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Director, Market Segment (Home Care)

InTouch Health is a leading telehealth solution company enabling remote physician care anytime, anywhere.  Our solutions are robust, secure, and provide excellent physician-patient experiences to maximize care and minimize response time, and ensure the right doctor makes the right treatment decision every time.

We are looking for a seasoned professional who has extensive experience in taking new products to market. The ideal candidate will understand modern marketing tactics and how to launch new products within the context of a multi-channel campaign framework. InTouch Health is growing quickly and leading the telemedicine industry and this position is critical to the company’s scalability and growth in the market place. The ideal candidate will blend strategic thinking with tactical execution and be hands on creating content, messages and programs targeted at key personas. This role will include sales training, competitive positioning, and cross-functional leadership across marketing, sales, alliances and product development reporting directly to the VP of Marketing.    

Responsibilities

Develop GotoMarket Strategy inclusive of 3 main stages with key actions and deliverables:

  • Perform Discovery
    • Develop market sizing and segmentation analyses
    • Perform relative targeting to focus demand creation efforts
    • Determine alignment and discovery of buyer personas and buyer needs
    • Understand the buying cycle
    • Determine demand type
  • Product Design
    • Solidify brand and naming styles and conventions
    • Develop messaging
    • Pressure test messaging with target customer / account segments
    • Develop competitive positioning
    • Deliver Market Requirements
  • Create Product Alignment
    • Understand routes and channel partners to market
    • Deliver Marketing Plan
    • Deliver Sales Enablement plan

Develop Go-to-Market Execution inclusive of 2 main stages with key actions and deliverables:

  • Product Build Stage
    • Campaign planning
    • Thought leadership positioning
    • Deliver Content Brief(s) for content development needs
    • Deliver Solution Handbook for sales team members
    • Deliver Launch Plan
  • Product Launch Stage
    • Align positioning with reputation and advertising needs
    • Establish targets for demand creation
    • Activate content (working with content marketing team members)
    • Distribute sales content and supporting tools
    • Develop influencer relations to strengthen promotion

Develop Go-to-Market Product Growth Strategy inclusive of 2 main stages with key actions and deliverables:

  • Monitoring Stage
    • Measurement of demand
    • Understand win/loss metrics
    • Track references and advocacy efforts
    • Deliver a Launch Dashboard
  • Enhancement Stage
    • Perform customer marketing initiatives
    • Develop retention strategies
    • Develop upsell and cross-sell strategies

Knowledge, Skills & Ability

  • Knowledge of SiriusDecision best practices for go-to-market execution
  • Experience working with cross-functional teams in a fast paced environment
  • Should have working knowledge of current MS Office Suite, and desktop publishing / design software
  • Excellent inter-personal and communication skills

Qualifications

  • 12 to 15 years of experience
  • Healthcare industry experience and/or medical device experience preferred
  • BA/BSc or higher, MBA a plus
  • Experience working in a department in a corporate environment

Working Conditions

  • Normal office environment with long periods working at a computer
  • Must be able to lift up to 40 lbs. unassisted

Notes

For the qualified candidate, InTouch Health offers competitive compensation, medical, dental and vision benefits, paid time off, 401(K) and stock options. InTouch Health is based in sunny and beautiful Santa Barbara, California.

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