Multi-Channel Market Planning, Digital Marketing
Basking Ridge, Nj, Us
Lead customer targeting strategy and analytics for email, direct mail, EHR, ePocrates and other digital channels across Benicar, Azor, Tribenzor, Welchol, Effient and Savaysa brands. • Developing future-state vision and transformation roadmap to achieve 360-degree view of customer (physician), by cataloging all promotional tactics & channels used across all brands, interviewing marketing and sales leadership about opportunities and pain points, and identifying gaps in data necessary to reach the desired state. • Developing data and reporting strategy to understand patient behaviors inside and outside of hospital setting so that the brand team can quickly develop new promotional positioning statements and maximize revenue during critical launch months. • Created dashboard view of all non-personal digital promotion channels across five brands for both health care provider (HCP) and patient, including: e-sampling, EHR, e-mail, direct mail, web analytics, interactive visual aid (IVA) which will be used to maximize promotional mix next year.• Defined non-personal digital targeting strategy for five brands and created reach, frequency and ROI metrics to monitor performance, resulting in 16x ROI for direct mail and 340x ROI for email on hypertension franchise. • Provided strategic input around effectiveness of historical promotional digital tactics and future state recommendations for hypertension franchise brand planning (up to $30M of profit potential when including all channels).• Evaluated possible use of emerging digital channels in healthcare like electronic health record (EHR) messaging and mobile health applications through syndicated research. • Managed web analytics and operational reporting for ten health care provider and patient sites using Google Analytics. • Executed social listening project with a vendor to identify key digital opinion leaders and any value positioning statements for a launch product across Twitter, Facebook, forums and blogs.