The Senior Manager Patient Insights HS will generate actionable insights into the needs, motivations, barriers, and behaviors of people living with hidradenitis suppurativa (HS). This individual will translate priority business questions into a focused patient research plan and independently manage qualitative and quantitative studies from design through recommendations. Working closely with Patient Marketing, Patient Services, and Medical, the Senior Manager will bring the patient perspective into HS brand strategy, launch planning, segmentation, messaging, and campaign development. This role is dedicated exclusively to HS patient insights.
Major Accountabilities- Patient Understanding & Insights Planning: Partner with stakeholders to identify priority HS patient questions and develop a research plan aligned with brand and launch milestones. Explore unmet needs, motivations, treatment perceptions, and barriers to seeking care and taking action.
- Primary Patient Research Design & Execution: Independently manage qualitative and quantitative HS patient research, including methodology selection, agency briefing, recruitment criteria, discussion guides and questionnaires, analysis, and reporting. Deliver clear recommendations to inform patient positioning, message and concept testing, and campaign development.
- Patient Segmentation: Develop and apply HS patient segmentation based on needs, attitudes, motivations, barriers, and decision drivers. Partner with Patient Marketing to translate segments into actionable audience priorities and tailored engagement approaches.
- Cross-Functional Partnership: Serve as the day-to-day HS patient insights partner to Patient Marketing, Patient Services, and Medical. Communicate findings through concise narratives and working sessions that clarify implications, inform launch decisions, and identify next steps.
- Insight Synthesis & Continuous Learning: Integrate primary research, secondary data, and relevant field feedback into a current, coherent view of the HS patient experience. Identify evidence gaps, emerging barriers, and opportunities, distinguishing supported findings from hypotheses requiring further research.
- Vendor & Research Budget Management: Manage research agencies, project scopes, timelines, and budgets to deliver high-quality insights. Ensure studies follow company procedures and applicable market research, patient privacy, consent, and adverse event reporting requirements.
- Patient Tracking & Measurement: Partner with marketing and analytics colleagues to define patient insight KPIs and establish baseline and ongoing research tracking of awareness, understanding, attitudes, engagement, and reported journey barriers. Translate changes over time into recommendations for patient strategy and research priorities.