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Vice President of Sales in Carlsbad, CA at Vaco

Date Posted: 3/6/2019

Job Snapshot

Job Description

Seeking a Vice President of Sales to join a leading physical therapy clinic in the western U.S. Experience in Marketing and Sales within the healthcare industry is required.

The opportunity:

In a newly created role, the Head of Corporate & Field Marketing will be responsible for providing the strategy, leadership, direction, and execution for all of the direct to consumer and referral-generating activities. Overseeing both the corporate and field marketing teams, this person will take a blank sheet of paper approach to building, implementing, and directing census development, and internal and external engagement strategies to drive measurable YOY growth and brand recognition across nationally-distributed locations. The ideal candidate will have experience leveraging cross-functional resources to create relevant internal and external campaigns, engaging and optimizing the appropriate third-party vendors, and recruiting, hiring, and retaining a top-notch referral-generation team in a high-growth environment.

The scope of the marketing strategy will include: an increased, highly visible presence within the physical therapy industry to aid in the awareness, reputation, and recruitment amongst physical therapists and other critical local hires; the creation of a national, regional and local community development and referral cultivation program to drive program census; and the development, implementation, monitoring and redirection of digital campaigns driven through the appropriate data-supported social media channels.

In executing this strategy, the responsibilities will include, but not be limited to:

CONSUMER & Industry Marketing:

  • At the clinic level, this person will develop differentiated, industry-recognized campaigns through innovative marketing programs and practices, demonstrating how PRN's services benefit those we serve vs. the competition. The right candidate will understand how to quickly and appropriately implement, test, measure, and optimize the effectiveness of various branded campaigns across disparate markets.
    • This position will oversee the development of strategic marketing plans for programs, events, and initiatives across multiple channels including local marketing teams, direct mail, email, social media, web-based advertising, search engine tools, PR, radio, and TV:
      • Develop and implement social media strategy across all relevant social channels while engaging team leaders and relevant stakeholders around best practices, ensuring adoption;
      • Collaborate with appropriate third-party resources to create and manage website, creative, and media-based strategies and campaigns, while staying abreast of the latest marketing technologies to include mobile based applications and targeted new patient marketing.
    • Work effectively with vendors to manage creation and optimal pricing of promotional materials, collateral, and sales tools, and promptly disseminate to appropriate stakeholders (i.e. clinical signage, brochures, presentations, trade shows, videos, field updates, web, etc.).
  • Generate opportunities for PRN to participate in healthcare, education, advocate, and community initiatives, discussions, and partnerships that highlight our commitment to evidenced-based outcomes:
    • Discover, and engage with, relevant groups across the country;
    • Create relationships with, and push appropriate press releases and updates to, advocacy groups via social media and other channels;
    • Seek out and participate in cross-promotional opportunities and events in the physical therapy space;
    • Create a strategy to leverage events, brand, and partnerships to promote local community awareness and drive referrals;
    • Organize, manage, and attend local community events across regions.

Field Marketing / referral source cultivation:

  • Lead marketing efforts related to new locations and the launch of services by developing strategically impactful marketing campaigns. Maintain and utilize ongoing market analysis,
    • Constantly research and stay abreast of latest healthcare reform initiatives;
    • Research, formulate, and enact region-specific business and marketing plans to drive patient referral, annually and quarterly.
  • Develop, establish, monitor, and oversee referral contacts strategy and process across all regions:
    • In necessary markets, recruit, hire, and retain the Field Marketing Team (currently have six) to establish strong local relationships and to drive patient and clinician referrals;
    • Educate, train, and empower Marketing Team and local Clinicians to drive patient education for program features and benefits;
    • Establish contact and census (new patients) goals and metrics to maximize the local team market-effectiveness.
  • Serve as a marketing and referral development subject matter expert to the organization;
  • Identify potential new company market opportunities and assist in their development;
    • Work with regional marketing representatives to establish best practices around leveraging the internal patient retention tool to track and convert new patient leads.
  • Analyze and utilize historic and current market data/trends for network success:
    • Oversee market strategy to promote programs and services - relevant collateral and material development, appropriate clinical, research, and community development liaison activities, etc.

BRAND PENETRATION & MARKET INTELLIGENCE:

  • Regularly measure and report insights gained from the appropriate segments around conversion and ROI as it relates to referral source marketing, direct patient marketing, market brand awareness, and referral generation:
    • Monitor and report social media, web analytics, and consumer conversion numbers for ROI;
    • Monitor ad performance regarding click through rate, post engagement, cost per click, and reach;
    • Increase ad reach and engagement across all digital and traditional channels;
    • Monitor web performance regarding sessions, users, page views, pages per session, bounce rate, and average session duration;
    • Conduct research to review and disseminate information on appropriate industry and competitor trends, best practices, noteworthy news, and model practitioners;
    • Perform routine analysis and report success metrics to establish best-practices for marketing, communications, and community development.
  • Oversee marketing budget planning, spending, and tracking:
    • Manage marketing budget to include third party vendor selection and fee consolidation, advertising allocation spreadsheet, real-time marketing spend, and other relevant overhead.

internal marketing & communications:

  • Lead and direct internal marketing and branding:
    • Work with HR and other stakeholders to create and disseminate companywide communications that reflect our values and continuously engage and retain key talent;
    • Manage the Company's intranet (Igloo) site by applying content, responding to employee inquiries, and troubleshooting issues.
  • As a representative of the leadership team, become involved in ongoing PRN initiatives:
    • Propose and participate in special projects as established by Management and the Board of Directors.

KEY selection criteria:

  • A minimum of 10 years of professional experience with 5+ years' experience in marketing;
  • Bachelor's Degree in marketing, public relations or relevant work experience required; Master's degree preferred;
  • Experience working in a partnership model that brands locally is a major plus;
  • Experience or familiarity with physical therapy and accompanying industry sales, operating, and patient retention software is a strong plus;
  • Strong skills in computer programs including WordPress, Adobe InDesign, Illustrator, Photoshop, Google Analytics and Google AdWords.

Job Requirements

Seeking a Vice President of Sales to join a leading physical therapy clinic in the western U.S. Experience in Marketing and Sales within the healthcare industry is required.