Senior Product Manager - Pharma

Key Responsibility

Areas Major activities :

Measurement criteria

1. Strategic Planning and Budgeting

- Develop and maintain a rich reserve of market intelligence and competitor knowledge for formulation of marketing strategies:

- Study market trends and analyse agency reports

- Collate feedback from sales teams and generate insights

- Meet KoLs in order to keep abreast of market changes and competitor strategies

- Conduct own research to analyse value chain

- Attend and network at industry seminars/conferences

- Provide market data to help in estimation of annual market share forecasts

- Participate in annual budgeting exercise by providing activity/item-wise estimates of annual spends.

- Growth rate of brand vs. market growth

- % adherence to budgets

- % market share/ growth achieved against forecast

2. Brand Planning and Execution

- Prepare annual brand plan for own brand/s.

- Create STP for brand/s as per market realities and own expertise

- Plan in-clinic and out-clinic activities for brand/s across short and long term

- Ideate marketing deliverables (Brand communication, advertisements, promotions, brand reminders, etc.) and ensure they are designed and executed as per plan

- Prepare calendar and content for CMEs, awareness programs, courses, conferences, etc.

- Communicate the brand plan and execution strategy to the sales force. Provide training where needed

- Design and implement incentive plan and motivational drives for sales force

- Continuously monitor brand activity and onground execution to ensure and report adherence

- % increase in market share of brand

- % adherence to marketing calendar

- % adherence to budgets

- Quality of content and deliverable to brand plan (calendar and budget)

- Present execution updates to Marketing heads at monthly review. Highlight variation from budget/
plan and discuss recourses.

- Provide on-going customer and market insights to RDPM during the development process

- Recommend product pricing based on market research and competitor analysis

3. Sales Support - Campaign execution and timely feedback by coordinating with regional/distr. Heads.

- Provide support in case of objections/queries (check against crm point)

- Ensure field force motivation and effectiveness.

- Leverage all available platforms (sms, app, email, call, etc.) and data sources (tracker, SFA reports,
etc.)

- Manage execution of cycle meetings:

- Ensure materials are available and participation is coordinated

- Prepare and deliver select training modules at the cycle meetings

- Conduct strategic briefing meeting for sales force

- Demonstrate new inputs and collate feedback.

- Analyse feedback to re-work inputs as needed

- % adherence to marketing plan (budgets/ calendar)

- Sales force training coverage

- Feedback for cycle meetings/ inputs

4 (a). Customer Relationship Management

- Handle customer queries and complaints (routed via sales). Work with CQA to resolve issues (basis
expertise)

- Maintain relationships with select KoLs in order to receive feedback and share updates

- Support the end to end delivery of:

- Educational programs

- Chemist, Pharmacist and Paramedics programs

- PG Programs (run by ESS)

- Adherence to program/ project timelines

4 (b). Vendor Management

- Identify and recommend new vendors and support vendor registration process to ensure contracting

- Follow up for delivery of content/material. Ensure adherence to timelines and requirements

- Approve disbursal of payments by raising indents and processing bills

- New vendors on-boarded

- Vendor ratings

- % adherence to timelines

6. Business (people & budgets) planning, continuity and improvement

- Ensure personal adherence to work norms and the marketing manual.

- Nominate self for trainings. Ensure attendance

- Provide timely and relevant inputs for the preparation of departmental opex budget

- Identify and implement continuous improvement initiatives to enhance process efficiency

- Organize and participate in Knowledge Sharing

- Completion of mandatory training hours

- Skill updation yoy

- No. of improvement ideas sessions with the team to share insights and learnings implemented

- No. of KM sessions led

I. Social Interactions

Type of interaction

- Interaction with Roles Nature of interaction

Internal

- Team Product Executives

- Routine communication in connection with instructions, requests or work tasks

Roles :

WITHIN my function Marketing Heads, HoD Provide updates, inputs and seek resolutions

Roles :

OUTSIDE my Function

Sales, Corporate services, ESS, Accounts, DSG, HR, R&D, Supply Chain, CQA, Training, SFA, BD, Legal

- Coordination for joint-tasks, negotiation, influencing, sharing market in formation, providing insights, training, liaising

- External Agents, Vendors, Customers, Consultants, Industry Peers Negotiating, seeking information,
providing instructions, feedback, resolving queries, networking

I. Job Specifications

- Qualification Min. qualification required Science Graduate

- Desired qualification Management Graduate

Relevant Experience

- Min. years of relevant exp.

- Required 7+ years (5+ for Management)

Behaviour Competencies

- Competency Proficiency Level

- Achievement Orientation

- Problem Solving and decision making

- Integrity and process compliance

- Effective Communication

- Customer Orientation

- Collaboration

- Strategic Orientation

- Planning and Execution

Disclaimer

This is not necessarily an exhaustive list of all principal accountabilities, dimensions of the job, and person specifications. While this is intended to be an a