Business Development Manager (BDM)

Referral Marketing Executive

Reporting To: Marketing Manager

Role Purpose

To lead and manage the hospital’s Referral Marketing function by maintaining strong engagement with doctors, specialists, and clinics, ensuring a consistent inflow of referred patients, and optimizing the performance of the referral marketing team across multiple catchment areas.

Key Responsibilities

1. Referral Network Development

• Build, strengthen, and maintain relationships with general practitioners, specialists, and clinics in assigned territories.
• Ensure each executive maintains and updates their doctor list (150 per executive), including contact frequency, visit history, and referral trends.
• Design and implement doctor engagement initiatives such as CMEs, hospital visits, and professional meets.
• Establish feedback mechanisms to ensure referring doctors receive acknowledgment and updates on patient outcomes.
• Identify new referral sources and expand hospital reach across potential markets.

2. Business Development & Revenue Growth

• Drive monthly and quarterly referral business targets (OP and IP).
• Track and analyze referral contribution to overall hospital revenue.
• Identify top-performing referrers and design customized retention strategies.
• Recommend strategies to increase conversion ratios and improve referral experience.
• Collaborate with clinical departments to support new service launches or specialty growth through targeted referral campaigns.

3. Coordination & Relationship Management

• Coordinate with internal departments such as Front Office, Operations, and Clinical Services to ensure seamless referred patient handling.
• Liaise with Community Connect and Branding teams for joint outreach and doctor engagement programs.
• Ensure prompt response to referral feedback, patient experience issues, and service escalations.

4. Reporting & Analytics

• Maintain an updated referral database with accurate visit logs, referral volumes, and activity outcomes.
• Generate daily, weekly, and monthly MIS reports detailing visits, new leads, referrals, and conversions.
• Analyze performance trends across territories and team members, presenting insights to AGM/DGM Marketing.
• Track ROI for referral marketing initiatives and recommend budget optimization.

Job Specification – Biomedical Engineer

Criteria

Details

Education

MBA / Master’s in Marketing, Hospital Management, or Business Administration

Experience

3–5 years of healthcare referral marketing experience

Skills

· Proven experience in doctor engagement, field marketing, and team management.

· Proficiency in CRM/MIS reporting and territory-based performance monitoring.

· Excellent communication and relationship management

Languages

Proficiency in English and local language preferred

Tools Familiarity

HIS, MS Office

Key Performance Indicators (KPIs)

Category

KPI

Target / Measurement

Doctor Coverage

Active doctor visits per executive

≥ 120 visits/month per executive

Referral Network Maintenance

Doctor list accuracy & engagement

100% update & ≥ 80% active engagement

Referral Volume

Increase in referred OP/IP cases

≥ 10% MoM growth

Revenue Contribution

Referral billing share in hospital revenue

≥ 35–40%

Team Productivity

Call/visit adherence & reporting accuracy

≥ 90% adherence

Retention & Relationship Index

Retention of top referrers

≥ 85% retention

Conversion Efficiency

Conversion ratio of leads to visits/admissions

≥ 20% average conversion

Reporting & Data Integrity

Timeliness and accuracy of MIS

100% compliance

Pay: ₹13,976.06 - ₹58,257.21 per month

Work Location: In person