Digital Marketing Manager

Manager Digital Marketing and Performance Marketing

Reports to: Head – Business Development • Team: SEO/content manager, vendors

Purpose: Run all paid, organic and AI-search channels so that VPS Lakeshore is found, cited accurately and chosen. Deliver qualified enquiries and OPD bookings at a cost per acquisition you can measure.

Key responsibilities

• Strategy: Own the digital marketing plan for priority specialties, procedures and markets (Kochi, rest of Kerala, other states, GCC/Africa).
• Performance marketing: Plan and run campaigns across Google Ads, Meta and display within the approved budget. Optimise for cost per lead (CPL) and return on ad spend (ROAS).
• SEO: Own the website and landing pages. Fix the technical basics: crawlability, Core Web Vitals, mobile, site structure, and English/Malayalam targeting. Give clear tickets to the web and IT teams.
• GEO (AI search visibility): Track how Lakeshore shows up in Google AI Overviews, ChatGPT, Gemini and Perplexity for a fixed set of prompts, compared with competitor hospitals. Restructure content so AI tools cite it, and correct wrong AI answers at the source. Use tools like Semrush or equivalent.
• Structured data and entity: Maintain schema markup (hospital, physician, specialty, procedure, FAQ). Keep one accurate picture of the hospital on the Knowledge Panel, Wikidata and directories.
• Content with clinical review: Run the content calendar for specialty, procedure, cost and condition pages in English and Malayalam.
• Doctor profiles: Keep every consultant profile complete and consistent across the website, Google, Practo-type platforms and AI answers: qualifications, registration, OPD timings and booking links.
• Local SEO: Own the Google Business Profiles for the Kochi hospital, the Calicut centre and future centres. Keep listings and contact details consistent. Run a compliant review process with the patient experience team.
• Enquiry funnel: Manage the funnel from search or ad through to booking. Pass qualified leads to the call centre or BD team. Make sure landing pages connect cleanly to the patient app and booking flow.
• Measurement: Set up GA4, Search Console, call tracking and funnel tracking. Report CPL, ROAS, conversion, AI-referred traffic and channel-wise contribution every month.
• Compliance: Make sure all content follows NMC advertising rules, the Drugs and Magic Remedies Act, ASCI guidelines and the DPDP Act (cookies and consent). No guaranteed outcomes and no unverified testimonials.
• Agencies and team: Brief and manage internal teams for digital, SEO, content and creative agencies against KPIs. Manage the tool stack within budget. Build a small in-house team or freelancer bench.

Measures

• Cost per lead, Conversion from lead to appointment and OPD booking
• ROAS
• Growth in non-brand organic traffic and top-3 rankings for priority specialty + city terms
• Share of voice and citation rate in AI answers
• Calls and reviews from Google Business Profiles
• Clinical pages published or refreshed to plan

Profile

• Graduate / MBA with 6–8 years in digital marketing.
• At least 3 years hands-on owning both SEO and performance marketing.
• Some exposure to AI-search visibility (GEO).
• Healthcare content strongly preferred.
• Hands-on with Google Ads, Meta, GA4, Search Console, and Semrush or Ahrefs.
• Working Malayalam is an advantage.