Marketing Liaison

Title: Marketing Liaison

Reports to: Vice President of Marketing

Effective Date: 04.2022 Review Date: 06.2026

Position Summary

The Marketing Liaison serves as the primary representative of the facility within the healthcare community and is responsible for developing and maintaining referral relationships that drive admissions, census growth, and market awareness. The primary objective is to generate qualified referrals, increase admissions, strengthen referral relationships, and support facility census growth while maintaining the highest standards of professionalism and customer service.

The Marketing Liaison works closely with hospitals, physicians, case managers, discharge planners, managed care organizations, and community partners to promote the facility's services and ensure a seamless transition of patients into the facility. The primary objective is to generate qualified referrals, increase admissions, strengthen referral relationships, and support facility census growth while maintaining the highest standards of professionalism and customer service.

Reporting to the Senior Vice President of Marketing, the Marketing Liaison plays a critical role in achieving occupancy goals, improving payer mix, and enhancing the facility's reputation within the healthcare marketplace.

Essential Duties and ResponsibilitiesBusiness Development & Referral Management

• Establish and maintain productive relationships with:

  • Hospitals

  • Health systems

  • Physician offices

  • Case managers

  • Discharge planners

  • Managed Care Organizations

  • Accountable Care Organizations (ACOs)

  • Home Health Agencies

  • Hospice Providers

  • Community organizations

• Conduct routine visits to referral sources to strengthen relationships and increase referral opportunities.

• Develop and execute referral development plans to increase admissions and market share.

• Identify new referral sources and business development opportunities.

• Serve as the primary point of contact for referral partners.

Census Development

• Meet or exceed monthly admissions and census goals.

• Collaborate with facility leadership to develop occupancy growth strategies.

• Monitor census trends, referral patterns, and market opportunities.

• Assist in maintaining an optimal payer mix to support financial performance.

• Work closely with Admissions Coordinators to facilitate timely admissions.

Admissions Coordination

• Respond promptly to referral inquiries.

• Evaluate potential admissions for appropriateness and service capability.

• Coordinate with clinical and operational leadership to facilitate admission decisions.

• Communicate admission status updates to referral partners.

• Ensure a positive admission experience for residents and families.

Community Outreach

• Represent the facility at healthcare events, networking functions, and community programs.

• Participate in health fairs, educational seminars, and professional association meetings.

• Promote facility programs and services within the local healthcare community.

• Develop community partnerships that support organizational growth objectives.

Marketing & Brand Promotion

• Assist in implementing facility marketing initiatives and campaigns.

• Distribute marketing materials and promotional resources to referral sources.

• Promote specialty programs and services offered by the facility.

• Support social media, public relations, and community engagement activities as directed.

• Maintain professional representation of the facility's brand and mission.

Relationship Management

• Maintain regular contact with referral sources through in-person visits, phone calls, emails, and follow-up communications.

• Develop strong working relationships with hospital case management teams and physician offices.

• Address referral source concerns and facilitate issue resolution.

• Promote exceptional customer service and responsiveness.

Reporting & Data Management

• Maintain accurate records of referral activity and business development efforts.

• Utilize customer relationship management (CRM) and admissions tracking systems to document contacts, referrals, and outcomes.

• Prepare weekly and monthly reports detailing:

  • Referral activity

  • Admissions

  • Conversion rates

  • Census growth

  • Business development initiatives

• Analyze referral trends and recommend growth opportunities.

Collaboration

• Work closely with:

  • Nursing Home Administrator

  • Director of Nursing

  • Admissions Coordinator

  • Business Office

  • Therapy Department

  • Corporate Marketing Team

• Participate in census development meetings and strategic planning sessions.

• Communicate market intelligence and competitor activity to leadership.

Performance Benchmarks

Performance evaluations may include, but are not limited to:

Admissions & Census

• Achievement of monthly admission goals.

• Occupancy growth.

• Medicare census growth.

• Managed Care census growth.

• Improvement in payer mix.

Referral Development

• Number of referral source visits completed.

• Growth in referral volume.

• Development of new referral relationships.

• Referral source retention.

Conversion Metrics

• Referral-to-admission conversion rates.

• Timeliness of referral follow-up.

• Admission turnaround times.

Community Engagement

• Participation in networking and community events.

• Development of strategic partnerships.

• Market visibility initiatives.

Professional Performance

• CRM documentation compliance.

• Communication effectiveness.

• Customer service performance.

• Team collaboration and professionalism.

QualificationsEducation

• Associate's Degree required; Bachelor's Degree in Marketing, Healthcare Administration, Business Administration, Communications, or related field preferred.

Experience

• Minimum of two (2) years of healthcare marketing, admissions, business development, sales, or customer service experience preferred.

• Skilled nursing, rehabilitation, home health, hospice, assisted living, LTACH, or healthcare experience strongly preferred.

• Established healthcare referral relationships preferred.

Knowledge, Skills & Abilities

• Knowledge of post-acute care services and healthcare referral processes.

• Understanding of Medicare, Medicaid, and Managed Care.

• Strong sales, marketing, and relationship-building skills.

• Excellent verbal and written communication skills.

• Strong organizational and time management abilities.

• Ability to work independently and achieve performance goals.

• Professional presentation and interpersonal skills.

Licensure & Certifications

• Valid driver's license with acceptable driving record required.

• Reliable transportation required.

Physical Requirements

• Frequent local travel to hospitals, physician offices, and referral partner locations.

• Ability to stand, walk, and attend community events for extended periods.

• Ability to transport marketing materials and equipment as needed.