Referral LeadNHS

Job summary

As the primary relationship owner between Newmedica Cheshire Oaks and its external referrer network, the Referral Lead is responsible for driving sustainable growth in both NHS and private referrals, with a clear commercial focus on private revenue growth.

You will build, manage and deepen trusted relationships with optometrists, GPs, referral centers and Local Optical Committees LOCs, acting as a strategic partner rather than a transactional contact. Through insight led engagement, targeted account planning and close collaboration with internal stakeholders, you will directly influence referral quality, conversion, case mix and private income growth in alignment with marketing plans.

The role has direct accountability for private referral growth outcomes and will be measured by commercial impact, depth of referrer relationships and delivery against agreed KPIs.

Main duties of the job

Drive referral and revenue growth across Cheshire Oaks by increasing private referrals, improving conversion rates and optimising case mix, with a focus on cataract and oculoplastic services. Build and manage strategic referrer relationships, developing account plans that maximise growth opportunities and deliver agreed NHS and private KPIs. Use referral data and Power BI insights to identify trends, address challenges and implement actions that improve referral quality and revenue performance. Collaborate with Marketing and OJV Partners to deliver targeted engagement, CPD events, seminars and practice visits that strengthen referral pathways and increase awareness of patient choice. Act as a trusted advisor, championing Newmedica's brand, values and clinical excellence across the referral community.

Job description

Role Summary

As the primary relationship owner between Newmedica Cheshire Oaks and its external referrer network, the Referral Lead is responsible for driving sustainable growth in both NHS and private referrals, with a clear commercial focus on private revenue growth.

You will build, manage and deepen trusted relationships with optometrists, GPs, referral centre's and Local Optical Committees LOCs, acting as a strategic partner rather than a transactional contact. Through insight led engagement, targeted account planning and close collaboration with internal stakeholders, you will directly influence referral quality, conversion, case mix and private income growth in alignment with marketing plans.

The role has direct accountability for private referral growth outcomes and will be measured by commercial impact, depth of referrer relationships and delivery against agreed KPIs.

Key Internal & External Relationships

Internal

• OJV Newmedica Cheshire Oaks Partners
• OJV Heads of Service
• Newmedica Marketing Team
• Newmedica Engagement Community
• Specsavers Optical Stores and Retail Support Teams

External

• Optometry Directors and Regional Teams
• Independent Optometrists and Practice Owners
• GPs and Medical Secretaries
• Practice Managers
• Patient Groups
• Local Optical Committees (LOCs)
• Referral Centres eg Single Point of Access run by Primary Eye Care Services

Territories / ICBs

• Wirral
• Cheshire
• North Wales (Private only)

Key Responsibilities

Commercial Growth & Private Revenue Ownership

• Own and deliver private referral and revenue growth across designated territories.
• Increase private referral volumes, improve private conversion and optimise case mix.
• Grow, develop and manage referrers through structured account plans, identifying strategic, growth and maintenance accounts maximising impact of resource allocation.
• Deliver overall referral growth (NHS and private) in line with agreed KPIs, ensuring the appropriate referral mix, including a strong focus on cataract and oculoplastic.

Strategic Relationship & Account Management

• Supporting OJV Partners with building deep, trusted, long term relationships with referrals services and referrers, positioning Newmedica Cheshire Oaks as a preferred clinical and commercial partner.
• Agree shared objectives and joint growth plans with key referrers.
• Act as a strategic advisor on referral processes, pathways and patient options for both NHS and Private including the working and nuances of OPERA.
• Support and appropriately challenge OJV Partners and Services to improve the effectiveness of referrer engagement.

Referral Insight, Data & Performance Management

• Analyse referral data using tools such as PowerBI to identify trends, risks and growth opportunities.
• Identify underperforming private pathways and referrers with untapped potential.
• Translate insight into clear action plans to improve referral quality, private uptake and revenue growth.
• Regularly report performance, outcomes and opportunities to senior stakeholders.
• Fully understand Indicative Wait Times IWT and the Referral to Treatment Times RTT.

Marketing, Engagement & Behaviour Change

• Work collaboratively with the Marketing team to deliver targeted, insight led engagement and marketing plans specific to Newmedica Cheshire Oaks.
• Support referrers to increase confidence and consistency in discussing private treatment options with patients and where possible to the patient themselves.
• Develop and deliver CPD events, seminars, meetings and store visits that directly support referral growth and pathway understanding.
• Supporting the OJV clinical partners with virtual and face to face seminars ensuring they are part of the engagement plans.

Events, Communication & Representation

• Operationally manage and support the delivery of local, regional and national events including CPD sessions, optical fairs and seminars.
• Operate as a two way communication conduit between referrers and Newmedica Cheshire Oaks taking ownership of issues where possible and escalating appropriately.
• Champion Newmedicas brand, values and clinical excellence across the referral community.

Continuous Improvement & Personal Development

• Develop and share toolkits, best practice and playbooks to support Services and Partners in growing referrals and outperforming competitors.
• Proactively identify opportunities to improve commercial performance, efficiency and innovation within referral engagement.
• Maintain a robust personal development plan aligned to commercial and relationship building objectives.

Personal Specification Essential Criteria

Experience of working within a multi-site clinical environment and knowledge of NHS policy landscape.

Working in an Optical or an ophthalmic environment.

Working in event management including manning stands.

Developing plans to deliver targets and present to the Heads of Departments/Partners.

Experience of promoting a service to a large and diverse client base.

Comfortably working in the field with extensive travel and a remote working as necessary.

Influencing and negotiation skills.

Ability to motivate, challenge and engage individuals and teams.

Strong verbal and written communicator, who is able to build strong trusting relationships internally and externally.

Strong organisational skills.

To be flexible and adaptable in their approach to deliver excellent results.

Self-starter who is comfortable working in a fast moving, results orientated organisation independently.

Can analyse data, identifying areas of strength and opportunity.

Able to effectively prioritise and execute data in a timely way and to deadlines.

Computer literate, including Word, PowerPoint, Excel.

Comfortable presenting to small and larger groups.

Experiencing facilitating and chairing meetings including providing action planning.

Experience of organising and planning events including CPD, conferences and store visits.

SUPPLEMENTAL INFORMATION COMMON TO ALL ROLES

Actively promote and market Newmedica and present a positive image of the Company and its activities both within and outside the Healthcare environment

Ensure the quality standards and performance measures applying to the work of the section are met and facilitate continuous improvements in all aspects of the post

Attend client meetings and present service updates as required

Undergo any self-development and training as necessary for success in the role and provide support and development for others where appropriate

Carry out any duties at all times in accordance with the Companys policies including Equality and Diversity and Health and Safety

Promote by positive example both internally and externally, the purpose and vision of Newmedica

Undertake all responsibilities in adherence with Newmedica Policies, Processes paying particular attention to Infection, Prevention and Control

Undertake any other responsibilities commensurate with the grade of their post as deemed necessary by the senior management team.

STATUS OF THIS DOCUMENT

This job description is a guide to the work that you will initially be required to undertake.

It may be changed from time to time, in consultation with you, to meet changing circumstances.

It does not form part of your contract of employment.

Criminal Records Declaration

Newmedica is exempt from Rehabilitation of Offenders Act 1974 and we will ask applicants to disclose details of convictions, irrespective of whether they are spent or not.

Safeguarding

It is the responsibility of all Newmedica employees and contractors to fully comply with Newmedicas safeguarding policies and procedures. Individuals must ensure that they understand their role in protecting adults and children that may be at risk of abuse.

About us

Newmedica is one of the leading providers of NHS ophthalmology services in England, delivering outpatient appointments, diagnostic testing and eye surgery to change lives through better sight and eye health.

Were proud to have been certified as a Great Place to Work for the third year running and listed among the UKs top 30 Best Workplaces for 2026 recognition that reflects how colleagues feel about working here.

Our Purpose is to change lives through better sight and eye health, and our Vision is to end avoidable sight loss in every community we serve; we live our values every dayCommercial, Courageous, Compassion, Collaborative and Curious.