JOB DESCRIPTION

To support and execute business growth and marketing initiatives that contribute to the hospital’s revenue, patient volume, market share and overall business objectives.

The Business Growth & Marketing Officer is responsible for identifying and developing new business opportunities, strengthening relationships with General Practitioners (GPs), corporate clients, insurance/TPA partners and the local community, while supporting the implementation of effective marketing campaigns, promotional packages, events and partnerships.

The role requires strong market awareness, communication, relationship-building, analytical and execution skills to convert identified opportunities into measurable business results.

1.       KEY RESPONSIBILITIES

   Business Growth & Revenue Generation

• Support the implementation of business growth strategies in line with the hospital’s annual budget, business objectives and management direction.

• Identify new business opportunities, potential clients and untapped market segments within the hospital’s target market.

• Develop and maintain a business pipeline covering:

• Corporate clients

• General Practitioners (GPs)
• Insurance companies and TPAs

• Government and private organizations

• Local communities

• Associations and strategic partners

• Other potential referral sources

• Conduct regular business visits and engagement activities with GPs, corporate clients and potential business partners.

• Follow up on leads, referrals, enquiries and business opportunities to improve conversion into hospital services.

• Identify opportunities to increase patient volume, inpatient admissions, specialist utilization, diagnostic services, health screening, vaccination and other hospital services.

• Support the development of initiatives that increase revenue and market share while remaining within approved hospital policies and budgets.

• Monitor business opportunities and provide regular updates on progress, challenges, potential revenue and conversion status.

A.   GP & Referral Network Development

• Develop and maintain strong working relationships with GPs and referral partners within the hospital’s target geographical area.
• Conduct regular GP visits to understand referral patterns, service expectations, feedback and potential collaboration opportunities.
• Promote relevant hospital services, specialist services, packages and programmes to GP partners
• Identify opportunities for specialist-to-GP engagement, including:
  • GP talks
  • CME/CPD activities
  • Specialist visits
  • Hospital updates
  • Referral engagement programmes
  • Networking activities

• Monitor referral trends and identify opportunities to improve patient referral and conversion.

• Gather feedback from GPs and communicate relevant issues to the appropriate hospital departments and management for follow-up.

Corporate Client & Insurance/TPA Engagement

• Identify and approach potential corporate clients and organizations for business collaboration.

• Establish and maintain relationships with existing corporate clients, insurance companies and TPAs.

• Conduct corporate visits and presentations to introduce hospital services, specialists, health screening programmes and corporate healthcare solutions.

• Explore opportunities for:

• Corporate health screening

• Employee health programmes

• Vaccination programmes

• Health talks

• On-site screening

• Medical services

• Corporate partnerships

• Wellness programmes

• Manage and follow up on corporate enquiries, proposals and potential business opportunities.

• Collect corporate client feedback relating to hospital services, pricing, packages and service delivery, and escalate issues to the relevant department for resolution.

• Maintain an updated database of corporate clients, prospects, contacts, engagement activities and business opportunities.

Marketing Campaigns & Promotional Activities

• Support the planning and execution of marketing campaigns to achieve specific hospital business and revenue objectives.

• Develop and coordinate attractive and relevant promotional packages based on:

• Market demand

• Patient needs

• Hospital capacity

• Specialist services

• Seasonal opportunities

• Competitor activities

• Revenue potential

• Coordinate marketing activities across appropriate channels, including digital, social media, offline marketing, events, partnerships and direct engagement.

• Work closely with relevant hospital departments and consultants to obtain accurate information and content for marketing campaigns.

• Support   the   development   of    marketing               materials,               promotional               content, presentations, proposals and communication materials.

• Monitor campaign performance and evaluate results against agreed KPIs.

• Recommend improvements to campaigns based on performance data and market response.

Events, Health Talks & Community Engagement

• Plan, coordinate and execute hospital marketing activities, including:

• Health talks

• Webinars

• Exhibitions

• Community programmes

• Corporate events

• Health screening activities

• CSR activities

• Public engagement programmes
• Identify external events and community platforms that provide opportunities to promote hospital services and generate new business leads.

• Coordinate with specialists, clinical departments and external partners to ensure successful execution of activities.

• Track leads, enquiries, attendance, referrals and business outcomes generated from each activity.

Market Research & Competitor Intelligence

• Conduct regular market research to identify emerging business opportunities and changing customer needs.

• Monitor competitors’:

• Services

• Packages

• Pricing

• Promotions

• Events

• Specialist offerings

• Facilities

• Marketing activities

• Benchmark the hospital’s offerings against competitors and identify areas for improvement.

• Gather relevant market intelligence and provide recommendations to management.

• Identify potential market segments and services that can contribute to patient growth and revenue.

The source profile specifically identifies market demographics, pricing schedules and competitor benchmarking as key inputs for marketing strategy.

Data Analysis, Reporting & Performance Monitoring

• Track and monitor marketing and business development performance on a regular basis.

• Prepare reports covering:

• Revenue performance

• Patient volume

• Leads generated

• Lead conversion

• GP referrals

• Corporate business

• Campaign performance

• Package performance

• Events and activities

• Partnerships

• Business opportunities

• Analyse marketing and business development data to identify trends, gaps and opportunities.

• Maintain accurate records and databases of clients, prospects, activities and results.

• Prepare monthly and quarterly reports for management and Regional/HQ Marketing teams where required.

• Provide recommendations based on data and market insights to support business decisions.

   Customer & Stakeholder Engagement

• Maintain professional relationships with internal and external stakeholders.

• Ensure customer and business partner feedback is communicated to the relevant departments.

• Support initiatives that improve customer experience and strengthen the hospital’s reputation.

• Work collaboratively with consultants, clinical departments, operations, finance, patient services and other relevant departments to support business objectives.

• Represent the hospital professionally during meetings, visits, exhibitions, corporate engagements and external events.

  Brand & Marketing Communications Support

• Ensure marketing materials and promotional activities follow the approved KPJ brand guidelines.

• Support the development of appropriate content for hospital marketing and communication activities.

• Coordinate with the relevant MarComms/Corporate Communications team to ensure consistency of messaging and branding.

• Support hospital events and campaigns that enhance the hospital’s brand positioning and visibility.

EDUCATION & PROFESSIONAL QUALIFICATION

• Diploma or Bachelor’s Degree in:

• Marketing

• Business Administration

• Business Development

• International Business

• Corporate Communications

• Public Relations

• Healthcare Management
• or a related field

PROFESSIONAL EXPERIENCE

• Preferably 2–5 years of relevant experience in:

• Business Development

• Marketing

• Healthcare

• Insurance / TPA

• Pharmaceutical

• Corporate Sales

• Customer Relationship Management

• or related industries.

• Experience in healthcare marketing or hospital business development will be an added advantage.