Health Care Professional - Strategy Lead (MASH)

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Job description

About the Department

Our Commercial Strategy and Marketing group creates and delivers human-centered experiences, where innovation meets customer-centricity, driving the ultimate experience for our patients. Our focus extends beyond transactions to craft experiences as one fully integrated, aligned and connected organization that puts empathy at the center, powered by insight and foresight.

We develop an end-to-end approach to strategy, focusing on every touchpoint that impacts our customers. We leverage data and insights to inform our decision-making processes, ensuring that our strategies are rooted in a deep understanding of customer needs and behaviors. Our 'test and learn' mindset and approach enables us to iterate rapidly and refine our strategies based on real-world results.

We are building an intentional team culture that is made up of diverse skillsets, united by the shared belief that reinvention and learning is what fuels continuous growth. Do you get excited about exploring the unknown? Does the idea of driving value through human-centered design pull you in? Are you ready to experiment with us?

The Position

The HCP - Strategy Lead (MASH) lead will be a pivotal driver in shaping an insights-driven HCP marketing strategy and KOL engagement strategy, advising omnichannel execution and measuring marketing effectiveness. They will be accountable for HCP strategy, as well as HCP related strategies on KOL engagement and early market education. This role is responsible for the development of the patient advocacy strategy for the various groups within the TA brand areas. They will seek to find a competitive edge and differentiation in NNI HCP/KOL strategies, set high standards, and establish/maintain a proactive market leadership position. This role will drive collaboration across functions to optimize customer engagement and ensure a consistent brand/therapy area vision and message.

Relationships

Reports to the Integrated TA Strategy Lead. Responsible for providing interface with key internal and external stakeholders. Collaborates with cross-functional teams, including sales, marketing, medical affairs, market access and policy/advocacy (MAPA), Centers of Excellence (COEs), regulatory affairs, other relevant NNI departments, and external stakeholders to ensure alignment of HCP brand objectives, KOL engagements, and strategies. The HCP - Strategy Lead (MASH) has a team of HCP and KOL strategists reporting to them.

Essential Functions

Brand/Therapy Area Management: Defines the pre-launch / launch HCP-related brand/therapy area strategic objectives, HCP activation and experience strategy, including prioritization of HCP needs & opportunities across TAs, and segmentation. Understands the definition of the market and develops accurate sales projections/forecasts. Prioritizes phasing of objectives based on engagement objectives and sales forecasts

HCP / KOL Experience Strategy: Lead HCP / KOL experience strategies and transparent communications outside the department. Ensure consistency of brand/therapy area vision and messaging across all touchpoints including providing oversight to various initiatives. Establishes, oversees implementation, and monitors adherence to administrative policies and procedures

Strategic Planning: Effectively addresses competitive obstacles to ensure brand/therapy area success. Develops and presents compelling plans for management endorsement. Serves as an advocate for the US marketing initiatives in the context of global marketing. Coordinates closely campaign development, competitive defense, and strategic evolution of the brand/therapy area

Global Collaboration: Responsible for partnership with global colleagues on brand/therapy area strategy and key decisions. U.S. brand/therapy area representative across various NNI governance committees

Omnichannel Experience Strategy: Provide consumer insights to omnichannel branded and TA unbranded market development team to support brand/therapy area development and consumer activation efforts. Collaborate closely with cross functional teams to uncover insights into consumer needs, preferences, and behaviors for input into a comprehensive customer engagement plan. Ensures alignment of brand/therapy area positioning, messaging and overall objectives

KOL Engagement and Early Market Education: Design and execute KOL engagement strategies to build advocacy and support for brand/therapy area. Lead early market education initiatives to prime the market and generate brand awareness among HCPs for upcoming launches

Thought Leadership Programming: Lead the development and execution of thought leadership programs, educational initiatives, and advisory boards involving KOLs to drive awareness and credibility for our company and products

HCP/KOL interaction and Communication: Assist HCP/KOL Strategist in facilitating scientific communication between internal stakeholders and KOLs to ensure a mutual understanding of NNI products, pipeline, and emerging healthcare trends

Learning Event Coordination: Coordinate participation in scientific conferences, symposia, and other relevant events to enhance visibility, brand knowledge, and engagement with KOLs

Measuring Performance: Establish key performance indicators (KPIs) and measurement plan to measure the success of omnichannel and KOL experience strategies. Continuously assess effectiveness of HCP/ KOL engagement and optimize to increase the value of customer interactions with NNI. Regularly analyze and report on the effectiveness of implemented strategies, making data-driven recommendations for continuous improvement

Continued Improvement: Cultivate a strong and supportive 'test and learn' team culture guided by engagement metrics and evidence to innovatively engage HCPs/KOLs. Identifies and implements improvements to prepare for launch, development and/or life cycle activities

Health Systems strategy: Collaborates with medical affairs and market access teams to inform a health systems strategy to ensure system level acceptance and access to medicines

Budget Management: Ensure productive management of the marketing budget to optimize resources, drive effective strategies and ensure budgets remain on track. Evaluates appropriate use of resources to ensure attainment of unit, department and Company profitability goals

People Development and Coaching: Responsible for setting and communicating clear individualized role expectations for each report based on position, skills, talents, and objectives. Ensure that reporting personnel have strengths-based individual development plans (IDP), with annual goals and measurements that are consistent with the priorities of the business. Provide regular coaching of reports that prioritizes appropriate challenging, development, feedback, regular recognition, and support

Physical Requirements

Hybrid policy: 3 days in office and 2 days remote.

Approximately 20-30% overnight travel.

Development of People

Ensure that reporting personnel have individual development plans (IDP), with annual goals and measurements that are consistent with the priorities of the business, and that interim reviews are held so that their work is focused on those priorities, and they understand their level of accountability for results and the measurement process.

Ensure that the IDP forms include completed learning and aspiration plans and are in place for all reporting personnel to enable the achievement of goals and capability to assume increased levels of responsibility.

Manage the application and communication of all Novo Nordisk policies, procedures, and Novo Nordisk Way.

Qualifications

Requires a Bachelor's degree; Master's degree preferred

12+ years of experience including progressively responsible experience within sales, brand management/marketing experience within the pharmaceutical industry required

Proven knowledge of the pharmaceutical industry, including medical, regulatory, clinical processes and market dynamics, especially within specified therapy area preferred

HCP marketing experience leading brand/therapy area strategy development and driving impactful customer experiences is required

Proven success in developing strategy through expert understanding of market and industry

Ability to manage complexity, including the leadership of work across competing priorities

Successful launch experience in a marketing role preferred

Strong strategic thinking and analytical skills, with the ability to translate insights into actionable marketing strategies to guide customer experiences

Strong understanding of regulatory, compliance, and ethical considerations in engaging with healthcare providers

Proven track record of successful KOL relationship management and strategic collaboration

HCP KOL marketing experience leading brand strategy development and driving impactful customer experiences is required

Proven track record of innovative market tactics/high impact results (based on metrics/ROI)

Outstanding planning and organizational skills with exceptionally high attention to quality of detail and proven track record of results and follow up

Excellent communication and stakeholder management skills, with ability to influence senior leaders and collaborate with cross-functional teams across the organization as well as strong aptitude to build rapport and credibility with external customers

Embodies leadership behaviors, including authenticity, servant leadership, will, empathy, decisiveness, a growth mindset . click apply for full job details

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