The Senior Director HS Patient Marketing US, will lead and oversee the patient marketing team to drive impactful engagement across the patient journey. This individual will own the patient strategy — spanning segmentation, journey mapping, channel strategy, campaign development, and messaging — and translate patient insights into actionable initiatives at each stage of the journey. This role will also lead patient launch readiness efforts and continuously measure and optimize the impact and performance of patient initiatives to ensure sustained, meaningful engagement.
Major Accountabilities- Patient Insight Generation: Partner with insights team to identify patient/caregiver market research to understand behavioral drivers, unmet needs, and barriers at each stage of the patient journey
- Patient Strategy & Segmentation: Define the U.S. patient marketing strategy, including patient segmentation, journey mapping, and channel strategy, in alignment with overall brand strategy
- Journey-based Messaging: Translate patient insights into actionable messaging and initiatives tailored to each point of the patient journey
- Campaign Execution: Lead the development and execution of an integrated patient campaign to drive awareness, diagnosis, treatment initiation, and adherence
- Patient Education & Support Tools: Develop patient education materials, onboarding resources, and support program concepts (e.g., affordability, adherence, hub services) to support the full patient journey
- DTC Media Strategy: Identify and build the targeted DTC media strategy and investment approach in partnership with media agency partner
- Patient Support Program Management: Oversee ongoing patient support, affordability, and adherence programs, adjusting based on real-world patient needs and access challenges
- Launch Readiness Planning: Serve as a core member of the launch team; build the patient-focused launch plan and ensure materials, campaigns, and support programs are ready ahead of approval
- Cross-functional & Compliance Alignement: Partner with HCP Marketing, Market Access, Medical, Legal, and Regulatory to ensure patient messaging is consistent, accessible, and compliant with DTC/FDA guidelines
- Agency & Team Management: Manage the patient team and oversee the patient and media agencies of record, ensuring creative, media, and campaign execution are launch-ready
- Measurement Plan Design: Define KPIs and build the measurement framework to track patient campaign reach, engagement, and initiative performance from launch
- Performance Management & Optimization: Partner with insights and analytics to continuously measure and optimize the impact of patient initiatives and channel mix using engagement and campaign performance data
- Innovation & Personalization: Identify opportunities to enhance patient engagement through personalization, digital health integrations, and emerging channels
- Team Leadership: Build, lead, and develop the HCP marketing team - coaching talent and reinforcing compliant execution standards
- Budget & Governance: Manage HCP marketing budget and agency spend; establish a governance/risk framework to identify and mitigate launch execution risks