Demand Generation Marketing Manager: Payer​/Provider

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Purple Lab is seeking a highly motivated and results-oriented Demand Generation Marketing Manager to spearhead growth within our Payer / Provider vertical. This role will be dedicated to developing, implementing, and optimizing multi-channel demand generation programs specifically healthcare insurers, healthcare provider organizations (HCOs) and digital health companies. You will be instrumental in building a strong pipeline for our sales team focused on this specialized market segment, capitalizing on the
significant growth potential within this vertical and directly impacting Purple Lab’s market leadership.

What You’ll Do:

• Develop and Execute Targeted Demand Generation Strategies: Design and implement comprehensive demand generation strategies and campaigns deeply tailored to the unique needs of the healthcare vertical, considering the typically longer B2B sales cycles in this sector. This includes leveraging a mix of digital marketing channels such as SEO/SEM, content marketing, email marketing, social media, webinars, paid advertising, and industry events relevant to this sector, as well as potentially relevant traditional channels.
• Niche Audience Campaign Management: Plan, execute, and optimize highly targeted marketing campaigns that demonstrate a deep and nuanced understanding of the specific pain points, overarching business objectives, and unique interests of key decision-makers within the healthcare ecosystem. Campaigns must explicitly address the regulatory and compliance considerations intrinsic to this industry, including HIPAA and FDA regulations.
• Specialized Content Marketing Collaboration: Partner with internal SMEs to develop compelling and relevant content (e.g., white papers, case studies showcasing real world data success, blog posts addressing industry challenges, infographics highlighting data-driven improved outcomes and ROI) that not only attracts and nurtures leads but also educates and builds enduring trust with this sophisticated audience. This involves showcasing verifiable success stories and addressing the unique challenges of data-driven decision making, striking a balance between promotion and high-value education.
  
  Collaboration with industry experts or KOLs and exploring formats like peer-reviewed publications and expert round tables may also be beneficial.
• Email Marketing Payers and Providers: Develop and manage highly segmented and deeply personalized email marketing campaigns tailored to the specific pain points and interests of payers, providers and digital health ICPs , including sophisticated automation workflows for effective lead nurturing and thorough performance analysis. Email content should be succinct, highly relevant, and provide immediate value, adhering to email marketing best practices.
• Strategic Paid Advertising: Plan, execute, and optimize paid advertising campaigns across relevant platforms (e.g., Linked In, industry specific publications and websites serving the verticals, Google Ads for…