Why This Role is Important to Us:Position Summary:instED's Vice President of Customer Experience is a key member of instED's management team reporting directly to the CEO. This position is responsible for driving and managing adoption of instED's clinical services across all existing and new clients and managing the customer satisfaction across all constituents.Supervision Exercised:
Yes, which includes but is not limited to providing leadership, work direction, and performance feedback to subordinate staff.
What You'll Be Doing:Essential Duties & Responsibilities:
Deliver on company's short- and long-term definitions of success, meeting KPIs for growth, engagement, client relationship building, and brand awareness/affinity with the future in mind, by facilitating a deep understanding of and empathy for our customer base.
Work with instED clients (Health Plans, ACOs, PACE programs etc.) to create awareness and familiarize, motivate and facilitate their customers' (i.e. the clients' members/patients, their caregivers, their providers, their care managers) use of our solution. Making sure these individuals are aware of instED, understand that they are eligible to use the service (for themselves, their loved ones, their patients, or their members), know how to do so when there is a need, and have clear recourse when instED is not an appropriate option.
Develop, improve and iterate on an adoption playbook that provides a prescriptive, templatized, data driven and a systematic approach to kick starting and growing utilization of instED services among a client's constituents, able to be customized to client definitions of success. This will include a proposed definition of prioritized target populations (of members/patients and their providers), applicable value propositions and areas of focus to ground content strategy, case studies aligned to client profiles and their key audiences, a library of templatized content, an inventory of proposed communication channels scalable to client needs, infrastructure and budget, a template communication schedule prescribing which target groups should receive which messages via which communication channel at what point in time.
Plan and manage the customer journey (for members/patients, caregivers, providers and care managers) and developing personas that can be used as basis for testing, research, and ongoing monitoring to make systematic improvements.
Manage annual learning/research roadmap, as well as tracking and managing patient satisfaction (as measured by patient NPS and Google Star Reviews) and intervening when and where needed. This would require collaboration with instED peers and colleagues to make operational improvements in an effort to optimize the customer experience.
Develop and increase general brand awareness in markets where instED operates.
Develop a standard marketing strategy that instED will leverage to create awareness when it enters a new (geographic) market, including the measurement plan to determine the impact of marketing on client business goals.
Track the results of marketing campaigns /waves and adjusting content and approach to continuously improve effectiveness. This may include A/B testing of messaging, design, and channels.
Archives monthly, quarterly, and annual visit volume targets (by customer and in aggregate).
Support the sales team with business to business (B2B) marketing activities. This may include defining thought leadership strategy, securing public speaking opportunities, helping organize conference attendance, and design and execution of B2B marketing campaigns designed to generate sales leads. Collect regular feedback on client interactions and efficacy of sales materials for continuous, specific improvement.
Manage and develop the instED marketing team and staff.
Develop and manage the annual instED marketing budget.
Manage instED's presence on social media (specifically LinkedIn, X, Instagram, and Facebook), partnering with Public Relations, Sales and others on content strategy to include thought leadership, brand-building, solution awareness and direct-to-consumer messaging where/when appropriate.
Partner with leadership on content strategy to inform positioning, development, cadence and ongoing improvement of general messaging and content.
Develop direct to consumer marketing strategy in markets where instED has achieved "critical mass" and is available to a substantial portion of the insured population in that area. This may include TV/radio ads, billboards/posters, flyers, snail mail, digital geo-fenced marketing, etc.
Working Conditions:
Standard office conditions.
What We're Looking For:Required Education (must have):
Bachelor's degree or equivalent experience.
Desired Education (nice to have):
Master degree
Required Experience (must have):
Minimum of 10 years recent, progressive management experience and marketing within a healthcare organization.
Experience in marketing, product management, and brand strategy in the health care or other service sectors.
Must be both analytical and creative with the ability to function as a change agent responding to market changes and opportunities through the creation of forward-thinking strategies and processes
Required Knowledge, Skills & Abilities (must have):
Ability to operationalize vision and strategy and manage change to drive success and achievement in a constantly evolving industry and organization; ability to implement short and long-range plans.
Strong business and financial acumen; strong budget management skills.
Strong influencing and advocacy skills with demonstrated ability to gain buy-in and support across various internal and external stakeholder groups.
Results oriented approach to problem solving and willing to engage others in issues that may be potentially controversial or unpopular and be comfortable and responsive when communicating with those who may have dissenting opinions
Excellent written and verbal communication skills, including compelling oral presentation skills
Required Language (must have):
English
Desired Knowledge, Skills, Abilities & Language (nice to have):
Fluency in Spanish
EEO is The LawEqual Opportunity Employer Minorities/Women/Protected Veterans/DisabledPlease note employment with CCA is contingent upon acceptable professional references, a background check (including Mass CORI, employment, education, criminal check, and driving record, (if applicable)), an OIG Report and verification of a valid MA/RN license (if applicable). Commonwealth Care Alliance is an equal opportunity employer. Applicants are considered for positions without regard to veteran status, uniformed service member status, race, color, religion, sex, national origin, age, physical or mental disability, genetic information or any other category protected by applicable federal, state or local laws.