Multi-Channel Engagement Leader

Lilly

Hong Kong, Hong Kong SAR

4天前

At Lilly, we unite caring with discovery to make life better for people around the world. We are a global healthcare leader headquartered in Indianapolis, Indiana.

Our 35,000 employees around the world work to discover and bring life-changing medicines to those who need them, improve the understanding and management of disease, and give back to our communities through philanthropy and volunteerism.

We give our best effort to our work, and we put people first. We’re looking for people who are determined to make life better for people around the world.

Overall Job Purpose

The number one deliverable of this role is to oversee Lilly Hong Kong’s customer (HCP) engagement strategy, such that the value of Multi-Channel Engagement (MCE) is maximized.

Historically, interactions with HCPs in the pharmaceutical industry have relied on face-to-face communication between medical representatives (field force) and HCPs.

With new technologies, adoption of which is accelerated by the pandemic and other factors, new habits and preferences are undergoing evolution.

Therefore, getting right the proper deployment of the multiple channels (in-person vs virtual, deep vs light, company vs source-of-authority) for the delivery of brilliant customer experiences has become critical for maximizing both the company’s resources and the time of HCPs.

The net desired outcome is the deepening of customer relationships through proper deployment of MCE.

The supplemental deliverables of the role include : 1) governance of key marketing processes and initiatives the annual Customer and Business Planning processes, promotional materials’ lifecycle management, and patient support programs (PSPs), and 2) oversight of third-party partners’ execution of demand realization activities.

Key Responsibilities

The primary role of the Multi-Channel Engagement Leader is to oversee the effective use of available multiple channels for impactful customer communications.

The channels in MCE include, but are not limited to : field force customer interactions (live or virtual), peer-to-peer (P2P) programs (live, virtual / webinar, hybrid), email initiatives (field force triggered or marketing / mass delivered), video-on-demand, media campaigns, etc.

In order to achieve this objective, key responsibilities include :

understand how each channel is most effectively used, based on mix of content / platform / customer, which are backed by metrics, data, analyses, and reporting, including field force effectiveness;

partner with brand marketers to shape and to adjust their approach to maximizing MCE, including execution incentives for field force;

standardize understanding and application of MCE across brands / therapeutic areas (where sensible);

partner with field force managers (FFMs) on the application of MCE, and equip FFMs on how to coach towards optimal execution of MCE;

serve as conduit with the North Asia and Pacific Region (NAPAC, the Hub / the Region) to inform on and to learn about MCE execution excellence.

As a corollary to the primary deliverable, the Multi-Channel Engagement Leader will have marketing operations’ responsibilities, which are intended to provide oversight and standardization of :

both Customer Planning and Business Planning ensure standardized inputs and deliverables during these critical annual processes;

promotional materials governance ensure promotional materials’ lifecycle management, including marketing approval of all promotional materials;

PSP governance ensure program designs follow Lilly’s model, execution has proper tracking, etc.

Lastly, provide direct marketing oversight of brands where demand realization activities are implemented via third-party partners (e.g., distributor).

Qualifications

4-year university bachelor’s degree

3+ years of MNC pharma brand / product management experience (must include experience in digital marketing the designing and executing of digital campaigns or initiatives)

2+ years of MNC pharma sales experience (can include sales training and sales leadership experiences)

Fluency in both English and Cantonese

Skills & Knowledge

Experienced in marketing in at least one of three of the following therapeutic areas : Diabetes, Immunology, or Oncology

Solutions-oriented mindset and communications-savvy for cross-functional (i.e., marketing, sales, IT, compliance, legal) collaboration

Adept at being data-driven to shape recommendations / make decisions ranging from setting-up of right metrics, to analyzing data, to presenting for impactful communication

Connected in the digital space with awareness and insights into how digital communications are evolving

Proficient in PowerPoint and Excel

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