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Position Profile
Vice President of Strategic Marketing
For the Healthcare Information and Management
Systems Society
May 2013
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This profile provides information about the Healthcare Information and Management Systems Society (HIMSS) and the position of Vice President of Strategic Marketing. The profile is designed to assist individuals in assessing their interest in and qualifications for the position. The search for the Vice President of Strategic Marketing for HIMSS is being conducted by
Association Strategies, Inc., 1111 North Fairfax Street, Alexandria, VA 22314. Applicants should submit a cover letter and resume to Association Strategies, Inc., at:
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Vice President of Strategic Marketing
for the Healthcare Information
and Management Systems Society
Profile Methodology
The profile for the position of Vice President of Strategic Marketing for HIMSS was developed using organizational data and discussions with staff and key stakeholders. The discussions were conducted to identify and prioritize the skills, knowledge, experience, qualifications and
qualities required and desired in the Vice President of Strategic Marketing. About the Organization
HIMSS is a cause-based, not-for-profit organization exclusively focused on leading global endeavors optimizing health engagements and care outcomes through information. HIMSS represents nearly 50,000 individual members (of which more than two-thirds work in healthcare provider, governmental and not-for-profit organizations), and more than 570 corporate members and 225 not-for-profit partner organizations that share its mission. Founded in 1961, HIMSS is headquartered in Chicago, with additional offices in the United States, Europe and Asia. HIMSS frames and leads healthcare practices and public policy through its content expertise, professional development, research initiatives, and media vehicles, all of which are designed to promote information technology’s contributions to improving the quality, safety, access and cost-effectiveness of patient care. HIMSS provides a unique global forum for individuals, organizations and governments to collaborate on programs and initiatives that contribute to the common good; it funds numerous collaboratives and initiatives that allow individuals and groups to gain consensus on best/common practices, equip stakeholders with tools and resources to transform health care, and learn from one another. The HIMSS Foundation, established in 1986, serves as the philanthropic arm of the
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HIMSS has 54 chapters across the United States, Puerto Rico, Canada and India that bring healthcare system professionals together in local forums. These groups conduct significant work at the local level and provide targeted education, issue updates, and networking
opportunities. HIMSS derives its revenue primarily from educational events and programming, exhibitions, data and publication sales, memberships, and advertising.
HIMSS Structure, Governance and Staff
HIMSS is governed by a 14-member Board of Directors; under the direction of the
President/CEO, the 330-member staff administers the global programs, services and activities of the organization within an $80 million annual operating budget. The Vice President of Strategic Marketing reports to the Executive Vice President/Chief Operating Officer and is a member of the senior management team.
Key Interactions: The Vice President of Strategic Marketing will work closely with all of the
HIMSS strategic business units, the HIMSS Foundation, organizations that provide outsourced support, participants in the HIMSS global enterprise, members, Boards of Directors and other leadership of the organization.
Programs, Services and Resources
HIMSS provides the following services and resources to the industry:
1. Publications: HIMSS publishes a variety of publications, in both print and electronic formats, that allow interested professionals to stay on top of industry news, trends and developments. These include books, reports, CDs, e-books, numerous electronic newsletters for a variety of communities of interest and The Journal of Healthcare
Information Management, the only all-digital, peer-reviewed journal specifically for
healthcare information professionals.
2. Health IT Research: HIMSS is the single source for credible research in health care. The
Annual Leadership Survey is HIMSS’ flagship research project and provides insight on the
priorities, barriers and future of healthcare IT from a variety of perspectives, including Chief Information Officers, Chief Executive Officers, and physician and nursing
executives.
3. Educational Meetings, Programming and Roundtables: HIMSS offers a number of educational and product exhibition opportunities regionally, nationally and
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exhibiting companies. Similar, though smaller events, are held in Europe, Asia and the Middle East throughout the year.
4. Products and Service Directory: The Healthcare Information Technology Directory is the go-to place for products and services for the health IT industry. Categories include Ambulatory, Financial Management, Integration Tools, Mobile Healthcare, Network Solutions, Privacy and Security, Radiology and Web Solutions.
5. Certifications: HIMSS offers two professional certifications that demonstrate mastery of a well-defined body of knowledge considered important to competent practice in the industry. The Certified Professional in Healthcare Information & Management Systems (CPHIMS) is the certification program for healthcare information professionals. The Certified Associate in Healthcare Information & Management Systems (CAHIMS) is designed for emerging professionals with five or fewer years of experience in the industry. These certifications are recognized as the industry standard by which individuals are assessed for new positions or promotions.
6. Professional Communities: HIMSS’ 11 Professional Communities encourage members to participate in the organization through peer-to-peer networking, problem-solving, solution-sharing and education. These include the Clinical & Business Intelligence, Emerging Professionals, Health Information Exchange, Latino, Physician, Senior Executive, Federal Health, Management Engineers & Process Improvement, Nursing Informatics, mHIMSS Mobile Health, and Innovation communities.
7. Special Interest Groups: HIMSS’ Special Interest Groups share information, viewpoints, experiences and unique collaboration opportunities in a number of areas, including Air Force Chief Information Officers, E-Health, Education, Electronic Health Records, Pediatric Health Informatics & Technology, Project Management, Small & Independent Consultants, and Supply Chain Management.
8. Roundtables: The HIMSS Roundtables are Board-created groups focusing on strategic subjects and/or audiences; they include the Government Relations, Patient-Centered Payer, and Small Business and Diversity Roundtables.
9. Professional Development: HIMSS offers a number of professional development opportunities, including:
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Health IT Career Services Center, including compensation surveys, job board, eMentor program and a career services blog.
Online education, including the eLearning Academy, continuing education courses for clinicians, complimentary educational sessions, and self-directed online courses. HIMSS believes that the industry is best served when non-profits collaborate on issues that “raise the waters” for all, and the organization actively seeks collaborative opportunities with other healthcare IT and management organizations to support its sister associations. These include:
The Alliance for Nursing Informatics, a consolidated forum for the nursing informatics community that provides input into the nursing informatics research agenda to the U.S. Department of Health and Human Services, other government agencies and funding sources, and facilitates the dissemination of best practices.
The Center for Information Technology Leadership, a research organization established to help guide the healthcare community in making more informed strategic IT
investment decisions and to quantify the value of IT in healthcare settings.
The Certification Commission for Health Information Technology, whose purpose is to accelerate the adoption of robust, interoperable health IT throughout the U.S.
healthcare system by creating an efficient, credible, sustainable mechanism for the certification of HIT products.
Congressional Luncheon Seminar Series, which are regular luncheon programs on Capitol Hill to inform federally elected officials and their staffs on topics pertinent to health IT that provide officials and their staff members the hands-on opportunity to learn how IT is applied in healthcare.
Connecting for Health, a public-private collaborative designed to address the barriers to development of an interconnected health information infrastructure, drive consensus on the adoption of an initial set of data standards, develop case studies on privacy and security, and help define the Personal Health Record.
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EHR Collaborative, a joint outreach to disseminate information regarding the HL7 EHR Functional Model by convening meetings of the membership of related organizations across the United States.
Integrating the Healthcare Enterprise, a multi-year initiative that creates the framework for passing vital health information seamlessly—from application to application, system to system and setting to setting—across the entire healthcare enterprise.
Organizational Culture
The HIMSS organizational culture is described as a team environment where collaboration and teamwork is highly valued. Staff members and leaders are described as highly professional, motivated self-starters who are able to operate successfully in a somewhat informal
infrastructure of empowerment within the mission of the organization. The average tenure is approximately six years; the staff is growing significantly (more than 55 new positions are to be filled in 2013 and 2014), and the ability to adapt to rapid change is a prized attribute.
Vice President of Strategic Marketing Position
Responsibilities: The responsibilities of the Vice President of Strategic Marketing of HIMSS,
reporting to the Executive Vice President/Chief Operating Officer, is responsible for global management and oversight of HIMSS and HIMSS-related brands; strategic leadership of the entire enterprise database; social media strategy development and coordination; coordination of inter-Strategic Business Units (SBUs) events; and strategic marketing support to HIMSS SBUs. Specific responsibilities include providing strategic input for business and market development; market research and planning; promotion and advertising; ensuring event scheduling is in alignment across SBUs; resource allocation/management; and fiscal management.
Specifically, the primary accountabilities of the Vice President of Strategic Marketing include: 1. Directing development, implementation and execution of all brand management
activities, including design, style guidelines and other use parameters, ensuring that the HIMSS and HIMSS-related branding and messaging are consistently applied across the enterprise.
2. Supervising the enterprise database department.
3. Serving as the enterprise-wide coordinator of social media production, including chairing an enterprise social media committee of SBU staff.
4. Ensuring enterprise coordination of scheduling inter-SBU events, including webinars and in-person events.
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6. Participating in strategic planning and budgeting meetings to support achievement of enterprise annual and long-term objectives.
7. Developing and implementing strategies and messaging to leverage multiple social media to achieve vision and to promote brand.
8. Communicating with end-users and managing HIMSS’ online reputation.
9. Identifying, selecting and managing relationships with suppliers to support outsourced projects within the scope of responsibilities.
10. Identifying opportunities for HIMSS to increase its influence and provide heightened value to members, customers, partners and other collaborators.
11. Providing leadership and expertise by strategically supporting the teams to deliver value-based outcomes.
12. Practicing and instilling in staff a culture of openness, cooperation, and service with HIMSS staff, members, collaborators and partners.
13. Providing sound internal control over the financial reporting for the areas under his/her management.
14. Performing other related duties as required or assigned that contribute to the effectiveness of the organization.
Education/Experience: Candidates must have (1) a Master’s degree in marketing, healthcare
administration, business or a related discipline; (2) a minimum of 10 years of experience and a demonstrated record of success in healthcare marketing, database management and social media, including at least five years of experience at a similar level of responsibility; (3) experience in managing or building a marketing/communications team; (4) brand
development/management experience; and (5) a record of running successful digital marketing campaigns that achieved tangible results. A general knowledge of the healthcare information technology industry is an asset, as is a professional services/business-to-business background. Previous experience as an executive in an advertising agency or in marketing consulting is also an asset.
Required Skills, Characteristics and Abilities:
1. Outstanding and demonstrable strategic planning, guidance, and direction skills. 2. Proven competence in leading a strategic area in a complex environment. 3. Superior planning and tactical skills with ability to achieve results in a complex
environment.
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6. Highly adaptable to change; able to operate both independently and as a member of a team.
7. Ability to work effectively as an accomplished leader, inspiring staff and others to be fully engaged in the vision, mission and goals.
8. Demonstrated financial management skills to create and manage budgets, and to achieve financial expectations.
9. High aptitude for new technologies; knowledgeable about new tools that support marketing and business intelligence needs.
10. Customer-focused with assertive, self-confident personality; poised. Measures of Success
The success of the Vice President of Strategic Marketing will be measured by demonstrated progress in the following areas:
1. Successful integration into the culture of the organization.
2. Quality of relationships and communication with volunteer leaders, staff, the HIMSS Foundation, organizations that provide outsourced support, participants in the HIMSS global enterprise, related organizations, members and Boards of Directors.
3. Ability to lead and/or contribute significantly to the team environment of HIMSS. 4. Development and implementation of long- and short-term strategic plans to enhance
HIMSS’ branding and marketing enterprise-wide.
5. Performance in the specific areas of responsibility detailed above. # # #
______________________________________________________________________________ The search for the Vice President of Strategic Marketing for HIMSS is being conducted by
Association Strategies, Inc., 1111 North Fairfax Street, Alexandria, VA 22314. Applicants should submit a cover letter and resume to Association Strategies, Inc., at
www.assnstrategies.com/current_searches.php. To learn more about HIMSS, go to www.himss.org. Applications will be accepted until Monday, July 15, 2013.
