Suraksha Diagnostics - General Manager - Marketing (12-15 yrs)

Job Description & Specifications:

Job Title: GM - Marketing

Location: Kolkata

Department: Marketing

Reports to: The Director

General Purpose of the Job:

- Help in evolving marketing and product/brand strategy to achieve the Top Line/Revenue targets zone wise to The Director.

- Ensure the marketing strategy is deployed / implemented in an appropriate way and as per the budgets set, with the help of team members.

- Ensure sales efforts are made for wide reach to cover all potential customers in the region.

- Exploring new markets to increase the referral base in the Region.

Job Duties & Responsibilities:

1. 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

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Arrive at a marketing strategy by:

- 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.e. 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 Suraksha 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.

2. 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.

3. Product, Advertising and communication:

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

- Setting up a process to capture customer perceptions of diagnostic centers, Suraksha 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 (eg. 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 Surakshas 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 Suraksha 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 by Suraksha.

4. Subordinate development:

- Ensure that all staff/team are in place to achieve the sales targets and they are well equipped with the knowledge/skills required to achieve the goals for Suraksha

- 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)

- Identify competency gaps and areas for development and ensure appropriate training is imparted to them.

Job Specifications:

Educational Qualification/s :

- Graduate from any Stream with MBA- Marketing from Top B School.

- Knowledge of the basics of finance, budgeting and allocation of funds

- Computer savvy-Knowledge of MIS and basic computer skills

Experience / Knowledge :

- 12-15 years of experience in Marketing, (Preferably in Healthcare and minimum 5 years in leadership roles).

Professional skills :

- Knowledge of service marketing, advertising, product and sales

- Knowledge of media planning, buying and media management

- Knowledge of competition, product and pricing and their marketing strategies

- Knowledge of the health care industry

- Knowledge of the basics of medicine, health care, heart care, diseases and commonly used medical terms.

- Knowledge of insurance, insurance claims and processing

- Knowledge of the complete running of a diagnostic center business (process, discharge), products offered by the Company and medical technology.

Behavioral skills:

- Target and result orientation

- Develop and monitor campaign spends

- Business acumen

- Analytic ability and logical reasoning

- Problem solving and decision making ability

- Managing People/Team

- Creativity and out of box thinking

- Leadership qualities

- Customer/Service Orientation Cost consciousness

- Convincing and negotiation skills

- Communication skills (quantum and quality)

- Networking and Public relations skills

- Integrity and ethical in dealings