Direct-to-Patient Growth Marketing Manager

About the Organization

The organization operates across key markets in the U.S. healthcare ecosystem, including value-based care providers, fee-for-service providers, payers, and life sciences. The ACCESS program (CMS's Advancing Chronic Care with Effective, Scalable Solutions model) is a rapidly growing initiative that partners with health systems to manage patients with chronic conditions, beginning with chronic kidney condition management, while supporting improved patient outcomes. The success of the program depends on reaching eligible patients, earning their trust, and enrolling them into the appropriate care track.

Responsibilities

• Performance Marketing & Patient Acquisition
  • Own end-to-end paid acquisition and patient engagement workstreams.
  • Develop customized marketing content and campaigns for health system partners.
  • Manage paid campaigns across Meta Ads and Google Ads, including Search, Performance Max, Display, YouTube, Advantage+ and Lead campaigns.
  • Optimize campaigns to drive qualified patient leads and completed enrollments.
  • Establish and manage core growth metrics, including:
    • Cost per Qualified Lead (CPQL)
    • Cost per Enrolled Patient
    • Enrollment Conversion Rate
    • Blended CAC
  • Analyze performance by condition, geography, audience, and campaign.
• Funnel Optimization & Conversion
  • Build and continuously optimize the complete acquisition funnel, including:
    • Ad creative
    • Landing pages
    • Lead forms
    • Click-to-call experiences
    • Enrollment hand-offs
    • Care-coordination workflows
  • Identify funnel drop-offs and implement strategies to improve conversion and enrollment.
  • Develop patient engagement and nurture programs through retargeting, email, and SMS where permitted.
  • Reduce patient drop-off between awareness, lead generation, and enrollment.
• Audience & Campaign Strategy
  • Develop audience segmentation and geo-targeting strategies for eligible patient populations.
  • Partner with clinical and program teams to define appropriate audiences.
  • Ensure targeting strategies do not rely on protected health information (PHI).
  • Develop patient-first messaging that is clear, accessible, empathetic, and trustworthy.
• Testing & Optimization
  • Own a structured experimentation and testing program.
  • Conduct A/B and multivariate testing across:
    • Ad creative
    • Messaging
    • Offers
    • Landing pages
    • Forms
    • Patient experiences
  • Document test results, insights, and learnings.
  • Continuously optimize campaigns based on performance data.
• Analytics, Attribution & Measurement
  • Partner with Analytics and RevOps teams to establish end-to-end campaign measurement.
  • Implement and maintain:
    • GA4
    • Meta Pixel
    • Meta Conversions API
    • Google Tag Manager
    • UTM tracking
    • CRM integrations
    • Conversion tracking
  • Ensure accurate attribution from initial ad interaction through patient enrollment.
  • Build and maintain performance dashboards and reporting.
• Vendor & Budget Management
  • Manage agencies, freelancers, and external marketing partners.
  • Own media budgets, spend forecasts, and enrollment forecasts.
  • Monitor campaign efficiency and ensure marketing spend is aligned with enrollment targets.
  • Present campaign performance and recommendations to marketing and program leadership.
• Healthcare Compliance
  • Serve as the marketing owner for patient acquisition compliance.
  • Ensure campaigns, creative, targeting, data collection, and outreach comply with applicable:
    • HIPAA
    • TCPA
    • CMS beneficiary-marketing requirements
  • Partner with Legal and Compliance teams to ensure responsible patient outreach.

Qualifications

• Required Qualifications
  • 4–8 years of experience in performance marketing, growth marketing, or digital marketing.
  • Significant hands-on experience managing paid acquisition campaigns.
  • Experience marketing to patients or healthcare consumers, preferably in areas such as:
    • Medicare
    • Chronic conditions
    • Clinical trials
    • Healthcare programs
    • Telehealth
    • Digital health
  • Strong hands-on expertise with:
    • Meta Ads Manager
    • Google Ads
  • Experience with campaign structure, bidding strategies, audience development, conversion tracking, and optimization.
  • Demonstrated experience owning and improving CPA, CPL, CAC, or enrollment-related targets.
  • Strong understanding of the complete acquisition funnel from advertisement through conversion/enrollment.
  • Experience with GA4, Meta Pixel, Conversions API, Google Tag Manager, UTMs, and CRM/marketing automation integrations.
  • Strong analytical skills and experience designing and interpreting marketing experiments.
  • Excellent judgment and communication skills when developing messaging for patients.
  • Strong project management and vendor management capabilities.
  • Ability to manage multiple campaigns, stakeholders, and external partners simultaneously.
• Nice-to-Have Qualifications
  • Working knowledge of healthcare marketing compliance, including HIPAA, TCPA, and CMS Medicare marketing guidelines.
  • Experience with CRO and landing-page platforms such as:
    • Unbounce
    • Instapage
    • VWO
    • Optimizely
  • Experience with lifecycle marketing platforms such as:
    • HubSpot
    • Braze
    • Iterable
  • Experience with email and SMS nurture campaigns.
  • Familiarity with call-center, tele-enrollment, or care-coordination workflows.
  • Experience measuring lead-to-enrollment attribution.