Director Integrated Market Development

 

Position Summary 

The Director Integrated Market Development is a newly consolidated role that unifies two previously separate  functions — field payer relations and segment market development — into a single accountable leader who owns TCMD's full field ecosystem-building motion. This role is the primary interface between TCMD's upstream strategy (clinical evidence, product positioning, payer coverage policy) and the markets where that strategy must be realized: the clinical accounts, payer systems, and integrated health networks where referral decisions are made and coverage is determined. 

In practical terms, this leader owns two distinct but interdependent capabilities: the field payer engagement function (structured account plans, air game strategy, and KPI-driven payer relationship management across regional and national payers) and the clinical segment market development and downstream marketing function (HCP ecosystem building, clinical education deployment, and referral development across oncology, vascular/therapy, and respiratory segments). Both functions report through this role. Both are deployed against an analytics-fed targeting model. Both operate as coordinated inputs to the coverage and referral outcomes TCMD's strategic plan requires. 

This role is the sole commercial conduit through which clinical evidence and economic arguments produced by the Office of Medical Affairs & Health Economics enter field deployment. It does not generate clinical strategy — it receives it from Medical Affairs and the Group Product Category Director and translates it into field execution plans with named accountabilities, defined KPIs, and measurable outcomes. The Director is accountable for execution quality, field discipline, and market access results — not for the upstream evidence or positioning those results depend on. 

The ideal candidate brings 8–12 years of experience spanning market access, managed care, and field market development in medical devices or related regulated healthcare industries. This individual is equally comfortable in a payer medical director meeting and a clinical account strategy session — and has the organizational discipline to run two distinct field teams as one coordinated function. 

 

Accountabilities & Responsibilities 

Field Payer Access 

• Lead and hold accountable the field payer team establishing defined account plans, engagement KPIs, and a structured air game for prioritized payer targets rather than reactive escalation support for the sales force. 

• Own the field payer targeting model — working with the Director Marketing Analytics & Technology to identify which payers, by geography and product line, represent the highest-leverage coverage expansion or retention opportunities, and deploying field resources against that prioritized list systematically. 

• Build and maintain a payer CRM — structured interaction tracking, contact management, and engagement history for the top 30+ payers, ensuring that payer relationships are institutional rather than individual-dependent and that intelligence from field interactions flows back to the policy team. 

• Coordinate formally with Market Access & Government Affairs team on coverage policy strategy — the field payer team executes the engagement plan; the policy team owns the clinical and contractual arguments. Eliminate the coordination gap that currently leaves the two functions operating without a shared account plan. 

• Coordinate with Strategic Accounts on integrated health system and VA strategy that represent both a payer and a provider relationship — Kaiser, integrated Magnet systems, and similar accounts require a coordinated approach across payer relations and strategic accounts that does not currently exist. 

• Establish and track KPIs for field payer performance: payer engagement frequency by tier, coverage expansion wins, E/I designation reversals supported, and field-generated intelligence contributions per quarter — replacing the current state of no defined measurement with a data-driven accountability structure. 

 

Clinical Segment Market Development 

• Lead the segment market development team — four Senior Market Development Managers covering oncology, vascular/therapy, and respiratory segments, plus two Clinical Specialists (Anant Chandler and one TBH) — deploying against an analytics-fed HCP targeting model rather than self-directed relationship maintenance. 

• Build and own the HCP targeting model in partnership with the Sr Director Marketing Analytics & Technology — defining which clinicians, by specialty, geography, and referral potential, represent the highest-opportunity accounts for TCMD's products, and ensuring field activity is concentrated there rather than distributed by historical relationships. 

• Define and manage the AffloVest market development motion as a distinct, resourced segment priority — not an orphaned afterthought within a lymphedema-focused team. AffloVest requires different clinical call points (pulmonologists, respiratory therapists, CF programs) and a dedicated approach. 

• Translate clinical evidence and product positioning produced by Medical Affairs and the Group Product Category Director into field-ready HCP engagement tools, clinical education programs, and account development plans — this role receives the strategy and operationalizes it; it does not originate the clinical positioning. 

• Partner with sales organization as a genuine strategic resource — providing segment-level clinical intelligence, payer access support, and segment education that the field sales team cannot generate independently. Build the relationship where sales proactively pulls market development into complex accounts rather than transactionally requesting materials. 

• Establish outcome-based measurement for market development: referral volume by HCP segment and geography, new account activation rate, clinical specialist engagement quality scores, and education program impact on referral behavior — moving from activity tracking to outcome accountability. 

 

Integrated Coordination & Field Intelligence 

• Operate as the field intelligence function for the organization — synthesizing what the field payer team and segment managers are hearing from payers, HCPs, and clinical accounts into structured intelligence reports that feed the payer strategy, the Group Product Category Director's competitive positioning, and the Medical Affairs publication agenda. 

• Ensure the two field functions operate as one integrated team with shared accountability for market access outcomes — joint territory planning where payer engagement and clinical account development are coordinated rather than running on parallel tracks that never intersect. 

• Manage the TCMD field presence at major clinical conferences — strategy, priorities, and outcomes for oncology, vascular, and respiratory congresses, with defined objectives per event and a structured post-conference intelligence capture process. 

Other duties as assigned. 

 

Qualifications 

Required: 

• Bachelor's degree in business, life sciences, health administration, or equivalent field 

• 8–12 years of progressive experience in market access, managed care, field market development, or clinical sales within medical devices, DME, or related regulated healthcare industries 

• Demonstrated experience managing field-based teams with structured account plans, defined KPIs, and outcome-based performance management — not activity-based management 

• Managed care / payer access experience: direct engagement with payer medical directors, coverage policy teams, or medical necessity review processes — not just awareness of how payers work 

• Experience with payer CRM or structured account management tools — ability to build and enforce an institutional relationship management discipline rather than relying on individual relationships 

• Cross-functional coordination experience: demonstrated ability to operate as the connective layer between a field team and upstream functions (clinical, policy, analytics) without creating friction or duplication 

• Familiarity with HCPCS coding, LCD/NCD policy, prior authorization, and the reimbursement dynamics that govern DME and home medical equipment coverage decisions 

• Ability to travel up to 40% for field team support, key account engagement, and clinical conference presence 

 

Preferred: 

• Experience in lymphedema, chronic edema, vascular disease, or respiratory/airway clearance clinical markets — familiarity with the referring clinician call points and payer coverage landscape in these segments 

• Experience managing both a payer-facing function and a clinical market development function within the same role or in close partnership — demonstrated ability to integrate rather than silo these two motions 

• Analytics fluency: ability to work with a targeting model, interpret referral funnel data, and use data to drive field deployment decisions — not just consume dashboards 

• Experience working within a direct-to-patient or direct-model medical device company (vs. DME distribution model) — understanding of how direct patient relationships change the market access and referral development dynamic 

• MBA or advanced degree in health administration, business, or related field 

• Familiarity with Salesforce CRM and field management analytics tools