Ophthalmic Market Development Lead

8 - 10 years experience  • 

Salary depends on experience
Posted on 03/20/18
8 - 10 years experience
Salary depends on experience
Posted on 03/20/18

The Ophthalmic Market Development Lead role is a field-based, non-sales focused position, working closely with Dry Eye Key Opinion Leaders (KOLs), Strategic Accounts, Teaching Hospitals, and Professional Societies to ensure cross-functional commercial resources are made available as appropriate to raise awareness of Shire’s Ophthalmic business.  The primary focus is with Ophthalmology thought leaders and key opinion leaders, with secondary emphasis in Optometry thought leaders and key opinion leaders. The Ophthalmic Market Development Associate Director is assessed in 3 key areas: Advocacy, Strategic Account Management, and Collaboration/Connecting  across, but not are limited to  following:

  • KOL engagement & management
  • Conference engagement
  • Liaising with marketing and sales leadership
  • Identification of and engagement with Strategic Accounts

All interactions are always within label, and consistent with commercial compliance, legal and regulatory guidelines.

This individual will work closely with the other commercial professionals, including but not limited to Marketing and Market Access, in addition to colleagues in Sales leadership. The behaviors that are critical for success are:

  • Collaboration
  • Communication
  • Planning
  • The ability to execute tactical initiatives and provide timely feedback.

This role will report to the Head, Market Development Ophthalmics.

KOL Engagement & Management

  • Identify and maintain understanding of KOLs within the Dry Eye community
  • Conduct  business conversations focused on Shire Ophthalmics
  • Gathering market intelligence and information to support overall business strategy
  • To serve as a resource for commercial teams regarding KOL landscape and expertise within the Dry Eye community.
  • Support Marketing in management of speakers and consultants
  • Collaborate with sales and marketing for selection and nomination of speakers for peer-to-peer programs, symposia, product theaters, and training needs
  • Assisting with education of KOL speakers, consultants, and advisors  with approved decks and materials
  • Execute the strategy for KOL engagement activities set by the Head of Market Development

 KOL Engagement at National and Regional Conferences

  • Identify and maintain understanding of KOLs within the Dry Eye community
  • Conduct  business conversations focused on Shire Ophthalmics
  • Gathering market intelligence and information to support overall business strategy
  • To serve as a resource for commercial teams regarding KOL landscape and expertise within the Dry Eye community.
  • Support Marketing in management of speakers and consultants
  • Collaborate with sales and marketing for selection and nomination of speakers for peer-to-peer programs, symposia, product theaters, and training needs
  • Assisting with education of KOL speakers, consultants, and advisors  with approved decks and materials
  • Plan and execute KOL engagements at local, state, regional, and national conferences to raise awareness of Shire’s Ophthalmic business
  • Present at conferences, advisory boards, and sponsorship opportunities when appropriate

Liaising with Marketing

  • Work with KOLs to obtain feedback on brand-related marketing strategies/materials
  • Work with marketing to develop and execute advisory-boards
  • Provide feedback to commercial leadership on strategic topics and competitive intelligence
  • Provide recommendations for advisory board participants
  • Provide speaker nominations and recommendations to marketing
  • Assist in the execution of commercial contracts when requested

Identification of and engagement with Strategic Accounts

  • Ensure cross-functional commercial resources are made available as appropriate to raise awareness of Shire’s Ophthalmic business
  • Execute the strategy for KOL engagement activities set by the Head of Market Development < >Evaluation of regional and local sponsorship requests that align to commercial strategy and initiatives  Identify entities with strategic  importance to Shire’s Ophthalmic business
  • Identify key Ophthalmology professional associations that align to commercial strategy and initiatives 

Education and Experience

  • Bachelor’s degreerequired. Advanced degreepreferred.
  • Minimum of 8-10 years of related work experiencerequired.
  • Substantial knowledge of Ophthalmic disease states (primarily anterior segment)
  • Substantial knowledge of Ophthalmology and Optometry practice dynamics, business models, market events, and preferred communication channels with industry.
  • Cross functional experiences within the Ophthalmic specialty: sales, sales training, sales management, marketing, business development, KOL engagement.
  • Vendor/service provider vetting, selection, and management
  • Excellent oral and written communication skills must be demonstrated, including ability to present corporate presentation, marketing plans, and scientific data to both eye care professionals and internal staff.
  • Must possess maturity and excellent interpersonal skills, including receptiveness, responsiveness, and flexibility in interacting with both internal and external collaborators.
  • Possess strong leadership skills and commits a high degree of influence and trust
  • Ability to work independently and schedules priorities to meet set deadlines.
  • Superior organizational and multi-tasking capabilities.
  • Ability to work exceptionally within a fast paced a virtual environment.
  • Significant travel including up to 75% of any month. This includes possible weekend work for conferences and meetings.
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