Job Title: Social Media Marketing Manager

Department: Marketing & Communications

Location: Charni Road, Mumbai

Reporting To: Head – Branding & Digital Marketing / Chief Marketing Officer

Experience: 5–8 years in social media marketing, preferably in healthcare, hospitality, FMCG, or service industries

Role Objective:

To build, manage, and grow the hospital’s social media presence across platforms by driving brand awareness, patient engagement, and reputation management. The role requires expertise in social strategy, content planning, influencer collaboration, crisis communication, and campaign execution tailored for the healthcare sector.

Key Responsibilities:

Social Media Strategy & Planning

• Develop and implement a comprehensive social media strategy aligned with the hospital’s brand positioning and communication goals.
• Identify platform-specific opportunities (Instagram, Facebook, YouTube, LinkedIn, X/Twitter, WhatsApp, etc.) for patient engagement, awareness campaigns, and live events.

Content Creation & Management

• Collaborate with content writers, designers, doctors, and videographers to create engaging, accurate, and brand-aligned content (posts, videos, reels, infographics, etc.).
• Plan and maintain an editorial calendar with a mix of medical education, doctor stories, patient testimonials, awareness days, behind-the-scenes, CSR, and real-time health news.

Community Engagement & Online Reputation

• Actively monitor and respond to comments, DMs, and queries on social channels in collaboration with the patient care or CRM team.
• Manage online reputation and flag/respond to reviews or negative mentions in a timely and professional manner.
• Drive online patient advocacy through testimonials and success stories.

Campaigns & Collaborations

• Execute platform-specific paid and organic campaigns to support hospital departments, events, screenings, and wellness programs.
• Engage with medical influencers, doctors, and health bloggers for collaborations.
• Partner with internal departments (e.g., Oncology, Cardiology, Mother & Child) to develop targeted outreach campaigns.

Analytics & Reporting

• Track and report social media KPIs (engagement rate, follower growth, reach, sentiment analysis, etc.).
• Leverage platform analytics tools and social listening tools to refine strategy and identify content trends.
• Conduct periodic benchmarking with peer hospitals and healthcare influencers.

Compliance & Accuracy

• Ensure that all social content is medically accurate, approved by relevant internal stakeholders, and compliant with legal and ethical norms in healthcare communication.
• Coordinate with the legal and medical ethics team for approvals as needed.

Key Skills & Competencies:

• Strong command of all major social media platforms and content formats (short-form video, reels, carousels, stories, lives, etc.)
• Exceptional storytelling skills with a focus on emotional and ethical healthcare communication
• Ability to work closely with clinicians and medical staff and translate complex topics into engaging digital content
• Creative, agile, and up to date with digital/social trends
• Strong writing and copy-editing skills in English (and regional languages, if relevant)
• Familiarity with tools like Canva, Hootsuite, Buffer, Meta Business Suite, etc.

Preferred Qualifications:

• Bachelor’s or Master’s degree in Marketing, Mass Communication, Digital Media, or a related field
• Healthcare experience preferred but not mandatory
• Certification in social media marketing or digital branding will be a plus