AddressChief Marketing Officer
- Overall accountability for Sales & Marketing, Branding and PR of the hospital services in the respective region to increase the awareness of the 'CK Birla Hospitals' group by promoting the various services and packages offered by the hospital. Will strategise and implement the Omni-channel lead gen engine. Will be accountable for achieving the monthly and annual revenue targets of the hospital.
- The job is heavily tilted towards creating the positioning of the Hospital as a Centre of Excellence with relevant doctors and new territories. This would be done through Digital, ATL/BTL events, seminars, CMEs and Service innovation branding, Sales support.
Key Responsibilities:
Sales and Marketing strategy:
- Convert the organization targets into top line/revenue targets
Arrive at a sales and marketing strategy by:
- Firming up the key specialties to focus on for the year (specialty focus)
- Interface with market research firms, marketing consultants, PR agencies
- Identifying key sources of business and translation/allocation of targets to the sources i.e. Doctor marketing/referrals, Corporate sales, Direct marketing (consumer focus), Branding, Digital Marketing
- New Geography identification and creating commensurate product/service strategy.
- Identifying new markets; new engagements, new specialties and ways to drive future business.
- Conceptualizing new initiatives for increasing top of mind recall amongst potential patients/customers and to leverage the CKBH Brand
- Ensuring strategy balances specialty focus
- Work closely with the Unit heads / Business heads to ensure top line expectations are met
- Managing profitability of the hospitals 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.
- CK Birla Hospitals - Strictly confidential and for internal circulation only
- Driving the Digital Marketing from both paid marketing and branding perspective.
- Periodic review of all the verticals (Brand, Marketing, PR, Digital) to understand execution excellence and take corresponding corrective measures.
Product, Advertising and communication:
- Creating a brand identity and Providing clarity to the team members and other key functions in CKBH on the positioning of the brand
- Setting up a process to capture customer perceptions of Hospitals, CKBH units in particular and taking measures to correct the perception, wherever it is not in the desired direction.
- Firming up the main campaigns for the Hospitals
- Creating a roadmap for execution and firming up the team structure for the same (including agency if needed)
- 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 revenue and brand image of the company is ascertained
- Ensuring that all marketing, advertising and communication undertaken by the department is in tune with the image of CKBH 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 along with the team.
- 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, competitor's 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 by CKBH.
- CRM Process- monitor, improve and engage
- Team Development
- Ensure that all staff/team are in place to achieve the targets and they are well equipped with the knowledge/skills required to achieve the goals for CKBH.
- Interact with HR for recruiting new employees into the Marketing department and for training.
- Delegate responsibilities to team members and help them take on additional areas of work (to get better understanding of other functions and as a part of their career development process)
- CK Birla Hospitals - Strictly confidential and for internal circulation only
- Identify competency gaps and areas for development and ensure appropriate training is imparted to them.
Major Job Qualifications / Specific Skills:
Required Education: M.B.A in Marketing
Preferred Education:
- M.B.A in Marketing
- Experience Minimum 15-20 years of experience in relevant field
- Knowledge and Specific Skills Minimum 15-18 years of which 4-5 years' experience as a lead role in Branding and Marcomm in FMCG/Consumer durables/Pharma/Hospital or any B2C business
