A Brief Overview

Develops content for use by UH marketing team in both online and offline mediums that informs, engages and attracts patients to University Hospitals. Responsible for growing web traffic, increasing conversions and generating content that enhances our overall brand. Works with clinical and service line marketing teams to develop a content strategy that best aligns with the needs of the patient. Takes complex clinical and treatment topics and translates them so they are easy to understand by consumers. Applies special expertise to better align content to targeted audiences (i.e. patients vs. physicians).

• Develops and produces compelling content for all marketing assets in our brand voice and aligned with our communication pillars
• Works closely with the Service Line Marketing team in development of their strategies, plans and tactics to grow patient volume.
• Facilitates and leads interviews with clinicians and clinical departments to develop content and develop information architecture (IA) for uhhospitals.org
• Develops content for UHhospitals.org resulting in growth of web traffic and achievement of online KPI”s
• Understands the needs of different audiences and applies special expertise to assigned audience segments to meet their needs.
• Works with Marketing and clinical leadership to ensure that content is delivered on the right platform, with the right message, to the right person, at the right time.
• Implements search engine optimization strategies (SEO) and optimal use of keywords to grow web traffic and increase UH's visibility
• Implements search engine marketing strategies (SEM) to optimize ad copy and landing pages to increase conversions
• Edits copy for consistency of style, tone, messaging and voice and maintains UH branding, voice and copy standards.
• Develops and executes A/B tests and optimizes messaging for increased conversions.

• Performs other duties as assigned.
• Complies with all policies and standards.
• For specific duties and responsibilities, refer to documentation provided by the department during orientation.
• Must abide by all requirements to safely and securely maintain Protected Health Information (PHI) for our patients. Annual training, the UH Code of Conduct and UH policies and procedures are in place to address appropriate use of PHI in the workplace.

Education

• Bachelor's Degree preferably in communications, public relations, marketing or related field. (Required)

• 5+ years related experience, preferably in a healthcare environment (Required)

• Strong written, editing and verbal communications skills. (Required proficiency)
• Strong working knowledge of SEO (Required proficiency)
• Strong working knowledge of SEM (Required proficiency)
• Demonstrated experience with content management systems like SiteCore or WordPress (Required proficiency)
• Ability to assist in development of revenue generation plans. (Required proficiency)
• Ability to effectively interact with colleagues, sources and clients. (Required proficiency)
• Strong project management skills and background in managing multiple projects at once. (Required proficiency)

• Standing Occasionally
• Walking Occasionally
• Sitting Constantly
• Lifting Rarely 20 lbs
• Carrying Rarely 20 lbs
• Pushing Rarely 20 lbs
• Pulling Rarely 20 lbs
• Climbing Rarely 20 lbs
• Balancing Rarely
• Stooping Rarely
• Kneeling Rarely
• Crouching Rarely
• Crawling Rarely
• Reaching Rarely
• Handling Occasionally
• Grasping Occasionally
• Feeling Rarely
• Talking Constantly
• Hearing Constantly
• Repetitive Motions Frequently
• Eye/Hand/Foot Coordination Frequently

• 10%