketing policies and procedures. | 5 |
| Grant funding: works towards identifying grant funding opportunities for the clinical enterprise and operations, collaborates with others to complete request for proposals, prepares grant applications, and communicating the securement of said funding. For example identify and apply for grants that would assist in funding of salaries for healthcare providers and specialists needed in the inland empire. | 5 |
Knowledge, Skills & Abilities
| Knowledge/Skill/Ability | Requirement |
|---|---|
| Thorough skills to develop and implement original ideas and correctly identify and effectively solve problems. | Required |
| Thorough knowledge of the fundamentals of design and user experience, including skill to design in an appealing, lively and relevant way. | Required |
| Thorough technical skills in computer applications for web production, image handling, publishing and design, illustration, presentation preparation, animation, web interaction, and/or other state-of-the-art web communication capabilities. | Required |
| Thorough knowledge of content management systems and/or relevant web applications used for web production and organization-specific computer application programs. | Required |
| Working knowledge of market planning and market research and its role in the development of marketing and communications materials in a variety of media. | Required |
| Ability to work well under pressure. | Required |
| Solid teamwork and interpersonal skills, with the ability to communicate and persuade customers, employees and management at all levels and thrive in a cross-functional environment. | Required |
| Advanced knowledge of web site design, particularly in terms of site architecture, hierarchical structure and advanced functionalities. | Required |
| Thorough understanding of organization's processes, procedures, and applicable rules and regulations for web communications. | Required |
| Knowledge of job/work flow traffic systems. | Required |
| Advanced knowledge of results-oriented digital communications. | Required |
| Thorough understanding of technical language and requirements of the assigned work. | Required |
| Knowledge of graphic design and database publishing. | Required |
| Thorough skills to create clear, easy-to-navigate, informative, accurate, well-designed, and functional web sites that provide web content consistent with the organization's message and in keeping with management directives and client objectives. | Required |
| Ability to write/edit in digital formats. | Required |
| Knowledge of digital influence and consumer engagement. | Required |
| Thorough interpersonal communication skills. | Required |
| Knowledge of tracking methodologies and their applications in evaluating marketing and communications. | Required |
| Ability to effectively adapt to rapidly changing technology and apply it to business needs. | Required |
Special Requirements & Conditions
| Special Condition | Requirement |
|---|
Other Special Requirements & Conditions
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Level of Supervision Received
| General Supervision |
Environment
Working Environment
| On-campus/clinic setting: 900 University Ave. Riverside, CA 92521 |
Other Requirements
Items Used
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Physical Requirements
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Mental Requirements
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Environmental Requirements
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Critical Position
| Is Critical Position: Yes |