BD Diagnostic Systems – Informatics is focused on developing and introducing a novel informatics solution to the US Diagnostics market. Working closely with the Global Marketing team, the US Marketing Manager, Informatics is responsible for market development and marketing activities for the platform in both acute and alternate site segments. The successful candidate will develop and execute the US launch and marketing plans to exceed unit revenue, category share and profitability goals for assigned product portfolio, contribute to Global Marketing initiatives, and ensure the effective integration of the voice of the US region in the marketing workflow and decision-making process.
Manages all aspects of US marketing plans to ensure the achievement of financial/budget expectations and product line strategies; creates strategic marketing plans and drives tactical marketing initiatives.
Works closely with Sales teams to effectively implement marketing strategies and drive tactical plans to attain/exceed sales and category share objectives.
Partners with instrumented platform leads to ensure integrated messaging and roll out to the field.
Employs market research tools, as required, to identify and interpret changing region attitudes, demands, and needs for existing products. Acquires and utilizes competitive intelligence to guide strategy and tactics.
Manages the demand planning process; represents portfolio at Demand Consensus and S&OP meetings.
Contributes to the annual financial planning cycle for the US: budget, forecasts and ASR.
Initiates, coordinates, and drives key National Account opportunities.
Creates and manages communication programs including advertising, PR, direct mail, product literature, sales tools, BD internet sites, etc., in alignment with branding strategy.
Successfully launches products; develops strategies, tactics and training plans for the Service organization, Applications and Sales teams.
Creates and implements pricing strategies, market analysis, promotional programs, market research requirements and channel strategies. Incorporates "best practices" in all aspects of the marketing function.
Provides marketing and/or technical support at conferences, users’ meetings, customer sites, end user workshops, and other specific marketing events.
Develops and implements strategic publication plan. Works closely with both Scientific Affairs and the Healthcare Economics team to develop models and studies that support and drive market adoption. Develops KOL group and speaker opportunities; coordinates webinars, as appropriate.
Builds relationships with internal stakeholders, and effectively communicates short and long term business priorities to functional leaders (i.e., Service) to ensure a unified agenda. Identifies potential gaps and proposes possible solutions.
Ensures compliance with BD policies, procedures, and practices, including serving as point-person in marketing communication copy approval process.
Required Knowledge and Experience
Typically requires a B.S. in a Life Sciences or Computer Science discipline, or equivalent combination of education and experience. MBA highly preferred.
Minimum of 7 years of business experience, with a minimum of 3 years in Marketing. Business experience may include marketing, sales, business development or applicable advanced degree.
Experience in the development and execution of marketing plans that deliver achievement of financial/budget expectations and product line strategies.
Demonstrated track record in leading and implementing effective Market Shaping, Market Segmentation, Targeted Marketing, Competitive Analysis, Pricing Strategy and Go-to-Market initiatives.
Demonstrated proficiency and knowledge in marketing SaaS (Software-as-a-Service).
Experience with one or more of the following informatics-related technologies: LIS/EMR/Middleware, HL7/ASTM.
Demonstrated proficiency in business and sales acumen. Scientific and technical knowledge with the ability to understand and translate technical capabilities into benefits is crucial to drive revenue growth.
Ability to work on functional teams and across multiple functions.
Effective interpersonal skills; strong oral and written communication; demonstrated abilities in organization, prioritization and planning, goal setting, analytical and problem solving.
Results-oriented, with demonstrated ability to multi-task; capable of managing and driving the completion of multiple competing projects.
BD is a global medical technology company that is advancing the world of health by improving medical discovery, diagnostics and the delivery of care. We lead in patient and healthcare worker safety, and technologies that enable medical research and clinical laboratories. Our innovative solutions help advance medical research and genomics, enhance the diagnosis of infectious disease and cancer, imp...rove medication management, promote infection prevention, equip surgical and interventional procedures, optimize respiratory care and support the management of diabetes.
BD partners with organizations around the world to address some of the most challenging global health issues. Our nearly 50,000 associates across 50 countries closely collaborate with customers and partners to help enhance patient outcomes, lower healthcare delivery costs, increase operational efficiencies and expand access to healthcare.
Our state-of-the-art facilities around the globe provide an environment that enables our highly talented and passionate workforce to be the best at their professions. We are always seeking great people to join our company on its journey to greatness.