Global Product Marketing Manager for Mobile Digital Health

1 week ago

Washington, Washington, D.C., United States GE Healthcare Full time
Job Description

The Global Product Marketing Manager for Mobile Digital Health is responsible for the definition and execution of the marketing plan for a series of New Product Introductions and the platform transition.

The Mobile Digital Health product roadmap introduces a transformational IoT architecture to monitoring that can help our customers globally reach better patient outcomes.

Along the product roadmap, MDH will create new market and product portfolio opportunities for Monitoring Solutions based on market insights and technology trends in coordination with Product Management and Region Product Marketing.

This leader identifies and develops opportunities for growth and market share gain while creating a global product/portfolio strategy including new product launches, product positioning and current portfolio lifecycle marketing.

Key Responsibilities
  • Performing clinical and industry trend analysis, market share and competitive analysis and win/loss tracking to identify product and commercial strategies for growth.
  • Quantifying and prioritizing market opportunity.
  • Collecting and prioritizing product introduction and improvement recommendations and analyzing competitive landscape.
  • Identifying budget requirements to ensure proper execution
  • Orchestrating research to assess market and customer environments and to discover unmet needs, buying cycles and personas. Identifying customers' clinical and economic needs, values and desired benefits.
  • Building a global market requirements document that prioritizes customer segments and business opportunities.
  • Identifying and assessing market and distribution risks, and developing a plan to mitigate those risks.
  • Working with Region Product Marketing, Product Management, Engineering and Global Design to provide input to the product development roadmap and to develop, test and prototype new product ideas.
  • Working with Region Product Marketing to perform installed base analysis in order to define programs needed to improve customer loyalty, share of wallet and retention. Collaborating with Product Management to include these programs on product roadmaps.
  • Developing a plan and budget for evidence generation to support selected NPI's and installed base products.
  • Developing inputs to support business cases for NPI (incl. target pricing) and product positioning
  • Defining brand (naming & trademarks), value proposition(s), and competitive positioning claims roadmap for new and existing products.
  • Interviewing professional societies and advocacy groups to identify and select KOL's for thought leadership and awareness building. Supports development of regional KOL's in collaboration with Regional Product Marketing.
  • Building and executing global product launch plans, including value proposition, segmentation / positioning, target pricing, awareness & advocacy strategies, channel strategy and sales enablement (in coordination with Regional Product Marketing).
  • Coordinating development of marketing assets and product training materials (in cooperation with Marketing Services).
  • Developing programs that improve the customer experience of the installed base in support of installed base retention.
  • Utilizing Gold Standard marketing practices and skills to develop a global marketing plan (portfolio management, marketing strategy, customer segmentation and targeting, positioning and value proposition development, message and market assets development, etc.) to grow global orders and share alternatively, to support annual business objectives). Ensures regional marketing plans are aligned with the global marketing plan and collaborates with regional marketing on selecting the appropriate marketing mix.
  • Collaborating with Advertising & Promotion and Communications to develop a communications plan in support of the marketing objective.
  • Developing and managing budget needed to execute marketing plan, and ensure timely implementation of programs in marketing plan.

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