Product Manager, Instrumentation

Diasorin • Stillwater, MN

16d

About The Position

Diasorin is a global leader in diagnostic solutions, pushing the boundaries of science and technology to create cutting-edge tools that improve healthcare worldwide. With a legacy spanning over 50 years, we've earned our reputation for excellence by developing innovative diagnostic assays and instruments that are trusted by healthcare providers around the world. Our broad offering of diagnostic tests and Licensed Technology solutions, made available thanks to ongoing investments in research, positions us as the player with the widest range of specialty solutions in the sector and identifies us as the "Diagnostics Specialist." Here at Diasorin, the global leader in the laboratory diagnostics market specializing in immunodiagnostics and molecular diagnostics segments, this role supports the US immunodiagnostics (Immuno) segment with the aim to simplify specialty testing within the LIAISON® family of solutions designed for hospitals and private testing laboratories. Under the direction of the Sr. Director, Product Marketing, the Instrumentation Product Manager will be the subject matter expert, responsible for developing and leading the downstream marketing strategy for the LIAISON® Instrumentation franchise in the US market as a key element to the growth strategy for Diasorin's specialty testing offering. This includes planning and execution of sales enablement for growth of share in the US market. In addition to the direct business, this role will also support efforts for clinical/ scientific education needs and KOL collaboration. As the Product Manager, you are flexible, can assess the situation quickly, and pivot as necessary managing multiple competing priorities based on organizational needs. You are able to analyze data, recognize patterns, and present succinctly with clear recommendations for action even when things are uncertain or the way forward is unclear. As a cross-functional collaborator, you keep the customer at the center of everything you do, building and maintaining strong relationships with internal Diasorin stakeholders (e.g., sales, applications, product support, clinical affairs, corporate/ Global marketing, other internal functions associated with internal product lifecycle management, etc.), external laboratory customers, and external franchise specific partnerships to deliver customer-centric LIAISON solutions. We believe in a respectful and supportive workplace that attracts and celebrates the uniqueness of a diverse workforce that represents our community and customers.

Requirements

• Bachelor’s degree (preferred Business/ Marketing/ Biological Sciences) required
• At least 4 years of relevant work experience in a commercial/ marketing capacity (2 years if MBA and/or PhD) required
• Instrumentation program launch experience, e.g., launching new Instrument product in the US market
• Solid knowledge of Marketing and related Diagnostics, Medical Devices, Immunoassay applications and infrastructures
• Scientific and technical background sufficient to understand/ explain product characteristics as a SME.
• Experience across all aspects of traditional marketing, e.g., messaging/ positioning, digital marketing, insight generation and application, targeting, communications platform development, technical support materials, creative execution, measurement strategy, new product launch, direct-to-clinician marketing, and business planning.
• Experience launching new capabilities, best practices, and/or new ways of working across an organization, including launching at least one IVD product.
• Demonstrates ability to identify, plan, and execute marketing campaigns that align to a broader strategy.
• Demonstrated ability to gain competitive insights to inform the broader strategy and drive business.
• Familiarity with Software / Business Tools
• Intermediate to advanced proficiency with real-time collaboration in Microsoft Office, especially Microsoft SharePoint/ OneDrive/ Teams/ cloud-based environment (PowerBI a plus)
• Data analytics and organization via Excel
• Visualization and storytelling via PowerPoint presentations
• Salesforce
• SmartSheet

Nice To Haves

• MBA or PhD desirable
• Additional relevant education or training beyond education requirements described above is a plus
• >1 year of health care specific agency/ management consulting experience.
• >8 years marketing/ sales/ analytics/ project management/ or similar experience in the IVD/ health care/ life sciences industry, capital sales experience a plus.
• Laboratory experience is a plus, e.g., prior Medical Technologist, Clinical Laboratory Technician (CLT) or Medical Laboratory Technician (MLT) background or other ‘hands on’ laboratory experience.
• Experience translating Lean Six-Sigma (workflow mapping) principles into Value Propositions is highly desirable.
• Knowledge of (1) regulatory environment in which products are sold and (2) regulatory rules as they apply to regulatory agencies such as FDA, CLIA, and Health Canada.

Responsibilities

• Subject matter expert for the field/ sales support and training programs for the LIAISON® Instrumentation franchise. Also supports business needs outside of franchise across the broader marketing team. This includes general technical knowhow, value proposition leadership and market position expertise for the LIAISON family of platforms, LIAISON instrumentation software, lab automation system connectivity, LIS connectivity and accessory modules such as DiluteX, AutoX and ASY Suite.
• Lead and execute the downstream marketing strategy for the LIAISON® Instrumentation franchise. Develop a clear Instrumentation Marketing Plan to drive product adoption, upholding strong positioning, and meeting Diasorin’s revenue goals.
• Provide leadership to sales leaders for segmentation/ target account programs and support for sales efforts.
• Proactively monitor franchises and alert leadership of business risks and opportunities.
• Demonstrate persuasive storytelling to US and global internal stakeholders as market research, regular reporting, franchise strategy, and similar plans are presented.
• Develop a sales forecast that reflects the market opportunities for the instrumentation portfolio that meeting the organization’s strategic financial goals.
• Track and monitor performance to ensure achievement of financial objectives and alignment with commercial teams by providing consistent franchise reporting to executive leadership with deep-dive assessments of the business as needed.
• Manage the budget for the instrument franchise .
• Coordinate with product development teams in establishing design goals/ product updates to ensure delivery of products based on explicit customer needs.
• Work with Global Marketing, project leaders and technical staff to monitor product development progress and obtain customer feedback as needed.
• Establish, maintain, and own external partner relationships specific to the franchise. Coordinates cross-functionally based on franchise needs.
• Responsible for leading the execution of new instrument launches. This includes elements such as value proposition creation, position and messaging for US market, and pricing strategy.
• Develop go to market launch strategy, define launch metrics, and track performance (awareness, adoption, revenue, share gain).
• Create launch toolkits including messaging, positioning, sales enablement, and digital assets.
• Drive the planning and execution of sales enablement for growth of share in the US market.
• Supports sales in managing customers through the sales cycle via both internal and customer interaction, e.g., customer meeting participation, customer meeting strategy planning with sales team, etc.
• Lead the development of both internal and customer-facing material and messaging to enable priority changes that will improve franchise performance, e.g., product positioning assets, publication summaries, competitive positioning tools, objection handling support, digital presence, brochures, targeted campaigns, customer testimonials, etc.
• Deliver customer facing presentations and instrument demonstrations as needed, e.g., speak at conferences, support educational lunch and learn presentations, and support sales with technical or pipeline customer discussions, coordinating NDAs as needed.
• Assist with planning, review, and completion of the scientific studies for development of new products, coordinating activities with external KOLs/ scientists as necessary.
• Evidence-based approach to market research and analysis in developing robust franchise plans.
• Remain up to date with competitive landscape/ intelligence and own activities to gain competitive insights to inform the broader strategy and drive business, e.g., competitive planning workshops, field travel, trade show engagement, qualitative/ quantitative insights, etc.
• As needed, create strategic market opportunity assessment(s) for the US market. Establish market size and share positions within the franchise.
• Be familiar with relevant publications/ guidelines and assess the payor/ provider environment. Test current franchise assumptions to ensure balanced strategic plans for the LIAISON® Instrumentation franchise.
• Develop business cases to recommend best next steps to grow the franchise executing on plan development, presentation, and delivery of the resulting action plan once buy in is secured.
• Other duties may be assigned based on department or organizational business needs; these needs may be outside of the LIAISON® Instrumentation franchise

Benefits

• We are proud to offer a comprehensive plan of health benefits, retirement and financial wellbeing, time off programs, wellbeing support and perks.
• You may also be eligible to participate in an annual incentive program.

What This Job Offers

• Job Type: Full-time
• Career Level: Mid Level
• Number of Employees: 1,001-5,000 employees