Group Product Manager

Dr. Reddy’s Laboratories Ltd. is a leading multinational pharmaceutical company based across global locations. Each of our 24,000 plus employees comes to work every day for one collective purpose: to accelerate access to affordable and innovative medicines because Good Health Can’t Wait.

We started in 1984 with a modest investment, 20 employees and a bold vision. Today, we have research and development centres, manufacturing facilities or a commercial presence in 66 countries. 

For nearly four decades, we have stood for access, affordability and innovation based on the bedrock of deep science, progressive people practices and robust corporate governance. As the pharmaceutical industry evolves and undergoes disruption, we see an opportunity – to strengthen our core further (the next steps) and to build the future (the new bets).

‘The Next and the New’ is how we aim to continue to be the partner of choice – purpose-driven, future-ready and sustainable.  Our aim is to reach over 1.5 Bn+ patients across the world by 2030 by growing our core businesses and building for the future with sustainability at the core of our purpose and strategy. Sustainability for us means operating in a manner that respects people, planet and purpose – helping us conserve precious resources, serve our patients, create value for stakeholders, give back to society, fulfil our potential and maintain our integrity and transparency

Dr Reddy’s maintains a work environment, free from discrimination and is an equal opportunity employer. We are committed to employ & nurture all qualified diverse workforce without regard to race, colour religion, nationality, sex, age, disability status, genetics, sexual orientation, gender expression, citizenship or any other characteristic or classification protected by applicable law(s) of the country we operate in. We treasure every talent, and recognize merit and diversity in our organization.

Key Responsibilities:

Topline & Bottom line achievement

- To Drive Nerivio Growth and Sales  Performance by  principally strategizing  Executing and project managing

• PM Process

Driving long term brand growth through activation of maximum pillars with sufficient escape velocity projects across the 5 pillars.

Driving all 3 parts of PM process – Rewind, Forward Mix and play with CFT to arrive at band breakthrough projects

Pre Apex and Apex approval for appropriate projects as per plan

SDP and LDM for respective projects yellow light green and dark green projects

• Patient Support Program

Managing effectively post prescription Nerivio journey through physical and digital medium

Envisioning and executing a complete third party CRM system for data management of the PSP and integrating the same for seamless data analysis

Allocating / Selecting third party Field counsellors  / Tele counsellors,  Project manager, Team leads, Project Analyst and building KPIs for each one of them and tracking progress for no. pf prescribers, prescriptions, conversion and Repurchase

Analysing data and Carving out different archetypes of customer persona and journeys and strategizing their nurture journeys through digital and physical medium

• Overseeing the Performance marketing

Overseeing and assisting in developing and implementing digital marketing strategies to increase brand awareness, drive lead generation, and optimize conversion rates. Your focus will be on leveraging various digital channels such as  pay per click advertising, SEO, email marketing, and social media to reach target audiences effectively. Additionally, you will analyze campaign performance metrics to continually refine strategies and maximize ROI.

• Preparing the annual business plan for Nerivio along with other marketing colleagues
• Optimize Promo spend for Desired ROI: Allocate promotional budget brand wise and channel wise
• Contribute to preparing Quarterly Nerivio  communication with A/B testing with Neurologist / other specialties if applicable

• Coordinate logistics with  vendor for making LIVE the Visual aid and release inputs well in advance as per schedule provided by Saral team for the planned quarter / Month
• Regular communication of  Brand strategies including but not limited to,  Patient Support program, New activations to the field force
• Prepare business plan (quarterly) booklet for field which includes the explanation and detailing talk of the visual aid and inputs.
• Periodical circulars about brand’s achievement, market trends etc to keep the field sales team abreast of the current information and motivate them to go for the call.
• Conduct Quarterly briefing sessions of .5 – 1day in each zone to ASM’s on brand communication/ inputs.
• Monthly planned visit to select areas for review meetings to further reinforce brand strategy.

• Continuous monitoring of the planned activities and reorganization of promoted initiatives to improve cost without affecting top line.

• New Product Launch ( As and when required )

- Identify potential areas of New Product Launch in the assigned therapy through:

o  IMS, Prescription, Primary and secondary market research  trends

o Doctor feedback in joint work/ CME/ conferences

o Field manager’s feedback

- Analyze market potential for the identified new product through historical trends

- Conduct primary research with the help of market research for achieving clarity in the right patient segment, right launch volume and right price.

- Work with finance to validate the profitability/ viability of the product

- Present the idea post clearance from finance to NPD and get a project manager assigned by the NPD Head

- Coordinate with packaging, FR&D for product features finalization.

- Prepare sales projection, sampling plan for at least 6 months – 1 year from launch.

- Prepare stock allocation and ensure proper distribution in all geographies through SCM.

- Parallel, finalize on promotional activities, input plan, Visual Aid etc. and work towards a launch as per the agreed timelines with NPD Project manager.

- Ensure regional launch meetings for the new product through RSM’s.

- Analyze SMSRC Rx trend and drives leadership position (jump in ranking, growth more than market) for the brand thru field force

Qualification

• Science or pharmacy graduate with MBA or PGD in marketing
• 3- 5 years of experience in Pharma industry into marketing
• Experience in patient support program management  and direct to consumer marketing will be a plus
• Some experience in marketing of Medical devices will be considered as a plus

Key Personal Attributes

• Strategic mindset and strong marketing acumen
• Strong negotiation and influencing skills
• Networking skills
• Creative and Innovative

About the Department
Global Generics India
Global Generics India business journey began in 1986. In the last three decades, we have grown as a trusted name in the healthcare industry and rank as one of the top 10 Pharma Companies in the Indian Pharma Market (IPM) as per IQVIA MAT (November 2022). Our commitment to Lead Ahead has helped us move ranks from 16th position to 10th position (IPM) in the last four years. We are a fast-growing organisation with double-digit growth and significant market share in domestic markets. Currently, we rank among the top 5 in oncology, anti-allergy and gastrointestinal diseases and the top 10 in a few other therapy areas. Our focus is on leveraging our digital capabilities, collaborations, innovations and inorganic opportunities to become the top 5 companies in the Indian Pharma Market.

Benefits Offered
At Dr. Reddy’s we actively help to catalyse your career growth and professional development through personalised learning programs.
The benefits you will enjoy at Dr. Reddy’s are on par with the best industry standards. They include, among other things and other essential equipment, joining & relocation support, family support (Maternity & Paternity benefits), learning and development opportunities, medical coverage for yourself and your family, life coverage for yourself.

Our Work Culture
Ask any employee at Dr. Reddy’s why they come to work every day and they’ll say, because Good Health Can’t Wait. This is our credo as well as the guiding principle behind all our actions. We see healthcare solutions not only as scientific formulations, but as a means to help patients lead healthier lives, and we’re always attuned to the new and the next to empower people to stay fit. And to do this, we foster a culture of empathy and dynamism. People are at the core of our journey over the last few decades. They have been supported by an enabling environment that buoys individual ability while fostering teamwork and shared success. We believe that when people with diverse skills are bound together by a common purpose and value system, they can make magic.
For more details, please visit our career website at https://careers.drreddys.com/#!/