Marketing Director

Reports To:

Administrator, Regional Director of Census Development, Regional Manager, Regional Director

Summary

The overall purpose of the Community Liaison is census development in assigned markets through direct

sales contacts with physicians, physician groups and physician organizations, key hospital staff, managed

care organizations, appropriate external and internal case managers and any other potential referral

sources. The CL is responsible for all external activities related to conceptualizing and implementing the

marketing plan. Specific responsibilities include new business development, market research and

planning, strategic promotion and advertising, lead generation by building relationships through cold

calling/prospecting and attending community events. He/she communicates with the administrative

team with updates and referral information to assure the continuation of quality of care. Familiar with

and follows facility policies and protocols. Utilizes most current systems and policies. Participates in staff

meetings and in-services as required.

Responsibilities

The following represents the essential functions of this job to be used to determine if an individual can

perform these functions with or without reasonable accommodation. This is not intended as a complete

list of specific duties and responsibilities. Nor is it intended to limit or modify the right of any supervisor

to assign, direct, and control the work of employees under supervision.

Qualifications

To perform this job successfully, an individual must be able to perform each essential duty satisfactorily.

The requirements listed below are representative of the knowledge, skill, and/or ability required.

Reasonable accommodations may be made to enable individuals with disabilities to perform the essential functions.

1. Adheres to the code of conduct and employee handbook.

2. Demonstrates leadership and managerial ability while promoting open door policy.

3. Maintains respect for employees while ensuring a professional and pleasant working

environment.

4. Is of good emotional, mental, and physical health, having sound judgment and high professionally

standards.

5. Is courteous in working with residents, families, and employees.

6. Maintains a neat, well-groomed, and professional appearance always.

7. Able to make independent and astute decisions.

8. Maintains confidentiality of department, resident, employee information, communication, and

documentation as well as compliance with HIPAA regulations.

9. Has a desire to work with the geriatric resident and their current and prospective needs.

10. Must be willing to be in the facility ready to begin assigned duties on time.

11. Must be a skilled communicator, leader and motivator.

12. Able to organize and prioritize many tasks effectively.

13. Must be detail oriented and have excellent customer service skills.

14. Able to react to emergency situations appropriately when required.

15. Must be able to travel by personal automobile as required.

16. Must demonstrate ability to function as a cooperative team member with each member of the

other departments.

17. Maintains their facility census goals and marketing plan.

18. Work to ensure professional and positive representation of the facility to the community.

Addressing any unprofessional or undesired behaviors through Administration as needed.

19. Promotes resident safety and quality care, being familiar with and utilizing best practices through

QAPI.

Physical Demands

The physical demands described here are representative of those that must be met by and employee to

successfully perform the essential functions of this job. Reasonable accommodations may be made to

enable individuals with disabilities to perform the essential functions.

• Must be able to cope with the mental and emotional stress of the position.

• Must meet the general health requirements set forth by the policies of this facility, which includes

a medical and physical examination.

• While performing the duties of this job, the employee is regularly required to stand, walk, drive,

use hands, reach with hands and arms, stoop, kneel, crouch or crawl, and read talk or hear.

• Must be able to push, pull, move and/or lift a minimum of 25 pounds.

• May be necessary to assist in the evacuation of residents during emergency situations.

Job Location

Must work throughout all areas of the facility. May require working irregular hours and may be exposed

to communicable disease and/or body fluids, medical preparations, toxic substances, and occasionally

ionizing radiation.

Working Conditions

• Primary work location will be their assigned office/area but should be visible on floor to staff

and residents regularly, or in the community.

• Moves intermittently during working hours.

• Is subject to frequent interruptions.

• Is involved with residents, personnel, visitors, government agencies/personnel, etc., under all

conditions/ circumstances.

• Is subject to hostile and emotionally upset residents, family members, personnel, visitors, etc.

• Communicates with the medical staff, nursing personnel, and other department directors.

• Works beyond normal working hours, and in other positions temporarily, when necessary.

As assigned, including some weekends, evenings and holidays.

• Non-exempt position.

• Is subject to callback during emergency conditions (i.e., severe weather, evacuation, postdisaster, pandemic, survey etc.).

• Attends and participates in continuing educational programs.

• May be subject to injury from falls, burns from equipment, odors, etc., throughout the workday,

as well as reactions from dust, disinfectants, tobacco smoke, and other air contaminants.

• May be subject to exposure to infectious waste, diseases, conditions, etc., including TB and the

AIDS and Hepatitis B viruses, corona virus.

• May be subject to the handling of and exposure to hazardous chemicals.

• Maintains a liaison with the residents, their families, support departments, etc., to adequately

plan for the resident’s needs.

• Utilizes and active with facility systems included but not limited to; PCC, TEAMS, and any other applications required for success of the organization.

Education and Experience

• Bachelor’s Degree in related field preferred

• Preferred two years healthcare marketing experience.

• Established relationships in healthcare industry

• Strong verbal and interpersonal skills required.

• Motivated, compassionate, energetic, positive

• If RN/LVN must have a current license to practice profession in state.

• Reliable source of transportation, valid driver’s license and proof of insurance.

• Must be capable of performing the Essential Job Functions of this job, with or without

reasonable accommodation.

Specific Requirements

• Must be able to read, write, speak, and understand the English language.

• Must be a supportive team member, contribute to and be an example of teamwork and team

concept.

• Must possess the ability to make independent decisions when circumstances warrant such

actions.

• Maximizes the number of referrals from key physicians, physician organizations, hospital

accounts, managed care organizations and other local market sources to meet facility census

goals.

• Coordinates and maintains up-to-date information on market and competitors including pricing,

census information, service line information, clinical services and sales strategies.

• Monitors census and payer mix trends. Ensures timely completion of facility referrals to

admission and census tracking and trending information. In conjunction with the DCR, analyzes

tracking and trending data to develop and implement strategies to meet census goals.

• Develop, Implement and Evaluate facility marketing plan.

• Identifies census challenges and barriers. Assist in developing and implementing strategies to

overcome census challenges and barriers.

• Identifies referral source needs and market needs. Develops and implements plans to satisfy

identified needs.

• Conduct onsite assessment at the hospital of all referrals prior to admission. The Director of

Census Development is the liaison between the facility and hospital/referral source.

• Organize and arrange educational meetings for referral sources for a better working

relationship.

• Assists facility internal marketing team in expanding community referrals to ensure continual

referral growth.

• Communicates effectively with Administrator, Vice President of Operations, and Director of

Community Relations.

• Compiles information on the local market including referral sources, competitors and market

trends.

• Prepares and submits weekly sales contact log with summary of activity, achievements, goals, and related outcomes, monthly calendar of scheduled events and marketing plan.

• Establishes a rapport with Medical Directors within assigned facility and works with them to

implement "key physician" marketing and educational programs.

• Active participant in weekly business development meeting.

• Meet or exceed census goals as assigned by the Director of Community Relations.

• Develops and maintains working knowledge of Medicare, Medicaid, Managed Care and private

pay criteria for admission.

• Develop and maintain working knowledge of all area hospitals discharge and referral

procedures.

• Uses tactful, appropriate communications in sensitive and emotional situations.

• Promotes positive public relations with patients, residents, family members, and referral

sources on and off the job.

• Use appropriate workplace behavior and adhere to dress code at all times.

• Must possess the ability to deal tactfully with personnel, residents, family members, visitors,

government agencies/personnel and the general public with patience, cheerful disposition, and

enthusiasm, as well as must be willing to handle difficult residents, families, and staff.

• As a department head, demonstrate leadership through acts in a professional manner while

displaying supportive relationships, open communication, encouraging positive morale,

teamwork, and team building to promote the facility mission and visions.

• Must be knowledgeable of services provided, survey requirements, and guidelines that pertain to

nursing care facilities.

• Must possess leadership and supervisory ability and the willingness to work harmoniously with

and supervise other personnel.

• Must possess the ability to plan, organize, develop, implement, and interpret the programs, goals,

objectives, policies, and procedures, etc., that are necessary for operations.

• Must be willing to seek out new methods and principles and be willing to incorporate them into

practices.

• Must not pose a direct threat to the health or safety of other individuals in the workplace.

• As a manager, display leadership in ways such as, following policies and procedure to lead by

example and setting high expectations.

• Supports the facility in all its endeavors as it pertains to promotion of services.

• Cooperates and works together with all co-workers, plan and complete job duties with minimal

supervisory direction, including appropriate judgment.