Product Marketing Manager, Imaging
May 8, 2023
Based in Oakland, NJ, Topcon is a comprehensive diagnostic device manufacturer within the worldwide eye care community. It introduced the world's first commercial back-of-the-eye Spectral Domain (SD) and Swept Source (SS) optical coherence tomography (OCT) systems, which have driven innovation in eye care.
More recently, to develop the most efficient, pragmatic and state-of-the-art solutions, Topcon formed a new strategic division, Topcon Healthcare Solutions, whose primary objective is to create world-class software solutions for the eye care industry and beyond. The company's products enable the collection and visualization of a wide range of imaging and clinical data while providing quantitative and clinical analysis capabilities.
Topcon's software gives clinicians access to patient exam data captured from OCTs, Visual Fields, Fundus Cameras, and other Topcon and third-party devices. Topcon leverages its new data management system called Topcon Harmony, where practitioners gain access to both DICOM and non-DICOM information stored in a central, cloud-based environment. Additionally, Topcon now provides an integrated service that connects practitioners to an extensive network of reading services to assist in the management of sight-threatening eye diseases.
Job Purpose:
This role will drive campaign strategy and execution to fuel product sales. Working closely with cross-functional team members, this role has both strategic and tactical responsibility for supporting the achievement of revenue and income objectives.
Job Duties:
• Develop and implement lifecycle maintenance campaigns for key products, including analyzing market research and sales analytics, ideating messaging, developing sales tools, identifying competitive threats and taking action to mitigate; and creating best in class marketing/PR initiatives to drive sales
• Manage Direct to Physician programs, including developing educational tools, measuring ROI, and directing social media initiatives to drive awareness
• Create and refine educational/training programs for customers and sales team that incorporate a variety of media formats including live forums, web-based programs, tablet friendly training tools, white papers, case studies & patient testimonials, etc.
• Partner with sales team to define and implement effective targeting, develop physician champions, and gather input to drive product improvements and marketing decisions
• Develop and execute on publication and podium strategy based to support product awareness
• Make required refinements and improvements to existing labeling, collateral and educational documents
• Work with educational team to educate customers, dealer/distributors and sales personnel on technical matters related to devices, software and clinical workflows
• Work closely and effectively with internal team, sales team, clinical area experts, and physician customers to identify and/or evolve marketing and program opportunities
Work closely with upstream PMs during the development of a new product or product improvement in order to develop promotional materials and sales collaterals in a timely manner to be ready at launching.
• Attend and support company activities at relevant sales, scientific, and technical meetings and conferences. Gather information on competitive products during the events, analyze their impact in the ophthalmic market and how may affect our sales strategy.
• Work as part of cross-functional team (clinical, medical affairs, sales, marketing, manufacturing, R&D) to meet business objectives; manage all projects within specified budget and timeline
• Develop and implement procedures, processes, records, and follow-up systems to ensure marketing and product processes are managed in a well-organized and timely manner
• Research, monitor, or prepare semi-routine reports or analyses, summarize findings, and make recommendations, to solve problems in sales, positioning, marketing, development or operations that hinder product market success. Periodically review sales procedures and identify duplications, overlapping or discrepancies that may delay the process.
• Remain current on domestic and international market dynamics and competitive developments
Job Requirements:
Education & Experience-
• BA/BS degree required, MBA preferred
• Minimum 5 years' experience in product marketing, lifecycle maintenance campaigns, marketing program management, international marketing, direct to patient marketing, or combination with sales.
• Experience in medical device marketing is required.
• Experience in ophthalmic and optometric office procedures and patient workflow desired
• Strong aptitude for determining optimal ways to position key products in the market.
• Communication, relationship-building, and project management skills are critical to success.
• Proven ability to successfully manage multiple projects in a dynamic environment with a sense of urgency.
• Willingness to "roll up sleeves" to perform at all levels and assist in areas outside of core responsibilities.
• Strong strategic thinking and analytical skills.
• Excellent written, oral, and presentation communications skills in English.
• A self-starter with an entrepreneurial spirit is required.
• 30% travel required.
Knowledge, Skills & Abilities-
Slit Lamps: Know use and applications. Have an understanding of why certain doctors prefer tower models and others compact models. General knowledge of how a slit lamp exam is conducted and what are the basic steps. Slit lamp photography knowledge a plus.
Biometer: General understanding of IOLs. Their different types and models and how are they used by the surgeons depending on patient's needs. Basic knowledge of IOL calculation formulae: Traditional vs. latest generation. What measured parameters are needed for each. Basic knowledge of cataract surgery.
Retinal Cameras: Basic knowledge on ophthalmic photography and retinal angiography. Know the difference between a mydriatic and a non-myd and what are they used for. General knowledge of eye anatomy and retinal structures.
Operation Microscopes: General knowledge of OR procedures, sterile techniques and different type of surgeries (cataract, refractive, retinal, cornea, plastic)
Delivery Systems: General knowledge of eye care facilities, office architecture and patient workflow.
Imaging, diagnostic and refractive software
Topcon is an equal opportunity employer. All applicants will be considered for employment without attention to race, color, religion, sex, sexual orientation, gender identity, national origin, veteran, or disability status.
More recently, to develop the most efficient, pragmatic and state-of-the-art solutions, Topcon formed a new strategic division, Topcon Healthcare Solutions, whose primary objective is to create world-class software solutions for the eye care industry and beyond. The company's products enable the collection and visualization of a wide range of imaging and clinical data while providing quantitative and clinical analysis capabilities.
Topcon's software gives clinicians access to patient exam data captured from OCTs, Visual Fields, Fundus Cameras, and other Topcon and third-party devices. Topcon leverages its new data management system called Topcon Harmony, where practitioners gain access to both DICOM and non-DICOM information stored in a central, cloud-based environment. Additionally, Topcon now provides an integrated service that connects practitioners to an extensive network of reading services to assist in the management of sight-threatening eye diseases.
Job Purpose:
This role will drive campaign strategy and execution to fuel product sales. Working closely with cross-functional team members, this role has both strategic and tactical responsibility for supporting the achievement of revenue and income objectives.
Job Duties:
• Develop and implement lifecycle maintenance campaigns for key products, including analyzing market research and sales analytics, ideating messaging, developing sales tools, identifying competitive threats and taking action to mitigate; and creating best in class marketing/PR initiatives to drive sales
• Manage Direct to Physician programs, including developing educational tools, measuring ROI, and directing social media initiatives to drive awareness
• Create and refine educational/training programs for customers and sales team that incorporate a variety of media formats including live forums, web-based programs, tablet friendly training tools, white papers, case studies & patient testimonials, etc.
• Partner with sales team to define and implement effective targeting, develop physician champions, and gather input to drive product improvements and marketing decisions
• Develop and execute on publication and podium strategy based to support product awareness
• Make required refinements and improvements to existing labeling, collateral and educational documents
• Work with educational team to educate customers, dealer/distributors and sales personnel on technical matters related to devices, software and clinical workflows
• Work closely and effectively with internal team, sales team, clinical area experts, and physician customers to identify and/or evolve marketing and program opportunities
Work closely with upstream PMs during the development of a new product or product improvement in order to develop promotional materials and sales collaterals in a timely manner to be ready at launching.
• Attend and support company activities at relevant sales, scientific, and technical meetings and conferences. Gather information on competitive products during the events, analyze their impact in the ophthalmic market and how may affect our sales strategy.
• Work as part of cross-functional team (clinical, medical affairs, sales, marketing, manufacturing, R&D) to meet business objectives; manage all projects within specified budget and timeline
• Develop and implement procedures, processes, records, and follow-up systems to ensure marketing and product processes are managed in a well-organized and timely manner
• Research, monitor, or prepare semi-routine reports or analyses, summarize findings, and make recommendations, to solve problems in sales, positioning, marketing, development or operations that hinder product market success. Periodically review sales procedures and identify duplications, overlapping or discrepancies that may delay the process.
• Remain current on domestic and international market dynamics and competitive developments
Job Requirements:
Education & Experience-
• BA/BS degree required, MBA preferred
• Minimum 5 years' experience in product marketing, lifecycle maintenance campaigns, marketing program management, international marketing, direct to patient marketing, or combination with sales.
• Experience in medical device marketing is required.
• Experience in ophthalmic and optometric office procedures and patient workflow desired
• Strong aptitude for determining optimal ways to position key products in the market.
• Communication, relationship-building, and project management skills are critical to success.
• Proven ability to successfully manage multiple projects in a dynamic environment with a sense of urgency.
• Willingness to "roll up sleeves" to perform at all levels and assist in areas outside of core responsibilities.
• Strong strategic thinking and analytical skills.
• Excellent written, oral, and presentation communications skills in English.
• A self-starter with an entrepreneurial spirit is required.
• 30% travel required.
Knowledge, Skills & Abilities-
Slit Lamps: Know use and applications. Have an understanding of why certain doctors prefer tower models and others compact models. General knowledge of how a slit lamp exam is conducted and what are the basic steps. Slit lamp photography knowledge a plus.
Biometer: General understanding of IOLs. Their different types and models and how are they used by the surgeons depending on patient's needs. Basic knowledge of IOL calculation formulae: Traditional vs. latest generation. What measured parameters are needed for each. Basic knowledge of cataract surgery.
Retinal Cameras: Basic knowledge on ophthalmic photography and retinal angiography. Know the difference between a mydriatic and a non-myd and what are they used for. General knowledge of eye anatomy and retinal structures.
Operation Microscopes: General knowledge of OR procedures, sterile techniques and different type of surgeries (cataract, refractive, retinal, cornea, plastic)
Delivery Systems: General knowledge of eye care facilities, office architecture and patient workflow.
Imaging, diagnostic and refractive software
Topcon is an equal opportunity employer. All applicants will be considered for employment without attention to race, color, religion, sex, sexual orientation, gender identity, national origin, veteran, or disability status.