Executive Director, HCP Marketing

Key Responsibilities

• Lead the design and execution of HCP brand campaigns for DURAVYU across branded and unbranded channels.
• Develop core messaging, creative campaigns, and multichannel promotional programs targeting retina specialists.
• Translate clinical and scientific differentiators into compelling promotional materials.
• Optimize messaging for impact, recall, and field force usability.
• Manage HCP creative agency relationships and promotional development timelines.

Disease-State Education & TKI Class Awareness

• Build pre-launch and post-launch educational initiatives that differentiate DURAVYU's MOA and clinical data.
• Create TKI class education programs to build foundational understanding among retina specialists.
• Create educational content spanning MOA, disease pathology, treatment burden, and real-world evidence.
• Utilize congress, peer-to-peer, digital, and publication channels to disseminate educational content.
• Partner with Medical Affairs on scientific education alignment.

Multichannel HCP Engagement Strategy

• Design and optimize the HCP channel mix across personal promotion, digital, email, print, and non-personal promotion.
• Develop customer segmentation and targeting strategies aligned with adoption patterns and influence dynamics.
• Test and refine channels for reach, effectiveness, and ROI.
• Ensure integration with field marketing, peer-to-peer, and sales force engagement.
• Manage digital HCP marketing platforms and analytics.

Competitive Response & Differentiation Messaging

• Monitor competitor promotional activities, clinical data releases, and market positioning.
• Build objection-handling tools, competitive positioning guides, and clinical evidence resources.
• Develop rapid response messaging and differentiation strategies for the field force.
• Empower sales and field teams with timely, accurate, and compliant competitive information.
• Track competitive messaging trends and work with marketing operations to use in strategic decision making.