Consumer Marketing
Social Media Advertising Manager
Posted:
Shape patient-facing communications in metabolic health across social platforms, content, KOL partnerships and patient communities. You’ll decide how campaigns address different audiences, manage the marketing budget and use performance and competitor data to adjust the work. The role also connects hospital and non-hospital teams with PR and other support functions.
Brand and patient communications
- Develop patient-facing brand communications across social-media education, KOL partnerships and patient communities, strengthening the product’s differentiated position and professional image in metabolic health.
- Set communication approaches and content priorities for each platform and core audience, informed by the competitive landscape and brand strategy.
- Lead new promotional initiatives that combine PR, content marketing, search-engine optimization and search-engine marketing (SEO/SEM), increasing brand visibility and building an interested audience.
- Maintain the KOL network and use real-world research data to support communication of the product’s features and strengths.
Budget and market performance
- Monitor key market data and use the analysis to adjust strategy and marketing activity.
- Manage the marketing budget and improve the models used to assess return on spending.
- Track competitor developments, including pricing changes and plans for indications, and respond with timely adjustments to strategy.
Work across teams and within requirements
- Work with non-hospital sales teams to deliver sales results. Join hospital teams on KOL visits and share relevant information and communication materials.
- Work with PR colleagues on communications and crisis response, and coordinate with procurement, legal, finance and other support teams.
- Understand pharmaceutical advertising rules and maintain awareness of data security and patient privacy throughout the work.
What you’ll bring
- A bachelor’s degree or above, at least eight years of marketing experience, and at least five years in social media and content marketing.
- Social-media and content-marketing experience in prescription medicines, over-the-counter medicines (OTC) or the broader health sector, with knowledge of the relevant category market.
- The ability to plan communications outside hospital settings from both a user and market perspective, and independently design and deliver social-media and content projects.
- Familiarity with social-media platforms and a record of successful channel and content work in patient education or health education outside hospital settings.
- A focus on results and the ability to work under significant pressure.
Preferred experience
- Experience in non-hospital markets for prescription medicines.
Original posting · Chinese
社媒投放经理
岗位职责
一、品牌建设与营销推广策略： 1）制定针对C端患者的品牌传播策略，包含社交媒体科普、KOL合作、患者社区运营，强化产品在代谢健康领域的差异化优势与专业形象； 2）结合竞争格局与品牌发展策略，制定by平台by核心人群的沟通方法与内容重点 3）主导创新性的推广活动，整合PR、内容营销、SEO/SEM提升品牌的曝光与品牌资产（兴趣人群）的积累； 4）维护KOL网络，通过真实世界研究数据支持产品优势； 二、预算控制与数据监测： 1）监控关键市场数据，通过数据分析调整策略及市场行动； 2）管理市场预算、优化投产模型； 3）动态分析竞品动向（如价格调整及适应症布局）及时制定应对策略； 三、跨部门协作与沟通： 1）院外销售团队的协作与销售产出； 2）院内团队，协同拜访KOL共享关键信息及素材； 3）PR团队协作与危机公关处理； 4）其他支持部门的协作，如采购、法务、财务等； 四、合规：熟悉医药广告法规、有数据安全及患者隐私保护意识。 五、其他：完成上级交办或授权处理的其他事项。
任职要求
1.本科及以上学历，8年以上市场经验，5年以上新媒体及内容营销经验； 2.具有处方药、OTC或大健康新媒体及内容营销经验，熟悉品类市场，有处方药院外化市场经验优先； 3.具有用户及市场视角思考院外沟通的能力，能独立完成新媒体及内容项目设计和执行等工作； 4.熟悉新媒体平台，有患教、院外健康教育等新媒体运营、内容运营经验和成功案例； 5.结果导向、承压能力强。