Marketing can be found across all industries, including healthcare. Healthcare marketing professionals, also called marketing managers, directors or coordinators, are responsible for developing and executing marketing plans for hospitals, nursing homes, outpatient care centers and other medical facilities. Similar to their counterparts in other sectors, healthcare marketing workers are primarily responsible for creating marketing programs that build their employer’s client base and encourage client retention.
Healthcare marketing professionals create and implement marketing plans for hospitals and medical facilities. In addition, these managers plan programs and events that build relationships between healthcare personnel and patients, as well as position the medical center’s products and services favorably in the healthcare market. Other duties that fall under a healthcare marketing professional's purview include designing hospital brochures, posting and editing content on the hospital’s website, and identifying specialty practices that or physicians who can help increase marketing value for the healthcare facility.
Healthcare marketing professionals are not only required to have a bachelor’s degree in marketing or a related degree, but also previous experience working in the healthcare industry. As college students, marketing managers can take courses in marketing, advertising, mass communications, statistics, financial accounting, economics and public speaking. In addition, candidates looking to start a career in healthcare marketing can complete internships with a healthcare company to increase their chances of obtaining an entry-level full-time position.
Strong analytical, problem-solving, organizational and project management skills are helpful to a healthcare marketing professional. Sufficient computer proficiency is required in healthcare marketing, as marketers must frequently use spreadsheet, word processing, presentation and email software applications. Candidates should also be able to prioritize projects with little supervision and meet tight deadlines.
The average salary for a marketing manager in the United States is between $44,526 and $74,595 according to a June 2010 PayScale report. In addition, the average range for bonuses was between $2,019 and $9,882. Marketing managers usually receive bonuses if they have met or exceeded personal or departmental goals, business objectives or sales targets. The total yearly pay of a marketing manager differs based on factors such as industry, employer size and experience level.
The Bureau of Labor Statistics (BLS) predicts that job openings for marketing managers will result from the need to replace employees who are retiring or exiting the occupation. Due to intense competition for jobs, marketing professionals with experience in the latest marketing tactics and trends, as well as advanced degrees and extensive computer skills, will have the best job prospects. Between 2008 and 2018, marketing management jobs are expected to increase by 12 percent as the U.S. economy expands and businesses sell more products and services.