Sap
Atul Bhatnagar
Marketing Strategy , Business Development , Revenue Cycle , Digital Marketing & Strategy , People Management, Brand Positioning ,Consumer Life Cycle Management,
Delhi
Summary
A dynamic, performance-driven healthcare marketing leader with 29+ years of experience in Sales, Marketing, Digital Marketing, Distribution, and Operations , P&L, Budgeting , people management across Telecom and Healthcare sectors. Proven ability to plan, direct, and evaluate marketing strategies that drive Revenue growth, Brand positioning and organizational success. Skilled in annual budget planning, distribution expansion, retail management,B2B, B2C , launching new hospitals and clinics. Expertise in IT transformation & Automation, identifying business potential, simplifying complex challenges, and implementing solutions that boost revenue, profitability, and overall business performance.
Overview
30
30
years of professional experience
5
5
Certificates
5
5
Languages
3941
3941
years of post-secondary education
Work History
CMO
Shalby Hospital
08.2024 - 10.2024
- Company Overview: Multi-specialty hospital chain, established 30 years ago, with 13 hospitals across 8 cities, involved in Homecare, Implant, and pharmaceutical business.
- Spearheaded the marketing strategy for Shalby group of companies with multi-specialty hospital chain, Homecare, Implant and pharmaceutical business, established 30 years ago.
- Drove significant business and revenue growth across 13 hospitals in 8 cities, generating consistent profitability through innovative marketing strategies.
- Led a high-performing team of 150+ professionals, managing corporate marketing efforts across individual hospital locations.
- Championed new revenue models in both B2C and B2B markets, ensuring sustainable domestic sales and profit growth for the hospital chain.
- Excelled in Professional Referral Marketing, Digital Marketing, Internal & External Marketing, resulting in a stronger market presence and enhanced brand loyalty.
- Developed and executed multi-channel branding and communication strategies (ATL, BTL, Digital, Social Media), increasing brand visibility and consumer engagement.
- Played a pivotal role in strategic partnerships, including empanelment and tie-ups with insurance providers, third-party administrators, corporates, and government bodies, directly contributing to increased patient volumes and business revenues.
- Collaborated closely with key decision makers, including government officials (IAS cadre) and corporate heads, for business funding and support initiatives.
- Leveraged market intelligence and competitive analysis to implement pricing strategies, cost control measures, and impact analyses, boosting profitability across multiple segments.
- Led the digital transformation of marketing efforts, utilizing SEO, SEM, Google AdWords, social media marketing, and AI-driven predictive analytics to optimize campaigns and maximize ROI.
- Multi-specialty hospital chain, established 30 years ago, with 13 hospitals across 8 cities, involved in Homecare, Implant, and pharmaceutical business.
Group Head of Business Development & Chief of Sales & Marketing - Cardiac Centre
RAINBOW CHILDREN'S MEDICARE
08.2023 - 08.2024
- Working collaboratively with executive leadership and reporting directly to the COO/CMD, leading initiatives in Sales, Corporate Sales, Business Development, Revenue, Profitability, and Growth for the Group Hospital.
- Strengthening Community Connect and corporate relations while overseeing key business parameters and uptake trends for strategic planning.
- Directing a diverse team of over 30 professionals across corporate and hospital locations.
- Exhibiting proven leadership in driving sales and marketing initiatives, showcasing adept negotiation and influential skills within the medical sector.
- Collaboratively develop a clinical marketing strategy for short- and long-term strategic marketing plans with product management.
- Revenue delivery through strategic focus on Institutional Sales, Domestic markets, and Community Engagement while spearheading new initiatives in Business Development.
- Additionally, overseeing diverse operational projects and directing Branding & Communication efforts across ATL, BTL, Online, and Social Media platforms.
- Leverage customer insights, Consumer trends, market analysis, and best practices in marketing to craft effective and successful strategies.
- Expertly Crafting managing, and executing analytical reports spanning various platforms to extract crucial insight for campaign development and go to market strategize.
- Delivering formal proposals and tactical recommendations with precision.
- Utilize customer and market insights to strategize outreach, enhance customer conversions, and drive lead generation initiatives effectively.
- Outstretch geographical reach to expand customer & patient base and drive team to acquire corporate tie and generate Business.
- Building marketing programs to support all marketing objectives across different channels and segments in support of our overall strategic marketing plan.
- Directing the end-to-end execution of marketing programs, fostering collaboration among stakeholders, and optimizing internal processes for maximum efficiency and effectiveness.
- Strategically plan and achieve business objectives for assigned brands, spearheading the development and execution of comprehensive marketing plans spanning short-term and long-term initiatives.
- Conduct thorough analysis and oversee the management of business requirements processes, crafting impactful B2B communications across various mediums including special events, brochures, websites, and other strategic channels.
- Developing and overseeing advertising and promotion budgets, alongside managing project timelines, to support product forecasting encompassing TRx, sales, and unit modeling for effective demand and inventory management.
- Empowering teams to cultivate strategic corporate (B2B), B2C, Doctors, insurance, TPA, PSU, and government partnerships, driving business growth.
- Strategically identifying and engaging specialist consultants to enhance hospital affiliations.
- Ensuring seamless manpower onboarding and providing comprehensive clinical and operational support.
- Initiate and oversee marketing research initiatives aimed at generating valuable consumer insights to enhance marketing strategy and communication effectiveness.
- Strategic Approach for Geographical Expansion into Chhattisgarh, Assam, and the East and Northeast Regions.
- Develop and execute comprehensive marketing strategies to enhance the visibility and reputation of the cardiac unit.
- Lead marketing campaigns across various platforms, including digital, print, and social media.
- Conduct market research and analysis to identify growth opportunities and target audiences.
- Foster partnerships with local community organizations and healthcare providers to expand the reach.
- Analyze campaign performance and adjust strategies to maximize ROI and patient engagement.
- Conducted detailed market analysis to identify potential areas for expansion.
- Managed relationships with key stakeholders, including local government agencies, business partners, referral doctors, and community leaders.
- Initiate and oversee marketing research initiatives aimed at generating valuable consumer insights to enhance marketing strategy and communication effectiveness.
- Strategic and implement multi-channel campaigns throughout the prospect and customer lifecycle, ensuring seamless alignment of communications and messaging across all channels for maximum impact.
Group Head - Sales, Marketing & Institutional Business
NARAYANA HEALTH LTD
07.2016 - 08.2023
- Working in synchronization with top management with a direct reporting to Chief Marketing Officer and COO.
- Driving the Group Sales, Business Development, Revenue, Profitability, Growth of the Group Hospital, Community Connect, enhance Corporate relations.
- Regular Monitoring of the Business key parameters and off take trends to ensure better planning.
- Steering a team of over 70 people spread across the corporate office & individual hospital locations.
- Demonstrating the sales and marketing department with strong negotiation and influencing capabilities in the medical professional space and comfort in networking at multiple levels.
- Collaboratively develop a clinical marketing strategy for short- and long-term strategic marketing plans with product management.
- Authorized for revenue delivery through Institutional Sales, Domestic and additionally managing various operational Projects, Branding & Communication (ATL, BTL, Online & social media), and also drive Sales, Business Development, Revenue, Profitability, Growth of the Group Hospital, Community Connect, Referral relations.
- Outstretch geographical reach to expand customer & patient base and drive team to acquire corporate tie and generate Business.
- Identifying the right specialist Consultants and facilitate their hospital attachment.
- To Maintain Productivity and be responsible for the top line of the group hospital.
- Plan & deliver business objectives for the brand assigned.
- Develop & implement marketing plans - short term & long term.
- Analyzed & managed business requirements process, developing key corporate (B2B) communications within the country (including special events, brochures, website, and other mediums in strategically important areas).
- Conducting champion activities for the hospital business across the marketing spectrum which are relevant to the designated brand including: brand strategy, communication strategy, market research, new product introduction, market trend analysis and promotion strategy.
- Develop relationships with key decision makers that can support formulary and protocol inclusion within targeted institutions.
- Proactively identifies relevant brand opportunities and risks, monitor and develop plans to convert results.
- Framing and maintaining the advertising and promotion budget and project timelines.
- Work with analytics to support product forecasting including TRx, sales and unit modeling appropriate for demand & inventory management.
- Fostering team to acquire corporate(B2B), Insurance, TPA, PSU & Government Tie up's and generate Business.
- Identifying the right specialist Consultants and facilitate their hospital attachment.
- Manpower onboarding along with Clinical Team & Operational support.
- Planned and Implemented BTL Activities like Road shows, Combing activities, Exhibitions, K.R.O Program's etc.
- Listed all Business KPI's at Zonal level including SOGA/SONA/BTS wise Business Productivity/ Asset utilization and Channel Management etc, credited for Zonal P&L.
- Ensured existence of appropriate marketing initiatives in the circle for achievement of targets within the budgetary framework and enhancing/improving network coverage, service deliveries and sales coverage.
- Steered the team for customer acquisition, target achievement, costs SOGA etc.
- Maintained consistency in product communication, brand management, implementation of marketing programs, Product tie up's.
- Ensured appropriate controls & processes for supply chain & inventory management for distribution channel for the entire Circle.
State Retail Head
AIRCEL LTD
05.2009 - 06.2016
- Orchestrated leadership roles like Head Retail Channel & Data/Device, Zonal Business Head (South Zone) monitored the Entire Sales Operations for Delhi Circle/Zone.
- Lead a team of 30 resources to operate business in zone.
- Fostered leadership for all Co-ordinations among the Distribution channel and Direct sales for Postpaid, Prepaid & Device business.
- Authorized for resource planning, recruitment, Training and development of the sales force, motivated the team to achieve preset targets; managed the gamut of tasks including manpower planning and coordinating with the Sales Teams for circle sales & Revenue targets, Market share and territory coverage.
Head Sales & Operations
M/S RELIANCE COMMUNICATIONS LIMITED
05.2003 - 04.2009
- Delivered Circle Distribution Head services to the organization initially and as Sales Head (DTH Business) for UP West & Uttrakhand.
- Generous for setting up the distribution network and retail channel.
- Responsible for Rural distribution set up in up west & Uttrakhand.
- Reported to Circle Head - Operations.
- Conceptualized & implemented competitive strategies for driving sales, developed as well as expanded market share towards the achievement of revenue & profitability targets.
- Expended Retail channel & roll out of New Towns with business planning, responsible for market acquisition, revenue, market share.
- Processed deployment for site wise utilization & Revenue enhancement in low performing area's of distribution.
- Managed all Business KPI's at Zonal level including SOGA/BTS wise Business Productivity/ Asset utilization and Channel Management etc.
Zonal Distribution Head Sales
M/S ESCOTEL MOBILE COMMUNICATION LIMITED
08.2001 - 04.2003
Zonal Distribution Sales Head
M/S BIRLA AT & T COMMUNICATION LIMITED
06.2000 - 06.2001
Branch Head
M/S ESCOTEL MOBILE COMMUNICATION LIMITED
11.1998 - 05.2000
Corporate Sales Manager
M/S RPG PAGING SERVICES P Ltd
03.1995 - 10.1998
Education
MBA - International Marketing
AMITY UNIVERSITY
Noida03.2010
B.COM -
DELHI UNIVERSITY
New DelhiCertificate In Hospital Management - Hospital Administration
Indian Institute of Management
Bangalore 07.2023
Certificate Course In Digital Marketing - Digital Business Management
Simplilearn
Bangalore 03.2019
Post Graduate Diploma In Computer Application - Computer And Information Systems
Institute of Software Technology
New Delhi 03.1991
Skills
Revenue cycle & growth
Business development
P&l management
Budgeting
Operations & people management
New Projects & pricing
Digital business
Institutional Business
Channel Management
Go to Market Strategy
Customer Acquisition and Retention
Training & development
Branding & Communication
Certification
Management Development Program, Achieving Outstanding Performance. IIM, Kolkata, India.
Accomplishments
- Successfully launched 3 new hospitals (2 in Delhi & 1 in Mumbai) and one new medical center in Bangalore with complete Marketing Strategy (ATL, BTL & digital).
- Launched and implemented new marketing structures to optimize manpower and expand the reach of NH.
- Developed new SOP & pricing process for Empanelment & Business Tie up resulting in highest incremental revenue growth compared to last financial years with all insurance and TPA.
Software
Sales force
Aatma ( HIS SYSTEM)
BI ( business intelligence)
Timeline
CMO
Shalby Hospital
08.2024 - 10.2024
Group Head of Business Development & Chief of Sales & Marketing - Cardiac Centre
RAINBOW CHILDREN'S MEDICARE
08.2023 - 08.2024
Group Head - Sales, Marketing & Institutional Business
NARAYANA HEALTH LTD
07.2016 - 08.2023
State Retail Head
AIRCEL LTD
05.2009 - 06.2016
Head Sales & Operations
M/S RELIANCE COMMUNICATIONS LIMITED
05.2003 - 04.2009
Zonal Distribution Head Sales
M/S ESCOTEL MOBILE COMMUNICATION LIMITED
08.2001 - 04.2003
Zonal Distribution Sales Head
M/S BIRLA AT & T COMMUNICATION LIMITED
06.2000 - 06.2001
Branch Head
M/S ESCOTEL MOBILE COMMUNICATION LIMITED
11.1998 - 05.2000
Corporate Sales Manager
M/S RPG PAGING SERVICES P Ltd
03.1995 - 10.1998
MBA - International Marketing
AMITY UNIVERSITY
B.COM -
DELHI UNIVERSITY
Certificate In Hospital Management - Hospital Administration
Indian Institute of Management
Certificate Course In Digital Marketing - Digital Business Management
Simplilearn
Post Graduate Diploma In Computer Application - Computer And Information Systems
Institute of Software Technology
Languages
Hindi,
Advanced (C1)
English
Advanced (C1)
Kanada
Elementary (A2)
Telugu
Elementary (A2)
Punjabi
Intermediate (B1)
Profile Snapshot
A dynamic, performance-driven healthcare marketing leader with 28+ years of experience in Sales, Marketing, Digital Marketing, Distribution, and Operations across Telecom and Healthcare sectors. Proven ability to plan, direct, and evaluate marketing strategies that drive Revenue growth, Brand positioning and organizational success. Skilled in annual budget planning, distribution expansion, retail management, B2B, B2C, launching new hospitals and clinics. Expertise in IT transformation & Automation, identifying business potential, simplifying complex challenges, and implementing solutions that boost revenue, profitability, and overall business performance.
Honor Awards
- Chairman's trophy, Two consecutive quarters for top performance at all India Level by Mr. Mukesh Ambani (chairman- Reliance Telecommunication Limited).
- Certificate of Recognition/Excellence Award, For best sales performance & Various Contests of Revenue generation services from M/s Escotel Mobile Communications Limited.
- Certificate of Recognition/Excellence, On churn prevention from the C.E.O of the company.
Profile Snapshot
A dynamic, performance-driven healthcare marketing leader with 28+ years of experience in Sales, Marketing, Digital Marketing, Distribution, and Operations across Telecom and Healthcare sectors. Proven ability to plan, direct, and evaluate marketing strategies that drive Revenue growth, Brand positioning and organizational success. Skilled in annual budget planning, distribution expansion, retail management, B2B, B2C, launching new hospitals and clinics. Expertise in IT transformation & Automation, identifying business potential, simplifying complex challenges, and implementing solutions that boost revenue, profitability, and overall business performance.