Senior Product Manager, HCP and Payer Marketing

Senior Product Manager, HCP and Payer Marketing

The Company:

Our mission is to improve the health and quality of life for the millions of people affected by chronic respiratory diseases. We do this through the development of our first-in-class molecule, ensifentrine. Ensifentrine has the potential to provide relief for millions of patients suffering from a variety of respiratory conditions including chronic obstructive pulmonary disease (COPD), cystic fibrosis (CF) and asthma. Our focus is driven by our desire to ensure that innovative and differentiated molecules can reach these patients.

The experience of the Verona team, and its highly effective leadership allows us to challenge the status quo in drug development and commercialization. Verona provides a professional, diverse, and inclusive working environment where our employees thrive. We are driven to succeed by our desire to help those dealing with the chronic progressive nature of respiratory diseases. We offer you the opportunity to help create a new future for those people living with respiratory diseases.

The Opportunity:

Verona Pharma is currently recruiting a Senior Product Manager, HCP & Payor Marketing to join our team, reporting to our Executive Director, Marketing. In the role of Senior Product Manager, you will develop strategy and execute tactics, directed at health care professionals (HCPs) treating people living with Chronic Obstructive Pulmonary Disease (COPD), as well as those tactics directed towards commercial and public payer customers. This individual will partner closely with key internal and external cross-functional partners to drive HCP engagement and utilization of ENSIFENTRINE at launch in the following areas:

• Lead the development and execution of HCP marketing materials, liaising directly with the field sales team to support HCP personal promotion.
•  Lead the development and execution of the HCP speaker’s bureau, peer to peer (P2P) education programs, and national/regional congresses.
• In collaboration with the managed markets team to design, develop and deliver all payer customer-facing promotional and non-promotional materials & tactics.

We know our employees are our most valuable asset, and our culture conveys that. Trust, accountability, and efficiency are core values that drive our working environment. We have a unique opportunity to build a company that will bring a first-in-class medication to chronic respiratory disease patients with significant unmet needs. We also offer a competitive benefits package, including generous PTO, to support the health and happiness of our staff.

Responsibilities:

In close collaboration with the rest of the marketing team and key stakeholders, this role will be responsible for:

HCP Personal Promotion:

• Support the development and execution of the disease state strategy, messaging, and tactics to ensure optimized market development prior to launch.
• Lead the development, implementation, and evolution of new and existing HCP promotional materials ensuring the readiness of sales collateral to support the commercial field organization at launch (sales aids, leave behinds, etc.)
• Align marketing messages, tactics, and resources against HCP segments; develop decision support tools for field team use and work closely with the field/training to ensure alignment and optimize materials based on key learnings.
• Support the development of selling tools for the salesforce and partner with training to ensure all field account managers are trained on peer-to-peer execution and sales force materials utilization.

P2P Programs and Conferences/Conventions:

• Support/develop, lead, and manage KOL engagement including the ensifentrine speaker bureau and peer to peer programs executed by the field or headquarters, while developing strong relationships with key HCP customers.
• Develop HCP marketing content that simply and concisely communicates complex, scientifically nuanced concepts and recommend the pull through across multiple tactical modalities.
• Create promotional materials and plan for promotion of peer-to-peer programs and assets, to include peer programming conducted at professional meetings. 
• Lead the organization and presence of peer programming at society and congress meetings, support sales force in the execution of local society and HCP educational events.
• Partner on congress planning, including cross-functional alignment, sponsorships, booth design, and execution of commercial tactics and events, including but not limited to those leveraging peer-to-peer educational presentations.
• Partner with key internal stakeholders (medical affairs, marketing operations, market access, compliance, regulatory, legal) to ensure alignment and compliant execution of HCP-directed congresses and speaker bureau initiatives.

Payer marketing:

• Develop messaging and implement payer promotional strategies, resources, and tools that support strategic account engagement and clearly communicate the unmet need in COPD and the value of ensifentrine.
• Support training of all customer-facing teams (payer field team, field sales, FRMs) on market access topics.
• Manage the end-to-end development of customer facing and multichannel marketing promotional interventions for payers (includes account manager promotional materials, customer programs, e-tactics, journals, etc.) – from opportunity identification to training and implementation guides.
• Partner with brand team and matrix stakeholders to ensure a clear understanding of the competitive access environment.
• Design, develop, and deliver all payer customer-facing promotional and non-promotional customer engagement tactics.

Overall Brand Support:

• Contribute to the creation and implementation of the HCP marketing strategy, tactics, and budget allocation.
• Partner with non-personal promotional (NPP)/omni-channel lead to optimize data analytics, report on performance, and inform business decisions.
• Develop cross-department support of the brand by coordinating with field sales leadership, sales training, market research, medical affairs, and public relations.
• Ensure all marketing projects are compliant and have obtained necessary approvals through the appropriate medical, legal, and regulatory review process.
• Proactively considers/identifies new strategies, tactics, and vendors to challenge the team’s thinking and raise the level of performance.
• Contribute to the development of the annual brand plan.
• Manage agency partners, project timelines and budgets

Requirements:

• BS/BA degree.
• 6+ years of experience in pharmaceutical/biotech marketing and/or relevant commercial experience.
• Experience effectively managing external agency partners and collaborating with cross-functional teams and internal/external stakeholders to effectively implement strategies and programs.
• Expertise with both development of brand strategy and execution of a strategy at the tactical level
• Experience leading at least one of the three promotional areas (HCP personal promotion, peer to peer programs, OR conference and convention).
• Understanding of the legal and regulatory environment in pharmaceutical promotions
• Strong project management, communication, and organization skills
• Agility, proven ability to influence without authority and cross-functional collaboration.
• Ability to work under pressure in a fast-paced environment and prioritize work to achieve positive results.
• Travel up to 20%

Preferred:

• Science or business degree; MBA a plus.
• 3 years brand marketing experience.
• Expertise in congress planning, asset creation, management of external partners
• US launch experience in the past 5 years.
• Experience marketing or selling products to Pulmonologists, or pulmonology focused PCPs, NPs, PAs.
• Experience leading two of the three promotional areas (HCP personal promotion, peer-to-peer programs, OR payer marketing.
• Experience managing third-party vendors/agencies, keeping them on-time, in budget and ensuring that their activities are aligned with brand strategy.

An Equal Opportunity Employer

Verona Pharma is an Equal Opportunity Employer and prohibits discrimination and harassment of any kind. All employment decisions at Verona Pharma are based on business needs, job requirements and individual qualifications, without regard to race, color, religion or belief, national, social or ethnic origin, sex (including pregnancy), age, physical, mental or sensory disability, HIV Status, sexual orientation, gender identity and/or expression, marital, civil union or domestic partnership status, past or present military service, family medical history or genetic information, family or parental status, or any other status protected by the laws or regulations in the locations where we operate.