The Senior Director, Practice Marketing at The CORE Institute, part of HOPCo, leads the marketing strategy to drive new patient growth, referral volume, and brand performance. Based onsite in Phoenix, AZ, the role coordinates cross-functional efforts across paid media, brand positioning, market engagement, and service-line marketing, and may provide limited strategic consultation to other practices to support consistent practice marketing across the organization.
Responsibilities
- Develop and continually refine the practice marketing strategy for The CORE Institute in alignment with organizational growth plans.
- Define the new patient generation and demand strategy across markets and service lines, establishing clear growth objectives and priorities.
- Articulate how patient demand is generated holistically through brand visibility, market presence, referral programs, community engagement, and coordinated marketing efforts.
- Set strategic direction for community, physician, employer, and patient engagement initiatives, including PCP outreach, educational programs, CME events, patient events, and relationship-building meetings.
- Guide planning and execution through collaboration with Paid Media, Digital Marketing, Communications, Creative, and Market Engagement teams, influencing outcomes without direct execution ownership.
- Develop annual marketing plans and longer-term roadmaps that support patient growth, service-line demand, and market expansion.
- Translate executive and practice-level priorities into marketing initiatives with clear objectives, timelines, and success measures.
- Provide ongoing insight to leadership regarding market conditions, competitive dynamics, patient access trends, and growth opportunities.
- Lead service-line marketing strategy in support of sports medicine, joint replacement, spine, hand and upper extremity, pain management, physical therapy, and imaging, DME, and related services.
- Define demand-generation priorities and positioning for each service line in alignment with growth goals and provider strengths.
- Align marketing efforts with service-line expansion plans, provider recruitment initiatives, and ASC strategies.
- Coordinate closely with operations, clinical leadership, and patient access to ensure marketing activity reflects access capacity, staffing readiness, and growth targets.
- Ensure consistent service-line visibility and messaging across digital, referral, and market-facing channels.
Requirements
- Ten or more years of experience in healthcare marketing or marketing for multi-location services.
- Proven ability to define paid media strategies, drive referral growth, and shape brand strategy.
- Experience managing referral or market engagement teams is preferred.
- Strong track record of cross-functional partnership within complex healthcare organizations.
General Statement of Duties
The role is responsible for defining and leading marketing strategy that drives new patient growth, increases referrals, and enhances brand performance. It sets direction across paid media, brand positioning, market engagement, and service-line marketing, ensuring coordinated execution through partnerships with enterprise teams. The position works cross-functionally with all departments to align marketing strategies with access capacity, patient experience, operational readiness, and growth priorities. While primarily focused on a specific practice, the role may offer limited strategic consultation to other practices to support consistent and effective practice marketing across the organization.
Environmental Working Conditions
- Standard office environment
- Travel required
Physical Demands
- Requires sitting and standing associated with a normal office environment
- Some bending and stretching required
Organizational Requirements
- HOPCo Mission, Vision and Values must be read and signed
- Applicable employee training must be completed
