VICE PRESIDENT, PATIENT FINANCING & LIFETIME VALUE - MARKETING

We are seeking a senior executive with a proven track record in patient financing and consumer engagement to serve as the Vice President of Patient Financing & Lifetime Value. This leader will develop and implement world-class patient financing solutions that maximize patient affordability, enhance treatment adoption, and drive multi-year same-office growth.
This role will also oversee lifetime value marketing programs that follow a strategic patient journey approach—ensuring every patient interaction, from first appointment to long-term retention, is optimized to drive engagement, loyalty, and advocacy. The ideal candidate will bring expertise in consumer financing, strategic patient journey mapping, and marketing-driven growth strategies to create a seamless, high-value experience for both patients and practice teams.
Heartland Dental is the nation’s largest dental support organization, providing non-clinical administrative support services to more than 3,000 supported doctors across 39 states and the District of Columbia in over 1,800 dental offices. Each Heartland Dental supported office is unique to the community and the patients they serve. Supported doctors are the leaders of their practice and retain clinical autonomy. All Heartland Dental supported Doctors are united by a common goal: delivering the highest quality dental care and experiences to the communities they serve.
The VP of Patient Financing & Lifetime Value reports to the Chief Marketing Officer and manages 2-3 direct reports.

Below is an overview of the duties and responsibilities you would take on in this role:

• Patient Financing Strategy & Optimization
• Develop a best-in-class patient financing strategy that increases access to care while improving office profitability.
• Leverage strategic patient journey mapping to determine optimal financing touchpoints for maximum impact on conversion and retention.
• Implement a continuous improvement model to enhance financing options and thus effectiveness, ensuring greater capital access for patients and increased revenue for Heartland.
• Lead partnerships with financial institutions to expand patient financing options.
• Ensure compliance with legal and regulatory requirements.
• Seamless PMS Integration & Office Enablement
• Oversee seamless financing integration into the Practice Management System (PMS) (currently Dentrix) to enhance staff efficiency and patient experience.
• Ensure financing tools and processes are fully embedded in daily office operations to drive adoption.
• Optimize application workflows to improve approval rates, reduce friction, and enhance the staff and patient experience.
• Patient Lifetime Value & Engagement – A Strategic Journey Approach
• Map and optimize the entire patient journey from the first appointment through retention, reactivation, and advocacy.
• Develop engagement programs that guide patients seamlessly through key lifecycle touchpoints, ensuring financing is positioned at the right moments to drive conversion and satisfaction.

• Lead targeted initiatives that enhance lifetime patient value, including:

• • Appointment journey optimization: Proactive scheduling, follow-up, and no-show recovery to keep patients engaged.
• Seamless financing education touchpoints: Ensure financing is integrated at critical moments (e.g., pre-visit, treatment planning, post-care follow-up).
• Personalized communications & automation: Leverage patient data to tailor outreach based on treatment needs and financing eligibility.
• Referral program with patient advocacy in mind: Encourage satisfied patients to refer others through incentivized referral programs aligned with their financing and treatment journey.
• Reactivation campaigns designed around patient needs: Re-engage lapsed patients by addressing barriers to returning—whether financial, time-related, or lack of treatment urgency.
• Reputation & experience management: Drive online reviews and social proof by ensuring financing and service quality meet or exceed patient expectations.
• Leadership & Cross-Functional Collaboration
• Build, mentor, and lead a high-performing team focused on patient financing and lifetime value marketing.
• Partner with rest of marketing, operations, finance, call center and IT to align financing and engagement strategies with business goals.
• Serve as the enterprise expert on patient financing trends, technology, and best practices.
• Drive a data-driven approach to continuously measure, optimize, and enhance financing programs and marketing effectiveness.

MINIMUM REQUIREMENTS

• 15+ years in consumer financing, patient financing, financial services, or healthcare financing.
• Proven ability to drive revenue growth through strategic financing programs and trade-up/trade-in strategies.
• Experience integrating financing solutions into PMS systems (Dentrix experience preferred).
• Strong marketing background in consumer engagement, patient journey optimization, and retention strategies.
• Demonstrated leadership in scaling high-impact teams and cross-functional collaboration.
• Ability to travel 50% for meetings, trainings, and other company related activities

PHYSICAL REQUIREMENTS:

• Ability to perform essential duties satisfactorily with or without reasonable accommodation. Reasonable accommodations may be made to enable individuals with disabilities to perform the essential duties of the position
• Prolonged periods sitting at a desk and working on a computer
• Must be able to lift up to 15 pounds at times
  The position will have access to minimum PHI necessary for performing job-related functions; regular HIPAA training, aligning with the specific role and responsibilities, will be required; and the individual will need to protect PHI and maintain data safeguards.
  With this position comes a competitive compensation package including salary, bonus potential and stock options (per vesting schedule).
  We put our people first at Heartland Dental, and that shows in our generous benefits package.
  Company retains the sole discretion to change the duties of the position at any time.
  We provide all employees and applicants for employment the protections of federal, state, and local laws affording equal opportunity in employment

• Patient Financing Strategy & Optimization
• Develop a best-in-class patient financing strategy that increases access to care while improving office profitability.
• Leverage strategic patient journey mapping to determine optimal financing touchpoints for maximum impact on conversion and retention.
• Implement a continuous improvement model to enhance financing options and thus effectiveness, ensuring greater capital access for patients and increased revenue for Heartland.
• Lead partnerships with financial institutions to expand patient financing options.
• Ensure compliance with legal and regulatory requirements.
• Seamless PMS Integration & Office Enablement
• Oversee seamless financing integration into the Practice Management System (PMS) (currently Dentrix) to enhance staff efficiency and patient experience.
• Ensure financing tools and processes are fully embedded in daily office operations to drive adoption.
• Optimize application workflows to improve approval rates, reduce friction, and enhance the staff and patient experience.
• Patient Lifetime Value & Engagement – A Strategic Journey Approach
• Map and optimize the entire patient journey from the first appointment through retention, reactivation, and advocacy.
• Develop engagement programs that guide patients seamlessly through key lifecycle touchpoints, ensuring financing is positioned at the right moments to drive conversion and satisfaction.
• Lead targeted initiatives that enhance lifetime patient value, including