Coordinator, Marketing and Outreach

Primary Purpose: The Marketing and Outreach Coordinator plays a vital role in shaping and sharing the story of Cass Regional Medical Center. This position is responsible for delivering timely, engaging, and strategic communications across all platforms, with a strong emphasis on social media and digital presence. In addition, this role serves as a key connector—building meaningful relationships with physicians, providers, and community partners to strengthen access to care and awareness of services.            

Formal Policy-Setting Responsibilities: Formally responsible for providing input into policies associated with the job’s purpose and essential responsibilities.                                   

Routine Decision Making: Decides what content is appropriate and timely for Cass Regional’s social media posts, website, news releases, publications and presentations; monitors and guides the management of Cass Regional’s brand and reputation, ensuring the appropriate use of the organization’s identity and logos; in coordination with Executive Director, determines marketing and communications strategies to accomplish business goals; in coordination with Executive Director, selects vendor partners as needed and manages vendor relationships to accomplish business goals; in coordination with CEO and Executive Director, ensures information presented to the public is accurate and appropriately represents Cass Regional; in consultation with CEO, Executive Director, and medical staff leadership, devises strategies to develop strong working relationships with physicians and advanced practice providers in order to facilitate communication regarding Cass Regional-based specialists and services.    

Formal Supervisory Responsibility: No formal supervisory responsibility, although interns may be supervised from time to time.             

Assist in the development and implementation of Cass Regional’s annual marketing plan and other marketing-related projects. (30% of time)

1. Coordinate the implementation of tactics outlined in the annual marketing plan, including advertising (ex., television, outdoor, print, radio, digital) and marketing (ex., video, direct mail, other marketing collateral).
2. Serve as the primary point of contact for Cass Regional’s agency partner, Darling Brand Makery.
3. Serve as the primary point of contact for advertising vendors (ex., newspapers/publications, outdoor advertising companies, television stations).
4. Screen advertising sales calls and emails, evaluate proposals, and present recommendations to the Executive Director.
5. Design and/or coordinate the production and/or printing of marketing collateral as needed or requested by the Executive Director.
6. Write articles for Cass Regional’s publications as requested by the Executive Director.
7. Take photographs and videos for Cass Regional’s marketing purposes as needed or requested.
8. Assist the Executive Director in the development of Cass Regional’s marketing plan.

B.            Coordinate and maintain Cass Regional’s online presence, including the organization’s website and social media accounts. (25% of time) 

1. Audit Cass Regional’s website, www.cassregional.org, every week and make updates as needed using the content management system.
2. Develop a social media content plan and implement it accordingly.
3. Make posts and manage responses on Cass Regional’s social media accounts.
4. Utilize resources provided by external vendors (ex., BirdEye) to manage and optimize Cass Regional’s online presence.
5. Coordinate the periodic redesign, as necessary, of Cass Regional’s website.
6. In coordination with the Information Technology department, update the SharePoint intranet home site as needed, monitor department sites to help maintain current and accurate information, and assist with the management of department sites as requested.

C.            Coordinate Cass Regional’s media, community, and physician relations, and assist the Human Resources staff with employee relations activities. (40% of time)                            

1. Serve as the first point of contact for media representatives and respond to requests for information and/or interviews.
2. Write and disseminate news releases as appropriate and follow up with media outlets to promote editorial coverage of Cass Regional’s news items and events.
3. Serve as a member of the crisis communications team and assist in the development and update of Cass Regional’s crisis communications plan.
4. Serve as Cass Regional’s representative at area public events (ex., chamber of commerce functions) and in area service organizations (ex., Rotary Club) as assigned.
5. Coordinate the planning and execution of community health events as requested by the Executive Director and/or the CEO.
6. Provide planning input and on-site support for fundraising events for Cass Regional Medical Center Foundation’s programs and services.
7. Develop strong working relationships with medical staff leadership, physicians, advanced practice providers, and service line leaders to facilitate effective communication among all parties. Identify issues that may be barriers to accessing Cass Regional-based specialists and services, through regular, targeted visits with providers and their support staff, and work with appropriate parties to address those barriers.
8. Using content provided by the Chief Nursing Officer and their staff, and/or the CEO, develop and distribute Progress Notes, the monthly provider newsletter.
9. Using relevant data, educate referring providers on Cass Regional’s quality measures, and regularly update providers regarding new specialists, services, procedures, and technological advancements available at Cass Regional.
10. Interpret current physician referral patterns and trends, and devise and execute strategies to streamline access to Cass Regional-based specialists and services for providers in Cass Regional’s primary and secondary service areas. Strategies may include coordinating face-to-face meetings between physicians and coordinating forums or other events. Monitor the impact of physician relations efforts and adjust strategies as necessary to achieve desired collaboration and results.
11. Serve as a member of Cass Regional’s Employee Relations Team and assist with planning and executing employee recognition events and celebrations.

Required Knowledge: Marketing, advertising, public relations, and media relations principles and practices; understanding of social media platforms and website content management systems. Knowledge of hospital operations, the health care industry, and the Cass Regional geographic service area is a plus.

Required Skills and Ability: Excellent communication skills, both oral and written; strong presentation and public-speaking skills; detail-oriented, with the ability to organize and manage multiple projects simultaneously with minimal supervision; strong customer service skills, with the ability to develop genuine interpersonal relationships with individuals from a variety of educational, socio-economic and cultural backgrounds; computer and basic graphic design skills (Word, Excel, PowerPoint, Adobe InDesign and Adobe Photoshop); high level of familiarity and comfort with using social media; ability to work occasional evenings and weekends, primarily for special events and to accommodate physician schedules; ability to spend time traveling locally among physician offices. Valid driver’s license, dependable transportation, and clean driving record required.    

Unusual Working Conditions: None.                                      

Education and Certification/ Registration Required for the Position:  A bachelor’s degree in marketing, advertising, communications, public relations, journalism, English, business, or other related field. At least three years of related work experience required. Sales background helpful. Health care marketing and/or public relations experience preferred.