Description
Position Summary
The Communications & Marketing Specialist leads the development, execution, and continuous improvement of NeighborHealth Center (NHC) marketing initiatives, with primary responsibility for generating demand for NHC services and contributing measurably to new patient growth. The Specialist independently plans and manages approved digital advertising, website and search initiatives, marketing campaigns, budgets, vendor deliverables, and performance reporting. The role works closely with the Chief Executive Officer and clinical operations to align campaigns with patient access, service priorities, and clinic expansion. Success is evaluated through execution, campaign outcomes, responsible resource management, and marketing’s demonstrated contribution to organizational patient acquisition goals.
The position also stewards NHC’s brand and supports selected organizational communications, development campaigns, and community engagement activities. The role models integrity, initiative, collaboration, and respect for the communities NHC serves.
Principal Duties and Responsibilities
Patient Acquisition Strategy and Execution
Own annual, quarterly, and monthly patient acquisition marketing plans, translating organizational growth goals into prioritized campaigns, schedules, audiences, and deliverables.
Independently initiate, execute, test, and improve approved campaigns targeted to NHC priority audiences.
Develop location- and service-specific acquisition campaigns.
Identify opportunities and recommend actions to improve patient inquiries, appointment requests, and new patient registrations.
Paid Digital Marketing and Channel Management
Own Google pay-per-click advertising, Google Ad Grant, Meta/Facebook paid advertising, WRAL email blasts, WRAL adhesion/display advertising, and other approved acquisition channels.
Manage campaign targeting, creative briefs, copy, landing pages, timing, spend pacing, testing, and optimization; coordinate with outside agencies or contractors where applicable.
Maintain an organized marketing calendar covering campaigns, newsletters, organic social content, and promotional initiatives.
Evaluate new channels and recommend continuation, adjustment, or discontinuation based on performance and strategic fit.
Website, Search, Content, and Reputation
Maintain website accuracy, navigation, search visibility, and conversion pathways for prospective patients; coordinate web updates and periodic SEO work.
Manage Google Business Profile, approved online review response workflows, organic social media, blogs, and brand-consistent digital and print collateral.
Coordinate patient-friendly and culturally responsive messaging, photography, and creative assets, observing privacy, consent, and applicable advertising requirements.
Performance Measurement and Reporting
Maintain and present a monthly marketing dashboard with channel spending, website visits, inquiry or appointment conversion indicators where available, total new patient registrations, and patient acquisition cost.
Calculate organizational patient acquisition cost consistently and clearly distinguish total new patient counts from patients demonstrably attributable to marketing.
Use campaign analytics, source-of-awareness information, and available operational data to improve attribution and make proactive recommendations.
Provide monthly written analysis of results against goals, tests performed, corrective actions, and next-month priorities.
Budget, Vendor, and Project Leadership
Manage approved marketing allocations, monitor invoices and vendor deliverables, and recommend channel reallocations within delegated authority.
Lead projects independently from concept through implementation, coordinating designers, advertising partners, printers, and internal stakeholders.
Escalate significant strategic changes, new commitments, unapproved spending, and material risks to the CEO before action.
Cross-Functional Communications and…