Area Vice President of Business Development

Job Description

Job Description

Position Summary

 

The Area Vice President of Business Development (AVP, BD) is responsible for leading all sales, referral growth, market development, and strategic partnership initiatives across Willowbrook Hospice service areas. This executive leader will oversee regional business development teams, drive census growth, expand market share, and ensure execution of organizational growth strategies.

 

The AVP, BD serves as the senior commercial leader for the region and is accountable for admissions, average daily census (ADC), referral source engagement, sales team performance, CRM compliance, and market expansion initiatives. This position partners closely with Operations, Clinical Leadership, Finance, and Executive Leadership to achieve growth and financial objectives while maintaining exceptional patient and referral partner experiences.

Essential Duties & Responsibilities

 

Growth Strategy & Market Leadership

• Develop and execute annual growth plans aligned with organizational objectives.

• Lead market penetration strategies across hospitals, physician groups, skilled nursing facilities, assisted living communities, home health agencies, and community organizations.

• Identify opportunities for geographic expansion, de novo development, and acquisitions.

• Conduct market analysis and competitive assessments to identify growth opportunities.

• Establish regional growth targets and accountability measures.

 

Business Development Leadership

• Directly supervise Regional Business Development Managers and Hospice Liaisons.

• Recruit, onboard, coach, and develop high-performing sales professionals.

• Conduct weekly sales performance reviews and growth strategy meetings.

• Ensure accountability for sales activities, referral development, and CRM utilization.

• Develop succession plans and leadership pipelines within the business development organization.

Referral Source Development

• Build executive-level relationships with key healthcare stakeholders.

• Develop strategic partnerships with:

  • Health Systems

  • Physician Practices

  • ACOs

  • Skilled Nursing Facilities

  • Assisted Living Facilities

  • Home Health Agencies

  • Palliative Care Programs

• Lead contract discussions and partnership initiatives.

• Serve as executive sponsor for major referral relationships.

 

Sales Performance Management

Responsible for achieving:

• Admissions Targets

• Average Daily Census (ADC) Goals

• Market Share Growth

• Referral Source Growth

• Revenue Growth Targets

• EBITDA Contribution Goals

Monitor key performance indicators including:

• Admissions by Market

• ADC Growth

• Referral Source Activity

• Conversion Ratios

• CRM Compliance

• Sales Productivity

• Customer Retention

 

Operational Collaboration

• Partner with Executive Directors to align growth with operational capacity.

• Collaborate with Clinical Leadership to improve referral-to-admission processes.

• Support branch-level growth initiatives and recovery plans.

• Ensure seamless integration of new business into operations.

 

Executive Reporting

• Present monthly and quarterly growth reports to executive leadership.

• Provide forecasts, market intelligence, and growth recommendations.

• Participate in strategic planning and annual budgeting processes.

• Develop business cases for expansion opportunities.

Key Performance Indicators (KPIs)

 

Growth (50%)

• ADC Growth

• Admissions Growth

• Market Share Growth

• New Referral Source Development

• Strategic Account Growth

 

Financial Performance (20%)

• Revenue Growth

• EBITDA Contribution

• Budget Management

 

Sales Excellence (20%)

• CRM Compliance

• Team Productivity

• Account Coverage

• Conversion Rates

 

Leadership & Culture (10%)

• Employee Retention

• Leadership Development

• Coaching Effectiveness

• Team Engagement

 

Qualifications

Education Required:

• Bachelor’s degree in business, Healthcare Administration, Marketing, or related field

 

Preferred:

• Master's Degree (MBA, MHA, or related field)

Experience

Required:

• Minimum 8 years of healthcare business development experience

• Minimum 5 years of progressive sales leadership experience

• Multi-site healthcare sales management experience

• Demonstrated success leading teams responsible for significant census growth

Preferred:

• Hospice or post-acute care leadership experience

• Multi-state market responsibility

• Experience with de novo launches and acquisitions

• Value-based care and population health experience

 

Leadership Competencies

• Strategic Thinking

• Executive Presence

• Financial Acumen

• Team Development

• Relationship Building

• Accountability

• Data-Driven Decision Making

• Change Management

• Negotiation & Influence

• Performance Coaching

 

Compensation Structure Base Salary plus bonus

Metrics:

• ADC Growth

• Admissions Growth

• EBITDA Performance

• Strategic Initiative Completion

• CRM & Sales Process Compliance

• Retention