Position Summary

The Digital Marketing & Content Specialist is responsible for planning, launching, and managing digital advertising campaigns that drive patient recruitment across active and pipeline clinical trial studies within the Patient Advocacy and Engagement (PAE) department. This role owns the full cycle of recruitment marketing execution from keyword strategy and campaign build-out through performance analysis, creative development, and patient-facing content production.

The Digital Marketing & Content Specialist serves as the primary owner of developing the creative assets, phone scripts, ad packages, flyers, and print materials that support patient outreach at the site level. This individual must be equally skilled in interpreting campaign data and producing compelling, compliant content that resonates with patient audiences across a range of therapeutic indications.

By owning both the analytical and creative dimensions of clinical trial recruitment marketing, the Digital Marketing & Content Specialist directly supports faster patient pipeline development, stronger lead quality, and more consistent recruitment performance across the organization.

Key Responsibilities

Campaign Management

• Build, launch, and manage Google Ads campaigns across multiple clinical trial indications, including Asthma, COPD, HS, Ulcerative Colitis, Cirrhosis, Hemochromatosis, and others as assigned, ensuring each campaign is structured with appropriate keyword strategy, budget allocation, and targeting parameters prior to launch.
• Conduct thorough keyword research for each indication, incorporating symptom-based, treatment-based, therapy-based, and condition management terms to reach patient audiences who are actively searching for solutions, not exclusively clinical trial opportunities.
• Monitor daily ad spend across all active campaigns, adjust bids and targeting in response to performance data, and maintain budgets in alignment with approved spend limits escalating budget amendment requests to the PAE Director when thresholds are approached or exceeded.
• Pause, restructure, and relaunch underperforming campaigns based on lead quality data, cost-per-lead trends, and enrollment conversion rates, providing a documented rationale for all campaign changes.
• Manage Google Business Profile listings for applicable clinical trial sites, ensuring profiles are accurate, optimized, and updated in alignment with active study recruitment activity.
• Build, launch, and manage paid social and display campaigns on Meta (Facebook and Instagram) and other platforms as assigned (e.g., YouTube, TikTok, or programmatic display), applying the same audience-targeting, budget, and A/B-testing discipline used for Google Ads, and adapting creative and targeting to each platform’s format and audience behavior.

Analytics and Reporting

• Track, interpret, and report on key campaign performance metrics including lead volume, cost-per-lead, click-through rate, conversion rate, lead-to-screen ratio, and enrollment conversion — generating weekly and monthly performance summaries for PAE leadership.
• Align campaign performance data with site-level screening and enrollment metrics, identifying patterns in lead quality by source, indication, and geography to inform ongoing strategy adjustments.
• Evaluate campaign success by study indication, site location, and platform, providing data-driven recommendations for budget reallocation, keyword expansion, audience refinement, or campaign termination.
• Maintain accurate spend tracking records by study and platform, supporting monthly invoice reconciliation and ensuring all advertising expenditures are documented and reimbursement-ready.

Content Development

• Write patient-facing phone scripts for initial outreach calls, prescreening calls, appointment reminder calls, and follow-up communications, ensuring language is clear, compassionate, protocol-aligned, and appropriate for the target patient population.
• Develop prescreening questionnaires and prequalification content for study-specific website landing pages, ensuring questions accurately reflect inclusion and exclusion criteria and are approved prior to deployment.
• Write ad copy for Google Search, Google Display, Meta, and other digital platforms, including headlines, descriptions, and call-to-action language tailored to each indication and patient audience.
• Develop email templates for patient inquiry management, appointment confirmations, study information requests, and follow-up communications in support of the PAE team's outreach workflows.
• Write SMS and text message templates for appointment reminders, study interest follow-ups, and patient re-engagement outreach.

Creative and Design

• Design and produce study-specific recruitment materials using Canva or comparable design platforms, including digital ad graphics, patient-facing flyers, postcards, email headers, landing page visuals, and print collateral ensuring all materials are brand-consistent, protocol-accurate, and approved prior to deployment.
• Develop complete ad packages for each assigned study indication, including ad copy, visual creative, audience targeting profile, recommended budget, campaign timeline, and platform-specific formatting ensuring packages are ready for launch within 7 days of campaign approval.
• Maintain an organized library of approved creative assets, scripts, and templates by study and indication, ensuring materials are version-controlled, accessible to the PAE team, and updated to reflect any protocol or IRB amendments.
• Ensure all patient-facing materials, including digital ads, flyers, scripts, and website content, receive IRB and sponsor approval prior to deployment, and maintain a clear approval status log for each study and each asset type.

Required Qualifications

Education & Experience

• Bachelor's degree in Marketing, Communications, Business, Healthcare Administration, or a related field
• Equivalent combination of education and directly relevant experience will be considered
• Minimum 2 to 4 years of experience managing Google Ads campaigns, including Search and Display campaign types, with demonstrated ability to build, optimize, and report on multi-campaign accounts
• Demonstrated experience writing and managing Meta (Facebook and Instagram) advertising campaigns, including audience targeting, ad set structure, and creative A/B testing
• Proven ability to interpret lead performance data, including cost-per-lead, lead-to-conversion ratios, and campaign ROI, and to translate findings into actionable strategy recommendations
• Experience writing patient-facing or consumer-facing phone scripts, outreach scripts, or call guides
• Demonstrated proficiency in Canva for producing professional marketing and print materials, including flyers, postcards, and digital graphics
• Experience developing ad copy and creative content across multiple platforms and audiences simultaneously
• Demonstrated ability to manage multiple active campaigns and content projects with competing deadlines

Technical Skills and Systems Experience

• Proficiency in Google Ads platform, including campaign setup, keyword planning, bid strategy, and performance reporting — required
• Proficiency in Meta Ads Manager, including audience targeting, ad set management, and creative review — required
• Proficiency in Canva for design and production of marketing materials — required
• Proficiency in Microsoft Office Suite (Word, Excel, PowerPoint, Outlook) — required
• Experience with Google Analytics or comparable web analytics tools — required
• Experience with additional paid platforms (YouTube, TikTok Ads, LinkedIn Ads, or programmatic display) beyond Google and Meta — preferred
• Experience with Google Business Profile management and optimization — preferred
• Experience with project management or task tracking tools such as Trello — preferred
• Experience with email marketing platforms such as Mailchimp — preferred
• Experience in a multi-site clinical research network
• Prior experience in a patient recruitment, patient advocacy, or patient engagement function
• Working knowledge of ICH-GCP guidelines, FDA regulations, and IRB processes
• Experience building or managing recruitment performance dashboards or business intelligence reporting tools
• Background in content writing or marketing communications in a healthcare or clinical research context
• Must have a dedicated, distraction-free remote work environment with reliable high-speed internet access. Must be available during core business hours and responsive during study award notification periods regardless of time zone.

Core Competencies / Skills

• Campaign Strategy and Execution — Ability to build and manage paid digital advertising campaigns from initial setup through ongoing optimization; skilled at keyword strategy, audience targeting, budget management, and performance-based decision making across multiple concurrent studies and indications
• Data Interpretation and Reporting — Comfortable working with lead volume data, cost-per-lead metrics, conversion rates, and enrollment performance figures; able to translate campaign analytics into clear, actionable recommendations for PAE leadership and cross-functional stakeholders
• Content Development and Copywriting — Ability to write clear, compelling, and compliant patient-facing content including phone scripts, ad copy, prescreening questions, email templates, and website landing page copy; strong written communication skills across all formats and audiences
• Creative and Visual Communication — Ability to translate clinical study information into visually compelling, patient-friendly recruitment materials using Canva and comparable design tools; understands the balance between creative design and regulatory compliance in patient-facing content
• Attention to Detail and Compliance Mindset — Rigorous approach to content accuracy, IRB and sponsor approval tracking, and protocol-aligned messaging; understands the importance of obtaining and confirming all required approvals prior to deployment of any patient-facing material
• Urgency and Adaptability — Thrives in a fast-paced, deadline-driven environment; able to pivot quickly when campaign performance shifts, study timelines compress, or new indications require rapid campaign development and launch
• Cross-Functional Collaboration — Skilled at working alongside recruitment coordinators, site managers, and PAE leadership to ensure campaign assets, scripts, and creative materials are aligned with site-level needs and organizational priorities