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
- 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.
- 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.
- 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.
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.
- 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.
- 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.
- 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.
- Agency / Vendor Management
Manage local agencies, event partners, printers, vendors, and activation partners.
Ensure spends are effective, controlled, and aligned with business ROI.
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
610 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
Bachelors degree in Marketing, Business Administration, Mass Communication, Healthcare Management, or a related field
MBA / PGDM in Marketing preferred
