VP, VBC Marketing Strategy – Consumer Experience

Job not on LinkedIn

🔥 0 minutes ago

🌵 Arizona – Remote

🌵 Arizona – Remote

⏰ Full Time

🔴 Lead

🎡 Marketing

👻 Ghost score 10%

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Healthcare Outcomes Performance Co. (HOPCo)

WebsiteLinkedInAll Job Openings

1001 - 5000 employees

🏥 Healthcare

☁️ SaaS

🤝 B2B

💰 Private equity on 2019-02

Healthcare • SaaS • B2B

Healthcare Outcomes Performance Company (HOPCo) is the largest orthopedic musculoskeletal (MSK) value-based care organization in the U. S. It is physician-led and provides comprehensive MSK care delivery and management services: advanced practice management, health system MSK service-line optimization and market transformation, payor solutions, and practice partnerships. HOPCo operates a URAC-accredited MSK clinically integrated network, runs population health and value-based care programs, and offers digital patient engagement, outcomes reporting, and analytics platforms to align stakeholders, improve outcomes, and reduce total cost of MSK care.

📋 Description

• Develop and lead marketing strategy for value-based care (VBC) programs • Translate business, clinical, and product strategies into marketing plans, campaigns, messaging, and execution roadmaps • Own annual and market-specific marketing plans, including audiences, channels, content, budgets, timelines, and performance goals • Advise VBC executive leadership on patient, member, and provider communications, market positioning, brand development, and opportunities • Lead patient and health plan member outreach across SMS, email, telephone, direct mail, digital advertising, web, in-app, and other approved channels • Develop audience segmentation, communication journeys, outreach cadence, calls to action, and re-engagement strategies • Ensure communications are understandable, accessible, culturally appropriate, and compliant • Partner with legal, compliance, technical, operations, care, and network teams to align communications with patient experience, services, workflows, and program goals • Lead product marketing for healthcare services and technology-enabled VBC offerings, especially digital patient engagement and virtual care solutions • Develop value propositions, positioning, messaging frameworks, launch plans, sales enablement materials, and patient- and provider-facing content • Guide go-to-market planning for new capabilities, markets, payer relationships, and program expansions • Maintain consistency across product naming, brand architecture, websites, digital experiences, collateral, and campaign content • Lead end-to-end integrated marketing campaigns from strategy and creative concept through launch, optimization, and reporting • Establish creative briefs, priorities, review processes, production standards, and delivery accountability • Draft, edit, review, or produce marketing materials as needed • Build compliance into campaign planning, content, targeting, consent management, channel selection, and outreach operations • Ensure compliance with HIPAA, TCPA, CAN-SPAM, CMS, health plan, state-specific, and contractual communication requirements • Define and monitor marketing and outreach performance indicators, dashboards, attribution, testing frameworks, and reporting • Use data to identify gaps, refine audiences, optimize communications, and allocate campaign resources • Present performance, insights, risks, and recommendations to executives, clients, and cross-functional stakeholders • Support payer, employer, provider, and other client engagements with tailored marketing strategies, implementation plans, and performance updates • Oversee external marketing agencies, technology vendors, and production partners • Perform other duties as assigned

🎯 Requirements

• Bachelor’s degree in marketing, communications, business, healthcare administration, or a related field required • Master’s degree in business, marketing, healthcare administration, public health, or a related field preferred • Minimum ten (10) years of progressive marketing experience • At least five (5) years of substantial experience leading healthcare marketing teams, consumer engagement initiatives, or product marketing functions • Strong background in healthcare product marketing • Demonstrated experience developing and executing patient or health plan member outreach campaigns in a regulated healthcare environment • Demonstrated success leading marketing teams and creative resources while remaining personally engaged in execution • Experience supporting value-based care, population health, health plans, care management, provider organizations, or consumer healthcare programs preferred • Experience managing agencies, vendors, budgets, and multi-channel campaign delivery • Deep knowledge of patient and member marketing, outreach strategy, audience segmentation, communication journeys, and healthcare consumer engagement • Knowledge of healthcare marketing compliance, privacy, consent, and communication requirements • Knowledge of healthcare product positioning, go-to-market strategy, brand development, content strategy, digital marketing, and campaign operations • Understanding of value-based care, population health, payer-provider relationships, and patient engagement • Knowledge of marketing technology, CRM platforms, automation tools, digital analytics, content management, and campaign measurement • Strong leadership, team development, strategic planning, product marketing, campaign management, creative direction, analytical, project management, prioritization, and organizational skills • Exceptional written and verbal communication skills • Ability to lead strategically while directly writing, editing, reviewing, troubleshooting, and completing work • Ability to collaborate across clinical, operational, technical, analytical, legal, compliance, and commercial functions • Ability to manage multiple concurrent initiatives, shifting priorities, and firm deadlines • HOPCo Mission, Vision, and Values must be read and signed

🏖️ Benefits

• Remote work arrangement • Some travel, as needed, for client meetings, markets, and organizational meetings