CRM Lead - Corporate Office

Role Purpose:

Key Responsibilities:

CRM Strategy & Configuration

• Own the overall CRM configuration and design using LeadSquared for capturing, routing, nurturing, and converting patient leads across all channels (Digital, Inbound Calls, Outbound Calls, Walk-ins), categories (Enquiries, ER, International, High-Value) and business lines (OP, Diagnostics, Pharmacy, IP, etc.)
• Define/Document specialty-wise lead scoring, routing rules, SLA frameworks, and escalation pathways
• Design, test, and deploy campaigns, automation workflows, and triggers tailored to each specialty and patient type (new vs. returning)
• Bring information used by Call Center agents from external sources (Excel sheets, Website, etc.) into the CRM

Lead Management & Contact Centre Integration

• Manage and optimize the end-to-end patient journey from lead acquisition to consultation, and all post-consultation workflows, including medicine prescription flow, lab/diagnostics flow, radiology flow, IP admission, and follow-ups
• Define and maintain specialty-wise flows, accounting for treatment types, urgency levels, consultation preferences (tele/in-person) and condition-specific nuances
• Work closely with the Contact Center Solution team to ensure:
• Call routing and IVR flows align with CRM journeys
• Dispositions sync automatically with CRM statuses
• Missed calls trigger re-engagement workflows
• Establish SLA monitoring dashboards for inbound and outbound call performance in alignment with lead and patient engagement workflows
• Measurable Patient Engagement, Retention & LTV

Data Integration with HIS and Other Systems

• Define and manage real-time data exchange between CRM and HIS, including:
• Fetching live doctor schedules, appointment statuses, prescription outcomes, diagnostics prescribed, admission statuses, etc.
• Triggering CRM journeys based on HIS events (e.g., consultation completed, prescription added, test advised)
• Determine what data is stored in CRM vs. fetched from HIS, ensuring consistency, security, and real-time availability.
• Coordinate with HIS and IT teams to define API requirements, ensure uptime, and resolve sync issues.

Campaigns & Automation

• Build lifecycle campaigns in LeadSquared tailored to patient status (lead, booked, post-consult, admitted, discharged, lost) and specialty.
• Automate communication across multiple channels (SMS, Email, WhatsApp, Voice) based on patient engagement behaviour, medical events, and preferences.
• Run reactivation and retention campaigns for lost or dormant patients with specialty-specific messaging.

KPIs and Reports

• Own, track and report on key metrics such as (this is a representative list):
• Lead-to-Consult conversion rate
• Consult-to-Diagnostics conversion rate
• Consult-to-IP conversion rate
• TAT from lead capture to various milestones in the patient journey
• Campaign and agent performance
• Patient drop-offs and re-engagement success
• Conversions and Revenue by various attributes (Lead type, Channel, Sales Agent, Speciality, Campaign, etc.)

Project Management

• Own the project management roadmap and execution, including stakeholder collaboration, change management, adoption and outcomes
• Liaise with marketing, digital, operations, clinical, and IT teams to align CRM flows with business priorities.
• Enable and train call centre agents, counsellors, and field teams on CRM SOPs and processes.
• Act as the primary business Leader for CRM across specialties, locations, and patient types.

Key Requirements

• 8 to 12 years in CRM process definition, implementation and management, preferably in healthcare or high-touch service industries.
• Proven experience with LeadSquared or similar CRM tools, and knowledge of healthcare workflows preferred.
• Strong understanding of contact centre systems like Ozonetel / Exotel / Genesys including IVR, agent routing and call dispositioning.
• Experience working with HIS/EMR integrations and healthcare data flows.
• Ability to break down complex patient journeys into data-driven, automatable CRM workflows.
• Excellent project management and cross-functional collaboration skills.
• Highly data-oriented, with strong analytical and problem-solving mindset.