Director, U.S. Digital Engagement - United States
Intercept is a rapidly growing global biopharmaceutical company headquartered in New York City with R&D based in San Diego and the International headquarters based in London. Our focus is on bettering the lives of patients through the development and commercialization of novel therapeutics to treat progressive non-viral liver diseases. Intercept’s first product OCALIVA® (obeticholic acid [OCA], a farnesoid X receptor agonist) was approved and launched in the United States in 2016 for the treatment of primary biliary cholangitis (PBC) and was granted conditional approval for the treatment of PBC by the European Commission. PBC is a rare, autoimmune cholestatic liver disease that can put patients at risk for life-threatening complications. OCALIVA® represents the first new treatment option for people living with PBC in nearly twenty years.
We are busy building our future together as beyond PBC, OCALIVA® is being evaluated for potential indications across a variety of additional chronic liver diseases, including nonalcoholic steatohepatitis (NASH), primary sclerosing cholangitis (PSC), and biliary atresia. The FDA has granted OCA breakthrough therapy designation for the treatment of NASH with liver fibrosis.
Nonalcoholic steatohepatitis (NASH) is one of the most common liver diseases (estimated to affect 3–5% of the U.S. adult population) and is expected to be the leading cause for liver transplantation by 2020. Currently there are no approved treatments for NASH. Intercept is in a unique position in NASH as OCA is the first and to-date only product that successfully showed efficacy in two key endpoints in a randomized Ph II study. OCA is currently being evaluated in an international Phase III trial (REGENERATE) for the treatment of NASH that initiated in 2015 and has been fully enrolled for the patients required for the key interim analysis. In addition to REGENERATE there are several other studies that are underway or soon will be to help to build a broader scientific foundation of knowledge for OCA in NASH.
The Director of U.S. Digital/Non-Personal Engagement will be responsible for developing and executing an integrated digital plan to drive appropriate customer adoption of OCALIVA® in PBC throughout its lifecycle. The U.S. PBC opportunity is significant but a large percentage of patients are under the management of HCP treaters who are either geographically out of reach of our customer facing teams and/or don’t currently prioritize optimal PBC management vis a vis other more prevalent or urgent diseases. In the near-term, the candidate will need to develop a vision of where Intercept can take digital engagement with our key customers in PBC. Intercept wants to invest in the PBC community to raise the bar for how the disease is managed with the goal of improving the lives of people living with PBC. We want to build long-term customer engagement by understanding the different needs of different customers and innovating to fulfill those gaps. Innovation will need to manifest itself both incrementally (e.g., upgrading user experience on existing digital properties like OCALIVA.com) and in more transformative ways (convincing closed electronic health record [EHR] platforms to partner with us to appropriately influence disease management at the point of care; harnessing social media effectively and in a compliant way to connect patients). The vision of where we want to take digital engagement will need to be articulated through an integrated action plan whose execution will be led by the candidate. Success of the digital plan will need to be monitored on an ongoing basis to ensure ROI. The candidate will need to work cross-functionally both internally (U.S. Marketing, U.S. Commercial Operations, and U.S. Medical Affairs teams) and externally (digital savvy key opinion leaders, patient advocacy groups) to ensure timely and compliant execution of appropriate customer-focused promotional content through relevant channels.
The successful candidate must be able to perform each of the following satisfactorily:
• Create a vision and associated digital engagement plan to elevate the importance of optimal PBC management and generate awareness/understanding around the clinical value of OCALIVA®. This will include:
o Performing an in-depth analysis of the digital landscape in PBC and understand the near-term and long-term channels for investment in order to appropriately impact the PBC patient journey to OCALIVA®
o Conduct a needs assessment on our current digital initiatives and customer intelligence database and recommending a long-term solution that will enable the team to take digital execution to the next level
o Develop a strategy specific to EHR with a goal of making the greatest impact in improving PBC care across the country
o Evaluate an integrated social media strategy and associated tactics to support brand objectives
o Collaborate with internal and external stakeholders/change agents to enable permeation of digital initiatives across established third-party channels and systems
• Be the champion for building and standardizing NPP analytics. Key strategic questions that the candidate will need to evaluate (and eventually answer) include:
o Should we adapt sequencing of digital channels by customer? (e.g., Direct mail followed by a Rep detail?)
o What approaches are ideal/most impactful for different channels/tactics (e.g., How many “touches” are optimal or who should we be targeting within for EHR workstreams?)
o How do we move towards more “real-time” analytics so we can generate insights and implement them in a timely basis at the speed of our business?
o Measure effectiveness of digital/NPP initiatives from the incremental Rx lift (ROI) perspective
• Maintain budgetary control (budgeting, forecasting, phasing) of all multi-channel marketing initiatives
• Serve as the internal and external Intercept champion for digital engagement by creating awareness and understanding of digital engagement and how it serves our brand strategy
• Contribute as needed to initial disease market development efforts for other development indications
• Perform other duties as assigned
• Minimum of 5 years of leadership experience in digital/non-personal promotion strategy or execution
• 10 years of healthcare digital experience and/or pharmaceutical/biotechnology experience
• Graduate degree preferred (MBA, PhD); undergraduate degree required
• Operate effectively and efficiently in an evolving organizational structure with minimal direction
• Exceptional MS Office skills (PowerPoint, Excel, etc.)
REQUIRED KNOWLEDGE AND ABILITIES:
• Significant experience and track record in driving results through digital strategy/implementation
• Managing and harnessing CRM platforms, social media, web content management, digital/mobile marketing, digital KPI tracking
• Significant experience in customer segmentation and targeting
• Ability to execute effectively in an evolving organizational structure with minimal direction
• Ability to engage and influence multiple stakeholders to achieve the objective, often without direct authority
• Scientific and/or quantitative rigor to understand and extract meaningful insights from market analytics, scientific data, clinical/medical practice patterns, and evolving technologies
• Strong verbal and written communications skills and attention to detail
• Learning agility and ‘scalability’ to take on increasing responsibility as Intercept grows
• Consistent demonstration and embodiment of company core values: Collaboration, Excellence, Innovation, Integrity, Passion; is a champion of the “One Team, One Mission” spirit
• Ability to have fun!