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The Digital Marketing Analyst is responsible for tracking, analyzing, and reporting key performance indicators (KPIs) for digital marketing activities, providing actionable insights to optimize marketing efforts. The role involves developing methodologies to measure ROI for digital campaigns, managing ad-hoc initiatives to enhance marketing support, and collaborating with colleagues and practice marketers to develop and execute digital strategies that drive patient engagement.
The analyst will also focus on SEO strategies, website usability improvements, and demand generation through organic and paid campaigns. Additionally, the role includes managing reputation through review monitoring, email solicitation campaigns, and developing performance reports with actionable insights. As a digital marketing expert, the analyst will educate stakeholders on best practices, trends, and innovative tactics in digital marketing.
Key Responsibilities
Data Analysis and Reporting
- Track, analyze, and report on key performance indicators (KPIs) for digital marketing activities as well as oversight on marketing tools and platforms
- Provide actionable insights and recommendations based on data analysis to optimize marketing efforts
- Develop and implement methodologies to measure the ROI of digital marketing campaigns.
- Coordinate and manage ad-hoc initiatives to advance the marketing support delivered to practices in The Network including efforts to improve efficiency and effectiveness such as workflow enhancements and scorecard development
- Work in close collaboration with colleagues and practice marketers to develop marketing plans and enact digital strategies that drive patients to practices in The US Oncology Network.
- Work with the Practice Growth and Marketing Leadership team to create and rollout digital programs and best practice toolkits to develop and grow key service lines or specialties including lung cancer and surgery
- Develop and execute email marketing campaigns with assisting in the creating, implementing, and optimize email marketing strategies, including newsletters, promotional emails, and automated drip campaigns, to drive customer engagement and increase conversion rates
- Assist with producing dashboards, reports linked with digital KPIs
Websites and Digital Campaigns
- Conduct keyword research and implement SEO strategies to improve organic search rankings.
- Analyze website traffic and provide insights for improving search engine performance.
- Collaborate with web developers and designers to enhance website usability and user experience.
- Conduct user testing and analyze user behavior to make data-driven recommendations for improvement.
- Generate demand by working with practices to implement and optimize organic and paid campaigns to increase brand awareness through platforms such as Google AdWords, Facebook, LinkedIn, and display networks
Reputation Management
- Manage onboarding and consultative support for participating Network practices
- Management of email solicitation campaigns
- Manage cross functional collaboration to implement automated campaign functionality
- Manage campaigns to drive reviews
- Monitor reviews for locations and physicians and respond to negative reviews and requests for information
- Develop and deliver quarterly performance reports for each participating practice with key action items for improvement or tactics to maximize listing and review management
Digital Marketing Expertise
- Serve as the digital marketing expert, proactively educating stakeholders on the importance of digital marketing activities and recommending innovative tactics.
- Develop educational content, webinars/trainings, newsletter content on digital marketing best practices
- Keep pace with search engine, social media and online marketing trends and updates
Minimum Requirement
Degree or equivalent and typically requires 4+ years of relevant experience.
Education
Bachelor’s degree in Marketing, Digital Marketing, Business, or a related field.
Critical Skills
- 4+ years of experience in digital marketing, preferably in a healthcare or oncology setting.
- Proficiency in digital marketing tools and platforms (e.g., Google Analytics, Facebook Blueprint, Hubspot, SEMrush, MailChimp, etc.).
- Strong analytical skills with the ability to interpret data and make data-driven decisions.
- Excellent communication and interpersonal skills.
- Knowledge of SEO best practices and experience with SEO tools.
- Experience with reputation management and online review platforms.
- Ability to manage multiple projects and meet deadlines in a fast-paced environment.
- Detail-oriented with a strong focus on quality and accuracy.
Preferred Skills
- Experience with UX design and user testing.
- Knowledge of HIPAA regulations and compliance in digital marketing.
Working Conditions
- Remote and office environment.
Physical Requirements
- Large percent of time performing computer-based work is required.
- Travel 25%
We are proud to offer a competitive compensation package at McKesson as part of our Total Rewards. This is determined by several factors, including performance, experience and skills, equity, regular job market evaluations, and geographical markets. The pay range shown below is aligned with McKesson's pay philosophy, and pay will always be compliant with any applicable regulations. In addition to base pay, other compensation, such as an annual bonus or long-term incentive opportunities may be offered. For more information regarding benefits at McKesson, please click here.
Our Base Pay Range for this position
$82,700 - $137,900
McKesson is an Equal Opportunity Employer
McKesson provides equal employment opportunities to applicants and employees and is committed to a diverse and inclusive environment without regard to race, color, religion, sex, sexual orientation, gender identity, national origin, protected veteran status, disability, age or genetic information. For additional information on McKesson’s full Equal Employment Opportunity policies, visit our Equal Employment Opportunity page.
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