Director, U.S. Hospital Marketing - Abbott Point of Care (APOC)

    Abbott Laboratories
    Princeton, NJ 08540
    Similar jobs pay $40.63 - $58.56

    Job Description

    Abbott is a global healthcare leader that helps people live more fully at all stages of life. Our portfolio of life-changing technologies spans the spectrum of healthcare, with leading businesses and products in diagnostics, medical devices, nutritionals and branded generic medicines. Our 103,000 colleagues serve people in more than 160 countries.


    Company Summary/Position Description:

    Abbott: Making an Everlasting Impact on Human Health for over 125 Years

    Abbott is a global health care company devoted to improving life through the development of products and technologies that span the breadth of health care. With a portfolio of leading, science-based offerings in diagnostics, medical devices, nutritionals and branded generic pharmaceuticals, Abbott serves people in more than 160 countries and employs approximately 100,000 people. In 2019, the company's sales exceeded US$30.6 billion.

    Abbott Point of Care: Poised for Growth

    Abbott Point of Care (APOC), a $600 million division of Abbott (NYSE: ABT), enables health care professionals to accurately achieve real-time, lab-quality diagnostic results at the point of care within minutes. Testing at the point of care enables health care professionals to make rapid triage and treatment decisions when diagnosing a patient's condition or monitoring a treatment response. By simplifying the testing process, clinicians can focus on what matters most-caring for the patient.

    Abbott Point of Care's i-STAT Analyzer is a handheld system that is used with single-use i-STAT test cartridges. Together they form the i-STAT System*-a blood analysis system that provides health care professionals with the information they need to rapidly make treatment decisions. Patient bedside testing with the i-STAT System is as easy as inserting two or three drops of blood into the cartridge, inserting the cartridge into the handheld, and then viewing test results in as little as two minutes for most cartridges. Test results are uploaded automatically-delivered wirelessly with the i-STAT Wireless or directly when the i-STAT handheld is placed in a downloader. The i-STAT System eliminates process steps and handoffs to help reduce the incidence of errors and promote patient safety. Hospitals and clinics in more than 100 countries around the world depend on the i-STAT System in critical care situations. For more information about Abbott Point of Care and the i-STAT System, please visit

    Director, U.S. Hospital Marketing: An Opportunity to Create a Marketing Organization and Define the Growth Strategy

    The Marketing Director (MD) defines strategy and leads marketing execution to increase market share and drive sustainable sales and margin growth for the United States hospital commercial franchise. The MD will build and lead a marketing organization for the largest P&L within the Abbott Point of Care business. The MD is responsible for driving strategic planning, marketing, market access/reimbursement, demand planning and finance. The position reports to the General Manager (G.M.), U.S. Hospital Commercial Operations and serves as a senior member of the APOC U.S. Commercial Team. The position is based in Princeton; up to 35% travel is required.

    Attractive Features of Company and This Position:

    We're looking for an entrepreneurial leader who is passionate about redefining health care through innovation and unconventional thinking. It's a mission that takes some serious smarts, intense curiosity and determination to be the best. Come be part of a winning team that's changing how health care is delivered!
    • Have Fun-come join a business that has a strong R&D pipeline and is poised for explosive, double-digit growth over the next several years!
    • Be an Entrepreneur, Build a Business-put your entrepreneurial skills to work and build a business with the support of a stable multinational health care corporation
    • High Visibility-the launch of APOC new products is highly visible at the top levels of the Corporation
    • Company Culture- a collegial culture focused on helping health care professionals and patients
    • Small Company Feel, Large Company Stability-gain the benefits of working in a successful, entrepreneurial Division within a large, stable and growing multi-national health care company
    • Attractive Compensation and Benefits-a highly attractive compensation package featuring strong bonus and long-term incentive plans
    • Career Development-the successful candidate will receive career development opportunities leading to roles of increasing commercial responsibility and seniority
    Position Responsibilities:

    Vision and Strategy
    • Define strategy to enable APOC's U.S. Hospital franchise to achieve sustainable, profitable growth
    • Develop strategic and tactical marketing plans to drive growth in target segments (e.g., Emergency Department, CVOR, Critical Care Units, et al) and establish a U.S. Hospital-specific KPI Dashboard to track progress against execution of the strategy
    • Anticipate potential risks and proactively develop and implement mitigation plans
    • Perform complex business and financial analysis that yields actionable insights, informs commercial strategy and leads to increased market share, sales and profit
    • Define U.S. Hospital growth, customer loyalty and retention strategies, using scenario planning to allow for agile responses to market conditions focused on current and future unmet needs
    • Define and execute a segmentation, targeting and positioning plan for the U.S. hospital market
    • Oversee all aspects of marketing program delivery to ensure programs are executed via the entire hospital segment effectively and efficiently
    • Engage and motivate the sales force and other business functions while ensuring the marketing team has created & deployed the right tools, messaging and support to help them engage and recapture our lost customer targets as well as new business targets
    • Leads our brand building efforts, guides and coaches the teams to develop our brand stories, to ensure they connect with our target audiences now and in the future
    • Sets the vision for our new product launches and guides the teams to develop plans that deliver them
    • Oversee the execution of launch plans, monitoring progress, taking accountability for results and removing roadblocks where needed
    • Track and monitor how customers perceive our brand and franchises and lead the team to respond accordingly
    • Lead the team to understand and plan a wide range of channels (including new media) to deliver our brand experience
    • Understand and manage regulatory, compliance and U.S. acute/non-acute care reimbursement
    • Set targets, budgets and evaluate resource deployment to effectively deliver plans
    • Promote a "Test-and-Learn" approach that emphasizes speed-to-market, in-market testing, measurement and refinement
    • Work with G.M. to manage the APOC U.S. Hospital P&L to ensure sales and profit objectives are achieved on a quarterly and annual basis
    • Anticipate and proactively mitigate sales and margin risks
    • Identify and drive execution of Gross Margin improvement initiatives
    • Partner with the G.M. to drive the financial planning (rLBE) and demand forecasting (Integrated Business Planning) processes to ensure marketing strategies are yielding expected outcomes, course correct where necessary
    Pricing and Reimbursement
    • Understand point of care diagnostic assay and hospital, acute care reimbursement for the U.S. Healthcare System
    • Set pricing for current i-STAT product portfolio, in alignment with global guidelines
    • Partner with Global Strategic Marketing to define and execute reimbursement and pricing strategy for new assays
    Customer Experience
    • Define Customer Experience, Retention and Loyalty Strategy, execute in partnership with the sales organization
    • Achieve Net Promoter Score and Service Level targets
    Medical Affairs
    • Develop a KOL influence map for key medical specialties (e.g., cardiovascular, neurology, emergency medicine, anesthesiology, et al.)
    • Partner with Global Medical Affairs to establish Key Opinion Leader Advisory Boards
    • Define clinical data/evidence needed to attain regulatory approval, market access and influence clinical practice
    • Define stakeholder advocacy plans to shape clinical practice guidelines related to diagnosis of acute myocardial infarction, sepsis, mild traumatic brain injury, et al.
    • Establish relationships with U.S. Hospital KOLs
    Position Qualifications/Experience:

    • Bachelor of Arts or Bachelor of Science in business or science/engineering required; MBA/PhD/MD from top-tier school preferred
    Professional Experience
    • 10+ years in marketing leadership roles in healthcare industry (devices and/or IVD preferred) demonstrating ability to align and integrate sales and marketing teams and cross-functions to ensure they work together to deliver results
    • Experience as a marketing head of a $300MM+ business, with hands-on strategic planning, marketing and sales experience required
    • Strong Servant Leader characteristics/mindset; unquestionable ethics and integrity
    • Outstanding strategic planning and analytical skills-proven ability to identify/define business questions and issues, synthesize information from multiple sources, conduct analysis, formulate actionable recommendations and confidently recommend a point-of-view to senior management
    • Demonstrated experience in developing and executing marketing plans that achieve segment-specific growth goals
    • Innovative and creative-demonstrated ability to leverage insights to identify and evaluate creative ideas, focusing on those that will create sustainable competitive advantage
    • Comfort with ambiguity; demonstrated ability to take ownership of problems, exercise sound judgment and independently determine appropriate course of action where precedent may not exist
    • Entrepreneurial mindset and approach; acts thoughtfully but with a sense of urgency, rolling up sleeves and helping team get work done, where/when necessary
    • Strong project management skills, with proven ability to clearly define objectives and priorities, establish milestones, lead cross-functional teams to meet and exceed goals in a dynamic environment, while maintaining strong attention to detail and quick recall
    • Adept at clearly defining objectives and priorities, establishing appropriate milestones, and leading cross-functional teams to meet and exceed goals, even under adverse circumstances
    • Familiarity and experience working across functions (e.g., Operations/Supply Chain, Quality, Regulatory Affairs, Market Access, Medical Affairs, Finance, Legal, Ethics and Compliance, HR, Customer Service); natural tendency to think about key questions/issues from an integrated, cross-functional perspective
    • Track record of synthesizing diverse perspectives into cohesive, aligned recommendations; ability to develop an inclusive culture comfortable with challenging current market paradigms to achieve and exceed goals
    • Excellent skills at influencing outcomes by catalyzing and shaping dialogue across and outside the organization, demonstrating competence and confidence, being accessible and approachable, being a good listener, and using fact-based persuasion, passion, and persistence as appropriate to the audience and issue at stake
    • An approachable and credible communication style, with exceptional verbal and written communication skills; to keep all levels of the organization informed, engaged and motivated
    • Skilled change agent with experience aligning a marketing and sales team around a vision and strategy and creating a sense of urgency to execute the strategy and deliver on commitments
    • Advanced knowledge of and experience using Microsoft PowerPoint and Excel

    JOB FAMILY:Product Management

    DIVISION:APOC Point of Care

    LOCATION:United States > Princeton : 400 College Road East


    WORK SHIFT:Standard

    TRAVEL:Yes, 50 % of the Time


    SIGNIFICANT WORK ACTIVITIES:Continuous sitting for prolonged periods (more than 2 consecutive hours in an 8 hour day), Continuous standing for prolonged periods (more than 2 consecutive hours in an 8 hour day), Keyboard use (greater or equal to 50% of the workday)

    Abbott is an Equal Opportunity Employer of Minorities/Women/Individuals with Disabilities/Protected Veterans.

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    Posting ID: 555230206Posted: 2020-06-09