The purpose of this position is to centralize the responsibility for development and ongoing management of assigned product line, across all markets in which the product line is sold. Ongoing management includes responsibility for growth and profitability of this product line. The product manager is responsible for guiding the development of a corporate strategy for the product line, presenting and selling the strategy to senior management, and keeping management abreast of where the company is in the implementation of the strategy. This position is responsible for product performance against competing products.
This position is responsible for developing the marketing strategy for achieving our revenue objectives for exchange products. Incumbent will identify marketing and packaging opportunities, from the product services we provide today, and lead the development of a comprehensive marketing plan.
Job Duties & Responsibilities
Develop and implement strategy for product line.
Monitor the implementation of the strategy company-wide, report to senior management, including reporting where the company is ahead or behind competitors. Present plans for corrective action where behind and plans to leverage position where ahead.
Once implemented, responsible for product growth and profitability. Must monitor and analyze growth and profitability and initiate corrective actions where appropriate.
Responsible for the implementation of product changes across all functional areas.
Responsible for developing, with input from other areas, annual enrollment forecasts for the product.
Analyze product performance relative to competitors, including benefits, price, networks, service, and technology components. This includes the specification of key indicators which track emerging product experience and trends.
Participate in cross functional teams to develop implementation plans for product launches
Drive product strategy, including but not limited to, benefit design, network and pharmacy strategy for all products in the Exchange product segment, including Individual Under 65 and Small Group.
Develops and expands relationships with State, CMS and other regulatory agencies, along with the consulting community serving these markets.
Drive annual product and rate submission process for products being sold on the exchange.
Work with sales and marketing to develop a marketing strategy for products being sold in the individual marketplace.
Drives the marketing culture with emphasis on innovation and entrepreneurial spirit.
Determines market potential for introducing new products and services for the individual segment.
Maintains complete knowledge of products, markets, customers and competitors for individual and small group exchange markets.
Directs external vendors to ensure timely completion of outsourced functions including the successful negotiation of pricing, quality and delivery of the assignments.
Key contributor in the development of web-based marketing strategies for individual products.
Interacts with brand management to ensure marketing and promotional materials meet BCBSA standards.
Obtains appropriate regulatory and compliance approval for all marketing and promotional materials, if applicable.
Becomes an industry expert with professional and business contacts in the markets we serve.
Consumer driven market research for individual and small group products.
- Bachelor’s Degree in Business, Marketing, Health care field or related area or equivalent work experience with a minimum of five years experience in the health care industry required.
- Solid knowledge of the product line marketplace and concepts is required.
- A proven track record in financial analysis and project management is also preferred
- Working knowledge of the Affordable Care Act (ACA) is preferred
Strong analytical skills. The incumbent must be able to analyze information at both a macro level and a more detailed level and make strategic recommendations regarding product positioning. The ability to analyze financial information and perform cost/benefit analysis is important.
Strong decision-making skills and the willingness to take initiative and responsibility for decisions. The incumbent is responsible for both the profit and growth of a product line and must be someone who has the skills to make sound decisions and the ability to make those decisions with minimal guidance.
Strong written and verbal communication skills. The incumbent must be able to present technical and non-technical information to both senior management and peers in a clear, concise manner.
Strong project management and interpersonal skills. The incumbent must lead multi-functional teams in order to implement product initiatives. The ability to work with others to produce results is crucial.
Strong organizational skills and the ability to effectively manage multiple projects at one time.
BlueCross BlueShield of Tennessee - 19 months ago
BlueCross BlueShield of Tennessee (BCBST) is the oldest and largest not-for-profit managed care provider in the state of Tennessee....