Director, Certification Marketing & Engagement

at  American Osteopathic Association

JOB SUMMARY

In collaboration with both the Certifying Board Services (CBS) and marketing teams, the new Director of Certification Marketing is responsible for defining and communicating the value proposition for all AOA board certifications, planning and executing participation strategies and tactics, and engaging key segments of the osteopathic medical profession and medical educators to increase participation in AOA board certifications.
The Certification Marketing Director will be responsible for developing and executing comprehensive marketing strategies to increase awareness, engagement, and participation in our certification programs among residents, and physicians. This role requires a strategic thinker with a deep understanding of the healthcare industry, excellent communication skills, and a proven track record of success in marketing to medical professionals.
This position will also be responsible for creating and maintaining a master content calendar for CBS communications as well as drafting email, social media, and other content for final approval, and tracking the success of various campaigns to refine future messaging. They will work cross-functionally with the AOIA, AOA member services, affiliate relations, physician education, graduate medical education, advocacy, and other departments to engage key constituents and to ensure that CBS marketing content is represented across all communications, as appropriate.

MINIMUM QUALIFICATION OR EXPERIENCE

Education: A bachelor’s degree in marketing, Business Administration, Healthcare Administration, or related field, or ability to demonstrate equivalent related experience is required.
Experience: Five or more years of experience in marketing content creation and/or member engagement. Strong understanding of healthcare marketing principles and regulations, including HIPAA compliance and FDA guidelines. Analytical mindset with proficiency in marketing analytics tools and platforms, such as Google Analytics, CRM systems, and marketing automation platforms. Experience in medical education, board certification, or healthcare certification programs is highly desirable. Recent experience with Informz, Salesforce Marketing Cloud, or other marketing automation systems is preferred.
Licensure or Certification: CAE designation preferred.

SPECIAL SKILLS/EQUIPMENT

The right candidate is an independent worker with a mix of strategic and creative thinking skills, able to demonstrate cross-functional leadership and collaboration, and to execute agreed strategies and tactics while balancing competing priorities. Must be a self-starter with knowledge of best practices in both marketing/communications and medical education, board certification, or healthcare certification programs. Must be results-driven with a demonstrated ability to set and achieve ambitious marketing goals and KPIs. Exceptional written and verbal communication skills with the ability to deliver clear and effective messages to internal and external audiences is required.

ESSENTIAL FUNCTIONS

The Director of Membership Marketing & Engagement will:

• Develops and implements strategic marketing plans (inclusive of a CBS marketing calendar) to promote AOA board specialty and subspecialty certification programs, aligning with organizational goals and objectives.
• Identifies and understands target audiences, including osteopathic physicians, medical students, and residency programs, and develops targeted marketing strategies to effectively reach and engage each audience segment.
• Collaborates with the AOA marketing department to produce relevant, timely, and potent CBS collateral, and coordinate timing and content of campaigns around other organizational priorities.
• Ensures consistency and integrity of the brand across all marketing materials and communication channels, maintaining a strong and reputable brand presence in the osteopathic and medical education communities.
• Leads the development and execution of multi-channel CBS marketing campaigns, utilizing digital marketing, print materials, conferences, webinars, and other relevant channels to promote AOA board certification programs and drive participation.
• Collaborates with the AOA marketing department, content creators, and other subject matter experts to develop compelling and educational content that highlights the benefits of AOA board certification, and which also supports larger/broader AOA marketing objectives.
• Conducts market research and analysis to identify market trends, competitor strategies, and opportunities for differentiation, ensuring that marketing efforts remain relevant and competitive within the healthcare industry and osteopathic community.
• Establishes key performance indicators (KPIs) for marketing campaigns and regularly analyzes and reports on campaign performance, leveraging data-driven insights to optimize marketing strategies and tactics.
• Identify and cultivate strategic partnerships with healthcare organizations/systems, medical societies, residency programs, and other relevant internal and external stakeholders to expand the reach and impact through the promotion of AOA board certification programs within the osteopathic community.
• Coordinates with the Member Resource Center to identify common questions and concerns regarding AOA board certification concerns and craft communications, FAQ documents, or website updates to clarify where needed. Assist with crafting templated responses to inquiries.

OTHER RESPONSIBILITIES

This position may be asked to assist other AOA departments with CBS or customer service messaging and to help streamline and standardize the value proposition of AOA board certification communications across AOA channels.