Marketing Manager, US Marketing

Abbott is a global healthcare leader that helps people live more fully at all stages of life. Our portfolio of life-changing technologies spans the spectrum of healthcare, with leading businesses and products in diagnostics, medical devices, nutritionals and branded generic medicines. Our 114,000 colleagues serve people in more than 160 countries.

     

JOB DESCRIPTION:

Abbott Point of Care (APOC), a $600 million division of Abbott, enables health care professionals to accurately achieve real-time, lab-quality diagnostic results at the point of care within minutes. Testing at the point of care enables health care professionals to make rapid triage and treatment decisions when diagnosing a patient’s condition or monitoring a treatment response. By simplifying the testing process, clinicians can focus on what matters most caring for the patient.

Abbott Point of Care’s i-STAT Analyzer is a handheld system that is used with single-use i-STAT test cartridges. Together they form the i-STAT System—a blood analysis system that provides health care professionals with the information they need to rapidly make treatment decisions. Patient bedside testing with the i-STAT System is as easy as inserting two or three drops of blood into the cartridge, inserting the cartridge into the handheld analyzer, and viewing test results in as little as two minutes for most cartridges. Test results are uploaded automatically delivered wirelessly with the i-STAT Wireless or directly when the i-STAT handheld is placed in a downloader. The i-STAT System eliminates process steps and handoffs to help reduce the incidence of errors and promote patient safety. Hospitals and clinics in more than 100 countries around the world depend on the i-STAT System in critical care situations.

Please Note: This position is based at Abbott Point of Care’s headquarters in Princeton, NJ.

About the Role

Abbott Point of Care is seeking a Marketing Manager, US Marketing responsible for developing and implementing marketing strategies that will focus on our i-STAT TBI product. The Marketing Manager will support one of our newest innovations, identifying and prioritizing market opportunities, devising tactical plans, demonstrating subject matter expertise of i-STAT TBI, the competition, the customers, and deliver business results. The Marketing Leader will report to the Director, US Marketing. Up to 35% domestic travel may be required.

What You’ll Do

Market Insights

• Understand the needs and buying process of i-STAT TBI target audiences, including C-suite, physicians, nurses, lab personnel, procurement, outpatient sites etc.

• Gather and synthesize information on customers, competitors, and the market from a range of formal and informal sources (including market research, digital listening, trend tracking, etc.).

• Proactively share insights across the business to shape and refine business strategies.

• Understand competitive offerings and provide the commercial organization with tools to differentiate the portfolio in the marketplace.

Brand Building

• Define market segments and targets, clearly articulating brand positioning and differentiated brand messaging.

• Drive brand-building actions through the sales teams and ensure the brand positioning is brought to life consistently in interactions with customers across multiple channels.

Strategy and Planning

• Refine and oversee execution of the US i-STAT TBI marketing plan ensuring collaboration with internal stakeholders, monitor progress, and take accountability for results

• Build robust plans utilizing internal expertise and, as necessary, external marketing research firms, marketing agencies, and other vendors that complement internal capabilities.

• Anticipate risks to marketing strategy, proactively assess scenarios and create contingency plans.

• Partner with Global Strategic Marketing and Market Access to define and execute reimbursement and pricing strategy for i-STAT TBI.

Customer Engagement

• Build insightful marketing campaigns that engage relevant audiences and deliver business results.

• Use a test-and-learn approach to try out different ways of connecting with key stakeholders.

• Work closely with the sales team, listen to their feedback, clearly communicate marketing strategy, and ensure access to the tools necessary to effectively engage with customers.

• Observe all regulatory and compliance requirements.

Financial Acumen

• Effectively manage the