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Most companies have some type of marketing plan in place. That could be engaging with customers through social media, sending marketing collateral through the mail, conducting a paid search campaign through Google to increase traffic, or any number of other strategies.
The majority of businesses need marketing campaigns to create awareness and connect with customers, and hospitals and healthcare providers are no exception. This is exactly where healthcare marketing managers come into play. These individuals are responsible for the efforts and strategy behind the healthcare provider’s marketing campaigns. Their hard work keeps the public informed about how and where they can receive healthcare services in their time of need.
Even though marketing managers don’t directly deliver healthcare, they play a critical role in the healthcare system by providing informational resources for patients. An online master’s in health administration is a great starting point to pursue this line of work, because it provides the medical and marketing background to market effectively on behalf of healthcare providers.
You may be wondering about the specifics of the job role, the settings you would work in, and the average healthcare marketing manager salary. We’ll break all this down below, starting with salary figures.
Healthcare marketing manager salary and job outlook
There are several agencies reporting on the salary figures for marketing managers and similar roles. Healthcare marketing manager salary numbers vary depending on the market. They can also be affected by candidates’ education and experience, the region where the job is located, and other factors.
The following healthcare marketing manager salary numbers are guidelines meant to establish a floor and ceiling of expectations.
According to the U.S. Bureau of Labor Statistics (BLS), advertising, promotions, and marketing managers made a median annual salary of $141,490 in 2020, with a projected job growth of 6% from 2019 to 2029. However, the salary reporting by the BLS isn’t specific to a healthcare marketing manager position, but rather to marketing managers overall.
The compensation website PayScale.com, on the other hand, provides 2021 salary information that’s more specific to the healthcare industry. According to self-reported data compiled by PayScale.com, the median healthcare marketing manager’s salary is approximately $75,000 per year, while healthcare marketing directors make around $80,000 per year.
What does a healthcare marketing manager do?
A healthcare marketing manager’s role is similar to that of a traditional marketing manager. There are several overlapping responsibilities. Now that most communication is done digitally, running the company website and social media platforms are some of the larger responsibilities that marketing managers (healthcare or otherwise) undertake.
Marketing managers are also in charge of any branded print marketing communications that a company or healthcare provider may send out to targeted audiences. The big differentiator between traditional marketing managers and healthcare marketing managers is the setting in which they operate. Healthcare marketing managers work in places such as hospitals, hospice care facilities, nursing homes, and outpatient treatment centers. Their marketing efforts are also more education- and awareness-based, as opposed to sales- or conversion-based.
Some typical responsibilities of a healthcare marketing manager include the following:
Maintaining the healthcare provider’s website and social media platforms
Creating marketing strategies that align with the healthcare provider’s goals and initiatives (e.g., making people aware of where and how to get their COVID-19 or flu vaccine)
Creating marketing materials such as flyers, brochures, or monthly newsletters to keep the public informed
Creating communication plans to reach out to current and prospective patients
Meeting with the healthcare provider’s leadership team to strategize marketing plans
Developing strategic partnerships with local clinics and other healthcare organizations
Analyzing marketing data and reporting it to leadership
Assuming public relations duties such as speaking with the local media and writing press releases
Building and managing relationships with the community
How do you become a healthcare marketing manager?
The interesting part about becoming a healthcare marketing manager is that it’s a hybrid role. Not only do you need to know about the medical field and the services your healthcare facility provides, but you’ll also need to know about relevant marketing strategies and tactics.
This means you need to be just as comfortable with healthcare topics as you are with using social media platforms and Google Analytics. Your comprehensive medical knowledge will be used to craft email blasts, PR releases, and printed marketing collateral.
Although earning a bachelor’s or master’s in marketing is a good foundation, the industry-specific knowledge gained in a master’s in health administration program (MHA) can be a preferred method for aspiring marketing healthcare managers. This program can not only provide medical knowledge in several areas of healthcare, but it also includes coursework regarding marketing and analytics.
Additionally, an MHA degree can help increase your healthcare marketing manager salary, and could make you more desirable to potential employers.
What can you do with an MHA degree?
The advantage of an MHA degree is that it provides more than one career path. If you change your mind about becoming a healthcare marketing manager, you may still have several options for a rewarding and high-paying career in healthcare. MHA graduates have found success in the following roles:
Administrative services manager
Nursing home administrator
Medical and health services manager
Health insurance underwriter
Take the first step today
As the data demonstrates, a healthcare marketing manager’s salary is competitive, and the work they do is important. Healthcare marketing managers are the reason the public is well informed about the services that hospitals and other healthcare organizations provide to their patients.
Healthcare marketing managers handle all the communications on behalf of the healthcare provider, so doctors and nurses can focus on what they do best — providing high-quality care. Additionally, healthcare marketing manager jobs are projected to continue to grow, which means the career path offers stability and expanding opportunity.