Reports to: Chief Executive Officer (CEO)

Position Type: Full-Time; Exempt

Location: On-site (Rural Hospital Environment)

Position Summary

The Marketing and Communications Manager leads local outreach, patient engagement, and public relations for the hospital. Acting as the primary storyteller and brand champion, this role develops and executes data-driven marketing strategies to promote our mission, attract patients, and build strong ties with the local community, media, and staff. Working independently in a fast-paced rural healthcare environment, the Marketing and Communications Manager translates complex healthcare services and initiatives into clear, accessible, and trusted messaging for patients, employees, and community stakeholders.

Key Responsibilities

Strategic Marketing & Brand Management

• Strategy Execution: Develop and implement a comprehensive annual marketing and communications plan aligned with the hospital's strategic growth and service-line goals.

• Brand Consistency: Maintain visual and print brand identity across all departments, digital platforms, signage, and promotional materials.

• Market Analysis: Monitor local healthcare demographics and patient migration patterns to identify opportunities for new service promotion.

• Performance Tracking: Analyze marketing metrics (digital engagement, campaign reach, and patient acquisition sources) to optimize ongoing strategies.

• Budget Management: Develop, monitor, and manage the marketing and communications budget, ensuring efficient use of resources and measurable return on investment for marketing initiatives.

Public Relations & Community Engagement

• Media Relations: Serve as the primary media liaison and coordinate public communications on behalf of the hospital in collaboration with the CEO and designated leadership; draft and distribute press releases and public statements.

• Community Outreach: Coordinate and represent the hospital at local community events, health fairs, school programs, and county functions.

• Internal Communications: Collaborate with leadership to draft timely, transparent, and accurate messaging for hospital staff and internal stakeholders.

• Crisis Communication: Assist in executing emergency, crisis communication, and disaster response protocols as directed by administration.

• Recruitment Marketing: Partner with Human Resources and department leaders to develop and execute recruitmentmarketing campaigns for clinical and non-clinical positions.

• Employer Branding: Promote RiverPeak Health as an employer of choice through career marketing materials, socialmedia campaigns, community outreach, and recruitment events.

Content Creation & Digital Management

• Storytelling: Create compelling multi-channel content, including patient testimonials, provider spotlights, brochures, digital ads, and social media campaigns.

• Digital Footprint: Oversee the content calendar, website updates, search engine optimization (SEO), and social media channels to ensure robust community interaction.

Minimum Qualifications

• Education: Bachelor’s degree in Marketing, Communications, Public Relations, Journalism, or a related field.

• Experience: 3 to 5 years of progressive marketing or public relations experience; healthcare sector or nonprofit experience strongly preferred.

• Technical Proficiency: Familiarity with content management systems (CMS), email marketing software, social media management tools, and basic analytics.

• Compliance: Demonstrated knowledge of HIPAA privacy and confidentiality requirements, including the ability to ensure all communications and marketing activities comply with applicable healthcare regulations.

• Graphic Design: Experience using Canva, Adobe Creative Suite, or similar graphic design and content creation platforms preferred.

• Website Responsibility: Maintain and update the hospital website to ensure accuracy, regulatory compliance, search optimization, and alignment with organizational branding.

• Rural Adaptability: Ability to work autonomously, manage tight budgets, and navigate the unique dynamics of a tight-knit rural or Critical Access Hospital (CAH) environment.

• Communication Skills: Exceptional written, editorial, verbal, and interpersonal skills.

• Availability: Flexibility to occasionally attend evening or weekend community events and meetings.

Core Competencies

• Stakeholder Engagement: Build trust and credibility across diverse stakeholder networks, including clinical teams, executives, and external partners.

• Brand Storytelling: Develop compelling, human-centric brand narratives that align with our core company values.

• Content Simplification: Translate complex medical and scientific processes into transparent, accessible content for patients and consumers.

• Crisis & Reputation Management: Lead crisis communications and proactively manage stakeholder expectations during high-stakes situations.

• Patient Advocacy: Champion a patient-centric, customer-first philosophy across all communication channels.

Physical Demands

• Regularly required to talk, hear, stand, walk, sit, and use hands/fingers.

• Occasionally required to lift and/or move up to 35 pounds (e.g., setting up event booths or marketing collateral boxes).

General Statement

This job description is intended to describe the general nature and level of work performed by employees in this position. It is not intended to be an exhaustive list of all duties, responsibilities, qualifications, or working conditions. Employees may be required to perform other job-related duties as assigned. RiverPeak Health reserves the right to modify job duties, responsibilities, and requirements based on organizational needs, patient care requirements, operational demands, and changes in federal, state, or local laws and regulations.

As a condition of employment, applicants must successfully complete all required pre-employment screenings applicable to the position, which may include a criminal background check, fingerprint-based criminal history check, Office of Inspector General (OIG) exclusion screening, applicable state abuse, neglect, and exploitation registry checks, and a pre-employment drug screening. Applicants who do not meet the employment eligibility requirements based on the results of these screenings may be disqualified from employment, to the extent permitted by applicable law.

RiverPeak Health participates in E-Verify. We will provide the Social Security Administration, and if necessary, the Department of Homeland Security, with information from each new employee's Form I-9 to confirm work authorization. Please note that we do not use this information to pre-screen job applicants.

 RiverPeak Health is an Equal Opportunity Employer and actively supports the ADA and reasonably accommodates qualified applicants with disabilities.