Job Description
GENERAL DESCRIPTION:
Collaborate with sales, R&D, clinical consultant, data analytics, payer relations and creative services to assist with market analysis, new panel development, market strategies, organizational awareness and product launches. Identify opportunities and provide solutions for any gaps that exist between innovative ideas and market acceptance and adoption.
SPECIFIC JOB FUNCTIONS:
MARKET ANALYSIS
- Analyze market opportunities by collecting information about diagnostics market environment, competition and target markets across the healthcare continuum from providers to payers
- Conduct market research using web searches and secondary research databases
- Contribute to a customer insight initiatives by gathering and interpreting customer feedback (providers and payers)
- Prepare and present reports summarizing findings from market research activities
- Perform data mining tasks on internal company databases
- Examine buying trends to create region- and diagnostics tests-specific marketing plan
- Design and implement surveys over the phone, on the internet, through the mail and in focus groups Obtain voice of the customer/prospect and other input to ensure awareness of market challenges and problems that 'buyers' need solved
- Evaluate customer/field feedback and organize it into reports for company use
MARKET STRATEGY
- Develop short-term and long-term comprehensive marketing strategies and tactics to build brand awareness, drive traffic, and support the company's growth strategy
- Advise the leadership team on what products and/or services will be most beneficial to offer, as well as on the design, distribution and promotion
- Contribute to company pricing strategy discussions
- Develop business cases with ROI analyses to support investment in product/service development
MARKET INTRODUCTION & PROMOTION
- Develop and implement Social Media strategy
- Develop SEO strategy
- Manage the development and placement of product content for online and social media channels
PRODUCT LAUNCH
- Measure and report performance of marketing campaigns
- Determine and manage competitive analysis assessment
- Collaborate with sales, clinical consultant, creative services, and R&D/clinical laboratory management to create sales tools for internal and clients training
- Create product launch plan for new products