Role Purpose
Lead the strategy, roadmap, and performance of Siloam's digital patient experience across Website, Mobile App, and Conversational Channels (e.g., chatbot/WhatsApp), while also owning the business performance of digital sales journeys across these platforms.
This role is responsible for turning Siloam's digital platforms into a strong patient front door and digital transaction channel making it easier for patients to discover services, choose doctors, book appointments, and purchase relevant services/packages seamlessly.
Key Responsibilities
A. Digital Platforms Strategy & Roadmap
- Own the digital platforms vision and roadmap for Siloam's core digital platforms:
- Website
- Mobile App
- Chatbot / WhatsApp conversational journeys
- Prioritize initiatives based on business value, patient needs, and operational feasibility.
- Partner with the Head of Digital Growth to ensure web destinations are optimized to capture and convert traffic from:
- Search / SEO / AI discoverability
- Paid campaigns
- Social media
- Local presence (GBP)
- Partner channels
B. Digital Sales Journey Ownership
- Own and optimize digital sales journeys across web, app, and conversational channels, including:
- Appointment booking flows
- Package browsing and checkout journeys
- Teleconsultation booking journeys
- Service-specific conversion paths (e.g., MCU, diagnostics, specialist consultations)
- Ensure digital platforms are structured not only for information, but for transaction and revenue generation.
- Partner with commercial and hospital unit teams to align product improvements with digital sales objectives.
C. Patient Journey & Experience Optimization
- Lead end-to-end digital journey design for key patient flows, including:
- Service discovery
- Doctor discovery
- Booking and rescheduling
- Package information and conversion
- Teleconsultation access
- Identify pain points and conversion bottlenecks, and define solutions to improve UX, completion rates, and time-to-book.
- Ensure a consistent, patient-friendly experience across web, app, and chat channels.
D. Cross-Functional Product Delivery
- Partner closely with IT, external vendors, and internal stakeholders to deliver platform enhancements.
- Act as the business owner of digital platforms and products (without owning engineering delivery directly).
- Align product releases with operational readiness across hospital units and patient-facing teams.
E. Conversational & Service Experience (WhatsApp/Chatbot)
- Oversee the development and optimization of chatbot and WhatsApp as part of the digital product and service ecosystem.
- Define conversation use cases, flows, routing logic, and handoff rules between automation and human teams.
- Ensure conversational channels support both patient service and digital sales conversion.
F. Teleconsultation & Digital Services Revenue
- Oversee the commercial and operational performance of teleconsultation as a digital service line (in partnership with operations/clinical teams).
- Improve teleconsult journey performance including discoverability, booking conversion, attendance, and follow-up conversion.
- Explore additional digital revenue opportunities (e.g., memberships, recurring health journeys, digital concierge models).
