Shire Director of Patient Marketing in Lexington, Massachusetts
The Head of US Patient Marketing reports directly to the Group Vice President, Head of Patient Engagement & Experience. This leader will be responsible for a team of marketers supporting the entire Shire rare disease portfolio across ten therapeutic areas – Hereditary Angioedema (HAE), Hunter’s Syndrome, Gaucher’s Disease, Short Bowel Syndrome, Hypoparathyroidism, Alpha-1 Deficiency, Primary Immune Deficiency, Hemophilia, von Willebrand Disease, and Acute Lymphoblastic Leukemia. In total, there are over 20 products across ten therapeutic areas, accounting for approximately $6 billion in annual sales. This scope and team could continue to grow in the future through pipeline launches and acquisitions.
This position is a member of the Patient Services Leadership Team and works closely with the franchise Marketing Teams, Medical, Regulatory, Legal, Commercial Operations, Compliance and Corporate Communications.
In partnership with the franchise teams, US Patient Marketing is responsible for developing strategies and executing in three primary areas:
• Patient Services Marketing – This includes fully developing and supporting processes, educational materials, and digital assets for patient on-boarding, financial and reimbursement support (hub services, co-pay assistance, quick start) sample programs and patient welcome kits. The team helps develop and monitor KPIs to drive efficiency and ensure operational excellence. The team develops and maintains digital assets including Patient Services websites, patient portals and patient apps. Finally, the team is responsible for management oversight and appropriate deployment of third party nursing and outsourced healthcare education nurses.
• Patient Engagement Marketing – The team will work with the Immunology Patient Engagement team and the centralized Healthcare Education team to develop materials and programs customized by diseases state and audience. There will be a particular focus on education that can be delivered by nurses and bilingual healthcare educators. This includes assuming responsibility for patient programs and live events such as patient educational dinner programs, commercial support for patient walks and fundraising events, commercial support for scholarship programs, and support for patient conferences.
• Patient Experience Marketing – The Patient Marketing team will develop and maintain Shire Patient Services branding to ensure patients have a consistent Shire experience and view Shire as the global leader in rare diseases. The team will partner closely with the US Patient Advocacy team as appropriate to drive Shire’s rare disease leadership. Additionally, the Patient Marketing team will partner with the franchises to develop innovative solutions for improving the patient experience, including adherence programs, adherence apps, and enhancements to the patient portal.
This position is also responsible for ensuring each of these aspects of Patient Marketing are planned for and executed during brand launches, several of which are expected for Shire rare disease products in the next two years.
BS/BA required. MBA preferred.
Candidate should have 10 or more years of experience in Patient / Consumer Marketing, with 3-5 years of Patient Service experience in phama / biotech rare disease.
Must have experience working with Pharma/biotech promotional materials and agencies.
U.S. and/or Global brand launch and commercialization experience in the Rare Disease space a must.
Proven track record of strategy development and execution, with demonstrated success leading teams.
20-30% travel as required. Role will sometimes call for early or late meetings and/or attendance to patient meetings on nights and weekends.
Strategic Leadership & Innovation (25%)
Works with franchise heads and marketing leads across the rare disease portfolio to develop strategies for patient services, engagement and experience. Provides input into brand specific strategic plans. Develops the Patient Engagement & Experience strategic and tactical plan. Serves as a member of the Patient Services Leadership Team.
Operational Leadership (20%)
Responsible for ensuring operational leadership, controls and oversight to marketing platforms, standards, processes and systems that support all Patient Services marketing, data and analytics. The leader will also manage the external spend budget and ensure appropriate resource optimization, including optimal use of external agencies.
Collaboration & Communication (20%)
Works directly with other members of the Patient Services Leadership team and Patient Services field leads on key programs and initiatives. Collaborates with franchise heads, marketing leads and franchise sales leads. Identifies and leverages synergies across therapeutic areas. Serves as one of the Patient Engagement & Experience points of contact for senior leaders at Patient Advocacy organizations. Responsible for commercial aspects of Shire rare disease messaging and communication.
Program Execution (15%)
Works with team to develop and execute key patient programs. Leads the development and implementation of access services marketing strategies, programs, tactics, and messaging. Tracks / monitors KPIs and key analytics, offering feedback to service users and internal stakeholders.
Coaching & Development (20%)
Sets the tone and culture for the team. Manages individual performance of the team members (i.e., objective setting, evaluation, and feedback). Works with marketers on the team to build and execute individual development plans. Appropriately balances needs of the team and the business with needs for individual development.
Living our leadership behaviors is a basic expectation for all Shire employees. Shire expects all employees to embody the following Leadership Behaviors:
Be Results Oriented
Be An Excellent Manager of Self and Others
Additionally, the Head of Patient Marketing must also possess the following skills and attributes:
Patient-centric, compassionate and service oriented mindset
Results oriented, attention to detail, accurate, prompt and able to meet deadlines
Strong business acumen and budgeting skills
Strong presentation skills and ability to partner with cross-functional teams
Sets and clearly articulates a compelling vision for the future that fosters enthusiasm
Develops bold strategic plans and crafts pragmatic solutions to implement them
Considers marketplace and economic forces and trends in making sound business decisions
Generates breakthrough solutions, and enables others to do the same
Experience dealing with various interdependent Patient Services platforms and approaches.
Experience in developing compliant marketing approaches/platforms/business processes for biotech / rare disease Marketing
Builds and models a collaborative culture of questioning and constructive challenge to foster openness and candid dialogue
Listens to and carefully considers others’ perspectives, especially to manage and resolve conflict
Equal Employment Opportunity
Shire is an Equal Opportunity Employer committed to a diverse workforce. Shire will not discriminate against any worker or job applicant on the basis of race, color, religion, gender, national origin, ancestry, age, sexual orientation, marital or civil partnership status, pregnancy, gender reassignment, non-job related mental or physical disability, genetic information, veteran status, military service, application for military service, or membership in any other category protected under law.
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Shire is committed to working with and providing reasonable accommodation to individuals with disabilities. If, because of a medical condition or disability, you need a reasonable accommodation for any part of the application process, or in order to perform the essential functions of a position, please call 484-595-8400 and let us know the nature of your request and your contact information.
Shire is the leading global biotechnology company focused on serving people with rare diseases and other highly specialized conditions. We strive to develop best-in-class products, many of which are available in more than 100 countries, across core therapeutic areas including Hematology, Immunology, Neuroscience, Ophthalmics, Lysosomal Storage Disorders, Gastrointestinal/Internal Medicine/Endocrine and Hereditary Angioedema; and a growing franchise in Oncology.
Our employees come to work every day with a shared mission: to develop and deliver breakthrough therapies for the hundreds of millions of people in the world affected by rare diseases and other high-need conditions, and who lack effective therapies to live their lives to the fullest.