Job PurposeThe Senior Director, HS HCP and Payer Marketing Lead will lead and oversee the HCP and payer marketing function, including management of the HCP agency of record, to drive successful product adoption and treatment initiation among healthcare providers. This individual will own the HCP strategy and translate clinical and customer insights into compelling tactics that motivate HCP adoption. This role will also build and cultivate KOL relationships, lead cross-functional launch readiness efforts for the HCP and payer audience and continuously measure and optimize initiative performance to ensure marketing investments deliver sustained impact. This individual will report to the Vice President, Marketing.
Major Accountabilities- INSIGHT GENERATION & MARKET RESEARCH: Collaborate with market research on message testing, and prescribing-behavior/decision-driver analysis to inform segmentation, targeting, and positioning
- HCP STRATEGY & CAMPAIGN DEVELOPMENT: Develop the HCP strategy to support the launch and campaign development.
- MESSAGING & POSITIONING: Translate clinical and customer insights into a differentiated, evidence-based brand positioning and messaging architecture that supports adoption and treatment initiation.
- LAUNCH READINESS PLANNING: Serve as a core member of the launch team, translating strategic insights into a launch readiness plan and prioritized HCP engagement tactics; ensure launch materials, tools, and campaigns are field-ready ahead of approval
- KOL IDENTIFICATION & ENGAGEMENT: Build KOL engagement plan and relationships, conduct advisory boards to gather insight and pressure-test the value story, positioning, and launch tactics
- FIELD ENABLEMENT & TRAINING: Manage the development of promotional tools, objection handlers, and training resources to prepare the sales/field team to compliantly deliver HCP messaging at launch
- CROSS-FUNCTIONAL & MLR ALIGNMENT: Partner with Medical Affairs, Market Access, Legal, Regulatory, and Compliance to ensure messaging is clinically accurate, compliant, and aligned across functions
- TEAM LEADERSHIP: Build, lead, and develop the HCP marketing team - coaching talent and reinforcing compliant execution standards
- BUDGET & GOVERNANCE: Manage HCP marketing budget and agency spend
Your profileJob RequirementsEducation:- Bachelor's degree required
- Advanced degree (MSc, MBA, PhD, PharmD, or MD) strongly preferred
Experience:- 8+ years in U.S. HCP and payer marketing, minimum of 3 years in leadership position
- Experience supporting a successful product launch in a (Immunology) specialty or rare disease area is preferred
Skills/knowledge/behavioural competencies:- Strong understanding of the U.S. HCP ecosystem and payer environment
- Familiarity with MLR review processes and compliant HCP and payer messaging
- Strong leadership, collaboration, project management, and communication skills
