Job Description
Primary Function of Position:
This position will implement and execute marketing programs for the Region and drive adoption and growth of da VinciÒ surgical procedures. This will involve Executive Educational programmes, the development of observation sites and programme case studies. In addition, the role will work closely with surgical societies and institutions to implement residency and fellowship programmes to expand access to da Vinci training.
The Marketing Manager is also expected to work with a cross-functional regional team, working closely with the European marketing group as well as other departments including Commercial, MACA, FSO, GPA, GAVE, Customer Training and Clinical Affairs.
The primary function of this position is to be able to execute on the following global marketing standards at a country/regional level:
Roles and Responsibilities
Understand your market:
* Open/MIS rate, National outcomes, surgeon/patient/hospital segments, reimbursement levels, public and private sectors.
* Develop and execute marketing initiatives for the areas of responsibility. This will include delivering activities within a defined timeline and in alignment with the Sr. Group Manager Marketing.
* Strong partnering with both the clinical and capital sales teams in a growing competitive environment, to ensure focused and impactful delivery of initiatives.
* To collate and communicate with European and Corporate teams on relevant competitor activity to ensure line of sight of competitor focus within the region.
Maintain alignment with Regional Strategy
* Lead the strategy, development and launch of initiatives that will increase awareness of da Vinci Surgery among hospital administrators and referring physicians.
* Be able to interpret the success of the regional strategy against internal and external goals and be able to problem solve effectively to identify and make recommendations for course correction for immediate and longer term success.
Build Value Propositions, Stories, Tools, Events and Engage 3Ps
* To be the voice of the customer so high impact campaigns are developed, implemented and product launches are delivered at the right time, in the right procedure, to the right customers and with the right message.
* Support the adoption of da Vinci surgery by working closely with internal stakeholders to develop localised collateral that resonates with customers (executives and care teams).
* Train the region on newly developed collateral to achieve short and long-term goals for procedures/ sales quotas, products and system sales and ensure tracking is in place to monitor overall success.
Develop Speaker/Proctors/ Executive KOLs/ Quantify the impact (QTI)
* Identify and develop surgeon and executive speakers to drive awareness and adoption of da Vinci surgery at key strategic peer to peer events.
* Partner with surgeons and administrative champions and implement peer-to-peer education around hospital market development and community awareness.
* Support the development of new speakers through coaching and validating the value of da Vinci programmes.
* Quantify the impact (QTI) - validate clinical and economic data with reference case observation centers, key opinion leaders (KOLs) and proctors. Support the surgeons in developing how they message the value of da Vinci surgery.
Academic, residency and fellowship programs
* Be familiar with European-level and national society resident and fellow training programs to align offerings and pull through curriculum, creating a training pathway continuum.
* Work cross-functionally with European academic marketing and training teams to localise approved training content.
* Create turn-key programs which can be easily understood and implemented by academic institutions regardless of surgical specialty.
* Partner with Key Opinion Leaders (KOLs) and Society Education leads to develop training curricula aligned to the da Vinci Training Pathway.
* Implement da Vinci curriculum style programs at identified centres and collaborate with customers on how to further develop and maintain a successful program. Monitor the development and success of the programs.
Strengthen Intuitive’s relationship with Surgical and Executive associations
* Strengthen Intuitive’s presence at key national conferences including robotic focused symposiums, live surgery, market research, post graduate courses and development of KOL network.
Lead cross-functional teams to deliver high value marketing projects and programs.
Deliver impactful presentations to senior and executive Intuitive leadership, together with external stakeholders.
Be a champion of the Intuitive culture; learning and embodying the company’s individual expectations for success.
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