Communications Strategist - Public Relations & Marketing

Position Details

Lakeland Regional Health is a leading medical center located in Central Florida. With a legacy spanning over a century, we have been dedicated to serving our community with excellence in healthcare. As the only Provisional Level 1 Trauma center for Polk, Highlands, and Hardee counties, and the second busiest Emergency Department in the US, we are committed to providing high-quality care to our diverse patient population. Our facility is licensed for 910 beds and handles over 200,000 emergency room visits annually, along with 49,000 inpatient admissions, 21,000 surgical cases, 4,000 births, and 101,000 outpatient visits.

Work Hours per Biweekly Pay Period: 80.00

Shift: Monday through Friday

Location: 1324 Lakeland Hills Blvd Lakeland, FL

Pay Rate: Min $62,524.80 Mid $78,166.40

Position Summary

Reporting to the Associate Vice President of Marketing and Communications, the Social Media Strategist develops and implements a comprehensive social media strategy aimed at increasing brand awareness and enhancing the patient and user experience. The Social Media Strategist will handle all social media accounts for Lakeland Regional Health and will ensure that our social presence is aligned with our marketing strategies.

Position Responsibilities

People At The Heart Of All We Do

• Fosters an inclusive and engaged environment through teamwork and collaboration.
• Ensures patients and families have the best possible experiences across the continuum of care.
• Communicates appropriately with patients, families, team members, and our community in a manner that treasures all people as uniquely created.
• Safety And Performance Improvement
• Behaves in a mindful manner focused on self, patient, visitor, and team safety.
• Demonstrates accountability and commitment to quality work.
• Participates actively in process improvement and adoption of standard work.
• Stewardship
• Demonstrates responsible use of LRH's resources including people, finances, equipment and facilities.
• Knows and adheres to organizational and department policies and procedures.
• Standard Work: Communications Strategist
• Design and implement social media strategies and an editorial calendar in collaboration with the Associate Vice President of Marketing and Communications that reflect and align with our overall marketing strategies.
• Collaborate with Manager of Content Strategy to develop effective and concise content for all social media accounts, including Facebook, Instagram, LinkedIn, X, and other emerging channels. Must also be able to develop written content independently.
• Work with digital and graphic design team members to develop shareable and engaging content for all social media accounts, including Facebook, Instagram, LinkedIn, X and other emerging channels. Must also be able to develop visual content independently.
• Monitor social activity, including Google Reviews, and respond to inquiries and comments in collaboration with content strategists, to provide customer service, protect brand reputation and enhance the patient and user experience.
• Track and monitor social media reach, engagement and other metrics and provide weekly updates on key metrics, key observations, and actionable items. Prepare a bi-weekly report of the most significant metrics. Work with AVP of Marketing & Communications to develop reporting on an ongoing basis.
• Research and stay current with the latest digital and social media technologies and best practices to increase reach and engagement.
• Provide social media coverage of live events including on-site events or community events, as needed.
• Oversee all Graduate Medical Education social media accounts. Work with Program Administrators to approve their content requests, monitor their social media account activity, and provide necessary support.
• Share insight and strategic guidance, best practices and education with the marketing team.
• Responsible for writing and developing bio cards for onboarding providers. Prepare a monthly internal report for new providers.
• Manage our events webpage. Ensure all events are posted and up to date. Assist with event planning and implementation of various events.
• Assist Associate Vice President of Marketing and Communications with all media-related demands and earned stories including coordinating communication and interviews with local outlets.
• Assist with monitoring, writing, and sharing press releases for earned media and organizational recognitions using Meltwater, our media platform. Assist with organizing, writing, and sharing crisis communication for both team members and patients.
  

Competencies & Skills

Essential:

• Proven work experience as a social media strategist
• Proven proficiency and knowledge of analytics and analytics reporting
• Must be able to multi-task and be detail oriented and organized to complete all work with set deadlines, or in a timely manner
• Strong creative writing, proofreading and editing skills
• Proficiency in the Adobe Suite
• Ability to work collaboratively with team members to work towards a common goal and vision
• Ability to build a knowledge base for future application
• Ability to distill complex information into simple ideas
• Display an open, positive, optimistic approach to work and feedback
• Exceptional strategic, analytical, problem-solving and organizational skills
• Able to quickly pivot with emerging situations and crisis communications
  
  

Nonessential:

• Demonstrates excellent project management skills with an ability to face stressful and uncertain situations with calmness and composure with both team members and leadership
• Ability to think strategically and be a self-motivated individual who is able to offer proactive recommendations that protect and enhance the brand
• Exceptional, proven ability to organize, build processes and procedures, allocate and manage resources, manage time, prioritize responsibilities
  
  

Essential:

Qualifications & Experience

• Bachelor Degree
  
  

Essential:

• Marketing, Communications, Business Marketing, or related field
  
  

Other Information:

Experience Essential:

• Minimum of 2-4 years of social media experience or a knowledge base in Facebook Business Manager and Ads Manager, Instagram, Twitter, LinkedIn, and other digital and social media sites.
• Copywriting experience, demonstrating proper grammar, spelling, editing and rules of composition skills.
  
  

Experience Preferred:

• Minimum of 3-5 years of social media experience or knowledge with Facebook Business Manager and Ads Manager, Instagram, Twitter, LinkedIn, and other digital and social media sites.
• Experience working with, or educated in, software programs including, but not limited to: Adobe Creative Suite, Illustrator, Photoshop, SharePoint, Outlook and/or social media support apps.
  
  

Certifications Essential:

• Per department or hospital requirements and relevant policies.