Health Care Professional Experience Lead

About the Department 

Our Commercial Strategy and Marketing group creates and delivers human-centered experiences, where innovation meets customer-centricity, driving the ultimate experience for our patients. Our focus extends beyond transactions to craft experiences as one fully integrated, aligned and connected organization that puts empathy at the center, powered by insight and foresight.

 

We develop an end-to-end approach to strategy, focusing on every touchpoint that impacts our customers. We leverage data and insights to inform our decision-making processes, ensuring that our strategies are rooted in a deep understanding of customer needs and behaviors. Our 'test and learn’ mindset and approach enables us to iterate rapidly and refine our strategies based on real-world results.

 

We are building an intentional team culture that is made up of diverse skillsets, united by the shared belief that reinvention and learning is what fuels continuous growth. Do you get excited about exploring the unknown? Does the idea of driving value through human-centered design pull you in? Are you ready to experiment with us? ​

 

The Position

The HCP Experience Lead will play a critical role in ensuring the successful execution of brand/therapy area-level marketing strategy at the channel level. This position involves orchestrating multiple internal cross functional stakeholders to drive execution of holistic HCP experiences. This role will also have oversight into the tactical channel coordination, content creation, and omnichannel execution.

 

Relationships

Reports to the US TA Head. Responsible for providing interface with key internal and external stakeholders. Collaborates with cross-functional teams, including analytics, therapeutic area marketing leads, sales, medical affairs, market access and policy/advocacy (MAPA), and channel leads to align marketing tactics with overall brand/therapy area goals and insights. Works closely with the marketing team to understand and translate brand/therapy area level strategy into valuable customer experiences. Ensures consistency of brand/therapy area vision and messaging across all touchpoints. Leads the consumer marketing orchestration team within a therapeutic area including providing oversight to various initiatives, hiring, staffing, and retaining team members. Establishes, oversees implementation and monitors adherence to administrative policies and procedures. The HCP experience lead has a team reporting to them potentially inclusive of hcp experience managers.

 

Essential Functions

• HCP Experience Squad Management: Leading a group of core and extended team members across marketing, omnichannel, analytics & technology to manage the execution of HCP experience using an agile iterative approach to optimize content
• Omnichannel Tactical Plans: Gather subject matter experts (Marketing & Behavior Insights, Omnichannel Orchestration, and Channel Experts) to drive the development of tactical plans for HCP branded and TA unbranded market development engagement strategy. Drive initiatives to achieve HCP reach /activation targets and optimize engagement across channels. Ensure alignment of brand/therapy area positioning, messaging and overall objectives
• Marketing Orchestration: Lead the execution of the defined HCP marketing strategy and development of the HCP messaging/ promotional story. Ensure effective and seamless implementation of customer-centric campaigns, tactics, and experiences across channels by coordinating across functions. Serves as an advocate for the US marketing initiatives in the context of global marketing including campaign development
• Content Creation: Oversees the development of promotional, engagement and experience programs/materials including any content personalization for key HCP segments. Develop relevant content that integrates across consumer/patient channels to create a unified brand/therapy area experience. Ensuring compliance with industry regulations and guidelines
• Content Deployment: Ensure quality control of marketing content in alignment with compliance prior to dissemination of promotional programs and other materials, including coordination with external suppliers and agencies
• Continuous Improvements: Cultivate a strong and supportive ‘test and learn’ team culture in tactic development and agile experience squad guided by engagement metrics to innovatively engage customers. Foster a mindset of continuous improvement, experimentation, and agile adaptation based on data insights related to channel performance
• Performance Monitoring: Ensure marketing programs developed strongly support their direct and indirect needs with customers and drive appropriate ROI. Maximizes revenue and profitability and understands return on investment (ROI) concepts to ensure program effectiveness