Vice President, Health Plan Marketing - Mass General Brigham Health Plan

SUMMARY OF POSITION:

For over 30 years, Mass General Brigham Health Plan has delivered value to our members and worked to improve access to care and coverage. As a member of Mass General Brigham, Mass General Brigham Health Plan is at the forefront of innovation, advancing a highly integrated model of value-based care with one of the world’s leading healthcare systems. Together, we are transforming the customer experience, keeping our members at the center of everything we do. Bring your unique talents and join us as we strive to create a world where all people live healthier lives.

The VP, Health Plan Marketing is responsible for developing and driving Mass General Brigham Health Plan’s marketing strategy, including customer acquisition campaigns, marketing operations, advertising/branding and digital marketing. This position will develop and implement health plan marketing strategies and plans that communicate to consumers, brokers, providers and employers the payer organization's business initiatives and unique differentiators that support/complement the Mass General Brigham enterprise brand strategy, including value-based care.

The VP, Health Plan Marketing will drive and influence health plan marketing decision-making that will contribute to both the short and long-term growth of the organization and coordination with numerous divisions within Mass General Brigham. The VP, Health Plan Marketing will also be responsible for ensuring that the health plan marketing strategy and business objectives are consistent with Mass General Brigham Health Plan’s mission, vision, core values, and role in the community, as well as Mass General Brigham’s overall brand identity.

This position reports to the Mass General Brigham Health Plan Chief of Staff & Vice President of Corporate Services and the Mass General Brigham Chief Marketing Officer and will require significant collaboration across multiple divisions within both Mass General Brigham Health Plan and Mass General Brigham.

ESSENTIAL FUNCTIONS:

• Manage the development and creation of external campaigns, advertising, member collateral, and other content that supports new business opportunities, regional or local events, sponsorships, and community engagement activities for the health plan.
• Oversee the health plan’s internal Marketing department, collaborating with the Executive Team at Mass General Brigham Health Plan and numerous executives within Mass General Brigham, including:
  • Translating insights from industry, business and customer needs and trends and developing actionable marketing platforms for Mass General Brigham Health Plan
  • Evaluating health plan marketing strategies based on market segmentation and competitive trends in relation to the plan’s strategic goals, Mass General Brigham Health Plan’s brand and Mass General Brigham’s overall brand identity
  • Driving strategic marketing objectives that support the brand and growth strategy, and are aligned with Mass General Brigham’s brand identity
• Act as the health plan’s marketing champion at the executive level to infuse the health plan marketing strategy into all health plan business processes, policies and employee, member, provider, sales and broker experiences.
• Develop, implement, and lead a health plan marketing strategy to identify and secure market expansion opportunities that will bring the greatest ROI.
• Collaborate with VP Product, Director of Corporate Strategy/Market Research and SVP Sales to develop marketing strategies that support the unique clinical solutions that drive competitive differentiation in the health plan’s product portfolio.
• Collaborate with Director Corporate Strategy/Market Research on a robust market intelligence capability for Mass General Brigham Health Plan, including longitudinal and ad hoc market research across all constituents, and competitive analyses to inform strategic planning, branding, product development and business implementation efforts.
• Engage external business and industry experts to learn and influence business strategies, constantly remaining alert and forward-thinking about opportunities and risks in the marketplace.
• Work closely with the Director Corporate Strategy/Market Research and the VP of Corporate Communications to support the consistent implementation of Mass General Brigham Health Plan’s campaigns and content.
• Work closely with other department staff including Finance, Sales, Product, Medical Management, Information Technology, Human Resources and Operations to fully assess the impact of each health plan marketing initiative on the corporation.
• Develop long-term health plan marketing objectives and strategies; translate vision into realistic business strategies; think strategically and make good decisions under pressure.
• Build positive, productive working relationships between employees and departments; set up systems and processes and engage in flexible problem-solving across functional units; solicit ideas and suggestions and uses effective listening skills and communication to involve others; provide coaching to improve performance and holds regular development discussions with direct reports; and allow staff involvement in decisions that affect their work when appropriate.
• Work with executives and leaders of Mass General Brigham Health Plan and across Mass General Brigham to infuse the health plan’s mission, vision, core values and health plan brand promise internally with our employees and externally with our members, providers, brokers, employers and perspective members.
• Inform, engage, inspire, motivate, and actively listen to employees.
• Make decisions that put the needs of the people we serve—our members, providers, brokers, and employers—front and center.
• Actively participate in the success of cross-organizational programs and initiatives.
• Identify/create processes and align resources to accomplish key objectives; clearly convey and assign clear accountability for important objectives, deadlines, and expectations.
• Hire, participate in, and/or recommend development measures and disciplinary actions up to and including termination; evaluate performance and supervise the work of all direct and indirect reports following established organizational policies, procedures, and practices.
• Set clear goals and objectives, use metrics to measure performance, and hold employees accountable. Provide coaching to improve performance and holds regular development meetings.
• Ensure diversity, equity, and inclusion are integrated as a guiding principle.
• Hold self and others accountable to meet commitments.

KNOWLEDGE AND EDUCATION

Required:

• 10 - 15 years of related experience.
• 3 + years direct work experience with Health Plans in a senior marketing role.

Preferred/Desired:

• Master’s degree in Marketing, Business Administration or related field.
• Experience working in a multi-cultural, diverse environment.

EXPERIENCE

Required:

• 10-15 years of experience working in senior health care marketing roles with a strong strategy orientation.
• Health plan and/or health system experience.
• Experience in state-of-the-art marketing methods and technologies including digital, web-based and social media.

INCUMBENT/CANDIDATE PROFILE:
SKILLS/COMPETENCIES

• Demonstrate Mass General Brigham Health Plan’s core brand principles of always listening, challenging conventions, and providing value.
• Bring fresh ideas forward by listening to and working with employees and the people we serve.
• Respect the talent and unique contributions of every individual and treat all people in a fair and equitable manner.
• Strong, demonstrated track record of an ability to execute on time, on budget, and on scope.
• Strong aptitude for technology-based solutions.
• Ability to inject energy, when and where it’s needed.
• Current in healthcare trends.
• Demonstrated forward, visionary thinking; ability to see “what is” and envision “what could be.”
• Ability to develop, introduce, defend, and gain support for a new ideas and approaches.
• Excellent leadership skills and leadership track record.
• Ability to translate and communicate complex topics in a variety of forums, tailoring communications to effectively fit and influence the targeted audience; strong executive presence, presentation and communication skills. Strong verbal, active listening, and written communication skills required.
• Ability to view the long-range trends and cycles of the business and industry and see the “big picture.”
• Ability to apply a variety of strategic frameworks to analyze problems and to guide and develop solutions.
• Ability to challenge the status quo and drive innovative thinking and the capability to successfully implement strategy.
• Excellent interpersonal skills, including the ability to influence others at all levels of an organization.
• Strong EQ; exercises self-awareness; monitors impact on others; is receptive to and seeks out feedback; uses self-discipline to adjust to feedback.
• Unquestionable integrity.

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Mass General Brigham is an Equal Opportunity Employer. By embracing diverse skills, perspectives and ideas, we choose to lead. All qualified applicants will receive consideration for employment without regard to race, color, religious creed, national origin, sex, age, gender identity, disability, sexual orientation, military service, genetic information, and/or other status protected under law. We will ensure that all individuals with a disability are provided a reasonable accommodation to participate in the job application or interview process, to perform essential job functions, and to receive other benefits and privileges of employment.