HCA Miami , FL 33196
Director Public Relations and Communications, Full-time
Mercy Hospitalhas been serving the healthcare needs of South Florida for more than 60 years.As a comprehensive acute healthcare facility, Mercy offers a full range ofservices to the residents of Miami-Dade county and surrounding communities.Licensed for 488-beds, Mercy Hospital is accredited by Joint Commission. Mercyis affiliated with more than 1,000 physicians representing a wide range ofmedical specialties.
As Miami-Dade County's only Catholic hospital, Mercy Hospital is sponsored bythe Sisters of St. Joseph of St. Augustine, Florida and affiliated with HCAEast Florida Division. Since its inception in 1950, Mercy Hospital hasmaintained its reputation for excellence while following the Catholic traditionof caring for God's people and providing spiritual support. Mercy Hospital isdedicated to providing excellent medical care, while remaining true to itsmission of caring for the physical and spiritual needs of all the people itserves.
Mercy Hospital is a member of thenation's leading provider of healthcare services, Hospital Corporation ofAmerica. HCA has been named one of Ethisphere's World's Most Ethical Companiesfor nine consecutive years. Join our tradition of excellence!
Reporting directlyto the Division AVP of Marketing and Public Relations with a dotted-linereporting relationship to the CEO, the Director PR & Communications sits onthe hospital's Administrative Leadership team playing a critical role inrepresenting the voice of our customer, as well as serving as the lead hospitalcommunicator/spokesperson both internally and externally. He or she developsannual PR & Communication plan to sync with Division-developed paid mediaplan for the hospital/market and drives our community and customer engagementto heighten our positive reputation within the community. The Director developsorganic content (written, web, video) via tight connectivity with key serviceline leaders and physicians. He/she leverages this content to create dynamicmaterials, messaging, events and forums that will positively engage the communityto choose this facility and measures success of all activities in order torefine and adjust as needed. The Director operates smoothly in a fast-paced,high-intensity matrix environment. Job Responsibilities Include:
Leadership and Collaboration:
Serves as an advisor and team member for all marketing, public relations and communications activities
Provides outstanding and timely customer service. Develops and maintains positive working relationships with facility administration, directors, staff, and physicians
Plans and implements budget for PR and community involvement programs.
Manages to local discretionary budget
Identifies high impact use of budget dollars to reach strategically targeted demographics
Collaborates with Division marketing to develop parallel advertising and direct mail plan, to be executed at the Division. Guides Division team on latest developments, launches, advances and needs for this plan to ensure constant calibration and relevance of the activities
Collaborates with service line, department, sales, physician offices, HCA Physician Services and operations leaders
Earned Media Plan Execution:
Develops and aligns annual PR & Communication plans with Division-developed paid media plan for the hospital/market. Proactively interacts with media representative to obtain placement of hospital-related news stories
Supports development and implementation of the strategic PR and Communications plan to meet organizational needs and support primary hospital business goals. This will include earned media, social media, web, e-news, email, video, internal communication, collateral, events and sponsorships. Executes plan and measures ROI of all activities
Seeks out hospital or PSG care stories to drive positive perception of our facilities, programs and people via media relations and social media. Places proactive, positive media stories, and manages reactive or crisis communications needs
Maintains positive working relationships with local reporters, editors and feature writers who cover business, health care and other relevant topics to promote Hospital programs, services and personnel. Responds in a timely manner to media requests
Develops placements (locally, regionally and nationally) of new stories related to hospital services, programs, personnel and accomplishments
Researches, writes and edits press releases and media alerts and formulates the content, timing and manner of releases in compliance with HCA policies
Customer Problem Resolution:
Consistently monitors comments and reviews in order to provide timely response to positive engagements and speedy service recovery for negative comments/reviews
Leverages Binary Fountain reporting and Reputation Management tools and processes to continuously elevate ratings and reputation for the facilities
Managing Public Relations & Communications
Stays abreast of hospital news, trends, services, and objectives through building and maintaining relationships with various "clients" (clinical and operational leaders from throughout the hospital), physicians, physician liaisons, and others who serve as resources for information
Understands internal and external policies, procedures, and regulations that impact the marketing environment. Ensures adherence of marketing activities and web properties to these policies
Manages crisis communications and serves as an on-call public information representative
Works with the AVP to determine appropriate media spokesperson for hospital events and news stories
Serves as lead communicator for strategic messaging to internal audiences: employees, volunteers, physicians, etc.
With support from our Division Creative Services Team, develops materials needed in print, online, digital, video, blog and web
Manages social media and digital communities via regular, active posts and information sharing
Manages online business listings
Drives community and customer engagement to heighten our positive reputation within the community
Identifies meaningful health care related community activities in the hospital's defined service area that complement the organization's goals. Develops and coordinates events and programs in coordination with Division and hospital goals
Plans, promotes, and holds special events designed to raise awareness of the submarket's capabilities and strengths
Researches, develops and manages new programs / initiatives for hospital's community involvement
Bachelor's degree required
3 years relevant marketing experience
Acute hospital/healthcare environment experience strongly preferred
Effective management andcommunication skills; both orally and written
Ability to effectively present information to top management and public groups.
Ability to define problems, collect data, establish facts and draw valid conclusions
Ability to travel from one location to another within the Division
May be needed to work early morning, evening and weekend hours; position includes overnight travel on an as needed basis