Digital Marketing - Inbound Sales Lead Generation

Digital Marketing & Inbound Lead Generation Manager

Healthcare | Medical Products | NDIS | Government | Hospitals | Alternative Care

Location: Remote / Work From Home
Employment Type: Full-Time
Market: Australia, with a strong focus on NSW
Industry: Healthcare | Medical Products | NDIS | Government Procurement | Hospitals | Corrective Services | Alternative Treatment and Care

About the Role

We are seeking an experienced Digital Marketing & Inbound Lead Generation Manager to develop and manage a complete digital growth strategy across Australian healthcare, medical, NDIS, government and institutional markets.

The role will be responsible for generating qualified enquiries, procurement opportunities, online sales and referral partnerships from:

• Australian and NSW government departments
• Public and private hospitals
• Corrective services and prison healthcare providers
• NDIS participants and support networks
• NDIS providers and plan managers
• Medical centres and healthcare clinics
• Aged care and disability care providers
• Alternative treatment and care providers
• Pharmacies, medical distributors and healthcare resellers
• Procurement managers and institutional buyers

You will manage SEO, AEO, GEO, paid advertising, landing pages, conversion funnels, content strategy and inbound lead-generation campaigns.

This is not a general social media role. It is a commercially focused position responsible for generating measurable leads, enquiries, appointments, procurement opportunities and revenue.

Key Responsibilities

Digital Growth Strategy

• Develop and execute the company's digital marketing and inbound sales strategy across Australia.
• Build targeted campaigns for government, healthcare, hospital, prison, NDIS and private care markets.
• Identify high-value customer segments, search demand and commercial opportunities.
• Create separate acquisition strategies for B2B, B2G, healthcare provider and consumer audiences.
• Develop clear digital funnels for enquiries, sales, referrals, wholesale accounts and procurement opportunities.
• Align digital marketing activity with monthly sales and revenue targets.
• Monitor competitors, market trends, treatment categories and emerging healthcare demand.
• Prioritise campaigns based on lead quality, conversion potential, profit margin and sales-cycle value.

Search Engine Optimisation

• Manage technical, on-page, off-page and local SEO.
• Conduct keyword research across medical, healthcare, NDIS, disability, hospital and government procurement markets.
• Build service, product, location and industry-specific landing pages.
• Develop content clusters targeting high-intent searches.
• Improve rankings for commercial and transactional search terms.
• Optimise website architecture, internal linking, metadata, headings and structured content.
• Manage local SEO and Google Business Profile optimisation where relevant.
• Build legitimate, high-quality backlinks and industry authority.
• Monitor organic rankings, website traffic, lead quality and conversions.
• Identify and resolve technical SEO issues affecting crawling, indexing and performance.

AEO – Answer Engine Optimisation

• Optimise website content for AI-powered search results, featured snippets and direct-answer platforms.
• Structure content to clearly answer common healthcare, NDIS, medical and procurement questions.
• Create detailed FAQ sections, comparison pages, eligibility guides and educational resources.
• Implement appropriate structured data and schema markup.
• Improve the company's visibility across answer engines and voice-search platforms.
• Build content around the questions asked by patients, carers, healthcare providers, procurement teams and decision-makers.
• Ensure answers are accurate, helpful and compliant with Australian healthcare advertising requirements.

GEO – Generative Engine Optimisation

• Improve brand visibility within generative AI search platforms and AI-generated recommendations.
• Create authoritative, source-backed content that can be referenced by AI search tools.
• Strengthen brand entity recognition across healthcare, medical and NDIS topics.
• Build expert-led content, credible citations, case studies and industry references.
• Improve consistency across the website, directories, profiles and external sources.
• Monitor how the brand, products and services are presented within generative search results.
• Develop content designed to answer complex healthcare and treatment-related queries.
• Maintain clear differentiation between medical products, care services and alternative treatment options.

Paid Search Advertising

• Plan, launch and manage Google Ads campaigns.
• Manage Search, Display, Performance Max, remarketing and other relevant campaign types.
• Build campaigns targeting high-intent healthcare, medical, NDIS and procurement searches.
• Create separate campaigns for government, hospitals, providers, patients and institutional buyers.
• Conduct keyword research, negative-keyword management and search-term analysis.
• Write high-converting ad copy aligned with each audience and service.
• Manage bidding, budgets, conversion tracking and campaign optimisation.
• Improve cost per lead, lead quality, conversion rate and return on advertising spend.
• Develop remarketing campaigns for website visitors, previous leads and inactive enquiries.

Meta Advertising

• Create and manage Facebook and Instagram advertising campaigns.
• Develop campaigns targeting NDIS participants, carers, families, providers and relevant healthcare audiences.
• Build lead-generation, traffic, conversion, awareness and remarketing campaigns.
• Develop audience segments, lookalike audiences and retargeting strategies.
• Coordinate compliant creative assets, messaging and campaign offers.
• Test headlines, copy, images, videos, formats and calls to action.
• Optimise campaigns based on lead quality, booked appointments and revenue.
• Ensure campaigns do not make misleading health, treatment or outcome claims.

Landing Page Development

• Build and optimise dedicated landing pages for specific services, products and customer segments.
• Create landing pages for hospitals, government, NDIS, prisons, healthcare providers and private customers.
• Develop campaign-specific pages for paid search, Meta and email marketing.
• Write or coordinate clear, persuasive and compliant landing-page content.
• Build forms, enquiry pathways, appointment requests and qualification questions.
• Improve mobile usability, page speed, user experience and conversion rate.
• Conduct A/B testing across headlines, layouts, offers, forms and calls to action.
• Integrate landing pages with CRM, analytics, email and lead-management systems.
• Work with internal or external developers where advanced functionality is required.

Inbound Lead Generation

• Generate qualified inbound leads for the sales and account-management teams.
• Build acquisition funnels for government, hospitals, prisons, NDIS providers, participants and private healthcare organisations.
• Create lead magnets, downloadable guides, consultation offers, eligibility tools and enquiry campaigns.
• Develop referral campaigns for care providers and healthcare professionals.
• Implement lead-scoring and qualification processes.
• Separate high-value procurement leads from general enquiries.
• Improve the percentage of website visitors who become qualified opportunities.
• Track leads from first interaction through to sale, appointment, account opening or contract opportunity.
• Reduce low-quality and irrelevant enquiries through better targeting and qualification.

Government and Institutional Marketing

• Develop digital campaigns targeting Australian and NSW government departments.
• Target procurement managers, contract managers, health-service managers and institutional decision-makers.
• Build dedicated content and landing pages for government procurement and institutional supply.
• Support tender, panel, supplier-registration and procurement campaigns.
• Identify relevant government, hospital and corrective-services opportunities.
• Coordinate with sales teams on long-cycle B2G opportunities.
• Develop capability statements, procurement content and institutional case studies.
• Track government enquiries, supplier applications and procurement opportunities through the CRM.

Hospital and Healthcare Marketing

• Build campaigns targeting public and private hospitals.
• Generate enquiries from procurement, clinical, administration and executive teams.
• Develop content for medical centres, clinics, aged-care providers and community healthcare organisations.
• Build campaigns for relevant medical products, testing products, treatment services and care solutions.
• Develop referral pathways with healthcare practitioners and care providers.
• Ensure all content is appropriate for professional healthcare audiences.
• Support account-based marketing for high-value hospital groups and healthcare networks.

NDIS Marketing

• Develop compliant digital campaigns for NDIS participants, families, carers and providers.
• Create separate strategies for participants, support coordinators, plan managers and service providers.
• Build location-specific and service-specific landing pages.
• Generate qualified enquiries without using misleading, exploitative or high-pressure messaging.
• Clearly communicate eligibility, service areas, referral pathways and service limitations.
• Develop referral partnerships with NDIS providers, allied-health professionals and support organisations.
• Track enquiries by participant, provider, referral source and service type.
• Ensure marketing aligns with NDIS advertising, privacy and service-delivery expectations.

Alternative Treatment and Care Provider Marketing

• Develop campaigns for legitimate alternative, complementary and non-hospital care providers.
• Build service pages and educational content around available treatment and care options.
• Clearly distinguish between medical advice, supportive care and alternative treatment.
• Avoid unsupported claims relating to cures, guaranteed results or medical outcomes.
• Generate referral partnerships with relevant practitioners and care organisations.
• Create content that helps customers understand treatment pathways and available support.
• Ensure all marketing remains factual, transparent and compliant.

Content Strategy

• Develop content calendars aligned with SEO, AEO, GEO and sales goals.
• Produce or manage blogs, landing pages, guides, case studies, FAQs and industry resources.
• Write content for patients, families, healthcare providers, procurement teams and government decision-makers.
• Create authoritative long-form content that builds trust and search visibility.
• Coordinate video, graphic, social and downloadable content.
• Repurpose high-performing content across search, social, email and sales channels.
• Maintain consistent brand voice, terminology and compliance standards.
• Review content regularly to ensure medical, regulatory and service information remains current.

Website and Development Support

• Manage website updates, page creation and campaign deployment.
• Work with WordPress, Shopify or other relevant content-management systems.
• Coordinate developers, designers, writers and technical contractors.
• Identify and resolve website usability, performance and conversion issues.
• Implement forms, integrations, tracking pixels and analytics events.
• Support product pages, service pages, booking systems and enquiry workflows.
• Ensure website content is mobile responsive and accessible.
• Maintain secure, reliable and professional digital assets.

Marketing Automation and Lead Nurturing

• Build automated email and SMS follow-up sequences.
• Develop nurturing campaigns for patients, providers, procurement teams and wholesale clients.
• Segment leads based on enquiry type, market, location and sales readiness.
• Create abandoned-enquiry and incomplete-form follow-up campaigns.
• Build re-engagement campaigns for inactive prospects.
• Coordinate lead handover processes with sales and account-management teams.
• Track response rates, appointments, conversions and sales outcomes.
• Ensure marketing automation complies with Australian privacy and spam requirements.

Analytics, CRM and Reporting

• Implement and manage Google Analytics, Google Tag Manager and advertising conversion tracking.
• Maintain accurate tracking across forms, phone calls, emails, appointments and sales.
• Integrate campaigns with the company CRM.
• Build dashboards covering traffic, leads, cost per lead, conversion rate and revenue.
• Report on channel performance and commercial return.
• Track lead quality by source, campaign, keyword and audience.
• Identify wasted advertising spend and underperforming campaigns.
• Provide clear monthly recommendations for improving revenue and lead quality.
• Maintain attribution from the first marketing interaction through to final sales outcome.

Key Performance Indicators

Performance will be measured against:

• Number of qualified inbound leads generated.
• Cost per qualified lead.
• Website conversion rate.
• Organic search traffic and rankings.
• SEO-generated enquiries and revenue.
• Visibility across answer engines and generative AI platforms.
• Paid advertising return on investment.
• Google Ads and Meta Ads conversion rates.
• Number of government and institutional opportunities generated.
• Hospital and healthcare procurement enquiries.
• NDIS participant and provider enquiries.
• Number of booked appointments, consultations and sales calls.
• Landing-page conversion rates.
• Lead-to-opportunity conversion rate.
• Opportunity-to-sale conversion rate.
• Revenue generated by marketing channel.
• CRM accuracy and lead-attribution completeness.

Mandatory Experience and Requirements

• Minimum five years' Australian digital marketing experience.
• Demonstrated experience generating leads and revenue within Australia.
• Proven experience managing SEO, Google Ads, Meta Ads and conversion-focused landing pages.
• Strong experience in inbound sales and lead generation.
• Demonstrated knowledge of AEO and GEO strategies.
• Experience marketing healthcare, medical, NDIS, aged care, disability, government or regulated services.
• Strong understanding of Australian customer behaviour and search patterns.
• Experience building campaigns for both B2B and consumer audiences.
• Proven ability to generate measurable commercial outcomes rather than vanity metrics.
• Experience using Google Analytics, Google Tag Manager, Google Search Console and CRM systems.
• Strong landing-page copywriting and conversion-rate optimisation skills.
• Ability to work with developers, designers, content writers and sales teams.
• Excellent written and verbal English.
• Strong understanding of Australian privacy, consent and advertising requirements.
• Ability to interpret performance data and make commercially sound decisions.
• Strong attention to detail when working with healthcare and treatment-related claims.

Highly Regarded

• Existing experience marketing to NSW Health, government agencies or public-sector procurement teams.
• Experience marketing to public and private hospitals.
• Experience with medical products, diagnostic testing, healthcare services or pharmacy markets.
• Experience generating leads for NDIS providers or disability-service organisations.
• Understanding of Australian government tenders and supplier-registration processes.
• Experience marketing to corrective services or prison healthcare providers.
• Experience with allied health, alternative care or complementary treatment providers.
• Experience with account-based marketing for hospitals, government or large institutions.
• Experience using HubSpot, Salesforce or similar CRM and automation platforms.
• Experience managing external agencies, freelancers and offshore support teams.

Personal Attributes

• Commercially driven and focused on measurable revenue.
• Strong understanding of the difference between traffic and qualified leads.
• Analytical, organised and disciplined.
• Proactive in identifying new markets and growth opportunities.
• Comfortable managing multiple channels and campaigns.
• Able to communicate professionally with healthcare and government audiences.
• Strong attention to compliance and accuracy.
• Creative, but guided by data and commercial results.
• Accountable for performance, deadlines and budgets.
• Comfortable working independently in a fast-paced growth environment.

Ideal Candidate

The ideal candidate is a senior Australian digital marketer with at least five years of local experience generating measurable leads, enquiries and revenue.

You will have hands-on experience managing SEO, AEO, GEO, Google Ads, Meta Ads, landing pages, conversion funnels and marketing automation.

You must understand how to build different campaigns for government decision-makers, hospitals, prisons, healthcare providers, NDIS participants, carers and private customers.

You will be responsible for building a reliable inbound lead-generation system that creates genuine sales opportunities, procurement enquiries, referral partnerships and revenue across Australia.

Originally posted on Himalayas