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This role is responsible to lead the end-to-end strategy and implementation of the consumer experience for entire India affiliate encompassing Obesity & T2D, Specialty encompassing any future innovative therapy launches. This is a critical strategic marketing role that leads the holistic consumer/patient marketing strategy and drive B2B partnerships overseeing excellent marketing execution of the devised consumer marketing strategies for Lilly India’s business portfolio. The role is responsible for driving end-to-end consumer/patient experience from mobilizing targets for detection and diagnosis and enabling them to adhere to the treatment for best outcomes. Involves creating the strategy to partner with established digital health startups assessing their service offerings to expand the reach of Lilly’s portfolio in India The job role involves driving collaboration and meaningful partnership with any relevant Startups, HealthCare and aligned ecosystem industries like Insurance, FinTech etc. bring in innovative breakthrough solutions to unlock the right opportunities. The role also involves liaising with Lilly leaders in IBU/Global and India Hub across multiple functions spanning Commercial, Legal, Ethics & Compliance, Corporate Affairs, Medical Affairs and Procurement. The role requires superlative knowledge of core consumer marketing skills, communication skills with business acumen given the need to create innovative & new breakthrough solutions in a complex market like India with stringent regulations in India Healthcare industry and coping with complex local and global procedures. The person should be an expert in all aspects of Marketing GTMs and Integrated media (Paid, Earned, Owned, Shared) and should be able to conceive and execute integrated strategic marketing rollout plans. The role would also require the incumbent to work closely with Lilly teams (Data Sciences & Analytics, Digital Product, Tech Teams) to work on strategic digitization and automation projects for India Affiliate.
Key Responsibilities
Ensure all activities comply with local laws, code, and Lilly procedures. Build Consumer Strategy and engagement Plans
• Lead And develop a short term and long-term consumer strategy and roadmap for Lilly India affiliate. This would be uniquely developed to cater to each of the relevant disease area & innovative therapy.
• Map out the current state of the Affiliate and develop the scope of work afresh to build what capabilities, systems and processes are needed to support the consumer marketing needs to drive the innovative pipeline of therapies
• Seek best practices from India market and also within Lilly around other Hubs and Affiliate. Assessing these and applying as relevant adhering to the regulation and the compliance norms.
• Drive Disease State Education programs for relevant consumer segments and tailor content forward engagement plans for them.Build and implement the operational Patient Education plan, in line with the overall market education strategy
• Collaborate with cross-functional teams to align market education initiatives with overall business objectives. Portfolio Focus
• Understand the most critical and key Insights And tensions among target consumer segments and patients to result in best experience with the strategic therapies contributing to patient/consumer journey
• Devise solution strategies to address and bridge the above identified gaps & tension points to deliver on an enhanced Lilly experience
• Develop a holistic plan for marketing with clear KPIs to quantify the financial attractiveness of the opportunities.
• Continuously tracking market for upcoming startups and defining roadmap to onboard new vendors/solutions as and when required.
Patient Education and Support:
• Create educational materials and resources to help patients understand their conditions, treatment options, and medication adherence. Digital Health and channel Integration:
• Explore and implement digital tools and technologies to enhance patient education, such as mobile apps, portals
• Assess the viability of various channels that can be used for our disease state education efforts; leverage digital tools to improve our mix, scale, and reach Data Analysis and Reporting:
• Analyze data to identify trends and opportunities for improvement in patient education.
• Generate reports on patient outcomes, engagement levels, and the effectiveness of activation programs.
• Track metrics, adjust campaign parameters to drive greater impact Compliance and Regulatory Awareness:
• Stay informed about pharmaceutical regulations, compliance standards, and ethical considerations related to patient education.
• Ensure that all patient education initiatives comply with relevant laws and regulations. Cross-Functional Collaboration:
• Collaborate with marketing, OCE, sales, medical affairs, PRA and other departments to integrate patient education initiatives into broader marketing and commercial strategies. Evaluate and Improve Programs:
• Conduct regular assessments and evaluations of market education programs to measure their impact and identify areas for improvement.
• Implement continuous improvement initiatives based on feedback and performance metrics. Budget Management:
• Develop and manage budgets for market education programs, ensuring effective allocation of resources.
• Build and implement the operational Patient Education plan, in line with the overall strategy Training and Development:
• Provide training to internal teams on patient education principles and best practices.
Qualifications, Knowledge and Experience
Master’s degree (MBA preferably) in business, Marketing, Digital Marketing or equivalent.
• 12-16 years of comprehensive work experience in consumer marketing.
• Held Head of function role for a minimum of 4 years
• Strong communication skills to effectively engage with partners across functions – locally and around the globe
• Proven record of project management experience and skills
• Strong strategic and critical thinking skills & analytical mindset
• Assertive with excellent verbal, written and interpersonal communication skills to including report writing, creating, and delivering presentations and ability to tailor content, delivery, and design for a specific audience as appropriate
• Ability to create insights and develop necessary actions and to influence and navigate change management when implementing patient education programmes.
• Strong digital skills and understanding of social media channels including other paid media channels and web traffic drivers
• Strong collaboration skills/results with others, including cross-functional partnering (particularly with medical, marketing, corporate affairs, communications)
• Previous experience in business development and revenue role
Business Travel and ways of working
• 4 Days per week work from Head Office
• 10-20% travel as per business need
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Lilly does not discriminate on the basis of age, race, color, religion, gender, sexual orientation, gender identity, gender expression, national origin, protected veteran status, disability or any other legally protected status.
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