| Job Description: |
This is a newly created position supporting the CNS Marketing team for an anticipated product launch in 2012.The individual selected for this position will be responsible for developing the consumer strategy with primary focus on direct-to-patient/direct-to-caregiver initiatives, including but not limited to creative/message development, channel planning and placement, and robust tracking and metrics. This individual will lead all Web and e-Strategies focused on caregiver/patient needs, including collaborating on the creation of comprehensive market research plans. Additional responsibilities will include building acquisition and retention-focused relationship marketing programs, with required focus on geocentric and micro-marketing initiatives that provide clear execution plans and performance metrics. Role has a critical interface and required alignment with team members who lead other marketing initiatives in the CNS group. Position reports to the Vice-President, CNS Patient and Branding Strategy in the US. Requirements Minimum, 7-10 years healthcare marketing or related experience. Proven success in driving consumer initiatives in challenging markets that required innovative solutions driven from deep market insights. Proficient management of agencies, transferring marketing objectives in to creative strategies and executions. Experience in a range of marketing research including message development and testing, as well as in-market testing of programs. Strong interpersonal and communication skills and the ability to effectively and efficiently drive performance. Prior experience in mental health is preferred.
Key Job Responsibilities Percentage of time spent Importance rank *
Drives the development and execution of direct-to-patient/direct-to-caregiver marketing initiatives for new product launch, which includes:
DTP strategy development
Creative/Message platform development and evolution
Channel planning and placement of DTP/DTC and other micromarketing initiatives
Patient education and in-office/in-clinic programs
Leads the CRM efforts. This includes efforts to build a database and identify ideal contact stream based on segmentation (acquisition) as well as develop patient loyalty programs (retention-focused) post launch.
Responsible for all Web and e-strategies and initiatives across the brand, including development of the consumer branded/non-branded websites. Point person for work with patient and web agencies
Develop in-office and point of care patient support materials to drive differentiation and lead generation
Collaborate with cross-functional team - Sales, Market Access, Nursing Educators, and Reimbursement Services - to ensure strategic alignment and execution integration.
Partners with Customer Insight and Business Analysis (CIBA) group in refining MR plan, and in establishing standardized, aligned performance metrics and ROI analytics.
Develops win-win strategic partnerships with high-level representatives from third-party patient advocacy groups or stakeholder groups.
Leads effective budget planning and management for all DTP activities
Knowledge, Skills, Competencies, Education, and Experience
Required:
BA/BS and 7-10 years healthcare marketing experience
Experience in Customer Relationship Management (CRM) Marketing and/or other micro-marketing initiatives
Digital/ e-marketing experience
Experience in translating customer insights in to impactful business strategies and plans.
Proven business acumen demonstrated through analysis, problem-solving and success measures
Demonstrated ability to manage external agencies and vendors.
Strong interpersonal, communication, and influencing skills and ability.
Preferred:
Launch experience either through newly marketed products or new indications preferred
Advanced Degree
Requirements:
The leader in this role must have hands-on experience developing winning strategies that drive value and access in complex payer markets. This includes an in-depth-knowledge of payer customer environment, buy-and-bill systems for injectable products and an understanding of the evolving reimbursement landscape. They must have worked in a marketing role or had relevant experiences that demonstrate strategic thinking, driving results and customer orientation.
7-10 years in the pharmaceutical industry with the majority of time in managed markets and marketing.
The leader in this role must have hands-on experience developing winning strategies that drive value and access in complex payer markets. This includes an in-depth-knowledge of payer customer environment, buy-and-bill systems for injectable products and an understanding of the evolving reimbursement landscape. They must have worked in a marketing role or had relevant experiences that demonstrate strategic thinking, driving results and customer orientation.
Develop the Payer/Advocacy/Reimbursement/Trade brand specific marketing strategies and associated tactics to support brand objectives and execution requirements thru all resourced Market Access Field teams. (Account Management, Mental Health Advocacy Managers, Field Reimbursement Specialists.
Develop and maintain value message platform for Brand.
Serve as customer-centric program developer that brings brand and customer value with each engagement
Direct Brand specific Payer/Advocacy Market research activities.
Direct and create the necessary promotional tools that support their efforts with key customers
Directs Gross to Net planning in collaboration with Director OAPI Payer Strategy and Pricing and Senior Director Corporate Planning.
Manage Payer Marketing Brand budget resources.
Knowledge, Skills, Competencies, Education, and Experience
Required:
Bachelors degree; A minimum of 7 yrs in pharmaceutical experience with at least 3 yrs in managed markets.
Must have solid communications skills (written and verbal) and the ability to lead critical business discussions at all levels of the organization
Must have knowledge of injectable medicines and have a working knowledge of codes and reimbursement
Preferred:
MBA or other advanced degree; knowledge of CNS category; marketing experience
Apply online at: https://2xrecruit.kenexa.com/kr/cc/jsp/public/EmailJobDetail.jsf?npi=592BD0535B5F57261EE563929442C841&rand=ABBBFA9B9F2D6900420E0506E644DF1D
Company Description:
Otsuka America Pharmaceutical, Inc. (OAPI) is a successful, innovative, fast growing healthcare company that commercializes Otsuka-discovered and other product opportunities in North America, with a strong focus on and commitment to neuroscience, cardiovascular and oncologic therapeutic treatments. OAPI is dedicated to improving patients health and the quality of human life.
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