Service Line – Marketing Lead: Stanford Health Care – Bay Area

Stanford Health Care (SHC) is a place where researchers and clinicians work together to improve health on a global level. SHC is recognized as one of the world’s leading hospitals and more than 7,000 employees work to fulfill its mission of “Healing humanity through science and compassion, one patient at a time.” 

Throughout its history, SHC—located on the campus of Stanford University, in northern California—has been at the forefront of discovery and innovation. Stanford Health Care has pioneered medical advances that have saved lives and protected against disease. Stanford Medicine physicians performed the first successful adult human heart transplant in the country and the first combined heart-lung transplant in the world. The CyberKnife, which directs high-intensity radiation where surgeons cannot go, was successfully developed at SHC, as was the balloon catheter, which radically improved cardiovascular care and favorable outcomes.

SHC is also known for its entrepreneurial spirit, partnering with some of the world’s greatest companies in the Silicon Valley such as Apple, HP, Intel, Intuit, Oracle, eBay and Cisco to improve health care and health care delivery. It is increasing access to Stanford’s high-quality care by growing the number of outpatient and ambulatory clinics throughout the Bay Area and beyond, expanding virtual delivery of services and has added more than 1,000 Stanford Medicine physicians to an expanding integrated and world-class health delivery system.

Stanford Health Care, Stanford University School of Medicine and Lucile Packard Children’s Hospital form Stanford Medicine, with a shared commitment to advance the understanding and care of human health. A $5 billion renovation project, which is currently underway, will include building a new hospital, scheduled to open in 2017. For more information, please visit stanfordhealthcare.org.

Position Overview 

The new “Service Line – Marketing Lead” for Stanford Health Care will serve as Marketing’s lead interface with internal clients (Business Development colleagues, Stanford Medicine physicians and referring physicians) to jointly develop and oversee the execution of integrated Marketing plans that drive organic growth across key service lines (e.g., Cardiology, Orthopaedics, Ophthalmology and others) and ambulatory care clinics. The expectation is that these unified and cohesive Marketing strategies and tactical plans will help further strengthen SHC’S leadership position in clinical care. These Marketing plans should not only meaningfully differentiate SHC and its various service lines and clinics, but should also forge a higher order, emotional connection with the constituencies SHC serves in a manner that drives both patient volume and Brand preference. This role requires a physician and consumer-centric approach and is reliant on strong influencing skills as well as positive internal and external relationships for success. A keen eye for detail, strong project management and tactical execution skills are also critical for success.

Scope of Responsibilities 

Marketing “Best Practices” – Ensure that every interaction and relationship not only reinforces the core positioning and equity of SHC but also works to identify and leverage those attributes most relevant, differentiating and ultimately preferred by both patients and physicians. Working in close collaboration with other senior Marketing executives, help inform and optimize SHC’s brand equity across SHC’s service line offerings and the geographies that SHC serves.

Tactical Activation – Key to success for this new senior Marketing leader will be working within an operational and governance framework that dovetails with—and enhances—SHC’s current organization and growth agenda, new Service Line development, and the way planning and resource allocation currently works at the “moment of truth” when patients receive care. The impetus behind this role is to significantly enhance the impact Marketing can have on preference for SHC, so this executive will need to work cooperatively and collaboratively across the organization (Brand, Market Research, Media, PR, Finance, et al), to deliver optimal translation of Marketing strategies into actionable tactics that drive growth and improve MROI. These plans need to be embraced by all constituents and executed with passion, commitment and a real sense of urgency, while ensuring on time and on/under budget execution of plan with high quality output. This executive must be able to effectively and continuously multi-task and assess competing priorities to ensure resources/efforts are optimized, appropriately prioritized and activated.

Market Segmentation & Prioritization – Following a deep understanding of SHC’s various healthcare offerings, collaborate with Business Development Directors to define how to best deploy tactical Marketing efforts across the 21 county markets SHC serves. The segmentation framework should reflect a deep understanding of demographic and payor trends, patient origin, provider analysis, competitive landscape and SHC Brand’s “ability and right to win” across these geographies.

Creative Development – Working collaboratively with internal colleagues and external agency resources, assist in the development and execution of SHC’s annual Marketing strategies and MarComm tactics throughout all service lines, and lead the execution of these plans (ensuring consistency and the right look, feel and tone) across the full mix of Traditional and New Media (Web, Blogs, Social, Mobile). Working in conjunction with the Brand team, help author and contribute to a variety of briefs with key agency partners.

Contribute to the Executive Leadership Team – The Service Line – Marketing Lead will work closely with the Director, Service Line Marketing and Business Development leaders, to identify/prioritize strategic service line and clinic marketing plans that generate patient volume growth and maintain and/or help improve physician relationships within SHC. This executive will be expected to be the “expert” in the voice of both patients and referring physicians so that their interests and needs are reflected in Marketing plans and that the broader organization embraces a “consumer- and physician-centric” approach.

Communication Strategy Innovation – The Service Line Marketing Lead will collaborate with digital marketing colleagues to optimize Social Media/Networking vehicles, which are becoming increasingly important as SHC shifts its Media mix to improve its online presence.

Performance Measurements 

• Timely activation of Marketing strategy and launch plans
• ROI on all key Marketing and MarComm initiatives
• Shared responsibility in driving patient volume growth
• Contribute to enhancement of key SHC Brand health measures (equity, preference)
• 360-degree feedback from internal teammates; external customer feedback

Reporting Relationship 

The new “Service Line – Marketing Lead” will have a direct reporting line to Ms. Anne Mathew, Director, Service Line Marketing, Stanford Health Care, whom we recently placed in this role. Anne formerly served as Director, Marketing for Gilead Sciences, where she led enterprise wide Marketing strategy and tactical activation, Brand positioning and messaging efforts leading to record growth and profitability. Prior to her leadership role at Gilead, she held positions of increasing responsibility at Pfizer and Oona Health, where she led national sales, Marketing, Field and Channel activation efforts. Anne began her career as a Senior Consultant at PricewaterhouseCoopers. Anne earned her BS from Cornell and her MBA from New York University’s Stern School of Business.

Staff/Resources 

This Service Line – Marketing Lead is currently a sole contributor role. This executive, however, will be responsible for effectively influencing a number of internal and external partners within a matrix structure to successfully activate, execute, measure and course-correct integrated Marketing and Communication strategies. Should there be a need to add resources, however—whether internal or external—based on growing business needs, this individual will have the ability to expand the team.

Critical Operating Relationships 

• Marketing team (Brand Strategy, Market Research, Creative, Events, Marcomm and colleagues)
• Digital and Public Relations teams
• Business Development/Service Line leaders (e.g., Cardiology, Orthopaedics, Opthalmology, etc. as well as for ambulatory care clinics)
• Faculty Physicians
• Referring Physicians
• External Partners (suppliers, agencies, consultants)

Compensation Package 

• Competitive base salary
• Annual incentive bonus
• Vacation
• 401K, comprehensive health, dental and vision care
• Limited relocation assistance to the SFO Bay Area

Candidate Profile 

Experience Base 

Agency Client Service Experience – Blue-Chip Advertising or Integrated Marketing agency skill-set. Experience managing and leading clients with strategic insight and planning, strong project management skills, a keen eye for detail as well as a bias for action. Delivers results through thought leadership vs. hierarchy; effective influencer across clients and cross-functional teams with a well thought-out point of view. Communications experience should extend across all traditional, and non-traditional channels, including Collateral, Presentation Support, Promotional, Trade Shows and Local/Event Marketing.

Marketing Management – Track record of success in a senior Marketing position (at least Senior Manager level or above) within a consumer-centric, Marketing led, world-class company. Demonstrated experience with Positioning, Segmentation, Product and Portfolio Management, Marketplace Activation (both Traditional and New Media), tactical execution with a proven track record of delivering results. Experience in Agency partnership and management.

Health Care – Ideally, this individual will have some previous experience in the Health Care arena, which could include a wide variety of categories—Providers, Insurance, Pharma, Devices with Community and/or AMC (Academic Medical Center) experience a strong plus. This is ideal, but not required.

Skill Set 

• Customer service orientation with keen sense of urgency (leads through influence)
• Organizational skills to continuously prioritize competing requests (bias for action)
• Strong relationship management and interpersonal skills (high EQ)
• World-class messaging, communication strategy expertise (technically proficient)
• Influencing skills (proven ability to persuade others towards an idea or goal)
• Organized and attention-to-detail (strong tactical execution, prioritizes accordingly)
• Innovative (need fresh, imaginative thinking, can connect disparate dots)
• Translates core business strategies into actionable initiatives (service orientation)
• Intellectual horsepower (highly creative and strategic)
• Listening skills (listen first, then respond)
• Highly resourceful (stretches people and money; compresses time)
• Ability to express ideas clearly both verbally and in writing (communication excellence)
• Commercial mentality (keen understanding of P&L & financial analysis)

Personality Traits 

• Collaborative
• Flexible and agile
• Self-directed/motivated
• Pioneering spirit/drive
• Committed to serving others and “doing good”
• Problem solver/results orientation
• Enthusiastic, finds the solution
• Tenacious work ethic, keen sense of urgency
• High integrity and trustworthy
• Intellectually curious
• Selfless, ego in-check

Search Contact
David Wiser
Principal Partner – Cincinnati, OH Office
david@wiserpartners.com
513.919.4000 (M)