Referral Marketing

• POSITION: - MANAGER / DY. MANAGER
• DEPARTMENT: - MARKETING
• QUALIFICATION: - M.B.A MARKETING
• EXPERIENCE: - MINIMUM YEARS OF EXPERIENCE IN RELEVANT FIELD

General Purpose of the Job:

• Maximizing volumes (by focusing on different marketing activities) and increasing revenues by ensuring that there is a steady increase in the flow of out-patients (OPDs) and In-patients.
• Plan and implement marketing strategies to ensure that sales efforts have a wider reach to cover all potential customers and the other neighboring cities as well.
• Build up one to one (treating doctors and referral doctors) relationship.

Job Duties & Responsibilities:

1.Marketing Plan-

• Critically review the previous years performance in terms of market share, increase in number of referral doctors, targets achieved etc.
• Conduct a market survey to identify the new entrants in the market, competitor activities and brand recall of ACI Cumballa Hill Hospital.
• Analyze the information and identify the strengths, weakness, opportunities, and threats of ACICHH.
• Identify the area or the specialty that needs to be focused either through Live workshops, etc.
• Work closely with Head of the Department towards conceptualizing new initiatives to make ACICHH Brand the top of mind recall amongst potential patients/customers and most importantly referral doctors.
• Allocate responsibilities to the team members and monitor the activities like conducting different programs.

2. Increase in Volumes and Market Share-

• Ensure detail study of the doctors, hospitals and places in and around the City
• Identify and explore new markets/prospective areas where the potential of either a disease exists, or the number of patients being referred by a particular doctor.
• Collect information about all the existing market players in that territory.
• Develop a strategy to handle the new market. The list of action plans to ensure significant improvement in business include
• By increasing the Doctor contacts through trade and Nursing home (pathology centers/investigation center etc.)
• Conducting health checkup etc programs.

3. Marketing efforts to doctor-

• Assist and ensure the team members identify key potential doctors (based on specialty and their ability to contribute towards increasing referrals of patients) and make efforts to get greater doctor referrals.
• Setting up process and ensuring team members track and analyze conversion rates from referrals and provide feedback to the manager marketing on the same.
• Set a process for creating a data base of competent consultants (doctors) who can be future contacts and associates for various ACICHH.
• Engaging with doctors in the city and developing good network by:
• Conducting CME programs/ Camps.
• Selecting the best referral doctor for the month and rewarding
• Direct mailers like case studies and half yearly report about the medical statistics of the hospital
• Live workshops on minimal Access surgery etc
• Training to referral doctors in the hospital for procedures

5. Brand Building-

• Identify the specialty and focus on different activities to ensure that the brand is build.
• Monitor the seminars and wellness programs conducted by the marketing department like
• Release press ad's
• Doctor's program on local channel
• Local radio channel advertising (FM radio kid's campaign, called wellness program)
• Design small reading material for patient to be displayed for patients to read between meeting doctor and billing time.
• Ensure subtle yet convincing promotion.
• Ensure that information of the new specialty that has been launched is passed to all the people.

6. Managing Internal Doctors-

• Keeping in touch with internal doctors, external doctor's and finding ways to bridge the gap.
• Continuously keep in touch with doctors on a regular basis

Spend time and doctors, build familiarity and a personal relationship with the doctors.

Skill Sets:

Professional skills

• Knowledge of marketing, advertising, product, and sales
• In Depth Domain Knowledge
• Direct marketing techniques
• Public relation PR activities and event management techniques
• Knowledge of competition, product and pricing and their marketing strategies
• Geographical knowledge of the area and potential in terms of business
• Knowledge of market research and analysis
• Basic knowledge on Human Anatomy and Physiology
• Knowledge of the health care industry
• Knowledge of the basics of medicine, health care, heart care, diseases and commonly used medical terms.
• Knowledge of the specialties in the hospital

Behavioral skills

• Adaptability
• Analytical ability and decision-making skills.
• Communication skills (clarity in thought, ability to convince)
• Creativity and Innovation (out of box thinking)
• Ownership, Initiative, and drive
• Interpersonal and networking skills (diplomatic, ability to build relationships)
• Leadership qualities and a team player
• Negotiation skills
• Openness and flexibility
• Patience
• Execution skills (Planning, multi-tasking, managing time etc.)
• Problem solving skills.
• Sense of responsibility
• Integrity & Ethics
• Negotiation

Contact Details : / Mr. NISHANT & Ms. NAUSHEEN

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