SBM/BM-Endo Omni-Channel Education & In-hospital MMC Project Planning, Forxiga/DM Franchise-上海

• Regular customer visit, frequent sales team interaction
• Understand the objective of different types of marketing research. Be able to identify research needs and provide clear brief to agency
• Analyse agencies’ proposal and identify right agency for research, manages and monitors research project with agency
• Analyses and interprets the research data presented to assist in strategic decision

• Gathers market data on environment, epidemiology, customers & patients needs, treatment map, competitors.
• Conducts situation analysis, with input from internal & external stakeholders.
• Elaborates clear SWOT, resulting in identification of Key Issues .
• Performs risk analysis and develop mitigation plan,
• Formulates the Promotion Mix
• Develops forecasting based on market dynamics for the planning period.
• Develops positioning and communication strategies.

• Develop effective selling tools with medical, sales, regulatory team Coordinate the implementation of critical external stakeholder activities including advisory boards, symposia, CME’s, exhibitions, conferences and meetings.
• Monitors and measures implementation of the plan against agreed measures (i.e. market growth, AZ product growth and market share).

• Co-ordinates and conducts product training.
• Develops creative product/brand campaigns reinforcing the positioning.
• Presents clear product and market strategy at cycle meeting to sales team.
• Evaluates effectiveness of promotional material with field force then conduct Recall Test, and adjusts as necessary
• Plans and conducts field visits with sales team to monitor market dynamics.

• Takes initiative to maintain and upgrade product knowledge through sourcing for product information, reading clinical reports/publications, medical journals.
• Identifies marketing opportunities based on medical information, market knowledge, and competitor knowledge.
• Keep up with industry and therapeutic area trend through attending conference, KOL interaction

• Knowledge of own product, relative disease and R & D initiatives within own TA
• Knowledge of competitor products and marketing approach
• Understand how national healthcare & regulatory environment impacts TA
• Understand access environment including NRDL/PRDL, tender policy, hospital listing etc
• Knowledge of various channels including core, emerging, county, CHC, and retail

• Well designed & well prepared campaign plan in details
• Execute campaign precisely according to the plan
• Summarize the key findings & give feedback to the team after the campaign execution in order to further improve the campaign impact

• Effectively communicate campaign plan to sales force
• Effective presentation & communication skills to deliver the campaign key messages to customers (KOLs & physicians)
• Cross-functional communication (finance/ purchasing/etc.)

• Understand the behaviors (and behavior barriers) of customers
• Understand motivations behind behaviors (and behaviors barriers)
• Develop campaigns against specific customer segments with specific behavior objectives
• Develop campaign messages that is well supported by medical data and tested with sales force and customers to be effective
• Design optimal package of promotion mix to deliver the desired product position to customers

• Interactive and influence with KOL
• Interactive and influence with sales force
• Interactive and influence with medical affair/regulatory/clinical research
• Interactive and influence with Asiapac Regional/ISMO/GMBD MKTG team
• Interactive and influence with cross functions: commercial/manufacture/HR/etc.

• Logical and implementable BP/BEP
• Sound LRP with global alignment

AstraZeneca