In this weekly feature, the editors of SpringBoard highlight one career in the health care professions–including a basic description, educational requirements, core competencies/key skills needed, and related web sites and professional organizations where you can find more information!
JOB DESCRIPTION
The Director of Marketing for an acute care hospital is responsible for a wide range of activities, including helping to develop and execute a strategic plan for marketing the hospital’s services to the community. He/ she will also help market the hospital’s services and activities to other groups, including patients, employees, and physicians. Guiding the hospital’s interactions with the media will also be critical, as will helping to train other senior leaders within the hospital to interact with members of the media. Other responsibilities include advertising, internal communications, hospital publications, community relations, and helping to manage special events. He/she will also work closely with the hospital’s senior leadership to help manage successful implementation of the hospital’s vision and strategic plan.
EDUCATION AND EXPERIENCE
A bachelor’s degree is a minimum expectation for most Director of Marketing positions, and a master’s degree is preferred. Educational background should be in marketing, communications, public relations, journalism, or another related field. Prior experience in healthcare, hospital, or service line marketing is crucial. Many employers expect marketing directors to have at least 5 to 7 years of relevant prior experience.
CORE COMPETENCIES AND SKILLS
- Ability to use good judgment in potentially difficult political situations
- Excellent written and oral communication skills
- Excellent editing skills
- Outstanding interpersonal skills, as this position will be responsible for working with top management
- Ability to work under pressure and deal effectively with crises
- Solid understanding of computer applications (Microsoft Word, etc.)
- Should understand the impact of market forces on hospital strategy
- Should be able to promote cross-departmental collaboration
COMPENSATION
The majority of marketing directors make between $60,000 and $100,000 annually. They can make as little as $40,000 or as much as $120,000. Marketing directors with broader responsibilities at larger hospitals will likely earn a higher salary. Similarly, those working in a busier, urban area stand to make more than someone living in a rural setting.
EMPLOYMENT OUTLOOK
The majority of marketing directors make between $60,000 and $100,000 annually. They can make as little as $40,000 or as much as $120,000. Marketing directors with broader responsibilities at larger hospitals will likely earn a higher salary. Similarly, those working in a busier, urban area stand to make more than someone living in a rural setting.
FOR FURTHER INFORMATION
- American Association of Advertising Agencies (http://www.aaaa.org)
