Job Title:
Head of Business Development
Location/Base:
Parkside Hospital, 53 Parkside, Wimbledon SW19 5NX
Dept.:
Business Development
Reporting to:
Hospital Director
Accountable for:
Business Development Team
1
JOB PURPOSE:
The post holder will be responsible for developing, planning and delivery of the hospital’s
business development strategy to increase sales and ultimately revenue/profit of the
hospital’s private healthcare business. This will include identifying and exploiting PMI
(private medical insured) and self-pay growth opportunities, both from a blank sheet
through to those within existing business streams, in order to promote the hospital’s
portfolio of services and continue to meet financial targets.
The post holder is responsible for the development of long term relationships between
hospitals based consultants, external stakeholders and the hospital in order to enhance
referral relationships and develop consultants’ private practices at the hospital (thereby
increasing consultants’ productivity and profitability). The post holder will play a lead role in
increasing consultant loyalty to the hospital and actively encourage positive engagement
with the hospital and its services.
As a member of the hospital’s Senior Management Team (SMT), the post holder will guide
and inspire the SMT and Heads of Department (HODS) to develop their areas of business
responsibility successfully.
Innovation and broad thinking is key – we are looking for an individual who drives the team
to achieve the hospital’s ambition to “be the best”.
2
KEY ACCOUNTABILITIES:



Working with the Hospital Director (HD) to identify target Consultants and lead
activities in relation to the practice development and retention of these Consultants
as agreed with the HD.
Managing and coordinating the activities of the GP Liaison Managers with GP
practices and other identified customer groups.
Managing and coordinating the activities of the hospital Marketing Manager and
marketing team, allocating marketing resources effectively.
Head of Business Development – Jan 2017
Page 1 of 10

















Working with the Hospital Director to develop, deliver and implement the hospital
business plan and to oversee the development and delivery of marketing lines.
Targeting new Consultants to join and start using Parkside Hospital.
Targeting ‘splitter’ consultants to move private practice from competitor facilities to
Parkside Hospital.
Targeting existing Consultants to increase their private practice at Parkside Hospital.
Managing Consultant agreements, in liaison with the HD, on an ongoing basis.
Launching and facilitating various Consultant Specialty group meetings as prioritised
by the HD.
Creating Consultant-to-Consultant connectivity (meetings, outings, seminars, etc.)
and discussing how to increase cases to Parkside Hospital with cross-functional
working and referrals.
Increasing overall Consultant satisfaction, by way of strategic communication and
liaison, to support the ultimate goal and objective of increased Consultant loyalty and
therefore increased referrals aiding business growth and development.
Increasing Consultant trust, confidence and perception of responsiveness of HD and
hospital leadership.
Reviewing current communication methods and patterns between Consultant and
Hospital leadership and staff.
Facilitating high level analysis of Consultant satisfaction on an ongoing basis, ensuring
360 degree feedback to HD, hospital leadership and staff.
Establishing a trustworthy working relationship, including face to face meetings with
Consultants and their medical secretaries or practice managers, incorporating an
understanding of Consultants’ individual preferences and needs.
Establishing a trustworthy working relationship, including face to face meetings with
hospital based staff, heads of department and their teams, incorporating an
understanding of Consultants’ individual preferences and needs.
Liaising with all hospital departments to ensure the smooth operational
implementation and integration of new services, new ways of Consultant working
and increases in caseloads.
Completing follow-up meetings with Consultants, practice managers, and/or other
providers as needed to close new or additional business, ensuring that internal and
external obstacles to business growth and retention are identified and minimised or
eliminated.
In consultation with the HD, establishing an overall Consultant communication
strategy, to include activities such as, although not exclusive to:
- Maintenance of a contact database via Aspen Healthcare’s CRM system.
- Detailed communication preferences per Consultant.
- Creative ways of communicating with Consultants including, although not
excluded to, open forums, specialty group meetings, newsletters or regular
phone calls.
Managing market intelligence gained and logged either using agreed reporting
mechanisms and / or the CRM system:
- Logging issues that Consultants have with the hospital or what they like about
competitors.
- Tracking key motivators for these Consultants to tie to what we have to offer,
such as faster theatre turnaround, dedicated nursing staff & better outcomes.
Head of Business Development – Jan 2017
Page 2 of 10
Tracking specific preferences of Practice Managers and others to further
personalise our service to the Consultant.
- Communicating with the HD and key managers to further explain the
opportunities based on the Consultant’s motivations, such as better supply
management, procurement of specific instruments, planning to attract additional
clinical expertise or links to clinical trials.
- Tracking Consultant preferences for those Consultants not referring to our
Specialists or hospitals.
Advising appropriate SMT or HOD members on changes to processes and procedures
within their areas / departments to enhance Consultant satisfaction and therefore
loyalty.
Liaising with the Hospital Director on a weekly basis to discuss, agree and update the
plan of business development activity and to glean information from the Hospital
Director (e.g. from his own conversations with Consultants) that supports business
development activities.
Identify, define and deliver specific PMI and Self Pay business growth and new
service line opportunities.
Developing and managing pricing strategies in liaison with the finance team.
Meeting (and exceeding) revenue targets for new business set by the Hospital
Director.
Utilising local networking events to actively present to and promote the hospital.
Actively and professionally leading and directing the business development and
marketing team from enquiry generation and management through to hand over of
new service to operational teams.
Working in partnership with the Marketing lead regards:
- developing specific consultant marketing plans,
- website development, online marketing, SEO and social media networks,
- preparing and implementing an appropriate schedule of advertising for the
hospital’s services,
- producing and distributing promotional material, brochures, leaflets and
newsletters for patients, consultants and GPs,
- producing the hospital marketing objectives.
Ensuring all sales opportunities are fully captured and explored.
Working closely with HODs to identify new services/income sources at the hospital
and developing these as marketable propositions.
Working closely with the finance team to ensure accurate tracking of revenue and
ROI.
Identifying business growth opportunities with the Hospital Director, other than
Consultant led ones e.g. nurse-led services, physiotherapy and imaging.
Building, managing and maintaining an active pipeline of new business and
development projects ensuring that activity is accurately documented and kept
updated in the CRM system.
Providing timely response and exceptional level of service to all enquiries.
Understanding private hospitals’ services, local competition, healthcare marketing
and utilising horizon scanning to source opportunities.
Providing feedback and market intelligence on a monthly basis to the Group Business
Development team.
-
















Head of Business Development – Jan 2017
Page 3 of 10








Gaining an understanding of the local healthcare market to make the most of
emerging opportunities.
Being innovative, with the support of the Marketing Manager, in providing solutions
for stakeholders that build brand loyalty.
Representing the organisation professionally to a variety of stakeholders and
completing ad hoc project work as delegated by the Hospital Director.
Actively networking with other departments and Consultants within the hospital to
meet and shape, in conjunction with the Hospital Director, the needs of the business.
Freely share knowledge, insight, best practice and ideas.
Nearly all of this role is about growing private healthcare business. The post holder
will devote a small amount of time to developing strong relationships with relevant
CCG’s ensuring the hospital is at the forefront of any commissioning opportunities in
the NHS. This will include presenting at CCG meetings to ensure engagement with
and new activity from the CCG.
An ability to work flexibly, including some out of hours, are integral to the role for
maintaining appropriate links and access to Consultants.
Participating in the management on call rota for the hospital.
Team management




Managing the business development and marketing team, encouraging and building
a positive, can-do attitude within the team.
Ensuring all staff in the team conduct themselves in a professional manner, are well
presented and comply with all company policies.
Reviewing the performance and competence of the team through annual appraisal.
Thriving both on own initiative and as part of a team.
Financial



Meeting the hospital Chief Finance Officer and Hospital Director on a monthly basis
to discuss financial performance of the hospital, including analysing and interpreting
consultant referral patterns and trends, financial margins for service areas and
ensuring resources are optimised.
Tracking, according to clearly defined metrics, growth in net revenue and
volume/activity per Consultant.
Participating in strategic business planning and budgeting process as required.
Key Performance Indicators






Referral growth
Caseload growth
Revenue and profit growth
Budget management
Information management
Consultant and GP satisfaction
Head of Business Development – Jan 2017
Page 4 of 10
3 MANAGERIAL COMPETENCIES






4
To lead by example and to actively promote our values and ensure that our mission
statement is always at the heart of your departments service delivery.
To ensure the effective management, recruitment, development, guidance, recognition,
communication, coaching and training of all direct reports is according to Aspens
operating procedures and our company policies.
To create the right working conditions and ensure that resources are available; more
importantly, creating a culture, working relationships and the motivation to inspire
people to be their best by always promoting a positive working environment.
To always be a solution orientated problem solver, be technically savvy and ensure the
proper controls of the resources under your control. To continually seek ways to improve
efficiencies not only in your own department but in our business and to raise them
appropriately to your line manager.
To actively contribute to the future success of the organisation and in particular to your
department by identifying new opportunities; by recommending, developing or
improving services.
To have a clear vision of the organisations objectives and the capability to communicate
that vision to all direct reports so that they are inspired to share it and work
collaboratively to achieve it.
SUPPLEMENTARY INFORMATION
Our Values
We are proud to be 'Individually different. Altogether better' and it is only through our
people that we will achieve our mission to:
“Provide first-class independent healthcare for the local community in a safe, comfortable
and welcoming environment; one in which we would be happy to treat our own families”
We do this by asking you to work within our core values:
Beyond Compliance – Going above and beyond to improve our business
Personalised Attention – Taking time to care for others
Partnership and Teamwork – Inclusive and collaborative
Investing in Excellence – Working to be the best
Always with Integrity – Respected, admired and reliable
Code of conduct
I will make the CARE and SAFETY of our patients my first concern and will always act to
protect them from risk.
I will always be respectful to the public, patients, relatives and carers, colleagues and
business when representing Aspen Healthcare.
I will always be honest and act with integrity.
I will accept responsibility for my own work and if appropriate the proper performance of
the people I manage.
I will show my commitment to working as a team member with all my colleagues and the
wider community.
Head of Business Development – Jan 2017
Page 5 of 10
I will take responsibility for my own learning and development.
If a member of a professional body, I will comply with the relevant professional code of
ethics and conduct at all times
Equality & Diversity
Aspen Healthcare Limited is an Equal Opportunity Employer. Its policy is to treat everyone in
the same way regardless of their race, religion, marital status, physical/mental disability,
gender, sexual orientation, and age, responsibilities for dependents, trade union
membership or offending background. The Company values the diversity of its work force as
a strength and aims to provide a working environment in which people have the opportunity
to contribute and develop according to their individual merits and aspirations.
Health & Safety at Work
You are reminded that, in accordance with the Management of Health and Safety at Work
Regulations 1992 (as amended) and other relevant Health and Safety legislation, you have a
duty to take responsible care to avoid injury to yourself and to others by your work
activities, and to co-operate with the organisation and others in meeting statutory and
mandatory requirements.
Statutory & Mandatory Training
You are required to complete mandatory training as required, and if unable to attend ensure
this is rectified with your line manager’s support at the earliest opportunity.
Infection Prevention & Control
It is the responsibility of all staff to ensure high quality patient care is based upon principles
of best practice in infection prevention and control, either directly through personal contact
or indirectly through supervision of practice.
It is the responsibility of all staff to fully co-operate with managers in achieving compliance
with Infection Control policies and in adopting safe systems of work when undertaking
activities that present a risk of the spread of infection.
Confidentiality
Information about any individual, which includes either some or all details of their identity is
personal and is subject to the Data Protection Act (1998), the Human Rights Act (2000) and
other Aspen Healthcare requirements such as the Caldicott principles.
Patient information, in any form is confidential. This means that information should only be
shared or accessed by someone with a legitimate reason, related to the care of the patient.
Information about members of staff or others in relation to sensitive issues, such as
appraisals, investigations, complaints or payroll details is also confidential.
All staff must always maintain confidentiality when dealing with sensitive material and
information of this nature and immediately report any potential confidentiality issues that
may arise.
Head of Business Development – Jan 2017
Page 6 of 10
Information Security
All staff are required to read and comply with all Aspen communications and policies that
are issued relating to the electronic security of Aspen and patient information particularly in
relation to:
Saving data and information
Password management and responsibilities
Transfer of data and data sharing
Whistleblowing - Raising Concerns
It is the responsibility of all staff to raise any concerns to their line manager or the HR
department if they reasonably believe that one or more of the following concerns is either
happening, has taken place, or is likely to happen in the future relating to the company’s
business:
A criminal offence
The breach of a legal obligation
A miscarriage of justice
A danger to the health and safety of any individual
Damage to the environment
Deliberate attempt to conceal any of the above.
any other legitimate concerns
Data Protection
All staff must be aware of the Caldicott principles, the Data Protection Act 1998 and the
Human Rights Act 1998. The protection of data about individuals is a requirement of the law
and if any employee is found to have permitted unauthorised disclosure, Aspen Healthcare
and the individual may be prosecuted. Disciplinary action will be taken for any breach.
Mobility/Flexibility
Your normal place of work will be as stated above, but as a term of your employment you
may be required to work from any of the companies’ facilities.
Safeguarding the Welfare of Children and Vulnerable Adults
Post holders have a general responsibility for safeguarding children and vulnerable adults in
the course of their daily duties and for ensuring that they are aware of the specific duties
relating to their role. The expectation is that the post holder is familiar with the relevant
procedures and guidelines relevant to their job role
For all posts requiring professional registration
You are required by law to maintain professional registration for the duration of your
employment and cannot be lawfully employed should registration lapse. Lapsing may
render you subject to disciplinary action. You are also required to abide by the codes of
professional practice as detailed by the professional body (Nursing and Midwifery Council,
General Medical Council, Health and Care Professions Council etc.)
Other responsibilities
You will be required to be aware of and adhere to all relevant Company Policies and
Guidelines.
Head of Business Development – Jan 2017
Page 7 of 10
This job description is neither exclusive nor exhaustive and the duties and responsibilities
may vary from time to time and where possible be in consultation with the post holder.
Review
The post-holder must act in such a way to promote a positive image of Aspen Healthcare UK
Ltd at all times. This job description is not conclusive and will be regularly reviewed with the
post-holder.
Head of Business Development – Jan 2017
Page 8 of 10
Person Specification
Job Title:
Head of Business Development
Location/Base:
Parkside Hospital, 53 Parkside, Wimbledon SW19 5NX
Dept.:
Business Development
Reporting to:
Hospital Director
Accountable for:
Business Development Team
ESSENTIAL
Educational qualifications
Graduate level education
Excellent communication and
presentation skills: verbal and
written, 1:1 and group
Driven by being part of a
successful team/team player
Able to lead, coach and develop
a team
Specific training/skills
/knowledge required
Proven listening, negotiating
and influencing skills with ability
to read people and situations
Excellent project management
and planning skills
Proactive and highly organised,
with strong time management
Attention to detail with proven
ability to multi-task
Ability to meet tight deadlines
and remain calm under pressure
Head of Business Development – Jan 2017
Page 9 of 10
DESIRABLE
MBA
Marketing / Business qualification
A proven and impressive new
business track record
Sales experience within a
healthcare setting
Experience
Experience of leading and
developing new business
streams
Engaging communicator who
can win over stakeholders
internal and external
Market knowledge in a mixed
health economy
High
sense
of
personal
responsibility
Reliable,
flexible
and
cooperative with out of hours
availability
Credible, articulate, confident
and tenacious with the gravitas
and
credibility
to
build
relationships at all levels
General
Committed
to
providing
personalised excellent customer
service
Well presented
Committed and proactive
Self-motivated
Demonstrate
commitment,
integrity and initiative
Self-Starter
Diplomatic
Head of Business Development – Jan 2017
Page 10 of 10
Goal and target driven
Positively driven to achieve success