Responsible for leading digital strategy development and execution, driving brand marketing objectives and leveraging brand insights to help differentiate the brand. Focus will be on patient websites, distributed content on third-party sites, patient support program and patient digital media. This includes providing strategic direction and leadership as well as managing the execution of projects from planning through the medical, legal and regulatory review process and establishing metrics and measurement for post-launch performance evaluation and recommendations for optimization. Targeted digital initiatives will be conducted in conjunction with initiatives to healthcare professionals.
Key responsibilities include:
-Provide guidance to the brand team on digital strategy and innovative tactical pull-through, driving strategic use and optimization of websites, patient support programs and distributed content.
-Ensure agency execution of digital initiatives adheres to brand goals and objectives; be the ongoing link between the brand team and the digital as well as lead general advertising agencies.
-Manage digital development initiatives through all phases of the project lifecycle, including ongoing management and optimization once a site/banner/mobile campaign is live.
-Drive efficiency and effectiveness in website and patient support program optimization by overseeing and critiquing agency proposals to maximize functionality and usability, SEO and other digital best practices.
-Bring new digital approaches, technology and channels to the table by staying abreast of trends and current on latest third party data on patient digital usage.
-Optimize the role of digital in reaching patient targets and share best practices and benchmarks; highlight opportunities to test, learn and optimize/evolve campaigns based on knowledge & understanding of brand insights, competitive digital initiatives, new channels and/or offerings by channel.
-Assess digital media plan/buying implementation and analysis
-Implement fiscal checks and balances and monitor expenditures relative to approved budgets
Education and Relevant Experience:
-Four plus years experience in digital strategy and tactical development, including website and CRM program launches, website and CRM program optimization and digital media planning and buying.
-Ability to assess and provide recommendations for upfront design, and ongoing optimization, of websites, partnering with key agencies.
-Demonstrated ability to drive efficiency and effectiveness of sites and CRM programs, using strong performance measurement approach.
-Versed in the digital landscape and demonstrated ability to bring new technology solutions to the table.
-Passion for social, mobile and emerging digital trends preferred.
-Strong leadership skills, presentation skills, innovative thinker, business minded, ability to adapt digital strategies to evolving pharma business model.
-Strong interpersonal skills with the ability to collaborate and work effectively in a small cross-functional team environment.
-Strong agency management experience.
-Strong project management experience and attention to detail.
-Digital agency experience welcome.
-Prior Rx or OTC brand management and/or pharmaceutical sales experience preferred.
VIVUS Inc. - 20 months ago