3.5 million people are affected by Hidradenitis Suppurativa (hi-drad-uh-NIE-tis sup-yoo-ruh-TIE-vuh) a chronic, debilitating, inflammatory disease, which affects up to 1% of the U.S. population. Hidradenitis suppurativa (HS) is a skin condition that causes small, painful lumps to form under the skin. HS can get worse over time and progress to form tracts or tunnels between abscesses deep within the skin, as well as scarring on the surface. The disease is often misdiagnosed and leads to a 7 year delay in diagnosis. While some interventions exist for treatment of HS, including topical therapies, oral therapies, biologic therapies, surgery, and laser and light interventions, the unmet need remains as the majority of patients are not adequately treated and continue to suffer.
The Associate Director Customer Experience, Diagnosis/Activation, will be responsible for Direct-to-Consumer (DTC) disease education and promotional efforts for hidradenitis suppurativa (HS) pre and post FDA approval, with a focus on driving diagnosis and activating patients. The person in this role will be responsible for strategic planning, implementation and execution of the HS DTC launch strategy, marketing mix and operation plans to address the unmet needs of patients. This person will closely partner with the cross-functional and extended team members to develop the omni-channel strategy and ensure a positive customer experience across the patient journey to deliver on key business objectives and priorities.
General responsibilities will include, but are not limited to:
*Lead the execution and evolution of the HS DTC launch strategy, priorities and activities based on learned insights and patient unmet needs *Ensure appropriate market analysis and competitive benchmarking is conducted to inform both disease state education and brand marketing programs and tactics *Study the socio-demographic characteristics of our targeted consumers, their needs, criteria and attitudes consumption patterns of strategic products *Maintain effective internal communications to ensure relevant company functions are informed of marketing objectives and key initiatives and work with other brand marketers to ensure alignment and campaign/message consistency across customers and channels *Effectively interact with internal customer groups (e.g. Sales, TLLs) to understand needs and handle requests as needed; aid in the development of field facing updates and communications *Collaborate with Global on strategic initiatives and brand issues; align with Global, as appropriate, on global brand strategy *Serve as liaison to Communications and Patient Advocacy to ensure tactical execution of all initiatives and sponsorships *Other duties and responsibilities as assigned
Specific responsibilities related to the role:
*Develop and deliver DTC omni-channel tactics (including disease education communications, resources and tools) *Lead implementation of consumer tactics, including but not limited to CRM, OLV, social media, mobile, website, SEM/SEO, Display, Print, etc. *Partnering with broader Customer Experience team, Digital Marketing team and CRM agency on executing innovative unbranded and branded CRM campaigns to nurture leads and activate new patient starts *Secure internal Legal, Medical and Regulatory approval for all program tactics aligned to brand objectives *Develop and understand the Customer Experience strategy and objectives in conjunction with peers, while regularly collaborating with the cross functionl team to enhance consistency and effectiveness of all programs *Strong learning agility / growth mindset