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Director, Practice and Patient Marketing

4 months ago

Lake Forest, United States STAAR Surgical Full time

JOB OVERVIEW

The Director of Practice and Patient Marketing for STAAR Surgical Americas is responsible for developing and implementing marketing strategies to drive demand, ease implementation and increase adoption for STAAR Surgical products among healthcare practices and patients. Main objective is to create commercial confidence that drives EVO share and grows the refractive channel in each market served.

Key Responsibilities:

• Practice development strategy and execution. Creates a vision for an optimized EVO patient experience (from patient education, communication, DTC, practice workflow/ops, referral ecosystem, etc.) that maximizes EVO conversion in practices, and designs programs, tools and trainings, and orchestrates resources to deliver on the vision.

• Patient marketing strategy and execution. Understands patient preferences, needs and what drives decision-making at each stage of the patient decision funnel, and creates practice and patient programs to improve patient engagement and conversion. Owns patient message, features and benefits, Leads development of DTC.

• Customer growth, loyalty and patient referral programming, inclusive of:

• Shared Activation Strategy and Oversight, overseeing a direct report who is responsible for key co-marketing customer strategy development, benchmarking/tracking, quarterly meetings with stakeholder teams, campaign development and deployment, tracking and reporting.

• Practice Loyalty Program strategy, leading design, launch and deployment of STAAR’s Alliance Program.

• Patient Referral Program Strategy, leading refresh and re-launch and management of STAAR’s Ambassador program.

• Practice and Patient Content Strategy and Execution. Owns communication channels (earned and paid) for practice leaders, as well as patients, for the Americas, and creates and distribute a cadence of compelling marketing collateral, practice and patient education materials, website content, and social media campaigns to drive commercial confidence and procedural growth for practices, and awareness, demand and conversion for patients.

• Commercial and Customer Experience Innovation, working with Global Strategic Marketing to define features and benefits for existing commercial and customer experience, develop and launch experience products, and identify opportunities and develop business cases for improvements and partnerships,

• Market research and analysis: Harness practice and patient insights from market research, customer insights, and competitive analysis to pinpoint market trends, practice needs, and patient messaging. Draws parallels between ophthalomology/refractive space and industries with similar dynamics for trends, learnings, and pilot programs.

• Results reporting/dashboard ownership: Track and report on the effectiveness of practice and patient marketing initiatives. Analyze practice performance metrics and patient conversion trends to optimize practice and patient strategies and tools, guide work of cross-functional partners, and deliver regular updates and strategic recommendations to the leadership team.

• Financial management: Manage marketing budgets and track ROI of marketing initiatives

• Other duties as assigned.


EDUCATION & TRAINING

• Bachelor’s degree in marketing, communications, or related field; MBA preferred.


EXPERIENCE

• 10+ years of experience in marketing, with a focus on practice and patient marketing in the healthcare or MedTech industry.

• 7+ years of leadership experience, leading teams effectively.

• Ophthalmology industry experience preferred.


SKILLS

• Strong understanding of MedTech market dynamics, MD/OD relationship and customer needs in the ophthalmology industry.

• Strong understanding of healthcare practices and patient behavior in context of surgery research, consultation, and decision-making.

• Proven track record of developing and executing successful practice and patient marketing strategies.

• Excellent communication, presentation, and interpersonal skills.

• Strong analytical, critical thinking and problem-solving skills with the ability to leverage data and insights to drive decision-making.

• Exceptional communication and interpersonal skills, with the ability to collaborate effectively across departments and influence stakeholders.

• Highly organized, detail-oriented, and able to manage multiple projects simultaneously.

• Strong leadership qualities and a proactive, self-motivated mindset.

• Excellent written and verbal communication skills with the ability to create engaging content and present ideas effectively.

• Ability to work under a sense of urgency in a fast-paced environment.

• Language skills in Portuguese, Spanish and French a plus.


STAAR Surgical is an equal employment opportunity employer.