Tanjai Kapoor

A reputed chain of super-specialty hospitals in North India with a 3-year-old 250-bed multi-super-specialty hospital in Panchkula that was struggling with declining topline, hired me to revamp marketing and sales

• Accomplished 48% growth in revenue and turned around from EBITDA loss in Jan 2022 to profitable operations by March 2022, and achieved highest-ever $2.4 million monthly revenue
• Achieved Q1 FY23 sales revenue over budget at $6.6M, with highest-ever outpatient (OP) footfall and extensive reach across districts of Haryana, Himachal Pradesh, Punjab, Kashmir, Uttar Pradesh, Tricity
• Executed Brand campaigns for Oncology, Cardiology, Neuroscience, Gastroenterology, Critical Care

• Accomplished 87% growth in revenue to $60 million with 78% growth in inpatient volume for the new 800-bed multi-super-specialty hospital

• Spearheaded the marketing, brand communication and sales strategy for Oncology, Gastroenterology, Cardiac science, Organ Transplant, Nephrology and Bariatric services, zooming occupancy growth by 128% to 340+ beds

• Initiated international marketing activities and HCF tie-ups that generated over 300 patients monthly from 28+ countries such as Ethiopia, Yemen, Somalia, Kenya, Tanzania, Sudan, Qatar, Saudi Arabia, Bangladesh

• Formulated digital marketing strategies for prospect generation, micro sites, social media, Facebook webinars, blogs and YouTube content that garnered 25x ROI and $3.2 million revenue

• Launched a major collaboration with Mayo Clinic, US - 1st in India - with ATL and online brand campaigns, boosting monthly footfall to 23, 000+ outpatients

• Established a full-fledged cardiology department with Dr Soma Raju and 27 cardiologists, resulting in $4 million revenue, aided by national press coverage and outreach clinics

• Promoted an international endoscopy conference and trade show attended by 3000+ delegates and AIG Anniversary celebrations with Sachin Tendulkar

• Strategy, Planning and execution for achieving volume, revenue, market share and brand visibility
• Prepared the brand communication and COE launch plan across media, targeting various channels
• Conceptualized and developed the marketing and sales strategy for achieving the AOP
• Led the sales team to drive OP footfalls, health checks, corporate empanelment,
doctor referrals, IP volume and revenue targets
• Set up the marketing and sales department from scratch
• Digital strategy, website and askapollo.com management for leads & conversion
• International business development with healthcare facilitators, country clinics and online marketing
• Aggressive neighborhood campaigns with promotion of specialty clinics and health checks
• Outreach clinics and consultation camps for Liver transplant and super-specialty services

Accomplishments
• Highly successful FY17 with revenue 127% of budget and 95% occupancy, on-track for break-even
• Aggressive neighborhood promotions led to 200, 000+ registrations in one year
• High-impact launch of the new 500-bed multi-specialty hospital in Mumbai with CM and Governor
• Launch of Apollo Cancer Care hospitals with mega-blitz in Mumbai

Driving India business, marketing and sales for e-commerce, mobile and cloud-based IT platforms for healthcare products and services, EHR, EMR and virtual clinics that empower 24/7 “connected” patients with preferred providers. This is a Hong Kong based start-up. (See www.gatherhealth.com)

• Responsible for annual sales budgeting and planning, establishing the sales process, and formulating and executing strategies for growth and top line impact
• Strategic selling to private healthcare providers and hospitals and working closely with them improve efficiency, patient engagement and revenue using our SaaS platform and apps
• Developing and training the sales team, including CRM implementation, field work tracking and monitoring a sales pipeline for forecasting and sales planning
• Participation in healthcare conferences to project the company’s image and share the vision that will propel more providers in to the digital age
• Engage doctors in clinical trials, promotional activities, whitepapers and marketing to patients

Leadership assignment that entailed setting up the online marketing department and digital operations for the firm and providing direction to a team of online marketers, web designers and developers, content writers, social media managers and online event management.

• Established the online marketing strategy for a US-based FMCG and e-commerce wellness business and positioned the brand with a new identity and business perspective based on scientific evidence

• New websites developed (www.trivediglobal.com, www.trivedimasterwellness.com, www.trivedieffect.com, www.trivediproducts.com, www.trivedihealers.com, www.trivedifoundation.org, www.trivediaffiliates.com, www.trivediphysiology.com) in a period of 2 months that included hands-on visual design, brand guidelines, SEO, and content development

• Main focus on business development and customer acquisition in the US, Canada, UK and Australia through PPC campaigns, Search Engine Marketing, Social Media Marketing for organic traffic and lead generation

• Developed the FMCG and e-commerce business through affiliate marketing, customer database marketing and monthly brand promotion campaigns (email marketing, webcasts, online events, social media, newsletters)
* Implemented online marketing campaigns for lead generation and trials
* Managed current and new email marketing programs and testing
* Executed management of SEM campaigns
* Managed updates to corporate and brand website to increase overall website effectiveness and SEO
* Analyzed campaigns, web metric trends for the best ROI
* Provided leadership and direction in the implementation of marketing plans while managing digital marketing team
* Working knowledge of CMS systems such as Drupal and WordPress
* Worked on CRM software Infusionsoft for leads management and nurturing programs
* Analyzed and reported website performance as Daily & Monthly reports
* Paid media performance measurement and Return on Investment (ROI) reporting for each campaign
* Reporting & tracking of results, providing a monthly report on all social analytics and brand online analytics

Skills include:

* Use of online marketing tools
* Fluency in productivity systems such as Microsoft Office, website content management systems and website/social analytic tools.
* Experience in creating online, email, and social media campaigns for local and international customer segments
* Fluent in using Microsoft Excel for data manipulation, analysis and charting
* Strong communication skills (written and verbal)
* Analytical and problem solving skills
* Planning and execution
* Ability to self-manage and self-motivate

Birla Wellness & Healthcare is part of The Yash Birla Group, one of India’s leading business conglomerates with diversified interests.

• Retail Head - General manager equivalent in-charge of multi-channel marketing, brand positioning, corporate sales, business development, planning and retail operations for Birla Pacific Medspa - a venture of The Yash Birla Group & Pacific Healthcare, Singapore - a chain of cosmetic medical centers - in a business leadership role

• Management and strategy execution of all marketing, brand & sales initiatives for Birla Kerala Vaidyashala - a chain of 30+ Ayurveda treatment, healthcare, wellness and day spas across India and driving higher levels of sales and profits

* Developed the franchise business for Ayurveda therapy and spa centers - franchisee identification, ROI presentation, franchisee policies and terms, franchise pricing, location approval, franchise marketing and promotion, franchisee sales support

• Business head for FMCG nutrition brand - Bcube - led marketing, sales, operations and e-Commerce initiatives

• Brand development, channel management and launch of range of FMCG food supplements based on whey protein, nutritional ingredients and vitamins

• Established the building blocks for a robust business model that led to sustainable growth and earnings in the long-term with clear competitive advantages, while designing and driving innovative marketing, brand visibility & multi-channel sales strategies, both B2B marketing and neighborhood BTL marketing, in the short-term for business survival

Responsible for turning around two loss-making divisions of the Group through astute and hands-on business leadership and planning with fine attention to operations and cost details

• Identified business growth and expansion opportunities across India (and beyond) based on customer insights and market trends that can be leveraged for new revenue streams

* Achieved highest-ever sales revenue for retail health and wellness chain through integrated digital, ATL, BTL marketing of slimming (first to launch i-lipo laser weight-loss system in India), cosmetic dentistry, dermatology / skin care services, hair transplant, FMCG nutrition supplements (BCUBE), herbal pharmaceuticals and Ayurveda therapy that included Web campaigns, micro-site promotion, SEM, SEO, PPC, PPL, social media and e-commerce www.birlakeralavaidyashala.com, www.bcube.co.in

• Directed digital marketing programs, retail marketing, public relations, media releases, customer engagement programs and new service and product launch for various B2C segments that increased store footfalls by >300%
• Directed field sales for proper execution of marketing initiatives
• Evaluated effectiveness of sales activities & investment
• Quantitative/Qualitative marketing research based decisions
• Managed various Agencies and participated in the design of the promotional materials
• Contributed to the Company’s goals and objectives and improved market share, customer satisfaction and sales productivity
• Successfully planned & executed Above the Line (ATL) activities - Media - Conventional & Digital, Branding, Sampling etc.
• Led the NPD process cycle along with other departments: Operations, Procurement, Business Development and Finance
• Allocated media vehicles and used media buying techniques and public relations to achieve the targeted Share of Voice

Global Hospitals is one of India’s leading super-specialty corporate hospital chains with 2000 beds across 3 cities and leaders in multi-organ transplantation. The 200-bedded hospital at Bangalore was reeling under losses of over USD 2 million pa with dismal patient occupancy of 30%.

Heading marketing, branding, communications, public relations, business development and sales with the mandate of making the hospital profitable as a senior management resource.

• Successfully achieved growth in revenues, EBITDA, patient acquisitions, hospital occupancy in a leadership role:
• Monthly sales growth from USD 0.55 million to 1.0 million across various channels
• Achieved EBITDA positive
• Occupancy growth from 30% to 90%
• Aggressive strategic channel - specific sales plan for USD 13.5 million for over 100% YoY growth

Annual business plan for the hospital with detailed budgeting of services, price strategy, and promotional calender

• Conceptualized and executed marketing strategies for revenue and patient acquisition:
• Focus on promoting top medical super-specialties - cardiology, neurology, orthopedics, gastroenterology, oncology, bariatric surgery, organ transplant, critical care, keyhole surgery - as revenue drivers using public relations and marketing communications
• Segmented the market into referring physicians, insured corporate employees, government sector and charity trusts for targeted activities
• Initiated Outreach clinics and patient-screening camps in the districts to overcome the disadvantage of location
• BTL activities in the neighborhood for increase in patient footfalls
• Patient tracking system to increase conversion and capture feedback
• Tie-ups with international healthcare facilitators for foreign patient inflow and medical tourism / travel
• Team building and leadership for young team of marketing and business development staff of 40+ people
• Developed / recruited staff to build a strong marketing and business development team for doctor relations, corporate relations, ATL and BTL, media relations
• Instituted a performance management system with an incentive program
• Trained staff on technical and functional aspects
• Set up a collections team for improving cash flows and collecting old dues
• Brand building and public relations initiatives to position as a top corporate hospital
• Organized numerous media conferences to highlight unique medical achievements like liver transplantation, keyhole bypass, pinhole spine surgery
• Leveraged patient testimonials for positive word-of-mouth and digital marketing
• Targeted marketing to patients, referring physicians, TPA & corporate clients using B2C digital marketing and inbound marketing

HCG is South Asia’s largest cancer care network of 20 specialty centers pan-India.

1. Launched robotic radiosurgery system - CyberKnife as Operations, marketing and sales head;

2. Leadership assignment for developing a new HCG corporate brand identity,

3. Business development across multiple channels for specialty oncology services, promoted HCG abroad for medical tourism and international patient footfalls

4. Corporate relations and public relations initiatives and events

• Successfully achieved revenue growth for the hospital chain that propelled it from just another oncology player to a group with solid financials to take up further expansion and projects
• USD 19 million to USD 29 million sales revenue within one year with solid business planning, management and execution of marketing and corporate sales initiatives
• Success prompted management to expand centers and open a new surgical wing and an additional PET CT diagnostics unit
• Raised confidence in PE investors like Premji Invest and banks to support further expansion plans
• Launched CyberKnife radiation oncology system in India with P&L, marketing, revenue management and operations accountability
• Achieved CyberKnife sales revenue 160% of the budget
• EBITDA over 35% and payback in 2 years
• Over 250 patients acquired in 7 months at an average price of USD 8500
• High-profile B2C launch of medical service targeting doctors, patients and families
• Facilitated Training sessions for referring doctors with international trainers
• Set up CyberKnife Information centers across major Indian cities, Sri Lanka and Bangladesh for patient education and awareness, and finally conversion
• Managed all processes from first inquiry to final treatment and follow-up of patients / guests
• Special sales team set up across India for patient acquisition and doctor relations
• Successful business development for specialty oncology services
• Nuclear medicine \[PET-CT, dotanoc, special applications\]
• Digital mammography, Artiste radiation therapy
• Initiated the PINK HOPE breast cancer support group for patients and relatives
• Developed international business (medical travel) from UAE, Africa, Europe, Sri Lanka

* Digital inbound marketing resulted in lead generation and acquisition of > 250 high-value patients post-launch www.hcgoncology.com, www.cyberknifeindia.com
*. Website development, micro-site, digital campaigns, SEM, SEO, PPC, Google analytics, lead generation initiatives, articles for more guest footfalls in OPD

Marketing and sales head for Manipal Cure and Care, a retail healthcare and wellness venture, part of Manipal Group, as part of core start-up leadership team.

• Set up the marketing and sales organization for the retail healthcare start-up with the aim of launching 50 retail centers all-India and 300 product lines by 2010.

• Budgeted USD 2.5 million for Advertising & Promotion and led sales & marketing team of 45+.

• KPI: revenue growth, brand building, marketing communications strategy, sales promotions, customer loyalty and store roll-out.

• Marketing and business development strategy for the chain of health, wellness and beauty retail centers

a. Launch and communication strategy for new retail centers

b. Positioned the wellness services under the brand umbrella of family health guardian

c. Launched premium FMCG cosmetic brands such as Dermalogica, Living Proof, Robert Schwartz, Dermavive, Sunstop.

d. Innovative offerings like Wellness Club card and retail festival promotions

e. Awarded Golden Peacock for Innovative Product / service 2007

f. First retail setup in the world to be quality certified by ACHSI

Marketing head for Praxair India Pvt Ltd, 100% subsidiary of $12 billion US MNC Fortune 300 Praxair Inc. Based at Bangalore, reporting to Director - Business Development from Feb 05 to Aug 07.

• Spearheaded the marketing, public relations and brand initiatives for Praxair in India, a global major in industrial and specialty gases, operating in the B2B domain

• Focused on marketing gas-based solutions to manufacturing houses that would result in increased productivity, cost reduction, better quality and a safer environment for the customer

• Sales Team of 60+ had dotted-line reporting for direction and monitoring of activities

• Independent P&L, Operations and revenue responsibility for the USD 5 million carbon-dioxide business
.
o Turnaround of loss-making carbon-dioxide business in India with operating profit of USD 1 million

• Responsible for Brand promotion, web development, Digital marketing, Market intelligence, Data mining and sales distribution analysis for top management

• Marketing and sales strategy and distribution plan for industrial gases in India - base business

* Marketing strategy for healthcare products / medical devices such as nebulisers, oxygen concentrators, CPAP, BiPAP

o Revenue growth of 74% to USD 55 million for the period 2004-07

o Operating Profit growth of 235% to USD 13 million for the period 2004-07

• Handled corporate and B2B brand communications, industrial events & CSR initiatives
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o Speaker at Global Communications Conference for Praxair, Inc. USA

Product Manager (functional head) for Shantha Biotechnics Ltd, pioneer in r-DNA based biotechnology and pharmaceutical products.

• Led all-India marketing of vaccines, pharmaceuticals, nutrition supplements and therapeutics reporting to the functional head.

• Gave a thrust to in-licensing of private label pharmaceuticals generics to expand product portfolio and boosted domestic revenues to USD 7 million.

• Led all marketing initiatives such as new product branding and launch, doctor promotions, industry exhibitions and communications.

• Expanded the Vaccines portfolio - 55% Revenue growth to USD 4 million
o Marketing strategy & launch of Shanvac-B in prefill device.
• Diversified into new business of nutrition supplements
o Created and launched Shanviv - brand of natural nutrition tonic = USD 1 million of new nutrition supplements business

• Created and launched pharmaceutical brands such as Shanvigor-Q10 (oncology), Shanpoetin (Nephrology), Shankinase (cardiology), Shantest AFP (Diagnostic kits) = USD 2 million of new business revenue

Product Manager - Prepaid for Bharti Mobile Limited, a leading cellular service provider. Based at Hyderabad, reporting to Head - Marketing.

• Marketing and brand management for prepaid cellular services in Andhra Pradesh circle, reporting to functional head.

• KPI: revenue growth, market dominance, new services launch, brand building and recall, customer satisfaction, churn management and market planning.
o Prepaid revenues 116% and Gross adds 154% achievement of FY 012 budget
o Achieved market leadership in AP in the prepaid segment - #1 in market share
o 385% growth in prepaid base (Apr 2001 to Mar 2002), the fastest for any circle

• Effectively utilized A&P budget of Rs. 30 million for Andhra Pradesh circle.
o Launch of new brand identity for Magic with Kareena Kapoor \[ambassador\]

• Launched Magic Roam - the brand - India’s 1st prepaid roaming service

• Launched Friends & Family product for youth / business segments (Magic Club)

• Innovative FMCG-style promotions for trade & customers, 1st time in the category

• Cross-promotions such as with Motorola, Axe, HPCL & Shoppers’ Stop

Marketing of telecom / enterprise communication products like EPABX, video conferencing solutions and call center solutions; corporate communications.

Established the marketing communications department for BPL Telecom Networking division with a leadership role that had a team of product managers collaborating with me.

Led corporate communication strategy and plan and executed all media related initiatives such as press releases, media interaction, press conferences and media tracking for measuring the image perception of the company.

Content creation and management related to key business wins and products and using this for media and trade newsletters and also for internal communication.

Brand promotion strategy for EPABX products under the brand PRODIGY for increase in business and sales.

Marketing of motorcycles nationally, product launches, advertising & sales promotion, market research and customer satisfaction programs.

• Responsible for sales and marketing for the first 5 years in NCR and Uttar Pradesh.

All India product head for 3 years reporting to GM - Marketing and Sales.

o KPI: market strategy and annual / monthly planning, sales promotions, brand-building initiatives; market research led strategic inputs, data analysis and MIS

• Repositioned ‘Bullet’ as the “high power bike for the macho adventurer”, busting many myths in the process. Sales peaked at 25000+ bikes.

• Led market research initiatives on market dynamics, buying behavior, perceptions and triggers for new bikes, demand forecast, pre-launch testing, and pricing

o Findings led to launch of new models, new plant investments, modernization, quality initiatives, communication campaign

• Launched motorcycle brands Machismo A350, Taurus Diesel and Lightning 500

o TVC for Machismo, starring Preeti Jhangiani, directed by “Bugs” Bhargava

• Viral marketing: Bullet Clubs, Bullet Adventures, custom merchandise