Sales Manager - Ancillary Business (Procedures, Opticals & Pharmacy)

Job title : Sales Manager – Ancillary Business (Procedures, Opticals & Pharmacy)

Job Summary

• The Sales Manager – Ancillary Business will be responsible for driving revenue growth from the hospital's ancillary services, including surgical procedures, optical sales, and pharmacy sales.
• The role involves developing sales strategies, managing sales teams, collaborating with clinical departments, strengthening referral networks, improving patient conversion rates, and ensuring revenue targets are consistently met.

Key Responsibilities
Revenue Generation:

• Develop and implement strategies to increase revenue from:
  • Cataract surgeries
  • Retina procedures
  • Glaucoma procedures
  • LASIK/Refractive procedures (where applicable)
  • Optical sales
  • Pharmacy sales
• Achieve monthly, quarterly, and annual revenue targets.
• Identify new market opportunities and growth areas.

Procedure Conversion:

• Monitor the conversion of diagnosed patients into surgical/procedure bookings.
• Work closely with counsellors, optometrists, ophthalmologists, and front-office teams to improve conversion rates.
• Address barriers preventing patients from proceeding with recommended treatment.
• Track daily procedure bookings and cancellations.

Optical Sales Management:

• Increase spectacle and contact lens sales.
• Ensure proper merchandising of frames and lenses.
• Introduce promotional campaigns and seasonal offers.
• Monitor optical inventory movement and fast-moving products.
• Improve average transaction value per customer.

Pharmacy Sales Management:

• Increase prescription fulfilment within the hospital pharmacy.
• Minimize prescription leakage to outside pharmacies.
• Coordinate with pharmacists to ensure medicine availability.
• Monitor inventory turnover and expiry management.
• Promote ethical cross-selling of ophthalmic products.

Business Development

• Build relationships with:
  • HMOs
  • Corporate organizations
  • Government agencies
  • NGOs
  • Referral doctors
  • Community organizations
• Develop strategic partnerships to increase patient referrals.
• Identify opportunities for institutional sales and outreach programmes.

Team Leadership:

• Lead and supervise:
  • Sales Executives
  • Business Development Officers
  • Optical Sales staff
  • Procedure Counsellors (where applicable)
• Set KPIs and monitor performance.
• Conduct coaching, mentoring, and sales training.
• Drive a high-performance sales culture.

Patient Experience:

• Ensure excellent customer service throughout the patient journey.
• Resolve escalated patient complaints relating to procedures, opticals, or pharmacy services.
• Improve patient retention and encourage repeat visits.

Reporting & Analytics:

• Prepare daily, weekly, and monthly sales reports.
• Analyse sales trends and conversion ratios.
• Monitor department profitability.
• Present performance reports with actionable recommendations to management.

Marketing Support:

• Work with the marketing team to plan campaigns promoting:
  • Eye surgeries
  • Optical products
  • Pharmacy products
• Support community eye screening programmes and medical outreaches.
• Participate in health fairs and corporate wellness initiatives.

Compliance:

• Ensure ethical selling practices.
• Maintain compliance with hospital policies and healthcare regulations.
• Protect patient confidentiality.
• Coordinate with finance to ensure accurate billing and revenue reconciliation.

Key Performance Indicators (KPIs)

• Monthly ancillary business revenue achievement.
• Surgical conversion rate.
• Number of procedures booked and completed.
• Optical sales growth.
• Pharmacy sales growth.
• Average optical sale value.
• Prescription fulfilment rate.
• Corporate accounts acquired.
• Patient satisfaction score.
• Repeat patient rate.
• Team productivity.
• Gross profit margin of ancillary services.

Requirements
Education:

• Bachelor's Degree in Marketing, Business Administration, Healthcare Management, or a related discipline.
• MBA is an added advantage.

Experience:

• 5 - 8 years of sales or business development experience.
• At least 3 years in a managerial role.
• Experience in healthcare, hospitals, pharmaceuticals, optical retail, or medical devices is highly preferred.
• Proven track record of meeting or exceeding revenue targets.

Technical Skills:

• Strong knowledge of hospital operations.
• Understanding of ophthalmic procedures and patient care pathways.
• Sales forecasting and budgeting.
• CRM and Microsoft Office proficiency.
• Data analysis and performance reporting.

Competencies:

• Strong leadership and people management.
• Excellent negotiation and communication skills.
• Customer-focused mindset.
• Strategic thinking and business acumen.
• Analytical and problem-solving ability.
• Ability to work under pressure and meet targets.
• High level of integrity and professionalism.

Preferred Industry Background:

• Eye hospitals
• Multi-specialty hospitals
• Optical retail chains
• Pharmaceutical companies
• Medical device companies
• Healthcare business development