Practice Development Consultant

ZEISS in India

ZEISS in India is headquartered in Bengaluru and present in the fields of Industrial Quality Solutions, Research Microscopy Solutions, Medical Technology, Vision Care and Sports & Cine Optics.

ZEISS India has 3 production facilities, R&D center, Global IT services and about 40 Sales & Service offices in almost all Tier I and Tier II cities in India. With 2200+ employees and continued investments over 25 years in India, ZEISS’ success story in India is continuing at a rapid pace.

Further information at ZEISS India.

Digital Marketer - Refractive Lasers or/ PDC (Practice Development Consultant) - involves working with different hospitals (having Refractive lasers) & training the hospital staff for better procedure conversion. Secondly, to work with the hospital’s social media Agency for lead generation

PDC is a field job with 80% time in the field(15 days in a month) Travel will be to selective customers approx. 50 customers for Karnataka, Kerala, TN, AP & Telangana

Field visit - This visit to customers will involve

• Training, discussions on growing the Refractive procedures conversions and increased Revenue.
• Arrange CME programs and round table meetings with the optometrist, Counselors and Call center staff.
• Branding support (in-clinic and digital space) during new installations of Refractive Lasers.
• Milestone celebrations with the Refractive centers - example --- 1000 SMILE pro procedures achieved by a center, 10 million eyes SMILE campaign by ZEISS
• ZEISS Marketing Campaign execution
• Attending ophthalmology conferences

Location: Bangalore

Experience

• Minimum years and maximum years of relevant experience in Digital Marketing
• Preferred exposure to the MedTech / Healthcare industry (eye care / ophthalmology experience preferred)

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.

Required Qualifications & Skills

Education

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

Professional Experience

• - years of hands-on experience in digital marketing (campaign management, performance marketing, or digital strategy).
• Experience in MedTech / Healthcare is mandatory; exposure to ophthalmology / eye care / elective procedures (e.g. LVC, cataract, aesthetics) is preferred.
• Experience working with or supporting clinics / hospitals / medical practices in patient acquisition or brand-building is strongly preferred.

Technical & Functional Skills

• Strong practical experience with:
  • Paid media (Google Ads, Meta / Facebook & Instagram Ads, etc.)
  • SEO and basic website optimization
  • Social media management and content planning
  • Basic marketing automation / email tools and CRM integration (preferred)
• Good command of analytics tools (e.g. Google Analytics, platform dashboards, Excel/Power BI for reporting).
• Ability to translate clinical/technical features into clear, patient-friendly communication.

Behavioral Competencies

• Strong stakeholder management and communication skills (internal & external).
• Ability to work closely with Sales, understand business priorities, and align digital activity to revenue goals.
• Data-driven mindset with a bias for execution and continuous improvement.
• High level of ownership, integrity, and compliance orientation aligned with ZEISS values.

Reporting Line

• Reports to: [Marketing Manager Refractive / Business Manager Refractive / Head of Marketing - Medical Technology]
• Key internal interfaces: Sales (Refractive), Product Management, Medical Affairs, Corporate/Regional Marketing.

Your ZEISS Recruiting Team: