Community Marketing Officer at City Eye Hospital

Overall Purpose of the Role

To drive City Eye Hospital’s presence and patient acquisition within the community through strategic outreach, community partnerships, medical camps, health activations and targeted mobilization.

The role will be responsible for converting community engagement into awareness, screenings, referrals, bookings and measurable patient growth.

Main Duties and Responsibilities

Community Marketing & Outreach

• Develop and execute annual, quarterly and monthly community marketing plans aligned with hospital growth priorities and priority clinics.
• Identify priority communities, locations and target populations for outreach.
• Plan and coordinate medical camps, eye-screening drives, health talks and community activations.
• Develop activity calendars, targets, budgets and resource requirements for community initiatives.
• Develop targeted mobilization plans to drive participation, awareness, referrals and patient leads.

Community Partnerships & Mobilization

• Identify, establish and maintain partnerships with community groups, institutions, businesses, faith-based organizations, NGOs, CBOs, SACCOs, resident associations and professional bodies.
• Build relationships with Community Health Promoters (CHPs), community leaders, local health facilities and other community networks.
• Engage youth and women’s groups, sports associations and disability organizations to expand community reach.
• Maintain a database of community partners and track partnership performance.

Medical Camps, Activations & Field Execution

• Coordinate medical camps, eye-screening drives, health talks and community activations from planning through execution.
• Coordinate venues, clinical teams, logistics, transport, equipment and marketing materials.
• Coordinate and supervise community marketing teams, mobilizers, volunteers and external partners.
• Conduct pre- and post-activity briefings and reviews to ensure activities are professionally executed and achieve agreed objectives.

Patient Acquisition & Conversion

• Capture, track and manage leads generated through community activities.
• Work closely with the Contact Centre and relevant hospital teams to facilitate timely follow-up and conversion.
• Track the patient journey from screening and enquiry through booking, attendance and treatment.
• Monitor referrals, bookings, patient conversions and revenue attributable to community marketing.
• Identify opportunities to improve patient conversion and community marketing effectiveness.

Brand, Stakeholder & Government Engagement

• Build and maintain relationships with County Government, Ministry of Health, county health teams, health facilities and relevant authorities.
• Facilitate permits, approvals and other requirements for community activities while ensuring regulatory compliance.
• Strengthen City Eye Hospital’s visibility within target communities through effective branding and activation.
• Coordinate the deployment and utilization of banners, tents, flyers, brochures and other marketing collateral.

Budget, Reporting & Performance Management

• Develop and manage budgets for community marketing activities, ensuring efficient use of approved resources.
• Maintain accurate records of community activities, partners, leads and outcomes.
• Prepare weekly and monthly community marketing performance reports.
• Track reach, screenings, leads, referrals, bookings, new patients, revenue, cost per lead and cost per acquired patient.
• Provide performance insights and recommendations to improve community marketing effectiveness and ROI.

Knowledge and Skills Required

• Bachelor’s degree in any healthcare-related or marketing field.
• 3–5 years’ experience in community marketing, healthcare marketing, community outreach, health promotion, field activations or a related role.
• Experience coordinating medical camps, health screenings, community events and outreach programs.
• Demonstrated experience in community partnership development and mobilization.
• Strong communication, coordination, reporting and stakeholder-management skills.
• Proficiency in Microsoft Office and marketing/reporting tools.
• Ability to work extensively in the field and under tight deadlines.
• Strong interpersonal, negotiation and relationship-building skills.
• Ability to work effectively both independently and as part of a team.

Core Competencies

• Community engagement
• Partnership development
• Community mobilization
• Marketing and brand activation
• Event management
• Stakeholder management
• Patient acquisition
• Budget management
• Data analysis and reporting
• Team coordination
• Communication and negotiation
• Planning and execution