The Payer Marketing, Senior Product Manager/Associate Director will develop & implement public and private payer pull through strategies and tactical plans for products across all therapeutic areas. This position will work in collaboration with Brand Marketing, the Access Influencer Management team, Health Economics, Legal, Regulatory, Commercial Analytics, Medical Affairs, Field Sales Management, and Sales Training to ensure development and execution of optimal payer marketing strategies and tactics.
Lead the development and implementation of the annual US Market Access pull-through strategy, in line with brand objectives, for a potential future launch within Oncology and existing brands in market. Pull-through strategies will focus on maximizing return of access investments across key channels (commercial insurance plans, PBMs, Specialty Pharmacy, Medicaid, Medicare, Oncology community clinic GPOs, and Federal channels).
Support in-depth strategic analyses of the managed markets landscape for assigned products and provide strategic recommendations to Senior Management based on insights. Development and execution of pull and push through plans across relevant functions including MACS AIM Account Management, Specialty Pharmacy Solutions Management, Brand Sales and Marketing, Business Excellence, Reimbursement Managers, and Sales Training. Working closely with the Corporate Account Directors to identify opportunities for pull-through programs with key accounts that are aligned with overarching brand strategies. Develop strong lines of communication and partnership with key internal leaders to help lead various commercial initiatives and teams to take full advantage of “pull-through opportunities.”
Serve as a strategic partner to assist in the development and execution of Market Access Channel strategies. This includes execution of EMD Serono’s customer engagement strategy and contract strategies with a broad range of access influencers such as: integrated delivery networks (IDNs), accountable care organizations (ACOs), group purchasing organizations (GPOs), specialty pharmacy providers (SPPs), managed care organizations (MCOs), pharmacy benefit managers (PBMs), and government payers (e.g., VA/DoD, Indian Health Services, State Medicaid). Manage agency and vendor relationships to develop promotional programs and tactics aligned with the payer plan (i.e.: syndicated market research initiatives, etc…). Support business development activities and new product planning through landscape analysis, understanding of access drivers and competitors, and evaluation of likely payer response to varying scenarios. Develop and maintain expert knowledge of the dynamics driving the various managed markets segments and channels including Commercial Managed Care, Medicare, Medicaid, and Health Exchanges. Effectively manage budgets and project timelines
Partner with therapeutic area marketing leads to develop and execute pull-through access strategies with playbooks for channel, segment, reimbursement managers, and key account management. Partner with Directors of Patient Services and HUB to further connect contract offerings with facilitation of enhanced patient access and process efficiencies. Work with access influencers to ensure continued profitable access with minimal restrictions for EMD Serono’s pharmaceutical products. Monitor the changing payer landscape mergers and acquisitions (industry consolidation), benefit design trends, strategic account trends, medical loss ratios, quality metrics, and the evolution of the Affordable Care Act (ACA) and report on impact of market trends and events to EMD Serono customer relationships, programs, and brands. Provide proactive market feedback to Market Access and cross-functional teams on business trends, competitive updates, and industry issues and opportunities. Work closely with Corporate Account Directors (CADs) to ensure success of contractual agreements with key access influence accounts (e.g., pull-through programs and rebates). Partner with Legal and Compliance to ensure that all programs are consistent with the latest laws, guidance, and corporate policies. Lead, inspire, and engage with passion by modeling EMD Serono behaviors and working with a sense of urgency to achieve organizational goals. Cultivate an atmosphere of cross-functional collaboration and reciprocal communication that creates a winning environment and inspires all to hold themselves and others accountable for delivering excellence
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