Purpose of the Position The Head – Oncology Growth & Outreach will be responsible for developing a continuous and ethical flow of appropriately referred oncology patients and ensuring that each patient receives timely guidance from first enquiry through diagnosis, treatment and follow-up.

The position will lead the five marketing executives and coordinate closely with oncologists, nuclear medicine, radiology, pathology, chemotherapy day care, the oncology van, patient navigators, the scheme desk and hospital management.

Reporting

- Reports to: CEO/Medical Director
- Clinical coordination with: Medical, Radiation and Surgical Oncologists and Head of Nuclear Medicine
- Team supervised: Five marketing executives, outreach coordinators, oncology navigators and oncology CRM/call-centre staff

Principal Responsibilities

- Achieve planned oncology utilisation

Work towards the following targets without influencing clinical decision-making:
- 100 radiotherapy fractions per working day
- 400 PET-CT scans per month
- 780 chemotherapy administrations per month
- Adequate oncology consultations and diagnostic work-ups to sustain these volumes
- Develop the referral network
- Create and maintain a database of at least 300 potential referring doctors and hospitals.
- Classify referring doctors according to speciality, location and referral potential.
- Prepare weekly visit plans for the five marketing executives.
- Ensure prompt acknowledgement of every referral.
- Provide treatment updates to referring doctors with patient consent.
- Organise multidisciplinary tumour boards, clinical meetings and oncology CMEs.
- Maintain skilled relationships without commissions or inducements.
- Manage the five marketing executives
- Allocate territories and monthly targets.
- Approve daily and weekly field-visit plans.
- Review the outcome of every doctor, hospital and institutional visit.
- Accompany executives on important visits.
- Train them in oncology terminology, hospital services and ethical communication.
- Measure them by completed consultations, investigations and clinically appropriate treatment starts—not merely the number of visits made.
- Operate the Oncology Referral Command Centre
- Establish one dedicated oncology telephone and WhatsApp number.
- Ensure that every enquiry is entered into the CRM.
- Arrange specialist appointments within 24 hours.
- Facilitate preliminary review of reports before an outstation patient travels.
- Monitor patients who fail to attend or discontinue their diagnostic work-up.
- Escalate urgent clinical cases immediately to the appropriate oncologist.
- Lead community outreach and the oncology van




- Prepare a monthly calendar of 12–16 well-selected screening camps.
- Develop partnerships with NGOs, religious organisations, Rotary, Lions Clubs, industries and local hospitals.
- Ensure appropriate selection and counselling of people for screening.
- Track every abnormal finding until diagnostic confirmation.
- Measure camps by diagnoses and completed follow-up—not simply by the number screened.
- Ensure that the van is fully staffed, equipped and utilised productively.
- Develop satellite oncology clinics
- Establish regular clinics in Kishangarh, Beawar, Bhilwara, Nagaur, Tonk and subsequently Pali.
- Identify suitable local hospitals or organisations as partners.
- Arrange visiting-specialist or teleconsultation schedules.
- Coordinate appointments, records, transportation and follow-up.
- Strengthen internal hospital referrals
- Train hospital departments to recognise oncology warning signs.
- Create rapid referral pathways from medicine, surgery, gynaecology, ENT, dental, gastroenterology, pulmonology, radiology and pathology.
- Review missed internal referral opportunities.
- Ensure that suspicious imaging and pathology findings receive timely clinical attention.
- Direct digital and public communication
- Supervise website content, Google campaigns, social media and patient-education videos.
- Ensure separate information pages for PET-CT, radiotherapy, chemotherapy and major cancers.
- Publish content in English, Hindi and locally understandable language.
- Ensure that all statements are accurate and do not promise guaranteed results.
- Obtain written consent before using any patient photograph, testimonial or treatment story.
- Improve patient access and treatment completion
- Coordinate financial counselling and government-scheme approvals.
- Develop transport and affordable accommodation support for outstation patients.
- Identify why patients delay, refuse or discontinue treatment.
- Work with clinical and administrative teams to reduce waiting times.
- Ensure that radiation and chemotherapy patients receive reminder and follow-up calls.
- Coordinate capacity with demand
- Review available PET-CT slots, chemotherapy chairs and radiation appointments every day.
- Avoid marketing beyond safe clinical capacity.




- Immediately report equipment downtime, excessive waiting periods or staffing shortages.
- Coordinate with management before undertaking major campaigns that may suddenly increase demand.
- Maintain the oncology CRM and analytics dashboard The Head will submit a daily and monthly dashboard covering:
- Enquiries received
- Referral sources
- Appointments booked and attended
- PET-CT scans completed
- New radiation starts and fractions delivered
- Chemotherapy administrations
- Camp abnormalities and completed work-ups
- Patients lost during diagnosis or treatment
- Waiting times and cancellations
- Scheme approvals and pending cases
- Revenue, collections and receivables by payer category
- Performance of every territory and marketing executive
- Prepare the annual oncology growth plan
- Prepare the yearly outreach calendar and budget.
- Estimate expected patient volumes by district and referral source.
- Recommend new satellite locations and institutional partnerships.
- Assess return on expenditure for camps, digital promotion, CMEs and field marketing.
- Discontinue activities that produce attendance but little meaningful patient benefit.

Essential Performance Indicators

- Achievement of monthly service-utilisation targets
- Number of active referring doctors
- Percentage of referrals attending consultation
- Referral-to-appointment turnaround time
- PET-CT, radiation and chemotherapy capacity utilisation
- Percentage of abnormal camp cases completing diagnostic work-up
- Number of patients lost before treatment
- Treatment interruption and abandonment rates
- Referring-doctor and patient satisfaction
- Accuracy and completeness of CRM data
- Cost per completed consultation and treatment
- Compliance with ethical, privacy and advertising requirements

Limits of Authority The Head – Oncology Growth & Outreach may facilitate consultation and treatment, but must never:
- Decide whether a patient requires PET-CT, chemotherapy, surgery or radiotherapy
- Pressure doctors to recommend a particular treatment
- Promise cure or guaranteed results
- Offer referral commissions or unauthorised benefits
- Publicise patient information without written consent
- Allow marketing targets to override clinical appropriateness or patient safety

Overall Accountability The Head – Oncology Growth & Outreach will be the single management-level person accountable for ensuring that:

«Every potential oncology patient is promptly contacted, appropriately evaluated, supported through financial and logistical difficulties, and guided continuously until the recommended treatment is completed.»

📌 Head – Oncology Growth & Outreach (Ajmer)
🏢 KSHETRAPAL HOSPITAL MULTISPECIALITY u0026 RESEARCH CENTRE
📍 Ajmer