Associate Director, US Marketing Ophthalmology, Patient Experience Measurement & Engagement

Job Description

Associate Director, US Marketing Ophthalmology, Patient Experience Measurement & Engagement

Job Description:

Our US Ophthalmology team is dedicated to improving the lives of patients with diabetic macular edema (DME) and neovascular age-related macular degeneration (nAMD) through a pipeline of two investigational therapies. We pursue this mission through patient focus, innovation, expanded access to transformative treatments, and collaboration with healthcare systems, governments, and payers. Grounded in scientific rigor and flawless execution, we aim to bring breakthrough therapies to the patients who need them most.

Position Summary:

Reporting to the US Ophthalmology Patient Support Strategy Lead, the Associate Director, Patient Experience Measurement & Engagement Strategy is responsible for defining how the organization understands, measures, and continuously improves the end-to-end patient experience, while leading the development of differentiated patient engagement strategies across the US Ophthalmology portfolio.

This individual will establish an integrated patient experience measurement strategy that brings together patient, caregiver, provider, operational, behavioral, and program data to identify moments that matter, experience gaps, drivers of engagement, and barriers to treatment continuity. The role will translate these insights into actionable engagement strategies designed to support patients from treatment consideration and initiation through ongoing therapy.

The Associate Director will lead the strategic development of patient engagement capabilities, including patient onboarding, treatment journey support, patient education, caregiver engagement, appointment adherence, CRM-enabled communications, digital engagement, behavioral interventions, and other approaches designed to strengthen persistence and continuity of care.

This individual will work closely with Marketing, Patient Engagement CoE, Data & Analytics, Market Research, Patient Services Operations, Market Access, Field Reimbursement, Provider Strategy, Legal, Compliance, Privacy, and external partners to create an integrated approach to gathering and measuring experience metrics and using those insights to build engagement strategies.

Key Responsibilities:

• Patient Experience Measurement Strategy

• Lead the development of the US Ophthalmology patient experience measurement framework
• Establish the critical moments that matter across access, initiation, onboarding, treatment, follow-up, persistence, and ongoing support.
• Define a balanced set of patient experience measures incorporating:

• Patient-reported experience and feedback.
• Engagement and behavioral measures.
• Adherence and persistence.
• Treatment initiation and continuity.
• Patient support program interactions.
• Digital and CRM engagement.
• Access and affordability experience.
• Caregiver experience, where relevant.
• Provider and retina-practice insights that illuminate patient friction.

• Partner with Data & Analytics stakeholders to define and oversee measurement frameworks; establish adherence, persistence, engagement, and patient experience KPIs.
• Establish appropriate baselines and benchmarks and monitor changes in patient experience throughout launch and post-launch evolution.
• Translate measurement into clear strategic implications and recommended actions

• Patient Engagement Strategy

• Lead development of the patient engagement vision and strategy for the US Ophthalmology portfolio.
• Translate the patient journey, experience measurement, behavioral insights, and patient research into differentiated engagement strategies across key stages of journey
• Develop personalized engagement strategies based on meaningful patient segments, behaviors, barriers, needs, and preferences.
• Identify where different channels and interventions can most effectively support patients, including digital, CRM, hub-based, live support and other patient-facing channels.
• Establish test-and-learn approaches to evaluate new patient engagement strategies and capabilities.
• Establish an ongoing optimization roadmap based on patient needs, business priorities, program performance, and emerging innovations.
• Collaborate with the Patient Engagement CoE to identify opportunities to enhance patient support capabilities and incorporate innovative engagement approaches, emerging technologies, behavioral science principles, and industry best practices.
• Act as the key ophthalmology subject matter expert within patient engagement program development efforts.

• Patient Experience & Customer Journey Management

• Lead development of patient-centric engagement strategies that address critical moments throughout the treatment journey.
• Partner with patient experience, customer experience, and market research teams to understand patient needs, behaviors, motivations, and barriers.
• Design approaches that improve patient confidence, education, empowerment, and treatment persistence.

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