ROLES AND RESPONSIBILITIES OF MARKETING HEAD FOR HOSPITAL

Roles and Responsibilities of Marketing Head in a Hospital

Designation: Head – Marketing Department: Marketing Department Reporting To: Managing Director / Chief Executive Officer / Hospital Administrator Job Purpose: To develop and implement effective marketing strategies to increase patient footfall, strengthen referral networks, improve hospital visibility, promote clinical services, and enhance the overall reputation of the hospital.

1. Roles and Responsibilities

A. Marketing Strategy and Planning

- Develop and implement annual and monthly hospital marketing plans.
- Set marketing targets for OPD, IPD, diagnostics, and speciality departments.
- Identify new business opportunities and potential patient segments.
- Plan promotional activities for hospital services and specialities.
- Monitor competitors' activities, pricing, and service offerings.
- Prepare marketing budgets and ensure effective utilisation of resources.
- Develop strategies to improve hospital brand awareness and patient footfall.

B. Doctor Referral Management

- Develop and maintain strong relationships with referral doctors.
- Conduct regular visits to clinics, nursing homes, and other hospitals.
- Identify new referral sources and strengthen existing referral networks.
- Coordinate with consultants regarding their clinical services and availability.
- Monitor referral patient conversion and speciality-wise referral performance.
- Organise doctor meetings, CME programmes, and professional interaction sessions.
- Collect feedback from referral doctors and address concerns through the appropriate departments.

C. Corporate and Institutional Marketing

- Develop relationships with corporate companies, industries, factories, and institutions.
- Identify opportunities for corporate health check-up packages.
- Establish and maintain corporate healthcare tie-ups.
- Coordinate medical camps and employee health screening programmes.
- Develop relationships with insurance companies, TPAs, and healthcare organisations in coordination with the insurance department.
- Generate corporate patient enquiries and convert them into hospital services.

D. Digital Marketing and Branding

- Monitor and improve the hospital's online presence.
- Coordinate hospital website updates and service-related information.
- Manage social media promotional activities.
- Promote doctors,



specialities, treatment facilities, and hospital achievements.
- Coordinate Google Business Profile updates and patient review management.
- Monitor online feedback and coordinate appropriate responses.
- Ensure all promotional content is medically accurate and approved by the concerned authority.
- Maintain consistent hospital branding across all marketing materials.

E. Patient Acquisition and Business Development

- Develop strategies to increase OPD and IPD patient numbers.
- Promote speciality services such as Cardiology, Gastroenterology, Urology, Orthopaedics, Neurology, and other departments.
- Identify opportunities for new speciality development.
- Conduct market surveys to understand patient requirements.
- Analyse patient footfall and revenue trends.
- Coordinate with the Front Office and Guest Relations team to improve enquiry conversion.
- Identify reasons for patient loss and recommend corrective actions.

F. Medical Camps and Promotional Activities

- Plan and organise free medical camps and health awareness programmes.
- Coordinate speciality-based screening camps.
- Arrange health awareness programmes in schools, colleges, industries, and communities.
- Coordinate with doctors and nursing teams for camp activities.
- Ensure proper patient registration and follow-up after medical camps.
- Prepare camp reports, patient details, and conversion reports.
- Evaluate the effectiveness of each camp.

G. Team Management

- Allocate territories and responsibilities to marketing executives.
- Set daily, weekly, and monthly targets.
- Monitor field visits and daily activities.
- Conduct regular team meetings.
- Review individual employee performance.
- Provide training on hospital services, communication, and marketing techniques.
- Ensure discipline, punctuality, and proper reporting.
- Motivate the marketing team to achieve departmental targets.

H. Coordination with Hospital Departments

- Coordinate with all clinical departments to understand available services.




- Work closely with consultants to promote speciality services.
- Coordinate with Front Office and GRO for patient enquiries and conversion.
- Coordinate with the Insurance Department regarding corporate and insurance-related opportunities.
- Coordinate with HR for recruitment and manpower requirements.
- Coordinate with the Quality Department to ensure marketing activities comply with hospital policies and NABH requirements.
- Coordinate with Finance for marketing budgets and expenditure monitoring.

I. Patient Relationship and Feedback Management

- Collect feedback from patients and attendants regarding hospital services.
- Identify patient dissatisfaction and coordinate with concerned departments.
- Monitor Google reviews and other online feedback.
- Develop patient engagement and relationship-building activities.
- Identify opportunities to improve patient experience and satisfaction.
- Ensure patient complaints are escalated to the appropriate authority.

Weekly Responsibilities

- Conduct weekly marketing review meetings.
- Review referral doctor visits and new referral sources.
- Evaluate speciality-wise patient footfall.
- Review corporate tie-up progress.
- Monitor medical camp planning and execution.
- Identify underperforming marketing areas.
- Prepare action plans for improvement.

Monthly Responsibilities

- Prepare monthly marketing performance reports.
- Review OPD, IPD and speciality-wise growth.
- Analyse marketing expenditure and revenue generation.
- Review marketing executive performance.
- Prepare next month's marketing action plan.
- Present achievements and challenges to management.
- Set targets for the upcoming month.

Important Instructions for Marketing Head

- Marketing activities must be conducted ethically and professionally.
- No false promises or misleading medical advertisements.
- Patient information and hospital records must remain confidential.
- All promotional materials must receive management approval.
- Marketing targets must be reviewed regularly.
- All field activities must be properly documented.
- Maintain skilled relationships with doctors and corporate clients.

QUALIFICATION & Experience

Any Degree with 10 + years of experience

CONTACT: +91-XXXXXXXXXX

MAIL : [email protected]

Pay: ₹35,000.00 - ₹45,000.00 per month

Work Location: In person

📌 MARKETING HEAD (Coimbatore)
🏢 SREE ABIRAMI HOSPITAL P
📍 Coimbatore