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Job description / Role
REPORTS TO: Chief Executive Officer
POSITION SUMMARY:
Responsible for development and adherence to the strategic direction of the Marketing and Communications functions of the American Hospital. Ultimately responsible for the overall management of the Marketing and Communications Department by providing hands on, leadership by example to the marketing team. The position will take the initiative in actively promoting the image of the hospital and individual departments through the use of sound marketing techniques; establishing, maintaining and strengthening contacts with both
ASSESSMENT MEASUREMENT CRITERIA:
• Actual performance should be compared with expected performance as set forth in the position description and as observed by the evaluator, feedback from others, random review, and competency assessment.
• Rating Definitions
Exceeds Expectations – Exceeds required standards consistently. Excellent in all aspects. Maintains high personal and professional standards. Sets example for all to follow. Describes a highly motivated individual of rare ability.
Above Expectations – Clearly above standards, frequently exceeds job requirements. Performance is well above average and is very good in most aspects. May excel in some areas. This is a valued employee of superior ability and potential.
Meets Expectations - Meets required standards. May exceed requirements in some areas. Employee’s contribution is valued. Has the potential to improve or advance. This is the standard rating.
Below Expectations – Marginally below required standards. Performance is deficient in most aspects. Limited potential for improvement.
Unacceptable – Definitely below required standards. Performance is deficient in most aspects. Limited potential for improvement
• Assessors are encouraged to include “comments” to recognize the employee’s strong points, areas for improvement, etc.
• Assessment measurement will be as is observed by the Director, Human Resources; random review of performance; and, competency measurement.
PRINCIPAL DUTIES AND RESPONSIBILITIES:
Quality / Accuracy
• Assist the CEO and Board of Directors in the development and implementation of the AHD Strategic Plan considering marketing opportunities and innovative strategies to continuously improve the hospital’s leadership position.
• To continuously analyze our marketing and advertising processes and expenditures to maximize our return of investment.
• To liaise with Dubai Health Authority Medical Tourism and other governmental departments to ensure favourable positioning for the facility
• Ensure that our communications and relationships with all external media channels are continuously improved to present the American Hospital Dubai as the market leader and as the preferred healthcare resource in the UAE.
• Continuously pursue new media channels to improve our market penetration to targeted customers.
• Enhance our corporate relationships to increase revenue with all of our existing corporate accounts e.g.: Emirates, CME lectures.
• Seek out community sponsorship opportunities for the American Hospital Dubai to promote its position as the market healthcare leader.
• To increase revenues on other GCC countries in tertiary programs i.e. Cardiac Surgery, Oncology and Joint Replacement through relationship development, appropriate media channels and service knowledge.
• Develop actions to increase patient volumes to our key primary care hospital entry points including the Emergency Department, Family Medicine Practice, Pediatrician and OB/Gyn.
• Assist the Medical Director and CEO in marketing our new physicians to our key customer groups.
• Assist the Director of Clinic Operations in marketing our new physicians to all appropriate community physicians and other referral sources.
• Lead and implement market research projects as deemed appropriate.
• Assist the Senior Management Team members in developing and implementing marketing plans for their new services and programs.
• Manage all external print media to ensure consistency of message and cost effective use of resources.
• Manage the departmental budget with the effective use of media and other strategies to meet our annual budget goals.
• Maintain good statistical data to monitor and measure our marketing performance and develops marketing intelligence information. Reports back to CEO and Senior Management Team
Quantity / Organizational skills:
• Identify and approach employers/companies, prospective clients
• Acts as a resource or consultant to committees/departments assisting them to fulfill their role(s) in marketing
• Liaise with insurance providers in collaboration with Revenue Management Team,
• Collaborate with AHD public relations about PR events and potential marketing opportunities
• Liaise with community physicians and identify and develop relations and programs with them
• Maintains efficient cost effective management of marketing department and staff
• Performs other applicable tasks and duties assigned by the CEO within the realm of the employee’s knowledge, skills and abilities
• Leads and coordinates the Organization of Sponsorship and/or participation of the hospital in conferences e.g.: Arab Health, seminars and any other Marketing events with the approval of the CEO
Attitude and Willingness:
• Willing to take on additional tasks
• Accepts assignments delegated by the CEO
Responsibility to Management:
• Provides managerial direction and development to the members of the department through management by example.
• Uses own initiative and makes suggestion to improve the services
• Identifies and understands the objective of the department and assists the Management in doing this
• Evaluates factors related to effectiveness and cost when two or more practice options would result in the same end result
• Maintains Confidentiality
Requirements
QUALITY IMPROVEMENT:
• Actively participates in the departmental quality improvement program.
• Demonstrates self-direction, creativity and professional judgement
• Seeks to constantly develop and mentor the Marketing Department through personal example and individual staff development programmes
• Utilizes skills learned in daily work activities
CUSTOMER SERVICE:
• Participates in ongoing customer service training
• Actively takes part in the Hospital orientation program
COMMUNICATION:
• Maintains open communication with colleagues throughout the Hospital
• Expand, develop and improve external communications with both national and international stakeholders, seeking always to promote AHD as a healthcare leader in the UAE
• Supports Hospital policies and serves as a professional role model for all staff
• Exhibits mature leadership / management skills departmental and hospital wide
EDUCATION:
• Maintains up to date knowledge base of marketing strategies / concepts
• Remains abreast with social and electronic media advances
CERTIFICATION/MANDATORY EDUCATION/COMPETENCY ASSESSMENT:
General & Fire Safety
Hospital & Departmental Orientation
Infection Control
DOC Program / Customer Service
Other
ADHERENCE TO HOSPITAL/DEPARTMENT POLICIES:
• Attendance is consistent and punctual
• Uses Leave Request system appropriately.
• Sick Leave (number of sick days used during this assessment period ____).
• Dress Code requirements.
CONDITIONS:
• This Position Description is subject to periodic review and may be changed at any time.
• Upon receipt of the Position Description, the employee will sign and date the attached acknowledgement which should be returned to the Human Resources Department.
About the Company
italent has been around since 2012, when we saw that businesses needed better talent solutions for their employment requirements. By focusing our efforts on quality products and services that are simple-to-use and innovative, our team brings you the best results without any unexpected additional costs and unnecessary complications. Simply put, we love helping businesses find and keep the right people.