We are seeking a strategic, customer-focused Product Marketing Manager with strong knowledge of the healthcare industry to lead marketing efforts for our Advising product, designed exclusively for our policyholders. This role will focus on driving engagement and adoption of our Advice and Risk Management content, ensuring that healthcare policyholders are well-equipped to manage risks and make informed decisions. You will be responsible for developing go-to-market strategies and creating targeted messaging to enhance awareness and utilization of our advising content. Collaboration with cross-functional teams, including product management, sales, and customer success, will be critical to your success.
SPECIFIC DUTIES:
- Develop and oversee a go-to-market (GTM) strategy to drive engagement and adoption of the Advice and Risk Management content, particularly focused on healthcare policyholders.
- Collaborate with the product team to align the content roadmap with policyholder needs, healthcare trends, and risk management priorities.
- Craft healthcare-specific messaging that clearly communicates the value of our Advice and Risk Management content, helping policyholders navigate complex risk environments.
- Create educational content such as blogs, whitepapers, and digital resources focused on the risk management challenges facing healthcare policyholders.
- Provide policyholder-facing teams with the training, tools, and resources they need to effectively communicate and promote the value of our content, enhancing their ability to manage risk.
- Conduct ongoing research into healthcare industry trends and policyholder challenges to inform content marketing strategies.
- Analyze healthcare-specific data and policyholder feedback to tailor risk management content to their evolving needs.
- Stay informed on regulatory changes and industry best practices in healthcare risk management, ensuring our content remains relevant and valuable.
- Equip sales and customer success teams with healthcare-specific resources, including product demos, content briefs, and training materials to promote Advice and Risk Management content effectively.
- Develop onboarding guides and content training sessions to ensure policyholders understand the value of the resources available to them.
- Continuously gather feedback from healthcare policyholders to refine and improve the relevance and effectiveness of our Advice and Risk Management content.
- Use data analytics and customer feedback to recommend improvements, tailoring content to better address policyholder challenges in healthcare risk management.
- Measure the success of marketing strategies aimed at promoting Advice and Risk Management content, providing detailed reports and insights on engagement, adoption, and overall impact.
- Use data-driven tools (e.g., Google Analytics, Salesforce) to track content performance, making recommendations to improve future strategies.
QUALIFICATIONS, EXPERIENCE REQUIRED:
- Bachelor’s degree in marketing, healthcare management, communications, or a related field (MBA preferred).
- 5+ years in product marketing or content marketing, ideally with a focus on healthcare and customer engagement.
- Proven experience in launching content-based marketing strategies that drive engagement and adoption
- Strong understanding of the healthcare industry, including trends, challenges, and risk management best practices.
- Experience working with healthcare providers, policyholders, or organizations to deliver meaningful risk management advice and solutions.
- Proficiency in CRM and analytics tools for tracking content engagement and adoption.
- Strong project management and content marketing skills.
- Excellent written and verbal communication, with the ability to develop compelling healthcare-focused content.
- Analytical mindset, with the ability to interpret data and adjust marketing strategies based on content performance.
Preferred Attributes:
- Knowledge of healthcare regulatory requirements (e.g., HIPAA) and their impact on risk management.
- Familiarity with customer engagement strategies for content-based products.
- Ability to thrive in a fast-paced environment with a focus on driving measurable results.
Location: Atlanta Office/Hybrid - 3 days per week in office.Location: Atlanta Office
