Product Manager, Patient Engagement

About the role

The Patient Engagement Product Manager will play a critical role in developing a comprehensive patient engagement capability within the Lucem Reveal platform, and in designing, building and deploying Lucem’s patient activation programs.

Responsibilities

• Establish requirements and lead the vendor selection process for a HIPAA-compliant multichannel marketing hub in which to manage automated patient journeys.
• Map and build end-to-end patient engagement journeys across email, SMS and patient portal push notifications to accelerate patients along the care map for their identified clinical product.
• Apply principles of behavioral science and choice architecture to understand patient motivations, identify barriers to engagement, and design campaigns that drive desired behaviors.
• Articulate data and integration requirements to build dynamic, highly segmented patient audiences based on clinical triggers and phenotypes – demographics, social determinants of health, primary language and behavioral data.
• Partner with engineering and customer success to integrate electronic health record data and external or third-party data to improve targeting and personalization.
• Partner with marketing, customer success and Lucem customer marketing teams to author creative content that is audience appropriate in support of patient journeys.
• Establish key performance indicators (KPIs), monitor campaign performance, A/B test messaging variations and continuously iterate to improve results.
• Develop and report operational metrics to Lucem and customer leadership.
• Serve as the subject matter expert on digital outreach compliance. Ensure all automated SMS/text campaigns strictly adhere to TCPA (Telephone Consumer Protection Act), HIPAA, and mobile carrier regulations, including managing our Campaign Registry (TCR), 10DLC (10-Digit Long Code) registration and filings, and opt-in/opt-out workflows.
• Serve as the relationship manager for vendor relationships with CPaaS (Communications Platform as a Service) vendors (ala Twilio or Drips) to ensure high compliance and carrier compliance, as well as with the selected MMH vendor.

Qualifications

• Bachelor’s degree with 7+ years of experience in health plan marketing, health system marketing, population health or CRM automation.
• Demonstrated success developing and executing multi-modal/omnichannel marketing or engagement campaigns in a healthcare domain.
• Deep understanding of behavioral economics, patient segmentation, persona development, and data analysis and their application to patient behavior.
• Experience with one of the main MMH platforms used in healthcare – Epic Cheers, Braze, Iterable or SalesForce.
• Proven track record managing enterprise SMS programs at scale, with direct experience handling 10DLC carrier compliance and TCPA opt-in matrices.
• Expertise using SQL, data querying, and audience building within marketing automation platforms.
• Experience working in a complex data environment managing multiple inputs and many simultaneous patient engagement journeys.
• Experience using AI tools as a ‘force multiplier’ to accelerate the various aspects of product management.