Hyebin Kim Email & Phone Number

대한민국 서울

Planning and management of product in-licensing and commercial strategies

대한민국 서울

∙ Corporate strategy planning and communications∙ Portfolio management for small molecules and biosimilars∙ New product launch management∙ Business development through inorganic opportunities∙ Alliance management∙ Oncology product marketing

Seoul, Korea

∙ In charge of OTC Marketing and people managing for Market Analyst and Marketing Admin- Total market value: ₩11B / core brand: Mercilon (경구피임약 머시론, ₩10B)- Reported to a Head of Marketing, Rx & OTC∙ Solidified Mercilon brand as a dominant market leader in OTC oral contraceptive- Led 5 successful launches of TV & digital commercials : Contracted and co-worked with various ad agencies for planning, production, media operation : Effectively reflected consumer voices captured through primary market researches : Won the grand prize in TVCF category at the 2019 Korea Pharmaceutical Advertising Awards- Newly built the brand’s website and social media channels incl. NAVER blog, Facebook : Established the company’s policies on brand SNS and PV reporting together with PVMI- Led PR communication project with a top-tier PR agency : Released avg. 2 publicities every month to maintain search engine dominance : Co-worked with established media and introduced various formats of branded contents∙ Led and made a new co-promotion deal with local pharma companies and managed alliance- Systemized regular reportings as well as other work processes and run monthly SC meetings- Executed detail campaigns and demand-generating activities actively engaging MRs

Seoul, Korea

∙ Managed OTC, cosmetics, and medical device products in Feminine & Oral Care category- Market value: ₩6B / core brands: Gyno-Betadine(지노베타딘), Betadine TS(베타딘 인후스프레이)∙ Launched Gyno-Betacare(지노베타케어), daily feminine wash(여성청결제) in the cosmetic sector- Lead fast listing in pharmacies and retail stores incl. GS Super, Coupang, G market, etc.- Launched the product in GS SHOP, No.1 TV home shopping in Korea- Executed 360° consumer communication activities : TV commercial, model contest through offline event, magazine contents and press releases, viral activities involving NAVER bloggers and Instagram influencers, on/offline samplings ∙ Realized additional growth opportunities through distribution partnership with Yuhan-Kimberly- Newly distributed Kleenex mask in pharmacy channel and launched pharmacy-exclusive SKUs- Introduced 9 female sanitary products in pharmacy channel (좋은느낌 생리대, 화이트 탐폰)∙ Led co-promotion deal for Gyno-Betadine Suppositories(지노베타딘 질좌제) with a local pharma company- Made a new agreement to gain further market share in ObGyn hospital and clinic channels

Seoul, Korea

∙ Managed 5 Rx women’s hormonal contraceptive products- Total market value: ₩20B / core brand: Yaz (야즈, ₩16B) / major specialty: ObGy∙ Designed and executed a disease awareness IMC campaign (생유캠페인) in ‘15- Created educational video with animation and doctor interviews; 56 ObGyns participated in the interview and the video was played in more than 100 ObGyn clinics and hospitals- Other tools utilized: website, search engine ad, Facebook & Youtube ad, viral videos, etc.∙ Launched new indication of Yaz: dysmenorrhea (생리통) in ‘14- ‘Stop the Pain’ campaign: run 4-step detailing program, set up 800 dysmenorrhea clinics, conducted 5 nationwide symposia, 5+ educational congresses, expert meetings, etc.∙ Participated in the reimbursement project for Qlaira (클래라, ₩3B) in ‘13- Actively collaborated with Market Access to obtain reimbursement for market expansion- Prepared backbone data for pharmaco-economics and unmet consumer & HCP needs∙ Published an article in an SCI journal through experts’ interviews and market research- Organized an expert group to conduct a market research on Tx patterns of uterine bleeding- Analyzed the results and made a publication in the Int. Journal of ObGy in ‘15∙ Held a women’s health policy forum (여성건강 정책토론회) in ‘14 to call for government’s support- Organized a group of panels including a lawmaker, representatives from MoWH/Medical Societies/NGOs, a journalist, an international expert and university students- Succeeded to launch ‘Menarche voucher(초경 바우처)’ program by the government in '16

Seoul, Korea

∙ Developed and implemented the company’s marketing and communication strategy- Designed research topics and questionnaires in cooperation with researchers and made press releases using the results- Organized product launching events and client forum, created service brochures and e-DMs- Handled media inquiries, developed feature articles, organized media interviews- Managed relationship with key journalists

Seoul, Korea

∙ Managed 3 Rx women’s hormonal contracetpvies (야즈, 야스민, 포스티노-1) and supervised an APM in charge of 2 OTC brands (마이보라, 멜리안)∙ Successfully built up Rx oral contraceptive market- Set up and ran WiseWoman campaign for doctor and patient activation utilizing various communications tools: campaign website, call center, online counseling, TV drama PPL, offline talk shows, sex education, university student ambassador program, etc.∙ Renewed Myvlar’s (마이보라) communication theme and executed advertisements∙ Ran detail program for Meliane (멜리안) through pharmacy university students internship

Seoul, Korea

∙ Managed 2 launching products, covering 500 ObGyns in 250 general hospitals and clinics- Performed scientific detail-focused sales activities based on thorough market analysis- Marked superior sales performance

Seoul, Korea

∙ Performed secretarial jobs mainly related to Finance and Credit Control business∙ Actively participated in labor union meetings with HR for interpretation and minutes recording∙ Handled Corporate Communications and Compliance affairs