Head - Digital Marketing - Healthcare & Life Sciences (12-15 yrs)

Work Level: Senior Leadership.

Core: Communication Skills, Team Player, Result Driven, Disciplined, Organised, Keep Deadlines, Responsible, Networking.

Leadership: Strategic Thinking, Delivering Results.

Industry Type: Healthcare & Life Sciences.

Function: Head Digital Marketing.

Education: PG/ Master.

Key Responsibilities:

Marketing strategy:

- Demonstrable experience leading and managing SEO/SEM, marketing database, email, social media and/or display advertising campaigns.

- Creative in identifying target audiences and devising digital campaigns that engage, inform, and stimulate.

- Convert the organization targets into top line/revenue targets.

- Firming up the key specialties to focus on for the year (product focus).

- Identifying key sources of business and translation/allocation of targets to the sources i.

- Doctor marketing/referrals, corporate sales, Direct marketing (sales focus).

- Identifying new markets; new engagements, new specialties and ways to drive future business.

- Conceptualizing new initiatives for increasing sales and top of mind recall amongst potential patients/customers and to leverage the Brand.

- Ensuring strategy balances sales and product focus.

- Work closely with the Center heads / Ops Managers to ensure top line expectations are met.

- Managing profitability of the Centers by ensuring marketing spends are commensurate with the turnover achieved.

- Communicate the marketing plan and budgets to team members.

- Monitor implementation of strategy by team members.

- Periodically analyzing MIS reports to draw inferences, trends and inputs to be used for marketing.

- Periodically analyze advertising and marketing spends to ensure marketing budgets are utilized effectively.

Marketing efforts to Doctors (Doctor Marketing):

- Assist and ensure executives identify key potential doctors (based on specialty and their ability to contribute towards increasing referrals of patients).

- Guide and direct team members on the right process to be followed for creating a doctors referral base.

- Guiding team on focus areas and ways to ensure greater conversion of doctors and enhanced referrals.

- Set a process for creating a data base of competent consultants (doctors) who can be future contacts.

- Engaging with doctors in the city and developing good network for future possible engagements.

Product, Advertising and communication:

- Providing clarity to the team members and other key functions in Company on the positioning of the brand.

- Setting up a process to capture customer perceptions of diagnostic centers, in particular and taking measures to correct the perception, wherever it is not in the desired direction.

- Build and run customer engagement/loyalty programs.

- Good knowledge of website analytics tools (Google Analytics etc).

- Collaborate & partner with the teams of other line of business (LOB) to brainstorm new and innovative growth strategies and marketing initiatives.

- Briefing the agency on the campaign and ensuring that desired output is delivered.

- Ensuring feedback on the campaigns and advertising is collected and impact on the sales of the company is ascertained.

- Manage content for Diagnostic Centre on social media, website, emails, sms/WA, Bots, and other forms of digital communication (eg META).

- Ensuring that all marketing, advertising and communication undertaken by the department is in tune with the image of Company and there is no dilution of the brand.

- Evolving a PR strategy (highlighting the right occasion to the media), briefing the PR agency and managing media effectively.

- Prepare reports and analytics on the overall performance of various marketing campaigns, including ROIs and KPIs.

- Providing inputs to CEO / Directors on any facts/figures required for any press releases.

- Commissioning, undertaking market study from time to time to understand pricing of competitors, competitors activities and products offered.

- Analyze MIS reports and identify areas of development.

- Conduct a gap analysis to identify gaps in products and services being offered in the market and use the inputs for new products to be offered and marketed.

Company Description

Workassist is an online recruitment and employment solution platform based in Lucknow, India.

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