Sr Manager - Direct Marketing - Pharma

Greetings from Kingpins Management Consultancy

Our client, a leading pharmaceutical company, is currently looking out for Senior Manager - Direct Marketing

Position Title: Senior Manager - Direct Marketing

Educational Qualification: A Science Graduate/post graduate with MBA in Marketing

Experience: Minimum 8 years experience in direct marketing activities out of which minimum 2 years exposure in managing direct marketing activities for pharma companies.

Good domain understanding of Pharma Sales & Marketing process & practice. Preferably should have Brand Management/ Sales experience

Reports To: General Manager Strategic Marketing Group 1 (Acute) & Direct Marketing Initiatives.

Supervises: Manager-Direct Marketing & a team of 10 outsource employees

Position Summary: (Job Purpose)

Accountability: The position is responsible for strategizing & developing company's customer relationship management (CRM) & direct marketing (DM) initiatives across all SBUs at India Region, touch basing ~ 2 lac doctors, ~ 40,000 chemists and ~ 20,000 patients


Dimension:

Ideation/Identification/Formulation

- Formulate yearly CRM blue print to touch over 2L doctors across the country

- Ideate relationship marketing philosophy for customers across diverse segments like doctors, patients, retailers, stockists & internal field force

- Innovate CRM/DM services/initiatives to differentiate from competition

- Identify business needs & liase with Bus for respective DM initiatives

- Identify creative/business partners to help deliver the creative needs

Development

- Develop/revise a tailored CRM analytical application for CRM/DM needs

- Develop alternate DM media platforms; creative mailing/ toll free, sms, websites

- Develop efficient DM/CRM processes customized to service/BU/customer needs

- Develop team’s capability & skill sets for all upcoming business needs

Execution/Management

- Establish long term relationship nearing 10,000 doctors through Dial a Sample ( a free Life Long Sample Service)

- Directly Service around 60,000 doctors across the country through vacant territory management

- Manage responses to more than 2000 medical queries from doctors through scientific service initiative-Medicall

- Publish a quarterly newsletter for doctors titled, “Check Up” with a print run of over 1L copies

- Maintain direct relationship with around 5000 doctors through Dial a Wish, a personalized birthday tele-calling initiative, mail personalized birthday/anniversary greetings to over 1300 doctors & release personalised e mailers to around 3500 doctors

- Service around 20,000 patients across Bus through many patient care/loyalty programs like Storvas care, Covance Care, Insucare Unite (Diabetes Care Program), Epilife, Patient Caregiver, Strokare, and Sotret program

- Counsel around 1200 patients through Dial a Diet (a free diet & life style management counselling service)

- Maintain direct relationship with over 4500 field personnel through a zodiac direct mailer released every month

- Handle CRM/DM backend Infrastructure of 3 toll free networks (a traffic of around 100 incoming calls from doctors, patients & field force), a tailored SMS module & direct sample cell (handle daily dispatch to around 500 doctors)

- Transmit business information via approximately 10L SMS to diverse customer group comprising doctors, patients, field force & chemists

- Lead a team of 11 DM colleagues, both on roll & out source; ensure team motivation, role deliveries & minimal attrition

- Customer database management; continually enrich customer database to ensure 100% reach of all DM & CRM initiatives

- Innovate new CRM initiatives & ensure CRM blue print execution

Delegation of Responsibility:

In the absence of the job holder, administrative and decision making responsibilities shall be referred to General Manager Strategic Marketing Group 1 (Acute) & Direct Marketing Initiatives.

Decisions made alone:

- Identify & develop new customer engagement programs

- Managing operations with focus on serviceable by ensuring optimal utilization of resources

- Setting out service level quality standards for various services, ensuring a high-quality customer experience, while adhering to the work processes

Decisions in consultation of superiors/ others:

- Formulating strategies and reaching out to unexplored market segments/customer groups for business expansion

- Preparing campaign targets in consultation with BMT

Job Profile: (Describe the major end results expected from the job)

KEY RESULT AREAS:

- Strategize Company’s’s CRM

- Implement CRM & DM blueprint

- Manage CRM & DM process & operations across BUs
- Lend support to BMT for promoting products, services and brands

- Develop an effective system & operational procedures for smooth functioning of the vertical

- Manage customer relationship through doctor & patient loyalty programs

- Develop & strengthen DM infrastructure/team & customer interface

Job Holder's Role:

- Strategizing or conceptualizing direct marketing programs/ intervention

- Implementation of CRM strategies

- Customer relationship management (CRM) program for KOL's across specialties and divisions

- Work closely with the advertising agency to develop compelling creative

- Develop, review and continually improve direct marketing programs using appropriate media like SMS, email, direct mail to target groups (Doctors, Patients, Chemists, field force).

- Review and record cost effectiveness and benefit derived from each marketing communication ensuring learning is applied to future activity

- Manage the direct marketing budget effectively, making sure all projects remain within budget with a clear idea of spends at any point of time.

- Ensure regular communication with sales force and trade

- Maintain professional contacts with agencies and suppliers

- Responsible for MIS/ report generation

Assessment and Planning of Work

- Generated by Self 40%

- Generated by Superior 20%

- Generated by SBU heads 40%

Problems/ Key Features

- Entail huge quantum of Multi-tasking (Strategic Planning to mundane issue of regular follow-ups)

- Ensuring service levels (Response Time)

Interface:

External Contacts:

- Doctors

- Patients

- Chemists

- Stockists

- Service provider in IT and CRM space

- Service provider in printing & packaging development

- Service provider in creative/designing/media services

- Distributors/manufactures of merchandise

- Postal authorities/ courier agencies

- HR placement agencies

- Service provider in hospitality segment

- Service provider in event management & celebrity management

Internal Contacts:

- Business Heads

- Brand Management Team

- Finance

- Distribution & Logistics

- Demand Planning

- Medical

- R3

- Centralized Purchase

- CFA/RWN

- HR/Admin

- Field Force/field force management

- IT

- SFE

- Training

Competencies Required:

Technical Competencies:

- Knowledge of pharmaceutical ethical market, DM and CRM principles

- Knowledge of principles and methods for marketing, promoting, and selling products or services. This includes marketing strategy and tactics, product demonstration, sales techniques, and sales control systems

- Ability to align CRM/DM/Business strategies with management strategies

- Knowledge of business and management principles involved in strategic planning, resource allocation, human resource management, leadership technique, and coordination of people and resources

- Knowledge of basic IT processes, customer database management, database warehousing & application development

- Knowledge of creative principles, designing, branding & effective communication

Call immediately to fix up an interview or revert with your updated resume.

In case, this opportunity doesn’t suit you, please pass on this mail to your friends or colleagues with relevant experience looking for a change.

Regards,
Khatija Daudi,
Kingpins Management Consultancy,
Contact: 9167024052/02228113476/02228113475
Email: pharmajobs@kingpinsindia.com