Marketing & Sales Counselor

Summary

The Healthcare Admissions Marketing and Sales Counselor/Navigator position is a key driver of post-acute and long-stay census growth for Otterbein Senior Life. Depending on the community’s needs, this role may also support Assisted Living census development. This position operates with a dual focus, onsite and outbound—executing a strategic, multifaceted outreach and relationship-building approach designed to strengthen referral pipelines and cultivate prospective resident relationships that lead to qualified admissions.

In their strategic market area, the Healthcare Admissions Counselor/Navigator actively develops and maintains partnerships with key referral sources, including healthcare systems, physician practices, Chambers of Commerce, stand-alone Independent and Assisted Living communities, social and business organizations, senior centers, and local churches. Internally, this role serves as the in-house Admissions Counselor, acting as a trusted guide for prospective residents and their families.

They provide education on care options, remove barriers, and ensure a seamless and supportive admissions experience from initial inquiry through move-in. This position also collaborates closely with the Marketing Director, supporting tactical initiatives that drive occupancy and align with broader census growth strategies. Through intentional relationship development, consistent follow-through, and a commitment to education and service, the Healthcare Admissions Counselor/Navigator plays a critical role in advancing census growth across assigned service lines and delivering on Otterbein Senior Life’s mission of exceptional experiences.

• Provide exceptional customer service to prospective residents, families, referral partners and other customers throughout the life journey.
• Serve as key champion for Otterbein Exceptional Experience Programs.
• Establish relationships with hospital key accounts (administrators, doctors, social workers, and discharge nurses) to drive referrals for patients needing long-term nursing and/or post-acute (rehabilitative) care.
• Maintain & develop referral relationships that yield an increased share of patient referrals from the targeted hospitals.
• Monitor and maintain targeted payer mix to meet financial goals.
• Develop and execute quarterly marketing plans for the market area.
• Develop and execute weekly reports when census is below target goal
• Assess potential referrals or potential admissions to further advance the bedside sale.
• Distribute brochures, flyers and other promotional items to referral sources in the targeted accounts.
• Work closely and collaboratively with the Marketing Director to ensure completion of tactical efforts to reach Occupancy Goals.
• Coordinate all marketing efforts to meet census goals.
• If Central Intake is engaged with your location, ensure smooth communication collaboratively between the community & Central Intake. Complete all duties/tasks related to Central Intake during the admissions process.
• Identify opportunities and execute those selected opportunities to make working with Otterbein easier and more efficient for acute care and doctoral practice personnel.
• Responsible for creation of digital marketing, as assigned.
• Ability to create and execute creative approaches to marketing.
• Independently manage the Sales Territory with a self-starter approach.
• Work strategically for Otterbein Senior Life to gain market share and meet metrics required.
• LTC Lead Management & Engagement from receiving lead, conducting tours, ensuring fast responses and working with Central Intake for admission.
• Building & Managing a Long Term Wait List.
• Entering all activities in the PCC CRM & managing pipeline to achieve occupancy goals.
• Responsible for Contract Signings.
• Responsible for attendance at required meetings.
• Rounding to ensure Suite Readiness & First Impressions.
• Assist Marketing Director in coordination of Marketing/Admission events and encourage participation of current & active prospective residents.
• Performs any other duties as assigned.

• Drive AL Census growth, maintaining a strong sense of urgency around vacant inventory and revenue impact
• Own and actively manage AL census targets through consistent lead conversion, relationship development, pipeline management & efficient suite turnover.
• Build and maintain strong referral source relationships
• Enter all activities in the CRM & managing AL pipeline to achieve occupancy goals.

• 5+ years of experience in Senior Living IL/AL Sales preferred
• Successful track records of CRM Management, Lead Nurturing, Closing Ratio & Move ins
• Bachelor’s degree in Marketing, Business, Healthcare Administration, Communications or a related field
• Demonstrated expertise in strategic marketing and creative/effective communications
• Proven track record in relationship building, business development & census growth strategies
• Strong understanding of Sales Processes
• Exceptional…