Practice Development Consultant

Position - PDC (Practice Development Consultant)

Role Purpose

To plan, execute and optimize digital marketing initiatives that increase the visibility and patient pull for premium Laser Vision Correction (LVC) procedures and drive growth of refractive consumable business in Refractive accounts for ZEISS Refractive.

Key Responsibilities

1. Digital Marketing & Demand Generation

• Develop and execute digital marketing plans to enhance awareness and consideration of premium LVC procedures among patients and consumers.
• Plan and manage campaigns across channels (e.g. paid search, social media, display, SEO, email, clinic websites/landing pages).
• Work with internal and external agencies to develop patient-facing content (banners, videos, blogs, patient education materials, etc.).
• Optimize campaigns for lead generation, cost per lead, conversion, and ROI.

2. Practice/Clinic Engagement (Refractive Practices)

• Regularly engage with refractive surgeons and practices to understand their patient acquisition needs and digital maturity.
• Support practices in improving their own digital presence (website content, SEO basics, social media presence, local listings, patient journey optimization).
• Co-create and roll out digital patient education and awareness initiatives with key clinics to promote premium LVC procedures.
• Conduct trainings / workshops for clinic staff on leveraging ZEISS digital assets and campaigns.

3. Focus Account & Consumables Growth

• Work closely with Sales and Key Account Managers to identify key focus accounts for refractive consumables.
• Design and execute account-specific digital initiatives that drive procedure volume and thereby consumable usage (e.g. campaigns around specific technology or procedure types).
• Track and report impact of digital activities on procedure volume and consumable offtake in these focus accounts.

4. Analytics, Reporting & Optimization

• Define and track KPIs: website traffic, lead generation, campaign performance, cost per lead, conversion rates, and engagement metrics.
• Use analytics tools (e.g. Google Analytics, ad platforms, CRM dashboards) to derive insights and optimize campaigns.
• Prepare regular performance reports for internal stakeholders (Marketing, Sales, Business Management).
• Test and iterate creatives, messages, and channels based on data.

5. Cross-Functional Collaboration & Compliance

• Collaborate closely with Refractive Product Management, Sales, Medical Affairs, and Corporate Marketing.
• Ensure that all digital content and campaigns comply with ZEISS standards, regulatory requirements, and local promotional guidelines for medical devices.
• Manage agencies, vendors, and partners as per ZEISS processes and brand guidelines.

Education

• Bachelors degree in marketing, Business, Communications, or related field.
• MBA / Post-graduate in Marketing or Digital Marketing is an added advantage.

PDC is a field job with 80% time in the field(15 days in a month)