Digital Marketing Specialist

Digital Marketing LeadLead digital strategy for multiple ophthalmology practices and ambulatory surgery centers (ASCs). Accelerating patient acquisition for high-value procedures (cataract surgery, LASIK, cosmetic). Execute and strengthen the organization's online presence through Search Engine Optimization (SEO), Search Engine Marketing (SEM), social media, and reputation management. Essential Functions Plan, execute, and optimize multi-channel digital marketing campaigns (Google Ads, Meta Ads, Display) to drive lead generation, consultation bookings, and brand awareness for all clinic locations. Manage local SEO for all locations, optimizing Google Business Profiles, website content, and location listings to ensure top rankings for services like "cataract surgeon" and "LASIK". Maintain and update provider and service-line pages on the corporate website, ensuring content is SEO-friendly, mobile-optimized, and drives visitors to take action (e.g., call or book a consultation). Actively monitor and manage online reviews and reputations across platforms (Google, Healthgrades, Zocdoc). Implement automated patient feedback campaigns to increase 5-star reviews. Develop and manage organic and paid social media content calendars (Facebook, Instagram, LinkedIn, TikTok), focusing on patient education, testimonial videos, and doctor spotlights. Measure and report on the ROI of marketing campaigns to leadership, utilizing tools like Google Analytics, CRM data, and call tracking software (e.g., CallRail) to assess performance. Manage patient segmentation and email marketing campaigns to nurture leads, re-engage former patients, and send appointment reminders. Ensure all marketing collateral, web content, and social media posts adhere strictly to HIPAA guidelines and the organizational brand identity. Create, update, and maintain physical brochures, handouts, appointment cards etc., used by the organization. Job Specifications Typically has the following skills or abilities: Bachelor's degree in Marketing, Communications, or a related field, or equivalent experience. 4 years of experience in digital marketing, with at least 1 year specifically in healthcare, medical, or aesthetic/elective service marketing. Proven expertise in Google Ads (PPC) and Facebook/Meta Business Suite. Strong knowledge of Local SEO best practices and Google Business Profiles. Proficiency in CMS platforms (e.g., WordPress) and Google Analytics. Experience with CRM systems and marketing automation (e.g., HubSpot, Salesforce Health Cloud, or patient-specific tools like PatientPop/RSI). Strong copywriting skills for both digital and print, and the ability to translate complex medical terms into patient-friendly content. Graphic design experience (Adobe Creative Suite or similar programs) preferred. Experience with professional video editing software preferred. Certifications in Google Ads and Google Analytics preferred. Ability to read, write, and fluently speak English and Spanish. Ability to travel to various office/practice/surgical sites within the region. VSP Vision is an equal opportunity employer and gives consideration for employment to qualified applicants without regard to age, gender, race, color, religion, sex, national origin, disability, or protected veteran status. We maintain a drug-free workplace and perform pre-employment substance abuse testing.