Digital Marketing Strategist in Syracuse, New York at OrthoNY

GENERAL DESCRIPTION

The Digital Marketing Strategist develops and optimizes digital strategies that drive new patient appointments, improve access to care, and support growth across Evolve Orthopedic Partners and its affiliated practices. As the organization's subject matter expert in digital patient acquisition, this role leads organic and paid channels, website performance, and online scheduling adoption, using data to maximize return on marketing investment and visibility across both traditional search engines and emerging AI-powered answer platforms.

RESPONSIBILITIES

SEO, AEO & Digital Discovery

• Lead SEO and Answer Engine Optimization (AEO) strategy across practices, physician profiles, service lines, and locations.

• Conduct keyword, search-intent, competitive, content-gap, and technical audits.

• Guide content strategy based on patient search behavior, service line priorities, and physician expertise.

• Implement structured data, schema markup, FAQs, and physician expertise content to support search and AI answer visibility.

• Monitor changes in search algorithms, generative AI, and discovery trends, and adapt strategy accordingly.

• Collaborate with physicians and subject matter experts to create accurate, authoritative content that meets brand, healthcare marketing, and privacy standards.

Patient Acquisition & Paid Media

• Develop and optimize integrated acquisition campaigns across paid search, paid social, retargeting, and email.

• Align campaigns with provider availability, scheduling capacity, and service line priorities.

• Manage budgets, targeting, bidding, and creative testing to maintain efficient cost per appointment and return on ad spend.

• Recommend channel investment based on performance data and provider capacity.

• Manage agency and platform partners, setting clear expectations and holding them accountable for results.

• Ensure campaigns comply with healthcare advertising, privacy, and platform requirements.

Website & Online Scheduling

• Serve as strategic lead for website performance, user experience, and conversion, using journey mapping, landing page optimization, and A/B testing.

• Drive patient awareness and adoption of online scheduling across websites, search results, advertising, email, and physician profiles.

• Partner with Operations and Patient Access to improve self-scheduling workflows and appointment capture.

• Oversee website tagging, tracking, and measurement to ensure accurate reporting.

Reputation & Listings Management

• Manage reviews, physician profiles, directories, and local listings, and monitor ratings, volume, and sentiment.

• Keep provider, practice, and location information accurate and consistent across platforms.

• Share recurring patient experience themes with operational leaders, and escalate sensitive or compliance-related feedback to the appropriate stakeholders.

Analytics & Reporting

• Own digital dashboards, measurement frameworks, benchmarks, and attribution methodology.

• Translate performance data into clear recommendations for marketing and organizational leadership.

Key Performance Indicators

• Organic traffic, search rankings, share of search, and AI answer engine visibility

• New patient appointments from digital channels

• Cost per appointment and return on ad spend

• Digital conversion rate and online scheduling utilization

• Email engagement and conversion

• Review performance and listing accuracy •

QUALIFICATIONS

Education:

• Bachelor's degree in Marketing, Communications, Business, Analytics, or a related field required.

• Digital marketing, analytics, paid media, or search certifications preferred.

Experience:

• 5+ years of progressive experience in digital, performance, or patient/consumer acquisition marketing.

• Demonstrated success managing SEO, paid search, paid social, website optimization, and digital analytics, with measurable acquisition results.

• Experience managing advertising budgets and evaluating cost efficiency and ROI.

• Proficiency with Google Analytics, Google Ads, Search Console, social ad platforms, CMS, marketing automation, CRM, and reporting tools, plus Microsoft Office (especially Excel and PowerPoint).

• Experience with email nurture campaigns and automated workflows.

• Preferred: healthcare or multi-site marketing experience; technical SEO, schema, and AI-search experience.

Performance Requirements:

• Connects digital activity to appointment volume, provider capacity, and business outcomes.

• Interprets complex data and communicates insights clearly to nontechnical audiences.

• Manages multiple projects, vendors, and stakeholders in a fast-paced, high-growth environment.

• Strong attention to detail, with a commitment to accuracy, compliance, patient privacy, and brand integrity.

• Works independently with sound judgment, and collaborates effectively with physicians, clinical teams, Patient Access, and Operations.

• Stays current on search, generative AI, advertising platforms, and healthcare consumer trends.

PHYSICAL REQUIREMENTS

Physical Demands

• Extended computer use and frequent virtual meetings and presentations.

• Frequent communication with physicians, clinicians, executive leadership, and external partners.

• Ability to occasionally lift and carry items up to 25 pounds, including laptops, files, and meeting materials.

• Occasional travel to affiliated practices, vendor meetings, or events.

Work Environment

• Primarily office-based, with digital and virtual collaboration; hybrid flexibility may be available, with regular on-site presence required.

• Standard hours are Monday through Friday, with occasional early morning, evening, or weekend work for launches or events.

Reasonable Accommodations

• Reasonable accommodations may be made to enable qualified individuals with disabilities to perform the essential functions of the position.