Competitive Insights

• Assesses the impact of competitive dynamics and points of parity / points of difference through competitive analysis.
• Researches features, uses and competitive quality of a specific product.
• Utilizes specific approaches and tools for gathering and collating competitive information
• Maintains networks of people and resources for obtaining competitive information.
• Adheres to organizational protocols, practices and procedures for gathering competitive information

Customer Insights

• Understands the needs of the primary and secondary customers. and how to articulate the value proposition to the specific audience.
• Works with inputs from KOL network.
• Explains different product features to different customers as appropriate to their needs.
• Understands what current and potential customers need to drive value in the portfolio.
• Maintains relationships with current KOLs.

Customer Centric Development

• Surfaces new or unexpressed customer needs, leading to product/program improvements.
• Focuses product and service features and functions on the customer's critical success factors.
• Develops consistent processes for maintaining customer engagement.
• Escalates systemic problems that could affect customer satisfaction.

Developing the Strategy and Marketing Plan

·       Understands the linkages between all components of the Big Picture framework; relates upstream decisions to executional decisions.

·       Authors key strategy documents: strategic plan, annual marketing plan, product launch plans, etc.

·       Translates the marketing plan to specific marketing activities to carry out the plan.

·       Writes and communicates key documents:  business reviews, marketing strategies, proposals and recommendations.

Budgets

·       Accurately forecasts resource needs.

·       Drives established organizational practices in budgeting.

·       Drives the budgeting process cycle, necessary inputs and reporting requirements.

·       Supplies supporting information and justification for major line items.

·       Explains variances in budget reports of planned vs. actual expenses.

·       Creates Project Charters, CERs, and Business Case Financial Models as applicable.

Value Prop Segmentation

·       Validates the choice of the brand's segmentation variable by: (a) testing that it motivates customer behavior, and (b) tying it to specific executional initiatives of the product line or portfolio.

·       Performs needs-based segmentation (i.e., behavioral, attitudinal, and aspirations).

·       Identifies and measures customer variable importance and perception.

·       Uses Main and Dynamic Variable concepts to explain competitive dynamics in the category.

·       Generates segmentation variables from customer insights.

·       Uses customer insight research to validate importance and perception for each of the attitudinal segmentation variables.

Value Prop Targeting & Positioning

·       Leads the value proposition development work including the following components: customer beliefs and behaviors, main and dynamic variables and reasons to believe brand value.

·       Can succinctly describe desired customer beliefs and behaviors required to meet the Brand's (product or portfolio) goals in the planning period.

·       Writes target audience descriptions that reveal customer insights for the major customer stakeholders involved with the brand.

·       Prioritizes evidence (clinical, use and economic) and other proof (KOL, user and patient testimonials) useful to demonstrate customer value arising from the value proposition.

·       Uses the target audience description collaboratively with the commercial team to prioritize potential customers.

·       Can develop a Five Box Positioning statement that guides and informs marketing tactics.

·       Able to develop basic marketing positioning based on internal and external situation analysis to communicate a value proposition.

Brand Stewardship

·       Understands difference between core competence, strategic asset and benefit.

·       Translates the core competence and strategic assets of the company to marketing strategies and tactics.

·       Correctly identifies opportunities to develop complementary value propositions for related products or portfolios

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·       Applies the core competencies of the product or portfolio to marketing strategies and tactics.

Evidence Generation

·       Links types of evidence (clinical, use, economic) to specific value proposition elements and specific stakeholders.

·       Proposes objectives for evidence generation and evaluates individual studies for alignments with evidence generation strategy

·       Fosters KOL relationships and identifies new KOLs.

·       Develops a roadmap to communicate and distribute key clinical evidence.

Marketing Objective

·       Links customer acquisition and retention goals to business outcomes.

·       Ties the business goal of the product or portfolio to the overall goal of the business.

·       Understands Hand, Head and Heart Loyalty and which one is appropriate for the product or portfolio.

·       Able to allocate marketing resources appropriately given stakeholder power rating.

·       Understands the costs of acquiring new customers vs. retaining current customers.

·       Links marketing budget to customer acquisition and retention objectives.

·       Develops operational customer definitions by stakeholder and by product or portfolio

Source Volume and Strategic Objective

·       Generates alternative category definitions, including a detailed analysis of the implications of each for the product or portfolio.  (consider moving to higher grade)

·       Can estimate the effort needed to target each customer group in all four Big Picture quadrants.

·       Synthesizes market trends and makes recommendations on sources of volume and strategic focus.

·       Relates potential opportunity from each strategic quadrant to the product or portfolio strategic focus, based on tradeoffs amongst the strategic quadrants.

·       Understands potential sources of volume for the product or portfolio and the tradeoffs for pursuing each.

·       Assesses the impact of competitive dynamics and points of parity/points of difference through competitive analyses.

Sales Distribution Channel

·       Works with a sales strategy for a specific channel, product, and market.

·       Develops new strategies, sales tools, and communication plans of various products and customer bases.

Sales Enablement

·       Applies clinical knowledge in combination with technical knowledge to educate and articulate value.

·       Analyzes sales data and identifies areas for growth.

·       Able to teach sales about the benefits and turn them into a selling script based on the clinical need.

Sales Training

·       Sets the sales training strategy for the product or portfolio

Creates additional sales training tools and resources to assist in continued understanding of business unit product offering

·       Defines key learning objectives for training curriculum.

·       Selects suitable delivery methods for different training sessions.

·       Implements adjustments to training in light of audience feedback.

Forecasting/IBP

·       Develops accurate volume forecasts grounded in an understanding of market and trial dynamics. Prepares forecasts that reflect potential risk and uncertainty.

·       Researches key factors, measurements and variables used in forecasting.

·       Based on insights from forecasts, identifies, escalates and resolves future/potential problems.

Pricing

·       Knows how to set price and develop a pricing approach consistent with the Marketing Strategy and brand positioning

·       Analyzes market pricing data to set price

·       Develops pricing approach /level consistent with the Marketing Strategy and brand positioning.

·       Creates and understands implications of strategies (bundling, capitation, risk)

Communication Strategy

·       Articulates desired communications outcomes consistent with marketing strategy to MarComm team

Marketing Channel

·       Evaluates the costs and benefits of marketing channels.

·       Assists in the development of new marketing channels and tools.

Effectiveness Measurement

·       Establishes metrics, goals/success criteria, and milestones.

·       Conducts post-launch analyses and implements lessons learned.

·       Establishes short-range and long-range improvement goals for own function, and develops action plans to achieve those goals.

·       Reports measurement results in actionable form to management.

Customer Satisfaction

·       Analyzes customer satisfaction inputs to assess trends in customer engagement. Incorporates trends into strategic planning.

·       Able to segment customer satisfaction inputs by customer type to determine how the business is performing in engaging target customer markets.

·       Creates a standardized way to track KPIs as well as a consistent method to report back to the business.

·       Proposes updates and enhancements to the KPIs based of the analysis of metrics over time.

Business Analytics

·       Provides marketing intelligence group with key objectives and inputs to drive customer insights.

·       Documents performance criteria used for evaluating business trends and activities.

Recognizes and assesses problems, opportunities and methods for improving existing business performance

·       Bachelor’s degree in marketing, business or related discipline required

·       MBA preferred

Qualifications & Experience

• 6+ years of work experience required

• 3+ years medical device or marketing/sales experience preferred

• Excellent presentation and interpersonal communications skills

• Strong analytical and problem-solving skills

• Ability to manage multiple projects while delivering on established timelines

• Ability to be persuasive in the absence of organizational authority

• Must be able to understand and work within complex interdivisional procedures and policies

• Demonstrated proficiency in Microsoft Office (Excel, Word & PowerPoint)

Other requirements

• Medium work: Exerting up to 50 pounds of force occasionally and/or up to 20 pounds of force constantly to move objects

• Coordination of eye, hand and foot movement with an ability to grasp by hand and meet cognitive demands to include visual and auditory discrimination / memory, reading ability and memory retention ability.

• Exercise discretion and independence when applying professional expertise

• Must be able to manage time, projects, stress and conflict

• Must possess strong interpersonal skills including written and oral communication

• Must be able to bring tasks through to completion with minimal supervision

• Must have the ability to prioritize work and keep detailed and confidential records

• Must be able to communicate / present to large groups of people

• Must possess unwavering ethics & integrity in a competitive and demanding work environment