Senior Executive

To develop and strengthen professional relationships with external doctors, clinics, nursing homes, and healthcare providers to enhance appropriate patient referrals and promote the hospital's clinical specialties and services. The role is responsible for referral network development, regular doctor engagement, lead tracking, conversion follow-up, market intelligence, and achievement of assigned business targets while maintaining ethical healthcare marketing practices.
Key Roles & Responsibilities
1. Doctor Referral Network Development
Identify and map potential referring doctors, clinics, nursing homes, diagnostic centres, and healthcare establishments within the assigned territory.
Develop and maintain strong professional relationships with existing and potential referring doctors.
Conduct regular field visits to doctors and healthcare institutions as per the planned visit schedule.
Expand the hospital's referral network by identifying new doctors and potential referral sources.
Maintain an updated database of referring doctors, including specialty, location, contact details, referral potential, and engagement status.
2. Hospital & Specialty Promotion
Promote the hospital's clinical specialties, consultants, infrastructure, technology, and available services to referring doctors.
Communicate information regarding new consultants, specialty clinics, procedures, packages, technology, and newly introduced services.
Develop specialty-focused referral initiatives based on hospital business requirements.
Arrange consultant introductions and professional interactions with potential referring doctors where appropriate.
Support focused promotion of specialties requiring business development based on management priorities.
3. Referral Generation & Conversion
Generate patient referrals through continuous engagement with doctors and healthcare providers.
Track referrals from source to appointment, consultation, admission, procedure, or closure as applicable.
Coordinate with hospital operations, consultants, admission, and other departments to facilitate referred patients.
Follow up on referred patient service requirements and address operational issues affecting referral relationships.
Analyse referral conversion and identify opportunities to improve patient acquisition.
4. Referring Doctor Relationship Management
Act as a professional point of contact between the hospital and referring doctors.
Regularly engage referral doctors to understand their requirements, feedback, and service concerns.
Ensure queries or service issues raised by referring doctors are communicated to the appropriate hospital team for timely resolution.
Maintain continuous engagement with high-potential and existing referral partners.
Re-engage inactive or declining referral sources through planned relationship-building activities.
5. Consultant & Internal Coordination
Coordinate with Consultants/HODs to understand specialty capabilities, clinical services, and referral opportunities.
Work closely with OPD, IP, Emergency, diagnostics, international/domestic patient services, and other relevant operational teams.
Coordinate consultant outreach visits, doctor meetings, clinical interactions, and referral engagement activities.
Provide relevant market and referral feedback to specialty teams and Marketing Management.
6. Referral Territory Management
Prepare structured daily and weekly doctor visit plans.
Ensure adequate coverage of the assigned geographical territory.
Classify referral doctors based on specialty, referral potential, current contribution, and engagement level.
Monitor territory-wise referral trends and identify untapped markets.
Optimize field visits based on referral potential and business requirements.
7. Business Development
Identify new business opportunities through doctor networks, clinics, healthcare institutions, and specialty partnerships.
Support initiatives to improve specialty-wise patient volumes and hospital utilization.
Develop action plans for low-performing territories or specialties.
Work towards assigned monthly, quarterly, and annual referral/business targets.
Support hospital growth initiatives and new specialty/service launches.
8. Referral Data & MIS Management
Maintain accurate records of doctor visits, referrals, leads, conversions, and follow-ups.
Update referral/CRM information regularly and ensure data accuracy.
Prepare daily, weekly, and monthly MIS reportscovering:
Doctor visits
New doctors added
Referral leads
Referral volumes
Conversions
Specialty-wise performance
Territory-wise performance
Pending follow-ups
Analyse referral trends and submit observations to the reporting manager.
Maintain confidentiality of patient, doctor, and hospital business information.
9. Market Intelligence
Monitor competitor hospitals, specialty services, new consultants, healthcare facilities, and market developments within the assigned territory.
Collect feedback from doctors regarding hospital services and market expectations.
Identify opportunities for introducing or strengthening specialty services based on market demand.
Share relevant competitor and market intelligence with the Marketing/Business Development Head.
10. Doctor Engagement Activities
Coordinate doctor meets, CMEs, clinical interactions, hospital visits, and specialty awareness programs as approved by Management.
Support scientific and professional engagement activities with external healthcare professionals.
Coordinate logistics and internal departmental support required for approved referral engagement programs.
Follow up with participating doctors after engagement activities to strengthen professional relationships.
11. Ethical & Compliance Responsibilities
Ensure all referral marketing activities are conducted professionally, transparently, and in accordance with hospital policies and applicable ethical requirements.
Maintain patient confidentiality and protect sensitive clinical/business information.
Avoid inappropriate commitments or representations on behalf of the hospital without authorization.
Ensure promotional communication is accurate and aligned with approved hospital information.
12. Additional Responsibilities
Participate in Marketing and Business Development review meetings.
Support hospital promotional activities and business initiatives whenever required.
Assist Management with specialty-specific or territory-specific business development projects.
Perform any other marketing, referral, business development, administrative, or organizational responsibilities assigned by the Reporting Manager or Hospital Management from time to time.