Segment Marketing Manager - Healthcare

As Segment & Clinical Marketing manager you are responsible for the value messaging of the Healthcare Portfolio from launch throughout the full sales journey, developed to target the different clinical segments, customers, personas and channels.

You work with a cross-functional team of sales leaders, product managers, communications specialists and regulatory specialists to assure that the marketing activities support commercial objectives.

Key responsibilities

Market & Customer Insights

• Build a profound, data-driven understanding of target clinical segments, end customers, personas, and channels, including market definition, segmentation, market size, customer and buyer types, and their journey
• Conduct win/loss analyses and assess competitors to define Barco’s positioning
• Document key market problems and requirements
  
  

Value Proposition & Messaging

• Develop and strengthen Barco’s brand equity and awareness with end-users and partners through clear clinical and economic value propositions
• Create and maintain a comprehensive view of personas, including their needs and challenges
• Translate value propositions into clear, targeted messaging across all segments within scope
  
  

Go-to-Market & Launch Execution

• Develop, manage, and implement innovative product launch programs
• Enable channel and regional teams, including key partners, to successfully bring solutions to market
• Ensure accurate and effective presentation of products across channels, including the website
  
  

Content Development & Sales Enablement

• Develop product collateral and tools in close collaboration with Product Management to communicate value propositions to different stakeholders
• Work closely with Sales to identify required sales support tools, determine the most effective assets, and manage their creation and accessibility
• Manage and support regular internal and external sales communications
  
  

Clinical Engagement & Thought Leadership

• Leverage partner-owned relationships to deliver aligned messaging that clearly communicates combined clinical, operational, and economic value
• Engage directly with end users (e.g. hospitals, physicians, IDNs, ASC networks) to define and execute clinical thought leadership initiatives such as webinars, conference presentations, studies, and white papers
• Define and execute claim roadmaps for different solutions, including validation studies with end customers
  
  

Cross-functional Collaboration & Governance

• Collaborate closely with Sales, Product Management, Communications, and Regulatory teams to ensure marketing activities support commercial objectives
• Validate all materials with the Regulatory team to ensure compliance

Your Profile

Education & Experience

• Preferably you have a Master's degree or equivalent through experience
• Educated or experienced marketing professional with experience in the medical domain, such as Radiology, Breast Imaging, Surgery and/or Digital Pathology
  
  

Competencies

• Deep customer empathy; skilled at conducting various forms of customer and market research, and claim validation studies
• Strong data-analytics skills
• Excellent communication, presentation, and interpersonal skills
• Ability to work independently and collaboratively in a fast-paced, dynamic, and cross-functional environment
• Profound in English language
• Team player
  
  

Tools

• Advanced in Microsoft tools (Word, Excel, PowerPoint)
• Advanced in Marketing tools (SFDC, Marketo (marketing automation))
• Reporting tools
• Teams, Zoom
• CoPilot

Excited to drive meaningful impact? Apply today!