Director, Patient Marketing in Columbus, Ohio at AndHealth LLC

AndHealth is on a mission to radically improve access and outcomes for the most challenging chronic health conditions, with the goal of making world-class specialty care accessible and affordable to all. We partner with health systems, community health centers, and independent practices to remove barriers to care to ensure all people have access to the care they deserve.

The Opportunity

AndHealth is growing quickly, and enrolling patients and keeping them engaged is critical to our continued growth and ability to scale quickly. As Director of Patient Marketing, you will lead the marketing efforts across the patient journey, from identifying and first reaching a prospect to the ongoing relationship with an enrolled patient, across paid, owned, community and CHC channels.

Success in this role requires strategic thought partnership with marketing and company leadership: (shaping audience strategy, pressure-testing priorities against enrollment capacity, and deciding where we build and where we buy) and an executional foundation to deliver media and creative implementation across consumer channels and audiences.

The Director of Patient Marketing will report to the Vice President of Marketing and will play a central role in AndHealth’s impact to the patients we serve.

What You'll Do in the Role:

Strategy across the patient journey

• Own patient marketing strategy from prospect to enrolled patient: audience definition, segmentation, messaging, channel mix and budget, with net enrollment, cost per acquisition and enrolled-patient engagement measures as the scorecard.
• Act as a strategic thought partner to the VP of Marketing and leadership: bring a point of view on audiences, channels, trade-offs and investment, and challenge assumptions constructively.
• Lead targeting and prospecting: define what a quality lead looks like, build audience and qualification models with analytics, and favor quality over raw volume.
• Partner closely with the enrollment and outreach team so the demand we generate is demand we can serve. Use capacity, conversion and quality signals to speed up, slow down or redirect spend based on evolving market and operational dynamics

Programs and communications for enrolled patients

• Design and launch the patient ambassador program, including recruitment, consent and compliance, content, and how ambassadors support enrollment and engagement.
• Create patient programming that connects prospects with enrolled patients and providers to build trust and support education of AndHealth’s patient experience
• Own the capture and curation of patient testimonials and stories for use with partners, patients, and marketing channels. This includes building a repeatable process for sourcing, consent and authorization, and approval, and a library that the organization can draw from.
• Lead strategy and communications for enrolled patients, working with the CHC and provider marketing leads and with Patient Onboarding & Experience so that patient messaging is consistent.
• Extend reach through outreach to partner and payer patient panels and community and advocacy events.

Day-to-day media and creative execution

• Manage paid and owned media day to day: campaign build, launch, budget pacing, optimization and reporting across social, search and other channels.
• Direct creative execution across patient audiences, briefing and reviewing work with the creative studio so that patient creative is on brand, on message and scalable.
• Navigate the realities of marketing in healthcare, including HIPAA and PHI constraints on platforms like Meta, compliant tracking, and patient-facing claims review.
• Bring innovative ideas to the table to find and engage prospective patients who need access to whole person specialty care and comprehensive disease management

Team, partners and measurement

• Lead the patient marketing team: define the needs and set standards for the work.
• Partner across enrollment, clinical, CHC, analytics and creative teams to solve shared problems, sharing credit and data openly, and adjust priorities quickly as patient needs, partner feedback and enrollment capacity change.
• Lead relationships with select agencies and vendors and drive the build-versus-buy recommendations for the function, including which work stays in-house and which moves to a partner as we scale.
• Build the measurement model with our analytics team: funnel definitions from impression to enrolled to retained, channel efficiency, and a regular performance rhythm.
• Contribute to the annual budget case and manage and optimize monthly media spend to ensure performance against company goals

Required Experience & Skills:

• 8+ years of marketing experience in healthcare, life sciences, or related industry, with 3+ years consumer/patient marketing, leading strategy across the patient journey against a P&L-linked target such as CAC, CPA, enrollment or retention.
• Direct, hands-on experience running paid social and paid search in healthcare, plus managing creative execution and working with agencies. Meta and Google depth expected.
• Healthcare, health tech, pharmacy or another regulated consumer category required
• Experience with lifecycle, retention or community/advocacy programs (for example ambassador, advocate or patient community programs) is a strong plus.
• Comfort working with you can read a funnel, question a dashboard, and ask analysts sharper questions.
• A track record as both a strategic advisor and a doer: you set direction and shape decisions, and you can still do the work when the team is small.
• Clear writer and communicator who can explain trade-offs and influence effectively
• Collaborative by default. You will work with operations, analytics, clinical, and enrollment teams who do not report to marketing, and you earn trust through successful partnership

Here's What We'd Like to offer you:

• Equal investment and support for our people and patients.
• A fun and ambitious start-up environment with a culture that takes on important things, takes risks, and learns quickly.
• The ability to demonstrate creativity, innovation, and conscientiousness, and find joy in working together.
• A team of highly skilled, incredibly kind, and welcoming employees, every one of whom has something unique to offer.
• We know that the overall success of our business is a collaborative effort, and we strive to provide ongoing opportunities for our employees to learn and grow, both personally and professionally.
• Full-time employees are eligible to participate in our benefits package which includes Medical, Dental, Vision Insurance, Paid time off, Short- and Long-Term Disability, and more.

We are an equal opportunity and affirmative action employer. We embrace diversity and are committed to creating an inclusive environment for all employees. Applicants will be considered for employment without regard to race, religion, gender, gender identity, sexual orientation, national origin, age, disability, or veteran status.