Baystate Health Director Marketing & Consumer Engagement - Position Overview

Introduction

Baystate Health seeks an experienced marketing strategist and manager to direct a robust consumer engagement and marketing program for this comprehensive, five-hospital health system based in Western Massachusetts In this highly visible role, the Director of Marketing and Consumer Engagement serves as a thought partner to the Vice President of Marketing and Communications in developing strategies and plans that advance Baystate Health’s institutional priorities, support service growth, and amplify its reputational brand as an integrated regional health resource.

As a key member of the Vice President’s leadership team, along with the Director of Communications and Strategic Content, the Director supports Baystate Health’s efforts to expand access to high quality care, enhance patient experience, be a workplace of choice, and teach the next generation of

physicians and researchers through its partnership with UMass Chan School of Medicine. This is an exciting opportunity to guide the strategic direction and ensure optimal operations of a 11+ member team deploying effective, multi-platform marketing initiatives

Baystate Health

Advancing Care, Enhancing Lives

For more than 140 years, Baystate Health (Baystate) has provided high-quality, compassionate healthcare to the residents of western Massachusetts This care dates back to the 1870s when Springfield City Hospital – later renamed Springfield Hospital – became one of just 178 acute care hospitals in the United States.

Now, in 2024, as the area ’ s largest employer with a workforce of nearly 13,000, Baystate is one of the largest health systems in New England and the largest academic health provider in Western Massachusetts. Its academic medical center has the distinction of earning four consecutive Magnet designations for the highest level of nursing excellence, an achievement earned by fewer than 1% of American hospitals

Preparing the Next Generation of Caregivers

Since its early history, Baystate has embraced its responsibility of educating and training future clinicians while advancing innovative patient care. In 2015, the first regional campus of UMass Chan Medical School was established at Baystate Medical Center; today, UMass Chan Medical School – Baystate trains more than 375 emerging physicians and specialists across 11 residencies and 23 fellowship programs each year.

In addition to medical education, Baystate maintains a Nurse Residency Program and partners with area colleges and universities to provide clinical hours for students in other health professions such as midwifery and pharmacy Committed to providing continuing interprofessional education and learning opportunities that promote optimal health care delivery, Baystate maintains accreditations across several continuing education councils and centers

Baystate provides comprehensive care to more than 800,000 residents through an integrated network of five hospitals, home care and hospices services, comprehensive regional diagnostic services, and 80 medical practices across western Massachusetts. It offers the region’s only Level One Trauma Center, fullservice children’s hospital, and Level III Neonatal Intensive Care Center Unit; as well as expert care through a range of regional centers and advanced services in Cancer Care, Heart and Vascular Care, Women’s Health, Pediatrics, Orthopedics, Neurology, Primary Care, and Surgical Care, among other specialties. Each year, the system supports nearly 1 8 million ambulatory visits Its combined emergency rooms treat nearly 200,000 patients

In fulfilling its mission "to improve the health of the people in our community every day with quality and compassion,” Baystate’s investments as a community partner extend beyond the walls of its hospitals and aim to improve public health, increase access to healthcare, and advance medical knowledge, while improving quality of life. As an anchor institution (a vital contributor to community, economic, and social impact), Baystate is committed to creating positive change in the communities it serves, with a focus on three critical areas: growing a more diverse workforce, improving family prosperity in

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Serving the Region Through Integrated Care

Baystate Medical Center

Baystate Children’s Hospital

Baystate Franklin Medical Center

Baystate Noble Hospital

Baystate Wing Hospital

Network of 80+ Medical Practices

Home Care and Hospice

Regional Labs and Diagnostic Services

marginalized communities, and importantly, reducing health disparities. Baystate provides more than $134 million in unreimbursed care, research, and educational programs that promote community wellness.

Baystate Medical Center

Springfield, MA

Baystate Medical Center is the Baystate Health’s flagship hospital. As an academic medical center, it provides comprehensive, state-of-the-art quaternary care through 746 beds and 57bassinets and the full range of ambulatory services

The Baystate Emergency and Trauma Center serves 110,000 adult and pediatric patients, more than any other single-site emergency department in Massachusetts Its rooftop heliport is equipped with an elevator that opens directly into the emergency room to ensure efficient and expedited care by a multi-disciplinary team of nurses, doctors, and surgeons.The center also provides training programs and conducts research to support innovations in trauma care.

The award-winning Davis Family Heart and Vascular Center offers comprehensive heart and vascular care from imaging to surgery all in one place The center includes 32 cardiovascular critical care rooms and 96 private rooms for less critically ill patients who require an overnight stay State-of-the art facilities encompass six cross-functional surgical/endovascular suites to accommodate complex and hybrid cardiovascular procedures, and a 20-room CARE (cardiac assessment, recovery, and evaluation) unit, allowing complete outpatient procedures from pre-op to discharge, in the same room, with the same nursing team.

When the D’Amour Center for Cancer Care opened in 2004, it was one of the first cancer programs to build a free-standing facility and develop processes specifically focused on the needs of patients and their families Located a few blocks away from the Medical Center, the D’Amour Center offers a multidisciplinary team of more than 100 – including cancer survivors, community cancer support advocates, doctors and clinical staff, administrators and community members – all focused on providing exceptional care.

Baystate Medical Center: A Video Tour

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Baystate Children’s Hospital

At the Baystate Orthopedic Surgery Center, board-certified orthopedic surgeons take a contemporary, multidisciplinary approach to orthopedic services and sports medicine for children and adults

As a teaching hospital, the Medical Center enhances lives through discovery and innovation, actively contributing to clinical, translational, and health services research across many medical and surgical specialties. It offers the area ’ s only clinical trials program, playing an important role in exploring potential treatments and contributing to the advancement of science.

Located within Baystate Medical Center, Baystate Children’s Hospital is a 107-bed, 57bassinet full-service children’s hospital providing primary and advanced medical care to infants, children, adolescents, and their families. It is the only accredited children’s hospital in western Massachusetts and has the region's only pediatric emergency department and NICU

Baystate Franklin Medical Center Greenfield, MA

Baystate Franklin Medical Center is an 89-bed acute care hospital serving Franklin County, North Quabbin, and surrounding regions. The hospital has a state-of-the-art surgical center, 24-hour emergency services, orthopedics, and cancer care. In addition, it delivers more than 400 babies each year in The Birthplace, where birthing experiences are customized to each patient’s needs

Baystate Noble Hospital, Westfield, MA

Baystate Noble Hospital is an 85-bed acute care hospital that offers a variety of inpatient and outpatient services, including cardiology and cardiac rehabilitation, gastroenterology, women ’ s health services, 3D mammography, and 24-hour emergency care for 80,000+ residents of Westfield and surrounding communities.

Baystate Wing Hospital Palmer, MA

Baystate Wing Hospital is a 68-bed acute care hospital that offers 24-hour emergency care and a broad range of inpatient and outpatient services, including primary and specialty care, cardiovascular services, endocrinology,

WATCH: Baystate Noble Hospital

WATCH: Baystate Wing Hospital: A Video Tour

WATCH: Baystate Franklin Medical Center

Bringing Care into the Community

Baystate cares for the community and cares what the community thinks As such, it convenes a Family Advisory Council to ensure the delivery of high quality, safe, positive, memorable health care experiences for patients and their families at Baystate hospitals. The Council discusses ideas and provides insight into changes that will improve service to patients and families.

Baystate Community Health Centers are anchors of the system’s public-health efforts throughout the city of Springfield, working in partnership with community members and groups to address pressing health challenges facing area residents Centers provide comprehensive primary care to all ages as well as on-site access to specialty care services

Sites are: Baystate Brightwood Health Center –Centro de Salud, Baystate High Street Health Center, Baystate Mason Square Neighborhood Health Center, and Baystate Wesson Women’s Clinic.

Baystate Health Convenient Care offers accessible, walk-in medical services at five locations for people of all ages who have nonemergent illnesses and injuries, and cannot wait for a primary care appointment.

Baystate Health and Wellness Centers, with locations in Longmeadow and Northampton, house a range of primary care, specialty adult, and pediatric physician practices and outpatient services such as imaging, lab services, and mammography

Baystate Home Health and Hospice provides comprehensive in-home health care, hospice, and palliative care by 230+ staff who conduct 140,000+ visits annually. Hospice support is provided by a multidisciplinary team that includes a hospice medical director, nurse, social worker, and chaplain.

The multi-specialty group, Baystate Medical Practices, includes more than 900 physicians and advanced practice clinicians in primary care, specialty, and surgical disciplines who bring their expertise to patients at 85 urban, suburban, and rural locations, community health centers, and urgent care clinics, as well through virtual visits. Baystate Primary Care includes 23 adult, family medicine and pediatric practices across western Massachusetts. All primary care sites are recognized by NCQA as Patient-Centered Medical Homes.

Baystate’s Behavioral Health services offer comprehensive mental health, behavioral medicine, and employee assistance programs supported by licensed clinicians year-round, 24/7. Services include an Adult Psychiatric Treatment Unit (inpatient), Child Psychiatric Treatment Unit (inpatient), Adult and Child Partial Hospitalization Programs, integrated behavioral health services at 13 primary care sites, and outpatient behavioral health and psychiatric services for adults and children.

Baystate also has a nonprofit health plan, Health New England, that offers a range of products including commercial, Medicaid, and Medicare supplemental coverage With more than 184,000 members, Health New England is one of the largest managed care organizations in western Massachusetts It also leads Baystate’s work in caring for the underserved through the BeHealthy Partnership, its Medicaid Accountable Care Organization.

Director of Marketing and Consumer Engagement

Reporting to the Vice President of Marketing and Communications (VP), the Director Marketing and Consumer Engagement develops and implements marketing strategies, plans, and deliverables for the System and its hospitals and services that ensure optimal consumer engagement. The portfolio of responsibility includes consumer marketing, digital and website content management, social media, creative/design services, and community programming. In collaboration with the VP, the Director ensures effective collaboration of the marketing team with key stakeholder-clients responsible for championing strategic priorities and growth goals –establishing, monitoring and measuring KPIs, and making mid-course corrections as necessary

Principal Responsibilities Management

Oversee a collaborative, empowered team of internal subject matter experts and contract professionals, providing direction, guidance, and leadership to inspire, motivate, and drive effective integration of marketing and communications functions to meet the needs of stakeholders/clients. Set realistic, measurable goals for the team and individuals, ensuring accountability for work execution

Foster a work culture that demonstrates excellence, humility, and a desire for true collaboration within the department and across the organization; and is inclusive of people with diverse backgrounds, styles, abilities, and motivations

Set and steward guidelines for the use of nomenclature, grammar, graphics, logos, and HR policies, ensuring marketing materials meet legal and ethical guidelines

Ensure the department complies with established policies, procedures, and quality assurance programs, including health and safety regulations and requirements. Develop and maintain departmental policies, procedures and objectives to ensure all marketing and digital materials and activities meet legal and ethical guidelines.

- Walter Ramos Rogerson’s President & CEO

Project Management and Client Services

In partnership with the VP, oversee development, coordination, and monitoring of integrated marketing, digital strategy, and consumer engagement plans in support of short-term and long-term strategic plans and priorities.

Create and manage budgets and timelines, and ensure all initiatives meet quality and brand specifications. Work with team members to maintain the highest levels of customer service and collaboration in developing, implementing, and evaluating comprehensive outcomesbased marketing and digital plans (including advertising, media buying, agency management and selection, digital media, management of freelance design and publications consultants, and outcomes reporting).

Establish clear targets and KPIs with internal clients for each marketing and digital plan or consumer engagement campaign. Continually engage team members to monitor results, regularly sharing feedback with clients and the wider marketing and communications team

Oversee development, production, distribution, and evaluation of all traditional and digital marketing deliverables Ensure accuracy in content, image and messaging, nomenclature, and graphic standards, and that all meet marketing and quality-standard goals

Assure marketing fulfillment, monitoring, and evaluation with Access Call Center operations and other operations teams

Marketing and Consumer Engagement

Serve as a solutions-driven strategist for organizational growth and other opportunities, and as a subject matter expert in marketing and digital media.

Develop and lead strategies that deepen consumer and brand relationships across the enterprise by creating or collaborating on multi-platform programs, including intranet, social media, web, mobile, and blogs

Provide sound business reasoning and planning for marketing, digital, and consumer engagement investments based on market and consumer trends, best available data, audience and expert insights, past campaign data, and best practices

Proactively recommend and respond to market opportunities and trends in support of organizational goals and needs Be data-driven and establish KPI across functionality Bring forth ideas and identify resources, technologies, and processes that would accelerate and strengthen the marketing and consumer engagement program in alignment with organizational goals and needs.

Ensure that Baystate Health’s “voice” and visual assets are on brand, consistent, and relevant across all communication channels for internal and external audiences. Develop and implement strategic system programs and concepts consistent with institutional priorities and culture, and departmental goals.

Collaborate with and provide strategic and creative guidance to system leaders, system members/clients, physician leadership, and affiliated partners to build and support marketing and consumer engagement opportunities.

- Walter Ramos Rogerson’s President & CEO

Keep informed of and interpret market and industry trends, competitive analysis, and digital analytics for web, mobile, and social marketing to best develop and implement meaningful marketing strategies and consumer engagement plans

Marketing and Communications

Communications & Strategic

Content

Internal Communications

Content Generation

Media Relations/PR

Crisis Communications

Medical Center Communications

Regional Hospital Communications

Marketing & Consumer Engagement

Marketing

Consumer Engagement

Social Media

Digital and Web

Creative Services

Required Qualifications

BA/BS degree with a minimum 10+ years ’ progressive experience in strategic marketing, preferably in healthcare, academic, or service industry environment.

At least three years ’ experience in management and staff supervision, demonstrating the ability to influence, teach, inspire, motivate, and collaborate effectively.

Experience developing and executing strategic marketing and consumer education plans, including creative concepts and strategic messaging and positioning.

Solid understanding of marketing and digital strategy principles, including website development, content development, social media, and other digital consumer engagement platforms

Experience with project management applications and consumer research

Track record of effectiveness in a deadline-driven, client-focused, project management environment

Exceptional writing and editing skills

Strong analytical skills with the ability to apply and communicate data-driven insights.

- Walter Ramos Rogerson’s President & CEO

Additional Skills and Attributes

Energetic, personable, and committed to fostering an environment where staff are engaged and empowered to do their best work

Self-directed, highly organized, and data driven; able set priorities, manage teams, and oversee multiple projects simultaneously

Credible and trusted “client centric” advisor and thought partner to work collaboratively across the organization with transparency, discretion, and integrity; and to build strong, respectful working relationships.

Able to quickly understand strategic goals and obstacles, foresee effective, viable solutions, and effectively communicate those solutions.

High level of emotional maturity with superb interpersonal skills to interact effectively with senior administrative and clinical leadership, physicians, and community members.

Comfortable working in a matrixed organization. Demonstrates judgment with confidential matters.

Excels in environments that are complex and intellectually stimulating. Experience with Microsoft® Office products (Word, Excel, and PowerPoint).

Baystate is proud to provide equal employment opportunities (EEO) to all employees and applicants for employment without regard to race, color, religion, gender, sexual orientation, gender identity or expression, national origin, age, disability, genetic information, marital status or status as a covered veteran in accordance with applicable federal, state and local laws

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www.exceptionalexecutivesearch.com

- Walter Ramos Rogerson’s President & CEO

Enjoying Life in Western Massachusetts Addendum

Attractive communities, accessible recreation, affordability, ideal geography, and a lack of urban congestion combine to make western Massachusetts an outstanding locale in which to live and work. The area is home to a number of colleges and universities – Amherst, Hampshire, Mount Holyoke, Smith, Williams, and UMass – that impart a vibrant college town feel to the region, supplemented by a vibrant arts and cultural scene, superior dining, shopping, and recreational opportunities

The city of Springfield is located on New England’s premier waterway, the Connecticut River Springfield and its surrounding communities offer excellent housing options available at a cost significantly less than its eastern Massachusetts counterparts. Greater Springfield boasts notable attractions such as Springfield Symphony Hall, Six Flags New England, The Naismith Memorial Basketball Hall of Fame, AHL’s Springfield Thunderbirds, and five museums featuring art, history, science, and the Amazing World of Dr. Seuss Museum.

Immediately north of Springfield is the Pioneer Valley Region, an area known for its scenic rolling hills, covered bridges, historical landmarks, and abundance of year-round sports activities, including white water rafting, skiing, and hiking. To the west are the beautiful Berkshires with myriad recreational, dining, and cultural destinations, such as Tanglewood, the summer home of the Boston Symphony Orchestra, and the Norman Rockwell Museum.

The Greater Springfield area enjoys a superb network of highways, making it accessible in all directions The Massachusetts Turnpike connects residents to Boston, 1 5 hours to the east, and the Berkshires and Albany to the west The I- 91 north/south corridor connects Greater Springfield to Hartford and to the Connecticut shoreline Vermont can be reached in less than 1 5 hours to the north, and Bradley International Airport, one of the most convenient and efficient airports in the nation, is located a half hour to the south

To learn more about working at Baystate and living in Western Massachusetts, visit Baystate Health HR or explorewesternmass.com.

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Walter Ramos Rogerson’s President & CEO

- Walter Ramos Rogerson’s President & CEO