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Job Information

BD (Becton, Dickinson and Company) EMEA Associate Product Manager Homecare Urology (Home based) in Olen, Belgium

Job Description Summary

Job Description

PURPOSE

The EMEA Product Manager – ISC is a key member of the marketing function and acts as a product champion for the EMEA Homecare team. Key focus areas will include driving the launch of the BD Ready-to-Use Hydrophilic Catheter product range and continuing to build on the success of the of HydroSil/Magic3 Go product range. This will require supporting countries with building and implementing the optimal go-to-market (GTM) strategy to achieve growth targets set by the business. The EMEA product Manager will work across multiple stakeholders to ensure product reimbursement and registration information is readily available and completed in a timely manner, to help accelerate results. The overall execution of the ISC marketing plan will be managed by this role.

Particular focus will be ensuring country BD and distributor sales, nursing, DTC/P and customer service teams are well supported in the execution of the product launch. This involves delivering product and solution training alongside all tools, product positioning and messaging, patient profiling and suitability, effective product demonstration and running customer evaluations. Communicating a clear pricing strategy across all stakeholders will also be important. The EMEA Product Manager will closely measure all activities and recommend improvements to the business to enhance commercial effectiveness.

The EMEA Product Manager will work closely with the MarCom Centre of Excellence (COE) to ensure healthcare professional (HCP) and patient messaging is relevant and compelling through a variety of campaigns across multiple channels. This will involve optimising campaign performance and prioritising improvements to maximise business impact and profitability.

MAIN RESPONSIBILITIES

Marketing Planning

  • Design, develop, execute and monitor marketing plans to ensure successful delivery of marketing strategy and commercial goals

  • Contribute to the development of the annual strategic review (ASR) process

  • Incorporate a strong digital element to all marketing planning activities where appropriate

Market Research & Insight

  • Collect, analyse and consolidate market insights to build country plans and help define the ISC strategy

  • Partner with external research agencies to design and deliver research projects that uncover deeper customer insight and understanding, which is translated into marketing actions that drive better business performance

  • Undertake internal research projects to review mechanisms that improve retention/re-order levels for patients using ISC and implement best practices to drive long-term, sustainable growth

  • Plan and implement Voice of Customer (VoC) activities to gather feedback and share with the learnings with the wider EMEA Homecare team (includes research for new product development projects)

  • Develop customer personas during research to segment users based on attitudes, behaviours and motivations, alongside developing archetypes during strategy setting to codify BD’s tone of voice and behaviour

Evidence Generation

  • Develop case studies and testimonials with patients and HCPs, which demonstrate the clinical and cost-effective impact of using ISC as an alternative to Foley catheters (inc. financial comparisons)

  • Collate qualitative and quantitative evidence on a range of outcomes from using ISC including positive impact on quality of life (QoL), reducing risk of infection and patient dignity

  • Support countries in gathering the required data/information for reimbursement and registration applications, which may involve running in-country evaluations/patient experience surveys with HCPs and patients

  • Identify opportunities to publish evidence in peer-reviewed journals

Campaign Management

  • Analyse and segment patients using ISC to develop segment-specific marketing messages and techniques that drive more new enquiries and patients to the business

  • Analyse campaign data/metrics across multiple channels and define improvements to enhance return on investment (ROI), whilst controlling budget

  • Map the patient journey and define the best process across the BD departments to give a seamless and well-supported customer experience

Customer Advocacy & Relationships

  • Develop KOL relationships that drive the use and adoption of BD ISC products across homecare

  • Build a network of KOLs that can present on BD ISC products at symposia/study days and virtual events

  • Build patient advocates that can share their experience of using BD ISC products with others

  • Management and resolution of product issues/challenges as necessary including direct customer contact

Marketing Communication

  • Write copy for offline and online marketing tools/platforms, which clearly articulate the BD ISC customer value proposition by stakeholder, and encourages product enquiries

  • Accountable for compliance and ensuring that all EMEA produced marketing materials are Veeva approved by appropriate functions (EMEA Marketing Manager, Medical Affairs, Regulatory, Legal and Compliance)

  • Capitalise on PR opportunities to share BD ISC success stories and experiences

  • Be the point of reference in terms of product and therapy area expertise across EMEA

  • Champion digital transformation and strategy for Homecare across EMEA which gives customers a fully integrated and seamless experience with BD across all personal/digital channels and devices via omni-channel commercialisation

Go-to-Market Strategy & Tactics

  • Develop and shape the sales and marketing toolkit to ensure it remains up-to-date and fit for purpose, to support the sales process in person and virtually/remotely (i.e., field sales, direct/telesales)

  • Conduct competitive analysis and profiling, product benefit analysis, product positioning and positioning statement (including information for tenders)

  • Be a key player in market assessment activities that helps shape strategy development for each country

  • Design and deliver product training programmes to BD stakeholders and distributors

Pricing Management

  • Review all country pricing requests and submit to the EMEA Marketing Manager for approval

  • Work with countries to price new products that demonstrates the overall value delivered by BD

  • Work closely with EMEA Supply Chain to ensure ISC product availability

  • Work closely with countries to incorporate additional product demand into the forecast

Business Development

  • Work with EMEA Marketing Manager to influence regional strategy and ensure local country implementation

  • Support the EMEA Marketing Manager with mapping business opportunities and developing business cases/models for investment using all available data

  • Help develop strategy and tactics with EMEA Marketing Manager to influence macro trends and drive marketing plan implementation

  • Work collaboratively with country-teams to develop differentiated customer value propositions that position BD Homecare channels (Script-easy™ and Isialys™) as a preferred service for HCPs and patients

  • Work collaboratively with country-teams to develop differentiated customer value propositions that position BD nursing/clinical teams as an expert partner in field of urology and continence

Budget Responsibility

  • Closely manage the ISC marketing budget with the EMEA Marketing Manager, and invest in activities that drive sustainable business growth

MAIN CONTACTS

Internal

  • EMEA Marketing Manager, EMEA Product Managers

  • EU MarComm COE team

  • Country Sales, Marketing/Market Access, Nursing, DTC/P and Customer Service teams

  • Global Marketing team (Division)

  • Global Medical Affairs team

  • EMEA Supply Chain team

  • EMEA/country Quality, Regulatory, Compliance, Ethics and Legal teams

  • EMEA Pricing team

  • EMEA Privacy team

  • Global HEOR COE

External

  • KOLs

  • Patients and patient associations

  • Digital/TV media agencies

  • Market research agencies

  • Medical publishers and writers

  • Event organisers

  • Creative agencies

  • Strategy consultants

EDUCATION & EXPERIENCE

  • Degree in Marketing/Business/Science-related subject (essential), preferably in the healthcare industry (Pharma, Medical Device, Diagnostics, Biotech, and Consumer Health)

  • CIM (or equivalent) qualification (desirable)

  • Minimum 2 years of experience in a similar position (essential)

KEY COMPETENCIES

Demonstrates ability and experience appropriate with the delivery of role and responsibilities including:

  • Excellent planning and organisational skills

  • Excellent communication skills (written and verbal) with the ability to communicate at all levels

  • Excellent networking skills

  • Excellent analytical and decision-making skills

  • Excellent customer focus and service skills

  • Good problem-solving skills

  • Good interpersonal skills with ability to influence others

  • Good presentation skills

  • High personal accountability and high degree of integrity

  • High level of commercial awareness

  • Courage to drive through change in a professional manner whilst maintaining relationships

  • Passion to “make a difference” to health

  • Proactive and the ability to take initiative with a ‘can do’ attitude

  • Ability to create detailed tactical and strategic plans

  • Flexible attitude and ability to handle changing priorities

  • Team member, willing to act on behalf of team

  • Mature and controlled reaction to pressure of work

  • Demonstrates maturity, resilience, and the ability to stay calm under pressure

  • Strives for continuous improvement in self, others and in processes and procedures

  • Demonstrates exceptional levels of personal responsibility

  • Computer literacy with an excellent working knowledge of Microsoft Office Programs

LOCATION & TRAVEL

  • Home-based in France/Germany/Benelux/UK with 50%+ travel across EMEA (post-Covid)

  • Ideally located close to an international airport

Primary Work Location

FRA Parkile

Additional Locations

BEL Olen, DEU Karlsruhe, LUX Luxembourg - rue d'Esch

Work Shift

BD is a leading global medical technology company that creates medical technology, devices and laboratory equipment for a variety of needs across the healthcare continuum. At BD, we are looking for candidates who possess passion, innovative solutions and a commitment to our one mission of improving access to groundbreaking medical and biotechnology services for people near and far, delivering state-of-the-art technology and cutting-edge research in the battle to fight and cure infectious diseases. With a global reach that extends across 50 countries worldwide, our network of professionals collaborates on effective measures to deliver enhanced patient quality such as lower health care delivery costs, improved health care and safety, and expanded health care for all. Join our company and see how you can become a part of one global mission to make a difference in human health.

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