Director, HCP Marketing Lead Job at Otsuka Pharmaceutical in Princeton
Otsuka Pharmaceutical, Princeton, NJ, US
Position Summary
The Director , HCP Marketing Lead guides the healthcare provider (HCP) engagement strategy for Centanafadine , a novel launch product for ADHD . This role ensures effective brand positioning, promotional execution, and omnichannel engagement to drive awareness, adoption, and utilization among HCPs.
The Director will work cross-functionally with sales, market access, medical affairs, and commercial operations to align on strategic priorities and ensure that HCP marketing initiatives support both short-term brand objectives and long-term market success. This individual will be responsible for developing and implementing innovative programs that generate awareness for a new product in a mature category and must balance both setting the vision and driving to successful execution , along with leading and mentoring commercial team members responsible for HCP personal promotions and PME marketing .
Key Responsibilities
HCP Marketing Strategy & Execution: Develop and execute a comprehensive HCP engagement strategy, ensuring alignment with brand objectives and competitive positioning.
Omnichannel & Non-Personal Promotion (NPP): Lead the HCP omnichannel strategy, integrating digital, non-personal promotion (NPP), and personal engagement to maximize reach and impact.
HCP Engagement & Field Enablement: Develop promotional tools, messaging, and training resources to empower the field sales team and optimize HCP engagement.
KOL Engagement & Speaker Programs: Partner with medical and sales teams to identify and engage key opinion leaders (KOLs), oversee speaker programs, and manage congress presence. Develop and execute a comprehensive commercial KOL engagement plan
Market Insights & Competitive Intelligence: Utilize market research, HCP insights, and competitive analysis to refine strategies and ensure agility in response to market dynamics.
Brand Positioning & Messaging: Ensure brand messaging is differentiated, evidence-based, and compelling for target HCP audiences.
Market Access Pull Through: Create market access pull through strategies, including but not limited to reimbursement support, patient access programs, and/or formulary positioning, into brand promotional efforts
Cross-Functional Leadership: Collaborate closely with medical, regulatory, and commercial operations teams to ensure compliance and seamless execution of promotional initiatives.
Performance Measurement & Optimization: Establish and track key performance indicators (KPIs) to assess HCP marketing effectiveness and optimize promotional investments.
Budget & Resource Management: Oversee marketing budgets, ensuring efficient allocation of resources and maximizing return on investment.
Qualifications & Key Competencies
Bachelor’s degree in Business , Marketing, or a related field; MBA preferred
10+ years of pharmaceutical marketing experience , with a focus on HCP engagement, omnichannel marketing, or field sales enablement
Experience in CNS, psychiatry, neurology, or related therapeutic areas preferred
Launch experience preferred
Proven ability to develop and execute HCP engagement strategies, including non-personal promotion (NPP), field support, and speaker programs
Omnichannel marketing expertise , including digital and traditional HCP engagement tactics
Strong analytical skills, with the ability to leverage data and insights to refine marketing execution
Demonstrated ability to plan and manage large investments and marketing budgets to optimize overall ROI
Excellent collaboration and communication skills, with experience working in cross-functional teams
Experience managing vendors and agency partners, ensuring effective execution of marketing initiatives
Ability to work in a matrixed environment, balancing multiple priorities and aligning stakeholders