Healthcare marketing directors handle advertising, public relations and other communications duties.
A healthcare marketing director can have numerous and varying duties, depending on the type of facility for which she works, her experience and the location. Titles also will vary. "Marketing director," "marketing Manager," "director of marketing & public relations," and similar titles all may be used. Healthcare marketing directors may be responsible for developing, implementing and measuring marketing and advertising plans; public relations tasks; all print, electronic and broadcast communications; employee, foundation and community relations; fundraising and volunteer support; and staff, freelance, vendor and budget oversight.
National Average
Salary.com reports that the median U.S. salary for a healthcare marketing director is $133,000, with the 90th percentile making more than $187,000 annually and the lowest 10 percent earning a salary below $90,000. These numbers are for all marketing directors in the United States, not just those in the healthcare field. These figures differ from those of the U.S. Bureau of Labor Statistics, which reports that "marketing managers" earn a median salary of $110,000 and a mean wage of $120,000.
Industry Comparison
In a PayScale survey, marketing managers at hospitals were reported to make $49,000 to $78,500 annually. This salary range is lower than most marketing manager salaries identified in other industries, such as private companies ($55,000 to $119,000), foundations and trusts ($41,000 to $118,000), self-employed directors ($43,000 to $117,000), and private-practice and professional firms ($46,000 to $95,500). The numbers reflect the fact that many healthcare facilities are small, and that some larger hospitals and health systems pay multiple marketing directors to oversee different operations and facilities within each hospital or system. Marketing directors at large hospitals and health systems earn at or above the national average for everyone within the field.
Location
The U.S. Bureau of Labor Statistics, in the same report cited above, lists the top five states for marketing manager median salaries as New York ($150,000), New Jersey ($141,000), California ($137,000), Virginia ($132,000) and Delaware ($130,500). Of course, these states also are among the nation's most expensive places to live. The San Francisco area had the highest median salary among metropolitan areas at $157,000.
Experience
Like most occupations, experience counts. PayScale reports that marketing directors with 20 or more years of experience average $74,500 to $135,000 a year. Those with 10 to 19 years experience had a salary range of $69,000 to $124,000. Marketing directors with five to nine years experience made $48,000 to $85,000 annually, and those with less then one year on the job earned $33,000 to $52,000 per year. As healthcare marketing directors gain experience, they often acquire more duties and corresponding pay increases. A director who has a marketing degree, for example, may initially farm out public relations duties. Conversely, a public relations specialist hired as a marketing director might hire an agency to handle advertising matters. A seasoned marketing director who wears a lot of hats is more valuable to any healthcare organization.
Outlook
Overall, marketing director positions are expected to grow at about 13 percent through 2018 (average growth is 7 to 13 percent), according to the U.S. Bureau of Labor Statistics. Healthcare marketing managers who have skills in several areas --- marketing, advertising, public relations, communications --- will be best positioned to take advantage. Healthcare knowledge also is a plus as is extensive knowledge of high-tech communications and social network trends.
Tags: public relations, marketing directors, marketing director, Bureau Labor, Bureau Labor Statistics
