Marketing Manager
Mediclinic City Hospital
Total years of experience :12 years, 3 Months
Mediclinic City Hospital, a leading tertiary hospital with 280 beds and 8 centers of
excellence. A senior leadership role, responsibilities involved developing and leading on
marketing strategies aligning with the overarching strategy of the Hospital.
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Key Achievements:
• Improved online patient conversion rate by 15% in 6 months via the implementation
of SEO strategies and new website content with year on year growth seen since 2019.
• Created awareness campaign for the hospital’s services which resulted in overall
increase of patient traffic by 43% with the introduction and monitoring of CRM and
Online booking platform
• Successfully strategized and executed a digital campaign for the launch of a new
service line at the hospital, Da Vinci Robotic Surgery in 2020. Developed annual
campaigns with the most recent campaign reaching total of 1.19M users and served a
total of +5.1M impressions
• Lead the relaunch campaign for Orthopaedic service line that lead to 352% higher
clicks on social compared to industry average
• Developed digital campaign to improve organic ranking for Maternity service line,
resulting in improved reach of 10.8million with 334k clicks, during the campaign
launch in 2021
• Relaunched the Comprehensive Cancer Centre marketing strategy with a more
targeted awareness campaign comprising of strategizing patient experience, digital
first action plans and medical tourism. Seen growth in press ganey scores and
increased patient enquiries.
• An active member of the Community Stream - National Supervisory Committee for
organ transplants. Launched annual awareness program on a national and hospital
level for Kidney Transplant services
Responsibilities:
• Develop annual marketing budget and strategies ensuring alignment with overall
brand and corporate marketing strategy.
• Direct the marketing communication plans to support the hospital’s overarching
strategy for acquiring new leads, increase conversions, nurture relationships, and
enhance brand recognition in the community.
• Research, develop and deliver a digital storytelling and content strategy ( multi-
channel) to build service line campaigns.
• Work closely with the agency to plan, forecast and manage all paid digital media
channels to optimize, expand and scale the B2C digital marketing funnel.
• Provide periodic and detailed campaign performance analysis to senior executive
team. Evaluate digital marketing activities, establish reporting framework against
agreed KPIs and analyze ROI.
• Develop and implement Public Relations Strategies to position the Hospital as the
health care supplier of choice for the UAE and the region
• Collaborate with in house design team to ensure web pages, hospital literature,
creatives and UX journey are updated and optimized to achieve KPIs.
• Create content for the hospital website by implementing best SEO practices.
As a member of the clinic’s senior leadership team responsibility included to create and
implement strategic marketing and communications programs for the largest day
surgery centre of the group located in The Dubai Mall. Implement new branding
guidelines across the unit.
Key Achievements:
• Managed Patient Experience and contributed to improving patient journey and
developing different tools to improve patient concerns and patient loyalty
• Developed Medical Tourism plans and represent Mediclinic on the DXH (Dubai
Health Authority) forum of Medical tourism.
• Leveraged PPC, SEO, and other digital marketing tools and technologies to
maximize ROI by an average of 110%.
• Launched Cosmetics & Aesthetic Gynaecology service line using digital and social
media tactics in 2018
• Led the annual Breast Cancer Campaign which generated +30% year over year
revenue growth
• Implemented corporate tie-ups for Executive Health Wellness Programs. Increased
total sales revenue on average by 25% within 6 months.
Responsibilities:
• Establish and Maintain corporate clients
• Initiate wellness programs for B2B and B2C programs.
• Liaise with agency to plan, monitor and optimize paid digital tactics, such as social
media, PPC, and display advertising
• Maintain and expand organic and paid social media tactics using available tools and
platforms
• Manage the digital portfolio of business including third party blogs and sites.
• Create and maintain relevant communication materials for effectively marketing the
doctors and services provided in the clinic.
• Identify, monitor and lead quality improvement plans towards patient satisfaction.
• Formulate and execute marketing activities and integrating these with special offers
and packages to drive patient traffic and revenue.
• Maintain and establish the yearly budget.
Promoted to manage the patient referrals program for the biggest tertiary hospital,
Mediclinic City Hospital. Portfolio also included the marketing and business
development of 8 medical centers located around North and South of Dubai.
Key Achievements:
• Part of the commissioning team for the new clinic representing Marketing.
• Designed healthcare campaigns/events for clients such as: Dry Docks, National
Bonds, Arabian Ranches Community, National Bank of Fujairah, Standard
Chartered.
Responsibilities:
• Target specific physician offices to increase referrals and admissions while liaising
between hospitals and referral communities.
• Design and maintain a calendar of CMEs for different specialties within the group
• Establish an early financial plan that includes all expenses for the marketing
activities
• Identify feasible and effective ways of advertising in order to reach the target
audience at the most effective costs. Coordinate with the design department to create
effective content for advertising material.
• Identify opportunities in the market through which the business could expand by
establishing good relation and brand exposure.
• Implement price based special offers and packages.
• Brainstorm, formulate and execute integrated marketing campaigns combining
direct mail and social media to generate new business.
• Maintain and establish relationships with corporate clients while partnering in
campaigns as well as creating special service packages.
• Liaise with the communications team to update the social media pages.
▪ EHL Management Services (now known as Mediclinic Middle East
Implemented assessment procedures for patient satisfaction across the hospitals and
clinics and prepare monthly reports.
Responsibilities:
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• Execute and coordinate marketing campaigns.
• Research and monitor the healthcare market.
• Serve as liaison with the internal communication department and Ministry of Health
for approval of advertisements.
• Plan and coordinate media releases (Radio, TV and articles).
• Maintain and update the website and intranet with the necessary administrative
aspects