General PurposeThe Director of Marketing develops and executes facility-level marketing, referral development, community outreach, and census growth strategies for the skilled nursing facility. This role builds strong referral relationships, promotes facility services, supports admissions conversion efforts, tracks market activity, and partners with operations, clinical, admissions, and business office teams to support appropriate census growth, case mix optimization, and a positive community reputation.
ResponsibilitiesCensus Development & Market Strategy- Develop and implement marketing plans that support census growth, case mix enhancement, admissions goals, and facility priorities.
- Track inquiries, referrals, admissions, discharges, conversion rates, and referral source activity to identify trends and opportunities for growth.
- Partner with facility and regional leadership to evaluate market conditions, competitor activity, referral patterns, and business development opportunities.
- Monitor census performance and develop action plans to achieve established occupancy and admissions goals.
- Analyze marketing performance metrics and adjust strategies based on outcomes and market trends.
Referral Management & Admissions Support- Build and maintain strong relationships with hospitals, discharge planners, physicians, case managers, assisted living providers, managed care organizations, home health agencies, and other referral sources.
- Conduct facility tours and professionally communicate facility services, clinical capabilities, payer options, and admission processes.
- Coordinate with admissions, clinical, and operational teams to support timely referral review, pre-admission coordination, and smooth resident transitions.
- Maintain regular contact with referral partners to strengthen relationships and identify new opportunities for collaboration.
- Follow up on referral opportunities and admission inquiries to maximize conversion and customer satisfaction.
Community Outreach & Brand Promotion- Represent the facility at health fairs, senior-focused events, networking functions, community meetings, and professional organizations.
- Plan and support public relations activities, open houses, sponsorships, educational programs, and community engagement initiatives.
- Promote facility programs and services through approved print, digital, social media, and community-based marketing channels.
- Assist with development and distribution of marketing materials, presentations, and promotional content.
- Enhance the facility's brand awareness and reputation within the local healthcare and senior care community.
Collaboration, Reporting & Customer Experience- Collaborate with admissions, nursing, therapy, social services, business office, and administration teams to support marketing and census objectives.
- Maintain lead tracking systems, referral documentation, CRM records, and marketing performance reports for leadership review.
- Serve as a professional liaison to residents, families, referral partners, and community members throughout the inquiry, admissions, and follow-up process.
- Respond promptly to customer concerns and support a positive experience from initial inquiry through admission and post-admission follow-up.
- Provide routine reports regarding census trends, referral outcomes, marketing activities, and business development efforts.
Qualifications- Regular and reliable attendance is required to perform the essential functions of this position.
- Bachelor's degree in Marketing, Business Administration, Healthcare Administration, Communications, Public Relations, or a related field preferred.
- Healthcare marketing, skilled nursing, senior living, hospital liaison, admissions, business development, or related experience preferred.
- Strong understanding of census development, referral relationship management, community outreach, customer service, and healthcare marketing practices.
- Excellent verbal and written communication, presentation, networking, relationship-building, and follow-up skills.
- Demonstrated ability to analyze referral patterns, census trends, market opportunities, and performance data.
- Strong organizational, time-management, and project-management skills.
- Proficiency with Microsoft Office applications, CRM systems, marketing platforms, and data reporting tools.
- Ability to travel locally for marketing, outreach, referral development, and community engagement activities as needed.
- Knowledge of long-term care, post-acute care, managed care, and healthcare reimbursement systems preferred.
- Ability to maintain confidentiality and comply with HIPAA requirements.
Physical DemandsThe physical demands described here are representative of those that must be met by an employee to successfully perform the essential functions of this job. Reasonable accommodations may be made to enable individuals with disabilities to perform the essential functions.
- Primarily office-based work with regular movement throughout the facility and community locations.
- Ability to sit for extended periods while utilizing computers, telephones, and other standard office equipment.
- Frequent walking, standing, and interaction with residents, families, referral partners, staff, vendors, and visitors.
- Occasional travel may be required for facility visits, community events, networking opportunities, training programs, meetings, and business development activities.
- Ability to occasionally lift and carry materials weighing up to 25 pounds.
- Visual and auditory acuity sufficient to effectively communicate, review reports, and deliver presentations.
Work EnvironmentThe work environment characteristics described here are representative of those an employee encounters while performing the essential functions of this job. Reasonable accommodations may be made to enable individuals with disabilities to perform the essential functions.
- The noise level in the work environment is usually low to moderate.
- Work is performed in healthcare, skilled nursing, long-term care, office, community, and facility-based environments.
- Frequent interaction with residents, families, staff, referral partners, vendors, community contacts, and organizational leadership.
- Fast-paced setting requiring responsiveness to census, referral, operational, regulatory, and financial priorities.
- Structured and compliance-driven workplace requiring professionalism, confidentiality, HIPAA awareness, and sound judgment.
- Requires adaptability, strong interpersonal skills, and the ability to manage multiple priorities while maintaining positive relationships.
DisclaimerNothing in this job description restricts management's right to assign or reassign duties and responsibilities to this job at any time. Critical features of this job are described under various headings above. They may be subject to change at any time due to reasonable accommodation or other reasons. The above statements are strictly intended to describe the general nature and level of the work being performed. They are not intended to be construed as a complete list of all responsibilities, duties, and skills required of employees in this position.
