Role Purpose
The Marketing Manager / Senior Manager will be responsible for driving brand visibility, demand generation, and customer acquisition through offline and field-led marketing channels across Madhya Pradesh. The role will lead execution of ATL, BTL, camps, CMEs, RTMs, local activations, doctor/community engagement support, and local market intelligence gathering, with a strong focus on building local market presence and improving walk-ins, inquiries, conversion, upselling, and cross-selling.
This role will also support central online marketing team in setting up the contact centre, including hiring and training people to drive walk-ins and camps. The role will be responsible for strengthening customer experience across walk-in patients and camp-led customers, and for coordinating with all departments to deliver customer-preferred TAT, quality, and overall service experience.
Key Responsibilities
1. Offline Marketing Strategy & Execution
- Develop and execute the offline marketing calendar for all centers under Project Springboard.
- Plan and drive ATL initiatives such as local print, radio, outdoor, transit media, and regional awareness campaigns.
- Plan and drive BTL initiatives such as society activations, roadshows, kiosks, patient engagement programs, neighborhood outreach, and local partnerships.
- Tailor marketing plans to each center catchment and local demand profile.
2. Health Camps, Community Activation & Centre Engagement
- Design and execute health camps, screening programs, and community outreach initiatives in coordination with operations and business teams.
- Build a camp pipeline through corporates, schools, housing societies, local associations, and community groups.
- Track camp productivity, conversions, and repeat engagement opportunities.
- Enable centre-level engagement initiatives to improve walk-ins, conversions, upselling, and cross-selling for walk-in patients and camp customers.
- Work closely with centre teams to improve on-ground customer engagement and ensure better conversion of leads generated through camps and local activations.
3. CME / RTM Planning & Execution
- Plan and execute Continuing Medical Education (CME) programs and Round Table Meetings (RTMs) to strengthen doctor engagement and referral relationships along with the local sales team.
- Work closely with clinical leaders, business teams, and local doctor networks to identify relevant themes, specialties, and target audiences for CME / RTM events.
- Coordinate end-to-end execution including speaker planning, invitee management, venue coordination, branding, and follow-up.
- Ensure CMEs / RTMs are aligned with local business priorities, new modality launches, and specialty growth opportunities.
- Track effectiveness of such programs through doctor engagement, referral growth, and business generation.
4. Local Brand Visibility
- Improve local salience of the brand through strong physical visibility in each catchment.
- Identify opportunities for signage, local branding, partnerships, and neighborhood-level presence.
- Monitor competitor activity and recommend tactical market responses.
5. Market Feedback & Consumer Insights
- Build a structured mechanism to gather local market feedback on pricing, customer preferences, brand recall, service issues, and competition.
- Share regular market intelligence from field visits, camps, doctor interactions, and customer touchpoints.
- Act as the voice of the local market within the management team.
6. Contact Centre, Customer Experience & Cross-Functional Coordination
- Support central online marketing team in setting up the contact centre, including hiring and training people to drive walk-ins and camp participation.
- Drive customer experience improvement for walk-in patients and camp customers across the entire journey, from first interaction to service delivery and report collection.
- Coordinate with operations, clinical, sales, and support teams to deliver customer-preferred TAT, quality, and overall service experience.
- Ensure center teams are equipped to enable upselling and cross-selling at the centre and during camps.
7. Coordination with Central Teams
- Work with the central teams, including digital, medico-marketing, retail, and offline marketing teams, to ensure close coordination and cross-learning across all marketing streams.
- Align local outreach efforts with both consumer growth and doctor engagement priorities.
- Support new service launches, new center activations, and local promotional initiatives in coordination with the central team.
8. Agency / Vendor Management
- Manage local agencies, event partners, printers, vendors, and activation partners.
- Ensure spends are effective, controlled, and aligned with business ROI.
9. Performance Tracking
Track effectiveness of offline initiatives through measurable KPIs such as:
- walk-ins
- leads generated
- camp conversions
- doctor engagement levels
- referral growth from CME / RTM initiatives
- contact centre productivity
- upselling and cross-selling effectiveness
- center-level volume uplift
- local brand visibility
- customer experience metrics and feedback
Key Deliverables
- Center-wise offline marketing plan
- Monthly activation calendar
- Camp pipeline and conversion tracker
- CME / RTM calendar and effectiveness tracker
- ATL / BTL ROI review
- Competitor and local market feedback reports
- New center launch marketing plan
- Local branding and visibility improvement plan
- Customer experience improvement tracker
Candidate Profile
Experience
- 6–10 years of experience in offline marketing / field marketing / regional marketing
- Experience in healthcare, diagnostics, hospitals, retail healthcare, consumer services, or other location-led businesses preferred
- Strong experience in on-ground activations, local media, camps, catchment marketing, and doctor engagement programs
Skills & Capabilities
- Strong understanding of ATL / BTL marketing and doctor engagement formats
- Ability to plan and execute CMEs / RTMs with strong attention to detail
- Strong local networking and coordination ability
- Commercially oriented with a clear ROI mindset
- Hands-on execution approach with comfort in field-led roles
- Strong customer experience orientation and ability to work across teams
Education Qualification
- Bachelor’s degree in Marketing, Business Administration, Mass Communication, Healthcare Management, or a related field
- MBA / PGDM in Marketing preferred
Pay: ₹600,000.00 - ₹1,100,000.00 per year
Work Location: In person
