Director, HCP Marketing Lead

Otsuka Pharmaceutical • Princeton, NJ • 10h ago

The Director , HCP Marketing Lead guides the healthcare provider (HCP) engagement strategy for Centanafadine , a novel launch product for ADHD . This role ensures effective brand positioning, promotional execution, and omnichannel engagement to drive awareness, adoption, and utilization among HCPs. The Director will work cross-functionally with sales, market access, medical affairs, and commercial operations to align on strategic priorities and ensure that HCP marketing initiatives support both short-term brand objectives and long-term market success. This individual will be responsible for developing and implementing innovative programs that generate awareness for a new product in a mature category and must balance both setting the vision and driving to successful execution , along with leading and mentoring commercial team members responsible for HCP personal promotions and PME marketing .

HCP Marketing Strategy & Execution: Develop and execute a comprehensive HCP engagement strategy, ensuring alignment with brand objectives and competitive positioning.

~ Omnichannel & Non-Personal Promotion (NPP): Lead the HCP omnichannel strategy, integrating digital, non-personal promotion (NPP), and personal engagement to maximize reach and impact.

~ HCP Engagement & Field Enablement: Develop promotional tools, messaging, and training resources to empower the field sales team and optimize HCP engagement.

~ KOL Engagement & Speaker Programs: Partner with medical and sales teams to identify and engage key opinion leaders (KOLs), oversee speaker programs, and manage congress presence.  Develop and execute a comprehensive commercial KOL engagement plan

~ Market Insights & Competitive Intelligence: Utilize market research, HCP insights, and competitive analysis to refine strategies and ensure agility in response to market dynamics.

~ Brand Positioning & Messaging: Ensure brand messaging is differentiated, evidence-based, and compelling for target HCP audiences.

~ Market Access Pull Through: Create market access pull through strategies, including but not limited to reimbursement support, patient access programs, and/or formulary positioning, into brand promotional efforts

~ Cross-Functional Leadership: Collaborate closely with medical, regulatory, and commercial operations teams to ensure compliance and seamless execution of promotional initiatives.

~ Performance Measurement & Optimization: Establish and track key performance indicators (KPIs) to assess HCP marketing effectiveness and optimize promotional investments.

~ Budget & Resource Management: Oversee marketing budgets, ensuring efficient allocation of resources and maximizing return on investment.

Bachelor’s degree in Business , Marketing, or a related field; MBA preferred

~10+ years of pharmaceutical marketing experience , with a focus on HCP engagement, omnichannel marketing, or field sales enablement

~ Proven ability to develop and execute HCP engagement strategies, including non-personal promotion (NPP), field support, and speaker programs

~ Omnichannel marketing expertise , including digital and traditional HCP engagement tactics

~ Strong analytical skills, with the ability to leverage data and insights to refine marketing execution

~ Demonstrated ability to plan and manage large investments and marketing budgets to optimize overall ROI

~ Experience managing vendors and agency partners, ensuring effective execution of marketing initiatives

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