Marketing / Hospital Liaison

Hospital Liaison / Marketer – Job Summary

The Hospital Liaison / Marketer is responsible for driving census growth by developing and maintaining strong referral relationships with hospitals, physicians, case managers, discharge planners, and other healthcare partners. This role serves as the primary external representative of the facility, promoting skilled nursing and rehabilitation services, increasing referral opportunities, and supporting seamless transitions of care. The Hospital Liaison works collaboratively with the Admissions, Clinical, and Executive teams to achieve census goals while ensuring compliance with all local, state, federal, and company policies.

Major Duties and Key Responsibilities

• Develop and execute external marketing strategies to increase referrals and drive census growth.
• Build and maintain strong relationships with hospitals, case managers, discharge planners, physicians, home health agencies, hospice providers, accountable care organizations (ACOs), and other referral sources.
• Conduct routine visits to hospitals, physician offices, and community partners to educate referral sources on the facility's services, specialty programs, and admissions process.
• Serve as the primary liaison between referral sources and the facility, ensuring timely communication and smooth resident transitions.
• Collaborate closely with the Admissions, Nursing, Therapy, and Executive Leadership teams to coordinate admissions and meet census objectives.
• Identify new business development opportunities and establish strategic partnerships within the local healthcare community.
• Represent the facility at networking events, healthcare meetings, community events, and professional organizations to increase market visibility.
• Monitor referral activity, market trends, and competitor activity, providing regular reports and recommendations to leadership.
• Assist with the development of marketing materials, presentations, and outreach campaigns.
• Maintain compliance with all applicable federal, state, local, and company policies related to marketing and admissions activities.
• Promote the facility's mission, values, and commitment to exceptional resident care in all interactions.

Qualifications & Experience

• Minimum of 3 years of experience in healthcare marketing, hospital liaison, business development, or admissions within a skilled nursing facility, rehabilitation center, LTACH, home health, hospice, or post-acute care setting.
• Demonstrated success in referral development, hospital relationship management, and census growth.
• Strong knowledge of the post-acute care continuum, Medicare, managed care, and discharge planning processes.
• Excellent communication, presentation, negotiation, and relationship-building skills.
• Self-motivated with the ability to work independently while collaborating effectively with interdisciplinary teams.
• Proficient in Microsoft Office and CRM or admissions tracking systems.
• Valid driver's license and reliable transportation for regular local travel to referral partners.

This version reads more like a traditional Hospital Liaison/Clinical Marketer job description and focuses less on community outreach and assisted living marketing, while emphasizing hospital referrals, discharge planners, and business development.