Content Marketing Specialist

Description

The Marketing Specialist is responsible for improving, expanding, optimizing and implementing the Paley Institute digital platform including illustrative and photographic content. The Marketing Specialist will work very closely with Paley Institute clinicians, staff, and management to further enhance the outreach goals and objectives of the Paley Institute. The position shall have an excellent sense and exhibit special skill in graphic design coupled with significant experience with website content, development creation and ongoing maintenance and continuous improvement and enhancement.

Additionally, the Marketing Specialist in collaboration with Paley Institute management, web advisors and consultants will be primarily responsible for continuously refreshing and updating all Institute websites to ensure that they are informative, user friendly and positioned at the top of multiple top search engines. The Marketing Specialist will also be responsible to manage an effective social media presence for the Paley Institute. Under the supervision of management, the Marketing Specialist will ensure timely response to social media inquiries by answering and/or seeking appropriate responses from the patient navigation team while consistently exercising the highest level of customer service in addressing patient and/or other inquiries.

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Responsibilities:

• Design, develop and implement graphic content and photographic material that is consistent with the Paley brand and user friendly for the Institute’s web and social media presence as well as for other marketing initiatives
• Create a strategy to leverage the Institute’s web presence with social media (e.g. Facebook, YouTube, Twitter, LinkedIn, etc.) to effectively maximize patient outreach opportunities
• Manage all social media outlets that drive positive conversation and engagement on the most influential social networking sites to increase patient loyalty and interaction with the Institute.(such as Facebook, Twitter, LinkedIn, Google+ and YouTube) in varying frequencies (daily, weekly, monthly, etc.)
• Create, update and optimize existing and new websites prioritizing presentation, layout, navigation and functionality
• Continually review and assess opportunities for improvement and make recommendations
  to further enhance the Institute’s web and social media presence
• Work closely with the writer, clinicians and other staff to make sure the website and social media are updated daily, weekly or as needed
• Works with consultant Web advisors (e.g. SEO and web consultants) to ensure that the web-site is easy to navigate and is very user friendly
• Conducts patient and stakeholder focus groups at least quarterly to gather feedback and opportunities for further strategic separation by drafting an action plan in response to the information received
• Monitor web-site and social media traffic, utilizing Google Analytics and other tools to report statistics as a means to identify and facilitate improvement efforts
• Proactively promote and respond to conversations on social media platforms, blogs and chat rooms and triage potential patient conversations that require clinical and or administrative attention.
• Responsible for daily posts/tweets to all applicable social media outlets daily (done in coordination with Institute writer and staff)
• Serve as a key contributor on e-mail newsletters and other online outreach campaigns
  Translates marketing and business development initiatives into informational and functional resources on the website
• Organizes materials for effective project planning with corresponding timelines
  Performs other related duties as required

Qualifications

EDUCATION / EXPERIENCE

Include minimum education, technical training, and/or experience required to perform the job.

• Bachelor’s degree related to graphic design, multimedia arts and/or web design or related field OR related experience
• Business and/or marketing acumen helpful
• At least 5 years of graphic design/writing/web experience in a healthcare setting is preferred
• Demonstrated competency with word processing/Microsoft Word, Outlook and spreadsheet software
• Outstanding oral and written communication skills with an emphasis on the language structure and content including the meaning and spelling of words, rules of composition and grammar
• Excellent command of all subjects related to web and user experience design
• Proficiency in Adobe Creative Suite, InDesign, Photoshop, Illustrator, Flash CSS, HTML, and other XML-based applications
• Experience with JavaScript and other specialized scripting languages for web site development
• Significant familiarity and understanding of Google analytics and SEO
• Excellent organizational and time management skills to meet prescribed deadlines
• Excellent analytical ability and problem solving skills to thoroughly evaluate alternatives, brainstorm innovative thoughts and express initiative by acting in a pro-active manner
• Professional, self-motivated, reliable and the ability to work both independently and part of a team

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The mission of the Paley Orthopedic & Spine Institute is to provide some of the most technologically advanced treatments to improve the lives of those who suffer from congenital, developmental and post-traumatic orthopedic conditions. Serving children and adults from the local community, the United States and the world, the Paley Orthopedic & Spine Institute offers comprehensive, coordinated care from an experienced team of professionalsdesigned for the specific needs of each patient. At the Paley Orthopedic & Spine Institute, our treatment philosophy focuses on reconstruction over amputation and a commitment to preserving limbs and joints and restoring function.

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