Manager - HCP & Digital Marketing

This role has primary responsibility for HCP & digital marketing for the Contour portfolio range. The purpose will be to ensure business objectives through supporting all HCP, Digital & CRM initiatives as well as product-led innovation projects, each of which would be thoroughly based on market analysis, development of strategies, campaigns, and ensuring ROI.

The role plays a key part in building short-to-medium term readiness for scientific scale-up strategies around HCP (physician, nurses, para-medicals) & direct-to-patient/caregiver initiatives - Online and Offline. The role also is a key lead in all Innovation plans - from ideation to market launch, and post-launch progress tracking.

As a part of CRM, involving all key stakeholders, the role would develop, execute & monitor a 360-degree engagement plan for existing & prospective KOLs, patients & caregivers. The role would also help develop marketing & sales excellence programs, in coordination with HR & sales leadership, to build capabilities across field teams & internal marketing support members.

MAJOR TASKS AND RESPONSIBILITIES OF POSITION -

1. People

- Be responsible for creating & implementing the proposed marketing & brand promotional initiatives for the end stakeholders

- Develop the detailed Marketing Calendar, breakthrough campaigns roll-out with clear ROI

- Developing deep HCP & patient understanding via first hand real time feedback through extensive primary and secondary researches

- Work cross-functionally to develop effective HCP and DTC strategies, Innovation plans & ensure implementation

- Partner with external agencies to ensure execution of operational marketing programs in scientific domain, digital, BTL, launch campaigns, tracking.

- Strive towards maintaining effective relationships with the end customers with an end objective to ensure best-in-class servicing towards strengthening loyalty

- Mine the Consumers, PWDs database and using analytics, measure the CLV

1a. People - Performance Indicators

- Timely & quality execution of proposed marketing initiatives, launch programs

- Feedback from key stakeholders

Financial

- Sales - product wise, region-wise as per targets

- Market Share Achievement - Implement the proposed Marketing Plans to achieve the budget, market share and profit objectives by organizing & executing scientific, digital, BTL programs for all customers

- Marketing Budget Management - Periodically (Annually / Quarterly) monitor and utilize Marketing / Advertising budget as per the needs of the business and under the direction of Country Manager

- Analyze the market and business- make monthly marketing report to be submitted to Country Manager

- Analyze the financials of the portfolio, develop tracking dashboards, ideations for profitability

2b. Finance - Performance Indicators

- Achievement of Budget

- Annual/Quarterly marketing spend - planned v/s actual

- Achievement of market share /revenues/profits - planned v/s actuals

- Improvement of margins & advertisement of Sales ratio

- Process - DTC, Innovation, Medico-marketing

- Champion launch of new product and ensure success as per plan & strategy.

- Promotional Campaign Planning - Develop educational, Digital & BTL promotional plans and product campaigns for patients, HCPs & care givers to educate, inform & engage for improved business returns, to obtain developed market share and sales

- Work on the re-launch and redesigning of the current diabetes care website

- Build a superior quality CRM function - plan, execute & monitor after-sales initiatives, right from data base, to product demonstrations, warranty cards, grievances, resolutions etc.

- Coordinate closely with the customer service representatives to constantly improve the current model and develop more customer touch points

- Innovation - Coordinate with Country Manager, Head- region & global teams for market opportunity, new product portfolio and profitability, by creating a business case and recommending new products, understanding strategic fits, seeking approvals, documentations and assisting in product launch in order to expand the product offering, market share & profits for the business unit

- Develop Institutional engagement initiatives, follow up for execution and calculate ROI of each initiative

- Campaign Execution - liaison with sales team for design of innovative communication for the end stakeholders at institutions and leverage the assistance of sales field force in executing the promotions, Rollout, monitor, establish, follow-up of Trade campaign/s

- Market Intelligence - Maintain constant touch with the market to understand patients, prescription and retail trends or competitor activities in order to observe and evaluate execution of plans vis- vis competition

- Knowledge Management - Compile knowledge assets from various stakeholders such as marketing, medical team, sales teams, patients, doctors (KOLs), caregivers, distributors and retailers in order to build a knowledge repository accessible to the relevant role holders in the organization

- Scientific promotion: Conceptualize, plan, and execute knowledge-based systems, campaigns, programs & collaterals, in adherence to the annual marketing plan.

- Launch and manage advisory & engagement exchange platforms for KOLs.

- Involve technology for better dissemination of scientific knowledge to wider HCP audience, for better productivity

- Business reviews - Develop an annual brand plan that is fully aligned into the India Marketing Strategy, play lead role in support to organize sales meets from a marketing stand-point, support country manager in business presentations

- Timely preparation and dispatch of inputs to sales teams at regular intervals

- Attend workshops & conferences to disseminate learnings and imbibe best practices for India roll-out

3c. DTC, Innovation, Medico Marketing - Performance Indicators

- Effectiveness of digital, BTL promos and campaigns - KPIs around digital mapped as per initiative

- Brand health (Brand wise Market share)

- Improvement in CRM scores pre-post track

- New product launch - timely, quality-based progress track, ROI

- Development of differentiated, scientific programs - timely, quality, unique, memorable

- KOL relationships across geographies

- Success/Revenue from new launches to entire business

- Enabling partnership with HCPs for exclusive engagements, leading to productive results for mutual benefits

- Market trends with respect to competition in terms of prescription.

- Sharing of best-practices within the affiliate, knowledge-centre

Customer

- Inform, educate, engage and enable strong HCP, direct-to-patient programs on a digital & BTL platform for building marketing excellence

- Build a robust plan to develop and build HCP & patient connect driving repeat scrips & purchases leveraging the digital medium

- Conceptualize CRM, servicing, after-sales engagement program to drive loyalties, self-choice

- Customers - Performance Indicators

- Feedback from stakeholders - pre-post

- Delta in repeat business, loyalty ratio

- CRM metrics improvement pre & post. Repeat checks every quarter for progress.