Product Marketing Specialist – General Diagnostics

About Us

At LifeLabs, we are focused on our vision of building a healthier Canada!  We are the largest community diagnostics laboratory in Canada with over 350 collection centres, 16 laboratories and service over 20 million patients each year.  

Caring, Agile, Customer Driven, One Team – We live our values every day in what we do to help our patients and healthcare providers.  With over 6,000 employees, we all make a difference and that’s why our people are so important to us.  

This is an exciting time to join our LifeLabs team, grow your career with us and support numerous business initiatives, innovations, best practice and business development opportunities.

PURPOSE OF THE ROLE:

The Product Marketing Specialist supports in the management of a rich content/editorial calendar that attracts a target audience to enable the growth objectives of the General Diagnostics business unit. The Product Marketing Specialist is knowledgeable on marketing processes and able to execute assigned projects at a high level. They are comfortable and confident in their ability to research, write and invest in, and manage the appropriate campaigns and channels in order to optimize marketing ROI.

The Product Marketing Specialist is accountable to ensure key campaign milestones are met, work is well reviewed and vetted for quality assurance, and opportunities are captured and optimized, i.e. conference sponsorship opportunities, webinars, ad placements, etc.. They report to the Marketing Manager, and work closely with the product managers, digital marketing team, sales team, and business/customer intelligence group.

Accountabilities:

Design and Development of Marketing Assets – Providers, Patients and Consumers

Develop marketing materials based on products (e.g. COVID-19 tests), categories (e.g. cancer screening), clinical areas (e.g. Women’s and reproductive health), clinical usage and channels, working with Medical Science experts, Product Managers and Sales leads.

• Design, development, and implementation of product marketing materials for healthcare providers, patients and general consumers
• Develop assets like technical literature, conference materials, slide presentations, emails, social media engagement tools and ad content.
• Write content for websites, blogs, emails, social media channels and other marketing collateral
• Provide marketing assets to digital marketing team to deploy across multiple channels

Educational Asset Development and Event Management

Assist with content planning, development, management, execution and follow up reporting for digital educational events and videos. End to end ownership of webinars, KOL videos, virtual conferences, among other events.

Sales Training and CSR Effectiveness

• Sales training material development
• Co-ordinate marketing campaigns with sales activities 
• Develop sales tools that support the selling process of General Diagnostics products
• Support all strategic, tactical and operational needs for General Diagnostics product lines to ensure internal effectiveness and exceptional customer experience

CRM Strategy Execution:

Nurturing leads from various campaigns to qualify them based on interest / propensity to purchase and providing a robust content strategy to keep various segments engaged with our brand.

Execution of Marketing Plans

In alignment with the product and portfolio strategy (e.g. yearly product plans), works to execute marketing plans that enable the Business Unit Growth strategy. Plan and execute monthly multi-channel marketing campaigns, which include development of monthly social media ads / posts, emails to customers and launching new products and services.

Manage advertising in key media channels

• Complete advertising agreements and manage submissions and deadlines, including ad design, internal reviews and proofing
• Build a repository of ads for priority tests, for healthcare providers, patients and consumers, as well as generic corporate brand ads
• Keep track of all advertising activities (ad tracking) and copies of ads (actual print copies)
• Report on ad performance

Market and Industry Awareness

• Under the direction of the Product Managers and Marketing Manager, help develop positioning strategies for General Diagnostics products by understanding competitive market conditions and product value to customers.
• Determine industry trends by working with the Business and Customer Insights teams 
• Monthly review of competitive activity: News releases, advertising, conference attendance, educational events (seminars/webinars), promotions
• Compile a repository of white papers, research papers, journals, blogs, videos and articles on test-related subject matter (on-going)

Level of Education: 

• BA/ MA Degree in Marketing, Communications or related field
• Scientific or healthcare-related bachelor degree preferred
• MBA or Post-secondary education in business and/or a related field preferred

Required Experience:

Minimum 5 years in Marketing role, including 2 – 3 years of healthcare marketing experience

INDG

LifeLabs is committed to building an inclusive environment and will provide accommodations in accordance with the AODA – Accessibility for Ontarians with Disabilities Act. Please indicate in your application any accommodations you will require throughout the recruitment process.  Alternatively please contact our corporate offices main line to be directed to a member of the Talent Acquisition team at  (416) 675-4530. 

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