The Associate Director, PsA Market Research & Insights will lead insight generation to inform pre-launch planning, launch readiness, and post-launch optimization in psoriatic arthritis (PsA). This individual will partner closely with the PsA lead to define priority business questions and execute an integrated market research plan across healthcare professionals (HCPs) and patients. Through qualitative and quantitative research, integrated with secondary data and competitive intelligence, this role will translate customer needs, treatment decision drivers, and market dynamics into actionable recommendations for positioning, segmentation, messaging, campaign development, and launch planning.
Major Accountabilities- Customer Understanding & Needs Assessment: Build a deep understanding of PsA HCP and patient needs, attitudes, motivations, and behaviors. Identify unmet needs, treatment decision drivers, perceptions of current and emerging therapies, and barriers to adoption to inform launch strategy.
- Patient Journey Mapping: Map the PsA patient journey from symptom recognition and diagnosis through referral, treatment selection, initiation, and ongoing management. Identify HCP–patient decision points, access barriers, and moments that matter to guide HCP and patient engagement and patient support planning.
- Primary Market Research Design & Execution: Independently lead qualitative and quantitative HCP and patient research from business question definition and methodology selection through instrument development, fieldwork, analysis, and recommendations. Execute foundational research, product profile and positioning assessments, message and creative testing, and demand research to inform launch decisions and forecast assumptions in partnership with analytics colleagues.
- HCP & Patient Segmentation: Develop and refine actionable HCP and patient segmentation based on needs, attitudes, behaviors, and treatment decision drivers. Partner with Marketing and analytics colleagues to translate segments into targeting, differentiated messaging, and engagement strategies.
- Cross-Functional Partnership: Serve as the PsA insights partner to Brand Marketing, Patient Marketing, Patient Services, Market Access, Medical, and analytics colleagues. Integrate primary research, secondary data, competitive intelligence, and appropriate field feedback into clear recommendations; communicate implications and facilitate discussions that translate insights into launch actions.
- Vendor & Research Budget Management: Select and manage external research partners, including proposals, scopes of work, methodologies, timelines, budgets, and deliverable quality. Ensure research follows company policies and applicable market research, privacy, respondent compensation, and adverse event reporting requirements.
- KPI & Tracking Paperwork Design: Establish pre-launch baselines and ongoing HCP and patient tracking to assess awareness, perceptions, message resonance, consideration, and adoption barriers. Partner with analytics colleagues to connect research findings with launch performance indicators, explain emerging trends, and recommend course corrections.