Segment Marketing Manager - Healthcare

Segment & Clinical Marketing Manager - Healthcare Portfolio

As Segment & Clinical Marketing manager you are responsible for the value messaging of the Healthcare Portfolio from launch throughout the full sales journey, developed to target the different clinical segments, customers, personas and channels. You work with a cross-functional team of sales leaders, product managers, communications specialists and regulatory specialists to assure that the marketing activities support commercial objectives.

Your responsibilities:

• You build a profound and data-driven understanding of the target clinical segments, end customers, personas and channels: market definition, segmentation and size, customer and buyer types & their journey, win/loss, competitors and our positioning. Document market problems/requirements.
• You create Barco brand equity and awareness with end-users and partners around clear (clinical & economical) value propositions. More specifically: You create and update a clear view of all personas with needs and challenges of these roles and translate the value proposition into clear value messaging for all segments that are in your scope.
• You develop, project, manage and implement innovative launch programs and enable the channel and regional teams (including key partners) to be successful.
• You develop product collateral/tools, aligned closely with product managers, that communicate the product value proposition and value messaging to different stakeholders.
• You work with sales to determine the sales support tools needed. Identify the most effective assets and manage the creation and accessibility of these assets.
• You leverage partner-owned relationships to deliver aligned messaging that clearly communicates combined clinical, operational, and economic value.
• You leverage end user access (e.g. hospitals, physicians, IDNs, ASC networks) to define and execute clinical thought leadership activities, such as webinars, conference presentations, studies and white papers.
• You define and execute claim roadmaps for the different solutions, such as claim studies with end customers.
• You are responsible for correct presentation of our products on the website.
• You check and validate all materials with our Regulatory team.
• You manage and support regular internal and external sales communications.
• You share insights internally to influence products roadmap and commercial strategy.

Your Profile

• Preferably you have a Masters degree or equivalent through experience.
• Educated or experienced marketing professional, preferably with experience in the medical domain, such as Radiology, Breast Imaging, Surgery and/or Digital Pathology.
• Deep customer empathy; skilled at conducting various forms of customer and market research, and claim validation studies.
• Strong data-analytics skills.
• Excellent communication, presentation, and interpersonal skills.
• Ability to work independently and collaboratively in a fast-paced, dynamic, and cross-functional environment.
• Profound in English language.
• Team player.

Tools

• Advanced in Microsoft tools (Word, Excel, PowerPoint).
• Advanced in Marketing tools (SFDC, Marketo (marketing automation)).
• Reporting tools.
• Teams, Zoom CoPilot.