Digital Franchise Patient Engagement Lead, Marketing
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POST DATE 9/16/2016
END DATE 12/15/2016
JOB DESCRIPTIONJob Description
You as the Franchise Lead for the Haematology/Immunology Franchise Global Patient Engagement Strategy and responsible for ensuring franchise and related brand plans have a strategic patient journey & ecosystem map
This journey and ecosystem should provide current and future state (vision) that include all customers insights (including those of HCPs, nurses, payors advocacy groups, market access, medical, etc.,), relevant touch-points, moments of meaning, pain points and leverage points.
With this information you support franchise brands in building consistent global brand plans, activation and engagement plans.
You will ensure that patient journeys & ecosystems are always kept up to date and existing data/analytics is captured and interpreted.
You will work across multiple functions, such as Market Research, International/US and affiliates to define primary/secondary research data, channel data, CLM data, etc., to keep Patient Journey & ecosystem maps relevant, accurate and as a key source for communication strategies and activation planning.
Based on the outcomes of the patient journey & ecosystems that have been agreed within your franchise you will define in close collaboration with the IMCM CoE - the integrated multi-channel marketing activation plan / campaign and how real-life ecosystems are maintained.
You will be an integral team member of the brand teams helping build a digital ecosystem to support the customer journey
Based on customer insights develop a digital tactical plan with the brand team that meets the strategic imperatives of the brand and needs of the customer
Work closely with the brand team to realise the digital tactical plan while building digital competence in the brand team through learning
In addition you will propose and integrated related KPIs and measurement tools in alignment with Market Research, brands, International/US and affiliates.
This is a truly cross-functional opportunity to unite a patient perspective across various internal functions such as market access, medical, sales, marketing, IT and communications. For that you need also to include and liaise with external stakeholders such as analysts, creative agencies, design thinking agencies, innovators, etc., and bring them into respective workshops.
In this role, you will be challenging the status quo, driving innovation and creativity, constantly bringing in ideas to further improve the patient experience and if as part of strategy, ecosystem ownership of the respective brand/therapeutic area.
Finally, you are a strategic thinker with leadership qualities, yet a very pragmatic, entrepreneurial and hands-on project manager who feels comfortable to challenge status quo, act disruptive/innovative but always being a trusted advisor to your franchise and related brands. A challenging role with many pioneering characteristics and with tremendous learning opportunities
50%: Execute and deliver high-value support on franchise and related brands including: Current/future state patient journey & ecosystem mapping; ensuring all relevant data is captured, integrated and constantly updated, running workshops, drafting of requirements artifacts with focus on leverage points, moments of meaning, pain-points, etc., Accountable for patient journey accuracy on a global level.
15%: Accountable to coordinate patient ecosystems with International/US to ensure respective functions readiness for adapting global outputs. Retrieve data from affiliates/International/US and from other functions (e.g. Market Research), drive conclusions based on that data and as a result update/shape the patient journey accordingly. Integrate various outputs into brand plans.
20%:Create Integrated Multi-Channel Marketing planning and activation on a global level, with the support of the IMCM CoE and IT. Ensure IMCM plans are aligned with International/US. Define KPIs, measurement and content strategy. Support International/US on the transcreation process and activation of global assets.
15% Support Head of Patient Engagement Strategy for establishing and evolving the Patient Journey & Ecosystem mapping methodology/framework, in alignment with MEx&LEx. Support Head of Patient Engagement Strategy on overarching (cross-franchise) strategies.
EDUCATION & EXPERIENCE REQUIREMENTS:
Passionate advocate of patient/customer insight driven strategy
Solid understanding of all marketing communication channels (including content and technology and social media)
Demonstrates strategic abilities to capture the essence of complex patient ecosystems, m
Passion for user/patient-centered design, service design and demonstrated knowledge of information architecture, information design, corporate branding, digital customer experience, usability, accessibility, interaction design,
Proven strategic experience High leadership qualities, ideally in cross functional teams,
Able to lead as well as support marketing and media colleagues in affiliates as well at the cross-franchise, cross functions and supporting functions (like IT, Procurement, etc.,)
Ability to create and deliver influential and persuasive presentations to senior management and within franchises
Provides clarity of thought and articulation (both written and oral).
Shire is the leading global biotechnology company focused on serving people with rare diseases and other highly specialized conditions. We have best-in-class products available in more than 100 countries across core therapeutic areas including Hematology, Immunology, Neuroscience, Lysosomal Storage Disorders, Gastrointestinal / Internal Medicine / Endocrine and Hereditary Angioedema; a growing franchise in Oncology; and an emerging, innovative pipeline in Ophthalmics.
Our employees come to work every day with a shared mission: to develop and deliver breakthrough therapies for the hundreds of millions of people in the world affected by rare diseases and other high-need conditions, and who lack effective therapies to live their lives to the fullest.
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