Director of Patient Experience and Marketing/Public Relations

Dimension and Description

Primary Purpose: Reporting to the Chief Executive Officer, this position will be responsible for ensuring the delivery of the medical centers brand promise by developing and executing strategies, initiatives, and standards to continually support and enhance the service culture of the organization while improving satisfaction results across all customer groups. In addition, this position will oversee communication of the brand promise by directing the marketing strategies of the organization, including advertising, promotional events, publications, website and social media, ensuring that investments made in these activities produce expected results while remaining within the financial commitments made.

Formal Policy-Setting Responsibilities: Formal responsibility for making recommendations regarding budgets, personnel, contract services, policies and procedures, associated with the jobs purpose and essential responsibilities.

Routine Decision Making: Decides level of support and resources needed to execute the operations of the areas overseen, determines the content, context and media to be used to appropriately perform the duties assigned, and analyzes problems/deficiencies in performance and determine action(s) to produce desired results/resolution.

Formal Supervisory Responsibility: Formal supervisory responsibility for the Marketing and Outreach Coordinator, the Customer Relations and Volunteer Coordinator, and the Reception Desk Representatives.

Required Knowledge: Customer service principles and best practices; 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. Familiarity with Press Ganey survey platform preferred.

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; strong customer service skills, with the ability to develop genuine interpersonal relationships with individuals from a variety of educational, socio-economic and cultural backgrounds; ability to analyze data and form effective strategic response; computer skills (Word, Excel, PowerPoint, SharePoint, Outlook).

Unusual Working Conditions: None.

Education and Certification/ Registration Required for the Position: Bachelors degree required. Masters degree in health care leadership/management (MHA/MBA) or another related field preferred. At minimum, three years of experience in health care leadership/management. Prior responsibility or experience in marketing/public relations. Lean experience or Six Sigma black or green certifications desired. Certified Patient Experience Professional (CPXP) credential or another national certification in area of specialty preferred.

Essential Responsibilities and Tasks

A. Working with senior leaders, medical staff and directors/managers, oversees patient experience within the organization. (40% of time)

1. Provides administrative support to Cass Regionals Patient Experience Team. Oversees organizational access to the Press Ganey system. Monitors patient satisfaction survey data from Cass Regionals survey vendor. Reviews patient comments weekly.

2. Analyzes results of patient satisfaction survey data and reports findings. Communicates findings within the organization and develops and implements actions to secure desired results on an ongoing basis.

3. Trains new hospital employees on Cass Regionals patient experience expectations,

including the use of AIDET and ACA Section 1557 requirements, at each new employee orientation session. Trains new employees on corporate culture expectations at each 90-day orientation.

4. Participates in the Leadership Team members daily rounds on inpatients, and follows up with appropriate personnel as needed, based upon patient feedback.

5. Works closely with department directors and managers, Human Resources and Education to train, validate and coach leaders and staff to role model the Must Haves for care experience excellence. Operationalizes tactics and best practices including but not limited to nurse leader rounding, employee rounding, standards of behavior, AIDET, and bedside shift report.

6. Works closely with department directors and managers to develop patient-facing processes that maximize convenience for patients and improve access to care.

B. Develops a Patient and Family Advisory Council (PFAC) and directs its activities. (10% of time)

1. Charters a PFAC at Cass Regional, including the development of policies and procedures that govern its role.

2. Sets PFAC committee membership expectations; recruits and selects members.

3. Working with the PFAC, identifies opportunities and initiatives to positively impact satisfaction rates for patients and families, to drive quality and safety for improved patient outcomes, and to facilitate improved transitions of care.

4. Facilitates PFAC meetings (at least quarterly) to include setting agendas, identifying potential topics for discussion, producing meeting minutes, and following up on necessary items.

5. Reports PFAC activities to management, senior leadership, Performance Improvement Committee and Board of Trustees at least annually.

C. Annually develops, produces, presents for approval and implements the organizations marketing plan. (20% of time)

1. Develops an annual marketing plan that identifies areas of emphasis, goals and objectives, strategies to achieve these goals and objectives, and estimated resources needed to accomplish the plan. Seeks input into plan formation from affected parties to ensure that plans are consistent with strategic priorities for the organization.

2. Presents plans as necessary to Leadership Team and the Board of Trustees for input and approval, annually, as directed by the CEO.

3. Implements and fulfills duties as outlined in these plans, working with the Marketing and Outreach Coordinator and any outside vendors, and tracks progress to ensure plan goals and objectives are met.

D. Coordinates the development, production and placement of internal and external promotional pieces within required time frames and established frequencies. Evaluates the ongoing effectiveness of these pieces in relation to the goals contained within the annual marketing plan. (15% of time)

1. Determines the most effective method for promoting the desired message, including the media to be used. Works with respective parties to develop such strategies. Evaluates the ongoing effectiveness of these strategies.

2. Ensures production and distribution of high quality, informational media releases which highlight Cass Regional services, providers and other noteworthy items.

3. Ensures the production of organizational internal and external communication pieces (such as the annual directory, The Connection and Wellness Matters) within established time frames and frequencies.

5. Oversees the maintenance of the organizations SharePoint home site and public website.

E. Oversees the Cass Regional Medical Center volunteer programs (Auxiliary, chaplains, and pet therapy). (5% of time)

1. Works with the Customer Relations and Volunteer Coordinator to ensure compliance with Joint Commission standards related to volunteers.

2. Ensures that volunteers are appropriately screened, trained and supervised. Ensures that volunteers are trained in patient experience expectations and best practices.

F. Serves as a community liaison and represents the organization internally and externally by participating in community service organization, health related endeavors and events or other activities the promote the mission of Cass Regional. (5% of the time)

1. Attends and participates in community organizations and community health-related functions which may include area service clubs, chambers of commerce, and health related groups.

2. Plans, promotes, participates in and/or executes hospital events according to the Cass Regional marketing plan.

3. Participates as a member of the organizations speakers bureau as requested.

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; strong customer service skills, with the ability to develop genuine interpersonal relationships with individuals from a variety of educational, socio-economic and cultural backgrounds; ability to analyze data and form effective strategic response; computer skills (Word, Excel, PowerPoint, SharePoint, Outlook).