Big Data & Analytics as well as digitization is being recognized as a major contributor for further increasing efficiency, effectiveness and competitiveness of laboratories in the market and healthcare providers in general.
As International Marketing Manager for the Analytics & Service team, you will shape the global Analytics & Services marketing strategy and help to position the various products & services in the local markets.
You don’t have to do this alone: you will receive support also from external vendors/consultancies to fulfill these tasks and of course from the whole Analytics & Services Team.
One of the key challenges you are facing are the many stakeholders you need to get in touch with and at the end of the day you need to get their support to drive all marketing related activities for the respective portfolio
Within the Lifecycle Team we have two major focus areas covered by two international business teams:
Business Analytics team
Service Analytics team
The business analytics team is looking into a broad range of activities to use data driven insights in regard to the optimization of laboratory operation (e.g. optimizing turnaround time) and to reduce healthcare system costs & improve population outcomes.
The Service Analytics Team is focused on the development of applications to improve the customer experience when it comes to customer service and support.
A key initiative is working on predictive maintenance concepts and by that enabling the local service organization to become more proactive – to reduce unexpected downtime of a lab and further increasing customer satisfaction.
At the same time, the Service Analytics team is working closely together with other Lifecycle Teams and the Global Customer Support Organization to develop new service business models that cover the total service offering – from on-site support, call center & remote support up to innovative concepts like Digital Training Solutions & Online Support Request.
The teams are facing some key challenges which you as a marketing manager will address to:
There are multiple product and service offerings that are currently positioned as separate silos
The main focus is on the individual solutions and benefits rather than the holistic umbrella value
The overlap causes internal and external confusion and inconsistent messaging in the market not taking a customer-focused approach
An overarching branding strategy for the business analytics products and the global service offering is missing
There are different levels of maturity for the various products and services globally and on a country level
– Teams are launching individual solutions with no clear guidance to align look & feel, focus and a cohesive portfolio
Prepare a concept with your vision, approach and roadmap for the first 12 months. Where do you see the biggest challenges, which actions are of highest priority and why, who will be your main stakeholders, etc. As focus area for your presentation select Business Analytics and/or Service Analytics.
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