The Role
The HCP Senior Brand Manager is responsible for the comprehensive management of a product's lifecycle, focusing on market demand creation and strategy implementation targeted at health care professionals and patients. This role requires forecasting product demand, developing marketing plans, and coordinating multi-product campaigns while ensuring compliance with regulatory standards.
Summary Generated by Built In
JOB DESCRIPTION:
MAIN PURPOSE OF ROLE
- Responsible for the product planning and execution throughout the product lifecycle, including; gathering and prioritizing product and customer requirements, defining the product vision, and working closely with sales, marketing and other support functions to ensure revenue and customer satisfaction goals are met.
- Responsible for creating demand for brand through creating, implementing and tracking relevant strategies and messages aimed at key influencers and patients in hospitals and clinics to achieve topline goal of organization.
- Drive enhanced awareness for category / brand adoption in hospitals through implementation of proven programs designed / adopted to local context.
- Influence positive business results using ANI’s products, scientific evidences, processes and organizational resources
- Influence positive business results leveraging category, marketplace, and macroeconomic factors that impact business performance
- Drive timely, fact based business decisions by tracking, analyzing, interpreting and applying key metrics
- Understand, manage allocated brand budget on monthly basis
MAIN RESPONSIBILITIES
(Details of Job Responsibilities, deliverables and accountabilities with 8-10 statements)
- Develop brand/portfolio strategy (position/message) aligned with local insights and global brand strategies.
- Prepare and develop marketing objectives, strategies, advertising, which bases on Corporate Branding foundation, and ensure their execution for the assigned products.
- Develop local execution in line with brand campaign guidelines and coordinate with ABM to develop and produce tools and training to commercial team to ensure effective execute and achieve program KPI
- Analyze and report market intelligence in a correct and timely manner.
- Lead multi-product projects/ big campaigns; or special project as directed by Division Manager/GM
- Look for opportunity to develop business by launching new products and penetrate/create new market segment.
- Evaluate the practicality and potential of new products and market development.
- Forecast product demand in market, identify potential supply issues, and develop contingency plan.
- Analyze and define target customers and market requirements and trends.
- Utilizing digital platform to maximize reach and conversion among target audience
- Ensure all business activities comply with the WHO code, Viet Nam code, relevant Acts, legal demands, Abbott code of conduct and ethical standards.
- Drive early engagement and executional alignment among cross-functional stakeholders at all levels (e.g. retail sales, HCP sales, MLR, regional/global marketing).
- Drives market differentiation through commercial innovation (leveraging existing clinicals, claims data, etc. in new ways).
- Identifies impact of market forces and addresses knowledge gaps to shape go-to-market strategy.
- Plans for and responds to competitor actions in a timely manner (e.g. contingency plans, program changes and financial impact)
- Develops and maintains connections with identified champions in ethical field-force to monitor implementation of programs / pilot new initiatives.
- Identifies key HCP influencers and their KOLs to develop cross-functionally aligned HCP marketing programs.
- Works in the field with sales force to identify HCP insights relevant for development or improvement of marketing programs
- Creates retail/HCP channel learning opportunities
- Develops and translates consumer insights to brand implications.
- Maintain compliance with required promotional practice
- Works with internal teams to optimize programming & manage risk related to major policy changes.
- Responsible for brand budget and monthly gaiting.
- Formulates forecast assumptions based on data and aligns cross-functional team
MINIMUM BACKGROUND/ EXPERIENCE REQUIRED
Work Experience
Experience
Minimum 4-6 years
- Related marketing experience in MNC FMCG or Pharma ETC or OTC
- Worked with reputed MNC organizations
- Medical Marketing experience will be an added advantage
- Mix of HCP and consumer marketing preferred
- At least 2-3 years at the same position
- Prefer mix background ETC/OTC
- HCP insight
- New Product launch experience will be an advantage
- Proven track record for designing, implementing and tracking impact of creative marketing programs through sales force.
Education
Education Level
Field of Study/ Qualification
Bachelor’s Degree or Above
- Preferably Pharmacy (MBA strongly preferred)
CORE Skills Required
Professional Skill
- Proven success in managing ‘high science’ brands / portfolio business through development and deployment of strategies and tactics targeting HCPs (including specialist physicians) and their patients
- Develop a deep understanding of science behind product, relevant disease state and treatment paradigms, leading to conceptualization & implementation of insight driven innovative ‘new to market’ programs
- Ability to lead, convince and inspire ethical field-force for implementation of marketing programs
- Build relationships with, collaborate and effectively manage external stakeholders (KOLs, key scientific organizations, influential admin staff in key hospitals) - Collaborate with key internal functions in development and tracking implementation of marketing programs (field-force leadership, Area Mkt., MA, RA, GA, Training, Comex)
- Business acumen
- Organization and planning skills
- Problem analysis skills
Behavioral / Leadership Skill
- Self-driven team player
- Strong interpersonal skills
- Problem solving skills
- Capable of timely and fast, accurate deliverables
Language Skill
- Proficient in verbal and written communication
- Good command of English
Computer Skill
- MS Office and basic digital marketing
The base pay for this position is
N/A
In specific locations, the pay range may vary from the range posted.
JOB FAMILY:Product Management
DIVISION:ANI International Nutrition
LOCATION:Vietnam > Ho Chi Minh City : Me Linh Point Tower
ADDITIONAL LOCATIONS:
WORK SHIFT:Standard
TRAVEL:Not specified
MEDICAL SURVEILLANCE:Not Applicable
SIGNIFICANT WORK ACTIVITIES:Continuous sitting for prolonged periods (more than 2 consecutive hours in an 8 hour day)
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The Company
What We Do
Abbott is a global healthcare leader that helps people live more fully at all stages of life. Our portfolio of life-changing technologies spans the spectrum of healthcare, with leading businesses and products in diagnostics, medical devices, nutritionals and branded generic medicines. Our 109,000 colleagues serve people in more than 160 countries.
