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

🤝 B2B

☁️ SaaS

💰 Private equity on 2019-02

Healthcare • B2B • SaaS

Healthcare Outcomes Performance Co. (HOPCo) is the largest orthopedic value-based care organization in the U. S. , specializing in comprehensive musculoskeletal (MSK) care delivery, management, and value creation. Led by orthopedic physicians and executives, HOPCo operates an accredited MSK clinically integrated network and offers practice partnership and health system solutions, payor-facing population health and value-based care programs, analytics and outcomes reporting, and digital patient engagement tools to align stakeholders, improve outcomes, and lower total MSK costs.

📋 Description

• Develop and lead marketing strategies for value-based care 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 executive leadership on patient, member, and provider communication strategy, market positioning, brand development, and opportunities • Lead patient and health plan member outreach across SMS, email, telephone, direct mail, digital advertising, web, and in-app channels • Develop audience segmentation, communication journeys, outreach cadence, calls to action, and re-engagement strategies • Partner with legal, compliance, privacy, information security, payer, client, technical, clinical, product, operational, network, and analytics stakeholders • Lead product marketing for healthcare services and technology-enabled value-based care offerings, including digital patient engagement and virtual care solutions • Develop value propositions, positioning, messaging frameworks, launch plans, sales enablement materials, and patient/provider-facing content • Guide go-to-market planning for new capabilities, markets, payer relationships, and program expansions • 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 • Ensure content is accurate, brand-consistent, audience-appropriate, compliant, and aligned with program objectives • Build healthcare marketing compliance into campaign planning, targeting, consent management, channel selection, and outreach operations • Maintain working knowledge of HIPAA, TCPA, CAN-SPAM, CMS and health plan marketing requirements, state-specific requirements, and contractual communication standards • Define and monitor marketing and outreach performance indicators, dashboards, attribution approaches, test-and-learn frameworks, and reporting • Use data to identify performance gaps, refine audience strategies, optimize communications, and allocate campaign resources • Present performance, insights, risks, and recommended actions 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 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, strategic planning, product marketing, campaign management, creative direction, analytical, project management, prioritization, and organizational skills • Exceptional written and verbal communication skills • Ability to manage multiple concurrent initiatives, shifting priorities, and firm deadlines • HOPCo Mission, Vision, and Values must be read and signed

🏖️ Benefits

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