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:
Lead contract discussions and partnership initiatives.
Serve as executive sponsor for major referral relationships.
Sales Performance Management
Responsible for achieving:
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%)
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:
Preferred:
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
Compensation Structure Base Salary plus bonus
Metrics:
