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Eliquis Payer Marketing Director
3 months ago
ROLE SUMMARY
The colleague will lead US payer marketing strategies and tactics for ELIQUIS across its NVAF and VTE. The primary responsibility of this role is to develop and execute ELIQUIS' market access strategy and tactics across the payer channel mix including formulary decision makers from commercial health plans, PBMs, Medicare Part D plans, state Medicaid programs, and VA/DoD, as well as target hospitals and integrated delivery networks to gain and maintain profitable access and effective pull-through. This role is complex due to a rapidly evolving payer environment which requires the Brand to demonstrate the clinical and economic benefits of ELIQUIS and translate these benefits into multichannel promotional resources that reach customers via digital channels as well as through a variety of teams, including traditional Payer Account Management, Key Account Management, and Alliance-wide sales forces. ELIQUIS is a co-promote with Bristol-Myers Squibb (BMS), and this role will require exceptional collaboration and negotiating skills to appropriately represent Pfizer's positions with the BMS Value, Access, and Pricing (VAP) team.
ROLE RESPONSIBILITIES
- Develop payer-related strategies and tactics in collaboration with the USMA organization, BMS counterparts, and PFE cross functional colleagues.
- Lead the Alliance on evolving the ELIQUIS Value Proposition (EVP), an interactive comprehensive tool that demonstrates the ELIQUIS value story for formulary decisions makers and lead periodic or ad-hoc training for updates or new users.
- Develop and execute the tactical plan for payer resources and associated training for CV/HSSS/Connect sales, Payer Account Management, and Key Account Management teams which includes new assets, expiry, extensions, and renewals through Pfizer and Alliance approval processes.
- Lead payer non-personal promotional strategy and tactics (including but not limited to payer website content and drivers) in order to demonstrate the clinical and economic benefits of ELIQUIS utilizing real-world effectiveness & safety and economic data and ultimately inform formulary-related decisions about ELIQUIS.
- Provide support to Alliance pricing/negotiating team in contracting discussions with payers, PBMs, IDNs, and hospitals to inform decisions.
- Drive brand strategy, gain alliance alignment, and execute on innovative payer partnerships.
- Lead national pull-through and working with sales leadership on targeted pull-through initiatives and developing payer related field communications.
- Serve as Payer Op and Tactical Plan lead and support PFE Brand Ops Planning.
- Work collaboratively with the ELIQUIS affordability team and Pfizer US HCP/Consumer team members to maintain and provide affordability resources to the sales forces (copay cards, FTOs, E360 content, etc.) and address customer inquiries.
- Lead payer data sourcing for field including cost and coverage analytics, Fingertip Publisher, and payer channel reports.
- Lead access-related field troubleshooting to include access barriers, health plan issues, competitor access programs, or other payer related concerns.
- Support and execute payer-related market research.
- Lead KPI/measurement tracking for top customers and partner with BAI team to track/measure payer marketing efforts.
- Liaise with US and Global HEOR and USMA teams to inform leadership updates and support POA meetings.
- Manage Brand team interactions and serve as PFE champion with the Alliance promotional review process.
- Lead projects with the payer marketing agency of record, other payer vendors, and payer budget phasing.
- Manage MRP and/or Student Summer Worker.
- Foster positive team culture characterized by collaboration, mutual respect, transparency, and trust to bring joy while aligning to the larger brand team culture.
BASIC QUALIFICATIONS
- Bachelor’s degree and 10+ years of experience required, or Master's degree and 9+ years of experience, or Ph.D./PharmD and 7+ years of experience required.
- Pharmaceutical industry experience, including 1-2 years of marketing role experience
- Strong business acumen & negotiation skills and ability to effectively lead and influence a cross functional/indirect team
- Ability to quickly grasp and commercialize complex data and analyses and the methodology behind their development
- Ability to lead and work as part of internal and external Alliances and a large matrixed team
- Demonstrated initiative, strong problem solving, decision making and leadership skills
- Demonstrated expertise and success in developing and executing strategic and tactical plans
- Strong project management skills and ability to work on multiple projects and prioritize/multi-task effectively
- Strong knowledge of the US healthcare market required
- Strong analytical skills; detail and action-oriented
- Strong written, verbal, and interpersonal skills; ability to interact effectively both one-on-one and in groups
- Ability to leverage US learnings t
