Market Transformation Director - Direct to Patient

General Summary

Vertex is seeking a strategic and execution-focused Director, Market Transformation to lead the design, evaluation and implementation of direct-to-patient (DTP) capabilities across the patient journey.

Key Duties And Responsibilities

• Develop Vertex’s direct-to-patient strategy across relevant brands, assets and therapeutic areas to improve diagnosis and treatment access for patients
• Monitor market trends, competitor activity and emerging digital health models to inform Vertex strategy
• Evaluate DTP opportunities based on patient drop-off points and therapy-area dynamics
• Design and optimize end-to-end patient pathways spanning awareness, activation, care, conversion, therapy start, and adherence
• Build clear business cases for DTP investments, including patient acquisition costs economics, lifetime value modeling, infrastructure costs, conversion assumptions, and ROI measurement
• Define and implement DTP models such as journey orchestration, access navigation, direct commerce, go-to-market reconfiguration
• Partner cross-functionally to connect fragmented patient touchpoints into a seamless experience
• Establish shared goals, KPIs and governance across brand, access, digital, trade and patient support teams
• Lead the development of modular enterprise capabilities that can scale across the portfolio rather than being built brand by brand
• Oversee external partnerships and vendor strategy for telehealth, pharmacy, fulfillment, diagnostics and digital engagement solutions
• Drive innovation in patient engagement, including symptom-based education, screening, targeting, retargeting and closed-loop optimization
• Ensure all DTP initiatives align with legal, regulatory, privacy, data governance and patient experience standards
• Serve as a thought partner to senior leadership on the future of patient engagement and access transformation

Required Qualifications

• Bachelor’s degree in business, life sciences, public health, healthcare administration or related field; Advanced degree such as MBA, MPH, MS or other relevant graduate degree preferred
• 8+ years of experience in biopharma, healthcare, digital health or patient services
• 5+ years of leadership experience in one or more of the following - patient access, commercialization, patient support services, digital health, market access, and omnichannel patient engagement
• Demonstrated experience designing or scaling patient-centric programs across multiple stages of the patient journey
• Strong understanding of pharmaceutical commercialization, specialty access models and reimbursement dynamics
• Experience building business cases, operating models and strategic roadmaps for new capabilities or channels
• Proven success leading complex cross-functional initiatives with multiple internal and external stakeholders
• Strong analytical and problem-solving skills, with the ability to translate data into strategic recommendations
• Excellent executive communication and presentation skills
• Experience working in highly regulated environments and navigating legal/compliance requirements

Knowledge And Skills

• Patient journey mapping and funnel analysis
• DTP and omnichannel engagement strategy
• Access and reimbursement strategy
• Benefits verification and prior authorization workflows
• Telehealth and virtual care partnership models
• Prescription routing and e-prescribing integration
• Patient support and adherence program design
• Digital acquisition channels, including paid media, SEO and content strategy
• Screening, assessment and diagnostic coordination workflows
• CRM and patient engagement platforms
• Data analytics, dashboarding and KPI development
• AI-enabled targeting, triage or documentation tools
• Understanding of EHR, HIE or medical record-enabled workflows
• Vendor management and partnership governance
• Knowledge of legal, privacy and data orchestration considerations across patient-facing programs

Preferred Skills

• Experience launching or managing DTP, direct commerce or digitally enabled patient access models
• Knowledge of specialty therapies, complex treatment pathways or high-friction access environments
• Experience with cash-pay, affordability or alternative payment pathway models
• Familiarity with non-dispensing pharmacy, hub services and specialty distribution models
• Experience integrating digital, medical, market access and commercial strategies into a unified patient pathway
• Strong understanding of patient experience design and service operations
• Comfort working in ambiguous, fast-evolving spaces and building new capabilities from the ground up