The posting
The purpose of the Market Development Manager is to develop and execute tactical value creation and demonstration field activities in support of the sales organization (Surgical Specialists and Distributor), Health economics, Healthcare providers across hospitals and surgeons.
This position will work to demonstrate the value of our clients technologies. Primary job responsibilities are using tools, templates and scripts provided by Market Access EMEAI and Health Economics to work closely in-field with key insurance personnel/counsellors within all target hospitals to obtain insurance hospital rate listings, case reimbursements, public reimbursement institution listing (Central & State level) and listing in the PSUs for iStent technologies. In partnership with EMEAI Market Access, disseminate market access materials, economic material when needed, market industry insights, understand clinical data to influence and educate potential hospital customers, which include financial stakeholders and surgeons to support efforts to obtain reimbursement.
Support Market Access through collaboration with Medical Affairs with clinical / medical education of payers in relation to facilitation of education to surgeons, key decision makers of the hospitals/ public institutions ensuring iStent technologies are included when medically necessary. The role will provide support to surgical specialists and distributor personnel to ensure barriers for usage of our clients products are removed.
Market Development Responsibilities:
You will be part of the India commercial team supporting the achievement of sales targets, responsible for the execution of activities to ensure uptake and access to our clients technologies in all allocated accounts. This will include reassessing current reimbursement pathways for private and public hospitals. The work will be carried out in collaboration with the commercial team and at times other supporting departments (Market Access, HEOR, Marketing, Medical Marketing). This role reports to the Country Manager where there will be regular close alignment with CM, his sales team and distributor personnel in the field to secure a successful access for our clients technologies.
Key activities imply:
Provide tactical, economic and analytical insights in order to support a Sales approach that fosters and grows key c-suite relationships and potential partnerships.
Support Market Access Director with data/information and market insight to enable work on improved coding, coverage, and payment for current and future technologies.
Support Market Access driven reimbursement strategies by educating customers with approved collateral.
In alignment with Market Access, responsible for developing relationships with medical device societies and patient advocacy groups to ensure patient access to our technology platform
Work with Health Economics & Market Access Director on program-benchmarking, procedure, and efficiency analysis into meaningful recommendations and actions to improve/grow trabecular micro bypass programs.
Support and navigate the purchaser/provider environment of private and public hospitals
Development and update of our clients business case including relevant items of interest depending on the stakeholder to be targeted in key commercial discussions
Provide support and strategic insight to ensure all non-implanting hospitals have successful rate listing
Map key decision makers within each private chain including local decision makers and together with Market Access, educate them on the benefits of including our technology in their private offering
Support Market Access in the creation of value tools in order to help educate Ophthalmologists/referring Ophthalmologists on how to identify the best patient profile for our technology and ensure to guarantee the best available care for patients
Provide tactical, economic and analytical insights in order to support the sales approach that fosters and grows key financial relationships and potential partnerships
Use analytical and field economics insights provided by Medical Marketing and Health Economics as needed, to support center access developed and led by Market Access department together with distributor sales management.
Translate customer data from economic, profitability analysis, program-benchmarking, procedure, and efficiency analysis into meaningful recommendations and actions to improve/grow trabecular micro bypass programs
Help identify and leverage best data sources, ie hospital claims data and other specific big-data databases analyses
Support the development and delivery of patient communication tools, India specific value propositions, value dossier tools and business cases etc that Market Access have produced, to support the sales team, ensure methodology, platforms and tools are available for deployment to support sales growth
Collaborate with sales on specific hospital assessments to identify hospital stakeholders and barriers, trends, customer unmet need, insights, imperatives, stakeholder prioritization, market segmentation, targeting, messaging and positioning
Generate ideas on how our products can serve as a solution to issues
In support of Market Access, educate internal and external customers including KOLs on value proposition of product range, familiarization and detailed knowledge of clinical and health economic data.
Ensure proactive regular in-field training visits/communication both with Indian commercial team, distributor partners and individually, to assist with any issues, to develop strong relationships within hospitals and to achieve successful reimbursement status
In partnership with Market Access, develop and train on private reimbursement process communication material (in collaboration with Country Manager) to ensure that commercial team/distributor can provide an initial overview to surgeons
Where needed and in collaboration with the commercial team, assist in the development of business reimbursement conversations/plans for surgeons providing information on the value of adding our technology into their practice
Provide support to the commercial team in working with key public sectors (Railways, Army, State Government and PSUs) in collaboration with distributor
Collaboration with Commercial, Med Marketing, MA, HE, RA, R&D , Legal etc and all other internal stakeholders who may be required to help with any strategy or tactics associated with market barriers for uptake and usage of existing products
Provide support for reimbursement webinars/meetings
Communication:
- The role holder shall be a Team Player with strong communication skills.
- Being able to adapt to different communication styles to guarantee messages are understood by different audience: internally and externally.
- Close alignment with direct manager and sales team on key decision-making processes.
- Working closely with the HEOR teams to understand & be able to discuss economic analyses and meet distributor market specific requirements.
- Strong alignment with sales management & distributor partners is required to ensure execution of plans in the field.
- Observe reimbursement trends in responsible markets and discuss risk and opportunities with Market Access Director and Sales Management
- Identifying access gaps that could impact accomplishment of current goals and guaranteeing a dynamic approach to successfully overcome bottlenecks.
- Ability to influence and shift decision making in the best interest for our patients and company interests
General Support:
- React to change productively and handle other essential tasks as assigned depending on commercial field needs.
- Recognize that quality begins with each employee and embrace the Quality Policy.
- Ensure weekly communication with distributor partners, sales management, GM & MA Director
- Providing regular reports to GM and Market Access Senior Director EMEAI
