About this role
Job Summary This role will be responsible for establishing and delivering the health care provider (HCP) strategy and driving continued growth of our Omnipod franchise. You will work in close coordination with national sales & clinical teams, consumer marketing, segment and global marketing teams as well as key internal stakeholders to create and execute on a meaningful and measurable business strategy to deliver consistent double-digit topline growth in the market. The successful candidate for this role will build out a long-term business plan to address the core levers focused on driving increased awareness, prescriptions and advocacy for Omnipod in the HCP community and drive its activation.
This Director level position is responsible for Omnipod’s overarching Healthcare Professional (HCP) engagement strategy to drive significant growth in prescribing and brand loyalty of the Omnipod portfolio. By developing strategies for executional excellence and leading teams, this Marketing Director will own all aspects of the sales process from targeted HCP promotional efforts to compelling multi-channel HCP education as well as the entire ordering and onboarding process for both HCPs and Consumers. All aimed to make it easier for HCPs to learn, prescribe and optimize their patient’s care for continued Omnipod portfolio growth.
This role requires someone with proven ability to lead cross-functional teams, influence through others and exceed commercial expectations/goals in addition to expertise across the following core marketing competencies: new product commercialization, integrated go-to-market strategy, peer-to-peer education, continuing medical education (CME) strategy, KOL relationships, branding and messaging, communication planning, field/sales channel marketing, market access and strategic partnerships. This role will have 3 direct reports Core Responsibilities: Grow HCP Prescriber Base and Increase Rx YoY Develop new, efficient, and effective ways of educating targeted prescribers on the Omnipod portfolio so they feel confident prescribing Omnipod whilst optimizing existing channels/platforms to outperform prior year(s) metrics & drive YoY growth Lead HCP go-to-market strategy for new product & program introductions including HCP/KOL research, industry insights, core messaging/content development and timely execution of all launch assets so that HCPs can effectively prescribe, train, and treat new patients. Partner cross-functionally with leadership across Medical Affairs, Market Access, and the Field team to ensure downstream HCP marketing initiatives are infused with relevant clinical data & product info, training information; and delivered with the utmost creativity to break through barriers and facilitate HCP buy-in.
Determine KPIs & deliverables needed for the success of each HCP program and hold stakeholders accountable to metrics and tracking of ongoing ROI. Define program value/goals upfront and manage/modify with the working teams as necessary to maximize impact. This role is responsible for maintaining a monthly scorecard to report out on metrics to senior leadership.
Champion and support all HCP marketing initiatives and elevate visibility to all levels of the organization: Peer on Demand, CME, OmnipodConnect Community, webinars, national congress’, Field Advisory Board, etc.) Increase New Customer Starts with successful new start programs YoY This Marketing Director will lead strategy and activities of all ordering programs from a commercial perspective with the goal of reducing the prescribing burden for HCPs and ultimately driving more prescriptions through the Pharmacy Channel Elevate Omnipod’s unique pharmacy channel advantage and permeate messaging/campaigns across all channels where appropriate Influence and execute on marketing requirements for the ordering portal, hub services, copay cards, free trial, and any other initiatives to increase lead throughput. Lead Omnipod Free Trial strategy and implementation across the portfolio; ensure each program is maximized to its greatest capacity Demonstrate clear relationship between NCS numbers and HCP prescribing habits as the result of all targeted HCP programs Serve as downstream point person with partnership organizations to optimize co-promotional opportunities and synergies across all customer segments Support Direct-to -Pharmacy initiatives and provide surround sound support to the channel team to drive pull-through of Rx at retail locations. Work includes but not limited to: messaging and development of dedicated materials, event support, and field communications.
Successful Pull-Through of Global Marketing Initiatives: Dotted line reporting responsibility to EU HCP marketing manager Owner and person responsible for ensuring global marketing initiatives are calibrated and easily transferred to regional markets. Responsible for global hcp messaging continuity Work closely with global marketing counterparts to ensure visibility to new resources, messaging, and US-based campaigns for assessment and dissemination to all countries Collaborate on major global conference strategy and HCP customer research initiatives for continuity in branding, messaging, and educational opportunities Identify opportunities to collaborate on key initiatives (from start to finish) that will benefit all regions to reach KPIs and new customer start goals. Strengthen HCP Engagement Team and Prioritize Talent Development.
Elevate team culture to be positive, innovative, collaborative, and fearless. Prioritize: growth in core marketing competencies to enhance skill sets, quarterly reviews, year-end reviews, professional development, and career development. Keep team connected to the latest in industry news, trends, and technology advancements as well as company strategy and extended marketing team goals.
Establish ownership and accountability across the team; adequately resource plan to ensure all deliverables are executed on time and with excellence. Qualifications: Bachelor’s degree with at least 10 years’ experience in downstream marketing in the medical device/pharmaceutical industry or MBA with 8 years of related experience. Self-starter that is assertive, possesses a high degree of self-confidence and intellectual curiosity, and demonstrates good executive presence.
Strong demonstrated leadership skills and the ability to influence partners in other functional areas. Experience in setting strategy, goals and measuring impact of marketing programs. Proven ability to identify/define business questions/issues and give support to develop strategic, analytical, and financial frameworks to conduct analysis.
Excellent oral and written communication skills, with the ability to interact effectively with all levels of management. Proven ability to manage multiple tasks concurrently under aggressive timelines in a dynamic environment. Comfortable working across functional areas and at varying levels of the organization.
In-depth understanding of Diabetes Market and HCP needs: HCP marketing opportunities to meet sales goals and deliver on business objectives. Understands global business dynamics and competitive environment and potential impact on business unit results. Physical Requirements (if applicable): Will be required to travel 25% for field rides, customer visits and attend all project related tradeshows or conferences.
International travel required Insulet Corporation (NASDAQ: PODD), headquartered in Massachusetts, is an innovative medical device company dedicated to simplifying life for people with diabetes and other conditions through its Omnipod product platform. The Omnipod Insulin Management System provides a unique alternative to traditional insulin delivery methods. With its simple, wearable design, the tubeless disposable Pod provides up to three days of non-stop insulin delivery, without the need to see or handle a needle.
Insulet’s flagship innovation, the Omnipod 5 Automated Insulin Delivery System, integrates with a continuous glucose monitor to manage blood sugar with no multiple daily injections, zero fingersticks, and can be controlled by a compatible personal smartphone in the U.S. or by the Omnipod 5 Controller. Insulet also leverages the unique design of its Pod by tailoring its Omnipod technology platform for the delivery of non-insulin subcutaneous drugs across other therapeutic areas. For more information, please visit insulet.com and omnipod.com.
We are looking for highly motivated, performance-driven individuals to be a part of our expanding team. We do this by hiring amazing people guided by shared values who exceed customer expectations. Our continued success depends on it!
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