Marketing Manager – Hospital Marketing, Outreach & Business Development
Location: Varanasi, Uttar PradeshDepartment: Marketing & Business DevelopmentEmployment Type: Full-timeReporting To: Hospital Management / Senior ManagementExperience: 5–10 Years PreferredEducation: Graduate / MBA in Marketing, Healthcare Management, Business Administration or related field preferredTravel: Extensive field travel as required
About the Role
Om Kilkari Multispeciality Hospital, Varanasi is looking for an experienced and highly energetic Marketing Manager – Hospital Marketing, Outreach & Business Development to lead the hospital's offline marketing, field marketing, public relations, referral-network development, community outreach and business-development activities.
The Marketing Manager will be responsible for developing the hospital's marketing plans, managing the field marketing team, expanding the hospital's professional network, developing relationships with doctors and healthcare practitioners, conducting community outreach, organizing health camps, managing marketing-generated leads and coordinating with the hospital's Digital Marketing Department.
This is primarily an offline, field-oriented marketing leadership position.
The selected candidate should be comfortable spending significant time in the field, meeting doctors, clinics, hospitals, community representatives and other stakeholders and developing long-term professional relationships.
PRIMARY RESPONSIBILITY
The core responsibility of this position is:
PLAN → LEAD THE TEAM → DEVELOP MARKETS → BUILD RELATIONSHIPS → GENERATE ENQUIRIES → MANAGE LEADS → IMPROVE CONVERSION → REPORT RESULTS
The Marketing Manager will be responsible for the offline marketing engine of the hospital, while Digital Marketing will function as a separate department.
1. Marketing Planning & Strategy
Develop and execute the hospital's overall offline marketing and business-development plan in consultation with hospital management.
Responsibilities include:
- Prepare annual marketing strategy.
- Prepare quarterly and monthly marketing plans.
- Develop district-wise marketing plans.
- Develop territory-wise activity plans.
- Identify high-potential geographic markets.
- Identify priority specialties and services for promotion.
- Develop doctor/clinic outreach plans.
- Plan community outreach programs.
- Plan health camps and awareness activities.
- Develop institutional and corporate outreach plans.
- Plan hospital branding and visibility activities.
- Set monthly and quarterly marketing targets.
- Allocate resources and budgets.
- Review performance and modify plans accordingly.
2. Offline Marketing – Primary Responsibility
The major portion of this role will be focused on offline marketing and field development.
The Marketing Manager will oversee:
- Doctor visits
- Clinic visits
- Hospital/nursing-home outreach
- Healthcare practitioner networking
- Community outreach
- Health camps
- Local events
- Institutional outreach
- Corporate outreach
- Local partnerships
- Hospital branding
- Outdoor marketing
- Print marketing
- Local promotional activities
- Referral-network development
- Territory expansion
The manager will ensure that offline marketing activities are planned, executed, tracked and evaluated.
3. Team Management
Lead and manage the hospital's field marketing team.
The team may include:
- PROs
- Marketing Executives
- Territory Executives
- Field Marketing Officers
- Business Development Executives
- Community Outreach Executives
- Patient/Lead Follow-up staff, as applicable
Responsibilities
- Define roles and responsibilities.
- Allocate territories.
- Set individual targets.
- Prepare daily/weekly field plans.
- Monitor field visits.
- Conduct team meetings.
- Review performance.
- Train and mentor team members.
- Improve field productivity.
- Resolve operational issues.
- Conduct performance reviews.
- Recruit additional personnel when required.
- Build a disciplined reporting system.
The Marketing Manager is expected to be a hands-on team leader, not merely an administrator.
4. Doctor & Healthcare Practitioner Network
Build and manage a strong professional healthcare network across the hospital's target territory.
The team will develop relationships with:
- General Physicians
- Specialists
- Private practitioners
- Clinics
- Nursing homes
- Small and medium hospitals
- Diagnostic centres
- Physiotherapists and allied healthcare professionals
- Other appropriate healthcare providers
Responsibilities include:
- Identify important healthcare practitioners.
- Develop territory-wise doctor databases.
- Plan regular visits.
- Introduce hospital services and specialists.
- Communicate OPD schedules and facilities.
- Understand local patient requirements.
- Maintain regular professional follow-up.
- Organize appropriate doctor-interaction programs.
- Develop sustainable professional relationships.
- Monitor territory-wise network development.
All referral and professional engagement activities must remain ethical and compliant with applicable laws and hospital policies.
5. Community & Local Influencer Outreach
Develop appropriate relationships with local community stakeholders, including:
- Gram Pradhan
- Mukhiya
- Janpratinidhi / elected representatives
- ASHA workers
- Anganwadi workers
- Community leaders
- NGOs
- Social organizations
- Educational institutions
- Local associations
- Other community stakeholders
The objective is to increase awareness of Om Kilkari Hospital and its healthcare services within communities.
6. Health Camps & Community Programs
Plan and manage the hospital's offline health-camp and community outreach calendar.
Activities may include:
- General health camps
- Specialist consultation camps
- Screening programs
- Women's health programs
- Child-health programs
- Senior-citizen programs
- Diabetes/BP screening
- Community awareness programs
- School/college health programs
- Corporate health programs
Responsibilities include:
Planning → Location Selection → Local Coordination → Doctor Coordination → Promotion → Patient Mobilization → Execution → Lead Collection → Follow-up → Reporting
7. Territory Development
Develop the hospital's presence across Varanasi, Eastern Uttar Pradesh and adjoining Bihar.
Uttar Pradesh
Initial focus areas include:
Varanasi, Ghazipur, Jaunpur, Sultanpur, Ballia, Mau, Azamgarh, Mirzapur, Bhadohi, Chandauli, Robertsganj/Sonbhadra, Zamania and adjoining areas.
Bihar
Initial focus areas include:
Buxar, Kaimur, Sasaram, Bikramganj, Kochas, Mohania, Bhabua, Nokha, Ara, Koilwar, Bihiya, Bhojpur, Jagdishpur, Natwar, Dumraon and adjoining areas.
The Marketing Manager will:
- Prioritize territories.
- Divide territories among team members.
- Identify high-potential locations.
- Develop district-wise plans.
- Monitor territory coverage.
- Identify new healthcare networks.
- Evaluate market opportunities.
- Report competitor activity.
- Recommend expansion opportunities.
8. Lead Management & Conversion
The Marketing Manager will be responsible for managing leads generated through offline marketing activities.
Sources may include:
- Doctor/clinic outreach
- Health camps
- Community programs
- Field marketing
- Local events
- Institutional programs
- Corporate outreach
- Offline advertising
- References
- Marketing campaigns
The manager will establish a system for:
Lead Generation → Lead Capture → Lead Assignment → Follow-up → Appointment → Hospital Visit → Conversion → Feedback
Responsibilities include:
- Ensure every marketing-generated lead is recorded.
- Assign leads to the appropriate team/person.
- Monitor follow-up.
- Track appointment conversion.
- Identify reasons for lost leads.
- Coordinate with Front Office/Appointment Desk.
- Review lead quality.
- Improve conversion processes.
- Prepare lead-performance reports.
9. Coordination with Digital Marketing Department
Digital Marketing is a separate department.
The Marketing Manager will not be responsible for day-to-day digital marketing execution.
However, the Marketing Manager will:
- Provide offline-market insights to the Digital Marketing Team.
- Suggest campaign ideas based on field observations.
- Identify high-potential districts/locations.
- Suggest specialties/services requiring promotion.
- Share feedback from doctors and communities.
- Coordinate offline and digital campaigns.
- Participate in campaign planning meetings.
- Communicate field requirements to the Digital Marketing Team.
- Review whether digital campaigns are aligned with current offline marketing priorities.
The Digital Marketing Department will remain responsible for its own:
- Social media
- SEO
- Website
- Online advertising
- Digital content
- Digital campaigns
- Online analytics
The Marketing Manager's role is primarily offline marketing and business development.
10. Hospital Branding & Offline Promotion
Oversee offline brand visibility across the territory.
Activities may include:
- Hospital signage
- Hoardings
- Outdoor advertising
- Banners
- Posters
- Brochures
- Leaflets
- Doctor/service information material
- Health-camp branding
- Local event branding
- Print advertising
- Promotional materials
Ensure that all branding and communication follows the hospital's approved brand guidelines.
11. Corporate & Institutional Outreach
Develop relationships with:
- Companies
- Factories
- Schools
- Colleges
- Institutions
- NGOs
- Local organizations
- Employee groups
- Other suitable institutions
Explore opportunities for:
- Health camps
- Employee health check-ups
- Awareness programs
- Institutional healthcare partnerships
- Preventive healthcare initiatives
- Other approved programs
12. Market Intelligence & Competitor Analysis
The Marketing Manager will act as the hospital's eyes and ears in the market.
Regularly monitor:
- Competitor hospitals
- New hospitals
- New clinics
- Doctor movements
- Specialist availability
- New healthcare services
- Local healthcare demand
- Patient preferences
- Competitor marketing activities
- Market pricing where relevant
- Potential referral networks
- Emerging towns and markets
Provide actionable recommendations to hospital management.
13. Patient & Market Feedback
Collect feedback from:
- Doctors
- Clinics
- Patients
- Community representatives
- Field staff
- Health-camp participants
- Referral sources
Identify:
- Patient expectations
- Service gaps
- Communication problems
- Market perception
- Areas of improvement
- New service opportunities
Share important findings with hospital management and relevant departments.
14. Coordination with Hospital Departments
The Marketing Manager will work closely with:
- Hospital Administration
- Medical Administration
- Doctors
- Front Office
- Appointment Desk
- Patient Relationship Team
- Nursing
- Diagnostics
- Billing
- Operations
- HR
- Finance
- Digital Marketing
The Marketing Manager must ensure that marketing communication reflects the hospital's actual facilities, doctors, services, timings and operational capacity.
15. Marketing Budget Management
Assist hospital management in preparing and controlling the offline marketing budget.
Budget areas may include:
- Outdoor advertising
- Printing
- Health camps
- Events
- Community programs
- Branding
- Promotional materials
- Local advertising
- Travel and field activities
- Marketing vendors
- Other approved offline activities
Track:
Budget → Expenditure → Activity → Leads → Patients → Business Impact
16. Reporting & MIS
Establish a structured reporting system for the marketing department.
Daily
- Field visits
- Important meetings
- Leads generated
- Follow-ups
- Significant market developments
Weekly
- Team performance
- Territory coverage
- Doctor/clinic visits
- Lead status
- Upcoming activities
- Problems requiring management attention
Monthly
- Territory performance
- Team performance
- Lead generation
- Appointment conversion
- Patient acquisition
- Referral-network development
- Health camps
- Community outreach
- Marketing expenditure
- Competitor intelligence
- Next-month marketing plan
Key Performance Indicators (KPIs)
Performance will be evaluated on business impact, team productivity and quality of market development, not simply the number of field visits.
Marketing KPIs
- Achievement of monthly marketing plan
- Territory coverage
- New markets developed
- Offline campaigns executed
- Health camps conducted
- Community programs conducted
Network KPIs
- Active doctor relationships
- Clinic/nursing-home relationships
- Hospital relationships
- Community partnerships
- Institutional relationships
Lead KPIs
- Qualified leads generated
- Lead follow-up rate
- Appointment conversion
- Hospital visit conversion
- Lost-lead analysis
Team KPIs
- Team productivity
- Target achievement
- Field coverage
- Reporting discipline
- Follow-up quality
Business KPIs
- New patient acquisition
- OPD contribution
- IPD contribution
- Appropriate referral growth
- Territory-wise growth
- Marketing cost efficiency
Candidate RequirementsEssential
- Graduate in any discipline.
- 5–10 years of relevant experience preferred.
- Experience in marketing, business development, field sales or healthcare marketing.
- Experience managing a field team.
- Strong communication and interpersonal skills.
- Strong networking and relationship-building ability.
- Excellent Hindi communication.
- Willingness to travel extensively.
- Strong planning and execution capability.
- Good understanding of local markets.
Preferred Experience
Candidates with experience in:
- Hospital Marketing
- Healthcare Business Development
- Hospital PRO
- Pharmaceutical Sales
- Medical Representative roles
- Diagnostic Centre Marketing
- Nursing Home Marketing
- Medical Equipment
- Healthcare Services
- Community Outreach
- Field Sales
will be preferred.
Candidates with a strong existing network of doctors, clinics, hospitals and local community stakeholders will have an advantage.
Required Skills
- Marketing Planning
- Team Management
- Offline Marketing
- Field Marketing
- Hospital Marketing
- Business Development
- Doctor Relationship Management
- Public Relations
- Community Outreach
- Territory Management
- Lead Management
- Relationship Management
- Negotiation
- Communication
- Market Intelligence
- Campaign Planning
- Reporting & MIS
- Budget Management
Ideal Candidate
The ideal candidate will be a hands-on field marketing leader who can:
Understand the market → Make the plan → Build the team → Assign territories → Meet stakeholders → Execute campaigns → Generate leads → Manage follow-up → Track conversion → Analyse results → Improve the plan.
The candidate should have the confidence and ability to personally meet senior doctors, healthcare practitioners, clinic owners, hospital administrators, community leaders and other important stakeholders.
This is not a purely desk-based marketing job.
A significant portion of the candidate's time will be spent in field visits, team supervision, market development, relationship building and execution of offline marketing activities.
Professional & Ethical Standards
As a representative of a healthcare institution, the Marketing Manager must maintain high professional standards.
The candidate must:
- Follow hospital policies.
- Maintain patient confidentiality.
- Ensure accuracy of healthcare information.
- Avoid misleading medical claims.
- Avoid unauthorized commitments.
- Maintain transparent marketing records.
- Follow applicable healthcare laws and professional-ethical requirements.
- Ensure the marketing team follows approved hospital policies.
- Maintain professional and respectful relationships with healthcare practitioners and community stakeholders.
Compensation
Salary: Competitive and commensurate with experience and capability.
Performance Incentive: As per hospital policy and achievement of defined KPIs.
Career Opportunity
This position provides an opportunity to build and lead the offline marketing and outreach function of a growing multispeciality hospital.
The successful candidate will have responsibility across:
Marketing Planning + Team Management + Territory Development + Doctor Network + Community Outreach + Lead Management + Business Development + Hospital Growth
Application
Interested candidates with relevant experience in hospital marketing, healthcare business development, pharmaceutical/medical sales, field marketing or team management are invited to apply.
Candidates should mention the following in their application:
- Total experience
- Healthcare/hospital experience
- Team size managed
- Territories handled
- Existing doctor/clinic network, if applicable
- Major marketing initiatives handled
- Business-development achievements
- Current/last salary
- Expected salary
- Notice period
Position: Marketing Manager – Hospital Marketing, Outreach & Business DevelopmentLocation: Varanasi, Uttar PradeshEmployment: Full-timePrimary Focus: Offline Marketing & Field Business Development
Pay: ₹30,000.00 - ₹50,000.00 per month
Benefits:
- Cell phone reimbursement
- Commuter assistance
Work Location: In person
