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Job description

Role Overview

The post holder will be expert in the field of business and development. The post holder will be responsible for the development of the private patient services of International & Adults GSTT. Identifying and delivering the private patient strategies of the clinical directorates in line with the Clinical and Commercial Strategies of the Trust.

Duties and Responsibilities -The business development manager will work to support the Head of Private Patients in developing the private patient business for GSTT providing a full range of business development services to achieve significant revenue growth, and improve profit margins.

As an expert in the field of Business Development and Marketing, the post holder will be required to advise the Head of Private Patients on all aspects of the Trust’s private patient strategy. They will provide operational leadership and support for their services. They will act as bridge between the GSTT’s central private patient and Evelina London Clinical Group team, ensuring a fully aligned approach to business development and all interrelated activities.

They will ensure central, supporting functions (including marketing, international, financial and central business development teams) are fully engaged in the preparation of business development plans, with budgeting and resourcing agreed in advance. The BDM will develop, monitor and support delivery of the annual private patients plan.

They will be a member of the trust’s wider PP business development team, attending all appropriate meetings and with a secondary reporting line to the Associated Director of Marketing & Business Development.

GSTT International & Adults Private Patients: Working for our organisation Private Patients team within Guy’s & St Thomas’ NHS Foundation Trust (the Trust) is responsible for making profits which go directly back into our frontline NHS Clinical Services. This allows the Trust to diversify its income away from core NHS funding streams as well as to enhance our clinical, educational and research expertise.

The Trust has a goal of significantly diversifying its income base through increasing its private patient and commercial offer. The Private Patient and Specialist Healthcare Services and Commercial Services teams are critical in providing the commercial expertise and acumen to support the Trust in delivering this goal.

Private Patient activity in the Trust is undertaken at Guy’s Hospital, St Thomas’ Hospital and The Evelina Children’s Hospital.

Business Development and Operational Management

• Lead on the development, monitoring and delivery of business plans, SLAs and key performance indicators
• Research the market and identify business growth opportunities.
• Ensure accurate and meaningful activity and performance data is available, working with both operational and specialty leads and relevant financial and legal services. This includes presentation of regular feedback reports to the Commercial Director and Clinical Directors and leads as required
• Develop a robust plan to develop private patient services and deliver on those agreed opportunities, working with the Head of Private Patients and Commercial Director
• As directed to undertake detailed analysis of variances as required, highlighting opportunities or areas of risk
• Take a key leadership role in the development of the Commercial Education and Events Strategy, in support of the Trust’s vision and strategy, national policy, local initiatives and Directorate priorities.
• Track performance e.g. profitability, patient satisfaction, consultant satisfaction and other KPIs as agreed, and allocate resources effectively through liaison with the Head of Private Patients
• Facilitate high-level analysis of consultant satisfaction on an on-going basis, ensuring 360 degree feedback to the Head of Private Patient Services
• Ensure that appropriate methodologies are utilised for development and implementation of new service lines e.g. business cases, feasibility studies, appropriate benchmarking analysis and monitoring.
• To develop and operate a pipeline process for the evaluation and progressing of opportunities
• Take on ad-hoc reviews of administrative processes and workflows to make recommendations for improvement as appropriate
• Interpret both national and international health policy and strategy to establish business objectives and respond rapidly to market changes
• Lead on the engagement and retention of consultants through successful relationship management
• Produce a robust and realistic annual business plan for business development with quarterly progress reports
• When leading on service and business planning take into consideration the potential impact of these plans at a Trust wide level
• Work closely with the Trust informatics and strategy team to ensure market intelligence is captured and acted upon to the benefit of the private units
• Implement and establish systems to assess the Trust customer base and obtain feedback
• Responsible for benchmarking GSTT private patient services against other private provider services ensuring a quality service is delivered
• Responsible for ensuring all private patient services are priced appropriately and that pricing structures are reviewed on a regular basis
• Work with service leads to develop generic invoicing processes across Private Patient services. Facilitate the development and implementation of the new processes, between different stakeholders.
• Ensure commercial and competition awareness and identify where the business would benefit from service improvements, enhancements or changes, and deliver on these agreed areas with support from the relevant General Managers.
• Develop and implement new products in line with Trust guidelines and manage any new service launches.
• Lead on the development of policies and procedures in relation to private patient activity, ensuring compliance with GSTT policies where necessary.
• Work closely with relevant clinical directorates to ensure customer care standards are clear, and adhered to by service providers.
• Responsible for ensuring best practice standards and private patient standards are implemented and adhered to.
• Responsible for ensuring that all staff are trained to deliver the highest standards of customer care
• Establish good relationships with the Clinical leads, Finance, legal and Informatics team

Financial and performance management

• Ensure appropriate analysis and presentation of activity and performance data, providing high quality management information and briefing reports to the various stakeholders across the group and trust.
• Ensure monthly forecasting of activity and income, escalating concerns and managing income risk within agreed frameworks.
• Ensure identification and reporting of all appropriate KPIs to monitor high quality service delivery, consistent reporting of complaints and proactive collection of feedback from service users and referrers.
• Manage relevant commercial budgets against control targets.

Marketing

• Support the Directorate through the identification of operational and process gaps, streamline delivery and ensure more efficient delivery costs within the department
• Creating and maintaining a database of opportunities and associated intelligence relating to our local competitors and markets
• Support the branding of private patient services, including website branding and connecting with web providers
• Acting on patient feedback (including online posts) / complaints to ensure gold standard service is delivered
• Share marketing/PR opportunities, including publicity for latest research and development, unit performance measures and patient feedback. Liaise closely with the Trust communications department, and with an external consultancy as appropriate, to deliver these opportunities to deadlines

Other Duties

• Create and act on reports detailing profitability, market analysis and demonstration of delivery of KPIs
• Present and share reports with MDT and Directorate / Executive Management Team
• Identify any additional skills and resources required to deliver business growth. This may include a business case for additional roles which the post holder may line manage or other structural changes required
• To develop market and product information and selling tools for stakeholders
• To be accountable for the agreed budget for Business Development ensuring that the budgets are contained within the figures agreed and cost pressures are identified and flagged up well in advance
• Managing direct line reports, including
• Allocating tasks,
• Monitoring and controlling the team and supporting staff performance against agreed plans, targets and deadlines,
• Motivating team members Communicate regularly with colleagues and direct line reports to ensure that the Commercial Directorates strategic direction and objectives are discussed and understood
• Be clear with all direct reports about their roles, accountability and standards expected of them via individual day to day Performance Management
• Motivate, appraise and appropriately train and develop staff