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Role Summary: Proj Northstar combines pop health, care delivery, and fin'l mgmt into an integrated, interoperable and intelligent SW solution. Dev a prod/portfolio mktg strategy incl prod positioning, mkt segmentation, targeting & IB retention. Generates growth for our next gen ambulatory health mgmt sol in US/Can by collaborating closely Field Mktg to impl demand creation & funnel acceleration progs & supporting future prod planning by id'g mkt trends, relevant buying ctrs and personas, and customer needs.
Analyzes win/loss & competitive insight on product portfolios at regional level; feedback to global product management; recommend, develop, and implement marketing programs to adjust product positioning and improve win rate
Collaborates with commercial leadership and field marketing to develop the region market and orders forecast
Ensures regional marketing plans & execution are aligned with global marketing plan (value proposition, positioning, marketing mix, etc.) to grow orders and share
Provides region input to business cases for products/upgrades that are at concept stage, works with Global Product Marketing and Management to develop and test new product ideas
Employs clinical and industry trend analysis, and market share and competitive analysis relevant to a product / portfolio. Conducts in-depth research to define customer problem statement, success metrics, clinical and economic needs, buying cycles, and personas to support development of global Market Requirements Document (MRD)
Validate global value proposition and messaging and adapt for regional use
Prioritize and map global customer segments and work with Field Marketing on demand creation activities to achieve New Product Introduction (NPI) success and business objectives
Develop and support Care Delivery, Financial Management, Population Health, Analytics, Patient Engagement, Interoperability, etc. solution/product-specific KOL’s (Key Opinion Leaders) and advisory boards.
Develop regional thought leadership and marketing, advertising and promotion strategy in support of demand creation and funnel acceleration activities and in alignment with global strategy
Adapt global marketing assets (including sales tools) to ensure that the region commercial organization has the right tools to position and sell product configurations / solution portfolio effectively. Train direct / indirect sales channels
Identify and establish reference and show sites, working with Commercial Leadership. Develop programs to gather regional evidence of customer success and outcomes, early adopters, show sites, and clinical evidence where appropriate
Bachelor’s Degree in Marketing, Business Administration or related field
Minimum 8 years’ experience in marketing, product marketing
Minimum 3 years of experience in ambulatory or payer software industry
MBA or Master’s degree in Marketing, Business Administration or related field
10 + years’ experience in marketing, product marketing or related field
Ambulatory care IT experience
Experience working with, and marketing to, payers
Deep marketing expertise in market & customer insights, product commercialization and branding
Innovation – ability to develop new ideas through collaboration and execute on creative ideas
Influencing skills – ability to motivate individuals and demonstrate organizational influence
Healthcare product/industry expertise
Leadership skills to lead teams and shape/lead growth vision and marketing strategy
Team oriented – ability to motivate and work well with diverse, cross-functional teams
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