Company Overview:
We are a leading Musculoskeletal (MSK) Group in Singapore, comprising renowned specialists in orthopaedics, sports medicine, hand surgery and neurosurgery. Our mission is to be the premier destination for MSK care in Asia. To accelerate our growth, we are expanding our local and regional footprint, attracting patients from within Singapore and across the region seeking world-class, integrated MSK treatment.
Role's Core Objective:
To architect, lead, and execute a unified partnerships, marketing, and growth strategy that significantly increases group revenue. You will have full ownership of expanding our local market dominance, building a powerful regional referral network, and driving the group's overarching brand strategy to transform clinical excellence into sustainable commercial success through integrated business development and high-impact marketing.
Detailed Roles &Responsibilities:
1. Strategic Partnership & Network Development
- Local Referral Ecosystem (Singapore): Forge, secure, and manage high-level strategic alliances with GP clinics, polyclinics, corporate wellness providers, insurance companies, senior care facilities, fitness chains (e.g., gyms, yoga studios), and sports associations to institutionalize patient referral pipelines.
- Regional Network Expansion (Asia-Pacific): Develop and nurture cross-border partnerships with international hospitals, medical travel agencies, foreign GP networks, and foreign insurance providers in key target markets (e.g., Indonesia, Malaysia, Vietnam, China, Middle East) to accelerate medical travel patient acquisition.
- Corporate & Commercial Channels: Negotiate and secure direct billing agreements with both local and international insurance providers and Third-Party Administrators (TPAs) to eliminate financial barriers and capture corporate market share.
- Strategic & Non-Traditional Alliances: Identify and pursue high-value opportunities with hospitality groups (for medical travellers), pharmaceutical/medtech companies and private healthcare institutions for co-marketing, and digital health platforms for integrated care pathways.
2. Comprehensive Marketing Leadership & Brand Strategy
- Team & Vendor Management: Directly manage, mentor, and build the internal Partnerships & Marketing team (including Junior Marketing Executives). Oversee external creative agencies, digital vendors, and freelancers to ensure high-performance execution.
- Omnichannel Brand Amplification: Lead the overarching brand strategy. Direct the team on content execution, social media community management, website optimization, SEO, and multimedia production (doctor profiles, patient testimonials, facility tours).
- Targeted Partner Marketing: Oversee the development and distribution of compelling, segment-specific B2B and B2C marketing collateral, presentations, referral toolkits, and co-branded digital initiatives (e.g., webinars, guest content) that communicate the group's multi-disciplinary value proposition.
- Industry Representation: Serve as the primary commercial ambassador for the group at key local and regional healthcare conferences, networking events, and international trade shows.
3. Market Penetration& Revenue Diversification
- Top-of-Funnel Patient Acquisition: Strategise and deploy large-scale corporate health talks, community screening camps, and digital awareness campaigns, leveraging junior staff to manage ground-level logistics while you drive conversion and ROI.
- Medical Travel Optimisation: Design and launch end-to-end medical travel packages for international patients-seamlessly combining clinical consultation, treatment, logistics, and aftercare. Set and achieve aggressive targets for inbound international revenue.
- Commercial Innovation: Identify and incubate new revenue streams through partnership models, such as shared revenue agreements, facility leasing setups, or premium executive health screening packages.
4. Operations, Experience & CRM Integration
- Seamless Patient Journey: Collaborate deeply with Clinical and Operations teams to ensure a seamless, high-touch, and premium patient journey for both local and international patients referred through partners.
- Process Streamlining: Establish and refine partner-specific operational processes, including priority booking protocols, feedback loops, and transparent reporting on patient status and outcomes back to referees.
- Data Infrastructure: Oversee the implementation and strict utilization of a robust Customer Relationship Management (CRM) system to log partner interactions, track referral metrics, and analyse campaign lead generation.
5. Performance Analytics & Governance
- KPI Accountability: Define and hold the department accountable to key performance indicators (KPIs) including referral volume, conversion rates, patient acquisition cost (PAC), patient lifetime value (LTV), digital engagement, and total revenue contribution.
- Executive Reporting: Provide regular analytics, performance reports, and strategic insights directly to the CEO and leadership team, using data to pivot strategies and strengthen underperforming channels.
- Market Intelligence: Monitor competitor partnership activities, digital marketing shifts, and macroeconomic medical travel trends to keep the group's commercial strategy ahead of the curve.
6. Qualifications& Experience:
- Education: Bachelor's degree in Business, Marketing, Healthcare Administration, or a related field. An MBA or relevant postgraduate degree is highly desirable.
- Experience: Minimum 3-5 years of progressive experience in business development, strategic partnerships, or corporate sales.
- Industry Background: Proven track record within healthcare, hospital management, medical devices, pharmaceuticals, or premium wellness/services sectors is preferrred.
- Network: An established, active network within the Singapore healthcare ecosystem and/or the regional Asia-Pacific medical travel landscape is a distinct advantage.
7. Skills & Core Competencies:
Exceptional negotiation, contract structuring, and high-stakes presentation skills.
- Strong financial acumen with experience managing a marketing/BD budget and proving ROI.
- Comprehensive understanding of modern digital marketing, content strategies, Word Press, Meta, Tiktok, and CRM systems.
- Personal Attributes: A visionary yet hands-on leader resilient, entrepreneurial, detailed, personable, and highly adaptable to a fast-paced environment. Deeply passionate about healthcare innovation and improving patient outcomes and service standards.
