Overview

The AD/Director, Primary Market Research will support internal customers to identify market insights that effectively drive strategic decision-making and maximize the commercial potential of Shionogi portfolio. The incumbent is responsible for the design and execution of primary market research studies that assess market landscape, product performance and marketing and sales initiatives for both in-line and new products within covered therapeutic area. The current focus is across Infectious Diseases, including hospital anti-infectives and COVID-19.

The candidate must have demonstrated capability in all aspects of primary research including Product/HCP/payer/pharmacist/patient research, segmentation, brand positioning, message testing, pricing research, forecasting etc., as well as understanding of efficiencies of various research options – primary, secondary, digital, and social media, etc.

Responsibilities

The duties and responsibilities reflected below are not intended to be an exhaustive list but are representative of the scope and level of work to be performed.

• Execute Market Research from inception through results presentation with minimal supervision. Designs, manages, analyzes, and communicates the findings of original research studies for defined business needs or yet to be identified business issues.
• Engages internal customers to identify business need, advise and select a strategic vendor partner, and then work with selected vendor and internal customer to develop research methodologies to address the business need.
• Successfully execute the study – this includes synthesizing key findings and ensuring the ‘so what’ of each study is clearly articulated.
• Independently work with business insights and analytics leads to ensure holistic and complete inclusion of market research findings with key analytics work; this includes inclusion and synthesis into:
  • Forecasting projects
  • Promotional response modeling
  • Identification and verification of independent data sources for decision rules engine building
  • Other critical projects as identified by the team.
• Drive business decisions and initiatives (at the company, stakeholder, and brand level) resulting from recommendations from market research for all markets that we currently compete. The current focus will be across infectious diseases, including hospital-based anti-infectives and COVID-19. This may expand to include additional markets identified through our research pipeline and Business Development efforts.
• Integrate primary and secondary data such as epidemiology/patient data, claims or prescription-based analysis, and/or other syndicated reports to amplify and support the result of the research.
• Design advanced quantitative research studies (tracking studies, single-purpose questionnaires, DCM, pricing studies, etc.) with limited overview by senior management and with input as necessary from advanced methodologists consulting on the project.
• Provide analysis of sales and marketing data to Marketing Department on an ongoing basis to assist in market understanding and help in business decision making.
• Ensure all research is conducted and executed with the highest standards of quality and compliance.
• Working with the Senior Director, optimize the market research budget to provide valuable insights that are aligned with the business objectives of the Brand teams.

Minimum Job Requirements

Qualifications

• Bachelor’s or master’s degree in field such as marketing, market research, Psychology, economics or operations research.
• Minimum of 7-10 years healthcare market research experience; including pharmaceutical industry background and agency experience. 
• Therapeutic area experience in primary care and/or hospital-based therapies and /or anti-infectives is highly desired. 
• Ability to translate primary & secondary research into strategic insights with an understanding of their independencies.
• Strong technical knowledge of advanced market research techniques.
• Knowledge of sources of secondary information and syndicated research for the pharmaceutical and health care industries to including sales and prescription audits, promotional audits, physician-level data, patient-level claims data, pricing audits, medical practice audits, and other sources. 

Competencies

• Demonstrated in-depth strategic thinking and creative critical thinking skills. 
• Strong written and verbal communication skills. 
• Proficiency with the Microsoft Office Suite software. 
• Ability to effectively communicate with employees at all levels and external contacts. 
• Ability to effectively organize and prioritiz