Director, Patient Marketing

About the role

AndHealth is on a mission to radically improve access and outcomes for the most challenging chronic health conditions, with the goal of making world-class specialty care accessible and affordable to all. We partner with health systems, community health centers, and independent practices to remove barriers to care to ensure all people have access to the care they deserve.

AndHealth is growing quickly, and enrolling patients and keeping them engaged is critical to our continued growth and ability to scale quickly. As Director of Patient Marketing, you will lead the marketing efforts across the patient journey, from identifying and first reaching a prospect to the ongoing relationship with an enrolled patient, across paid, owned, community and CHC channels. Success in this role requires strategic thought partnership with marketing and company leadership: (shaping audience strategy, pressure-testing priorities against enrollment capacity, and deciding where we build and where we buy) and an executional foundation to deliver media and creative implementation across consumer channels and audiences. The Director of Patient Marketing will report to the Vice President of Marketing and will play a central role in AndHealth’s impact to the patients we serve.

Responsibilities

• Own patient marketing strategy from prospect to enrolled patient: audience definition, segmentation, messaging, channel mix and budget, with net enrollment, cost per acquisition and enrolled-patient engagement measures as the scorecard.
• Act as a strategic thought partner to the VP of Marketing and leadership: bring a point of view on audiences, channels, trade-offs and investment, and challenge assumptions constructively.
• Lead targeting and prospecting: define what a quality lead looks like, build audience and qualification models with analytics, and favor quality over raw volume.
• Partner closely with the enrollment and outreach team so the demand we generate is demand we can serve. Use capacity, conversion and quality signals to speed up, slow down or redirect spend based on evolving market and operational dynamics.
• Design and launch the patient ambassador program, including recruitment, consent and compliance, content, and how ambassadors support enrollment and engagement.
• Create patient programming that connects prospects with enrolled patients and providers to build trust and support education of AndHealth’s patient experience.
• Own the capture and curation of patient testimonials and stories for use with partners, patients, and marketing channels. This includes building a repeatable process for sourcing, consent and authorization, and approval, and a library that the organization can draw from.
• Lead strategy and communications for enrolled patients, working with the CHC and provider marketing leads and with Patient Onboarding & Experience so that patient messaging is consistent.
• Extend reach through outreach to partner and payer patient panels and community and advocacy events.
• Manage paid and owned media day to day: campaign build, launch, budget pacing, optimization and reporting across social, search and other channels.
• Direct creative execution across patient audiences, briefing and reviewing work with the creative studio so that patient creative is on brand, on message and scalable.
• Navigate the realities of marketing in healthcare, including HIPAA and PHI constraints on platforms like Meta, compliant tracking, and patient-facing claims review.
• Bring innovative ideas to the table to find and engage prospective patients who need access to whole person specialty care and comprehensive disease management.
• Lead the patient marketing team: define the needs and set standards for the work.
• Partner across enrollment, clinical, CHC, analytics and creative teams