SI Product Manager - Tokyo, 日本 - Abbott

説明

Primary Function

 The Structural Intervention (SI) Product Manager owns the SI portfolio in Japan. She/he is responsible for setting strategic direction in Japan for the CHD and Stroke privention portfolio and for tactical implementation of activities aligned to a patient-centric, customer-centric and goal-achieving culture, leading to optimal clinical adoption, outcomes, and customer satisfaction within the SI space. The Japan Product Manager is "product and portfolio champion" - the focal point for Japan on all matters related to technology and market, planning and execution, and achievement of business objectives for the SI portfolio.
 The Product Manager is responsible for products throughout their lifecycles. This includes development of market analysis and opportunity assessments, and marketing plans and activities that optimize competitive differentiation, patient benefit and value. This also includes ownership of long-term planning, ensuring prioritization of Japan market for new technologies, and developing roadmaps to accelerate new market entry.
 The Product Manager is also responsible for establishing and overseeing strategies, programs, curriculum, and materials for education and training, developing and reinforcing the clinical and procedural capabilities of field team and HCPs. This includes internal and external education programs through all stages of product lifecycle from pre-registration clinical trials to product launch and continuous commercialization.
 Strict compliance with the Abbott Quality System and all Ethics/Compliance guidelines is required.

Major Responsibilities

General:
The Structural Intervention Product Manager is responsible for the following related to their portfolio:

Marketing and Portfolio Development
- Champion opportunities and needs in Japan by providing regular, evidence-based input to Regional and Global Marketing, identifying and securing opportunities for expansion and greater success in Japan, for both existing and pipeline products.
- Contribute to the establishment and achievement of objectives via development and close execution of annual marketing plans.
- Provide leadership to all in-house functions contributing to the SI portfolio in Japan, including Public Affairs, MarComm, Finance, Clinical, Quality, and Regulatory, ensuring awareness and alignment for achievement of product-specific business objectives.
- Identify new sales opportunities and work closely with the sales team to manage and optimize the sales process for assigned franchise (e.g. key account management, hospital listing, etc.)
- Drive cross-functional teams to develop Japan-specific strategies and plans for new product launches including market analysis, clinical strategy, reimbursement strategy, education and training, product positioning and messaging, KOL engagement, and medical society endorsement.
- Develop and oversee execution of the marketing plan. This includes defining and segmenting markets; targeting and positioning; and all aspects of the marketing mix (product; supply chain/distribution; price; and integrated marketing/promotion).
- Own all related financial planning processes such as Plan, "LBE", LRP and contribute Japan assessments to regulatory, clinical and R&D process.
- Leverage customer relationships, technical expertise and product knowledge to plan and coordinate new launches, and provide the sales team with appropriate messaging, campaigns and tools highlighting objective, relevant differentiation.
- Identify partners and/or distributors to expand SI coverage and maintain support for customers across Japan, negotiating partnerships and ensuring mutually beneficial terms in line with business objectives and strategy, and then maintaining and monitoring relationships to ensure achievement of mutual objectives.
- Develop promotional tools and optimize others provided by Global Marketing; launch with appropriate localization, training, and tracking.
- Create open, productive lines of communication between the sales team and all other areas that affect the product: Regional and Global Marketing; RA; QA; etc.
- Provide Sales staff with clinical and promotional guidance, ensuring products are targeted appropriately to satisfy customer needs and expectations.
- Ensure that the sales team is kept informed of any technical, market or strategic issues that may affect plans and execution.
- Interface with Public Relations firms, market research companies; design agencies and other vendors and customers to effectively grow business in a profitable manner while maintaining a customer focus throughout all activities. Where appropriate, identify opportunities for positive media exposure in partnership with the Public Affairs department.
- Develop and maintain professional relationships with key customer accounts as well as market influencers.

Training and Education
- Plan, design and coordinate training and education for commercial products as well as preparation for clinical trials and new launches
- Provide and/or coordinate procedure training and support, including didactic training and procedure observation, to field staff and ensure continuous updates to their knowledge and capabilities
- Where appropriate, administer or coordinate learning process and examinations for formal certification or continuous learning
- Stay up-to-date on latest clinical, procedure and product knowledge serving as internal expert for colleagues and addressing customer inquiries including by liaising with counterparts in global training, clinical and medical affairs
- On ongoing basis, create and implement initiatives to promote awareness of scientific publications and data, product experience handling including sharing findings with appropriate parties in QA/SA, PPG, and thorough understanding of competitive strengths and weaknesses including published evidence and product design.
- Stay up-to-date on key publications, trials, indications, society guidelines, and market dynamics and communicate updates to field personnel on regular basis and revise curriculum and programs to reflect latest knowledge and requirements
- Serve as resource to HCPs and, as appropriate, trial investigators, maintaining knowledge through clinician interactions and relationships and providing guidance on use of portfolio products where necessary
- Determine effectiveness of educational programs through surveys and other forms of feedback from internal and external participants; improve initiatives by incorporating this input
- Manage tools for training including models, learning platforms, and display and demo units as well as venue arrangements for education programs including those in Abbott Training Center
- Establish learning objectives, timelines, program and material needs, and budgets on annual and quarterly basis
- Develop procedures to formally define employee training and learning programs and/or ensure that local staff and HCPs maintain compliance with local guidelines and Abbott procedures and certifications

Minimum Requirements

Education:
Bachelor degree or equivalent
Background:
 Marketing or management consulting experience of at least two years
 Financial skills, market analysis and advanced communication skills
Preferred Requirement

 Bachelor's degree; MBA/graduate degree highly desirable
 Business-level English or above
 Product management experience in medical device and/or pharmaceutical industry, especially in cardiology is a plus
 Direct experience with cardiologist or neulosurgery technologies preferred