ELENA STUGAREVA-KOLACY
Morris Plains,USA
Summary
Seasoned Digital Marketing and Product Management professional with extensive experience in development and execution of digital marketing strategies for personal and non-personal channels across Healthcare Professional (HCP), Patient Marketing, Peer-to-Peer and KOL strategies. Passionate driver of innovation in customer experience and data-driven insights to optimize engagement with healthcare professionals (HCPs) and patients. Extensive therapeutic experience in CNS and oncology: prostate cancer, breast, melanoma, AML/aSM, lung, and kidney cancers.
Overview
16
16
years of professional experience
Work History
Customer Engagement / Digital Strategy
US Tech Solutions for Otsuka
11.2023 - Current
- Provide product management leadership as an integral member of the Medical Affairs Customer Engagement Team; Drive the development and refinement of the brand vision, positioning, value proposition, and key messages for the company-owned disease-state education platforms. Contribute to re-segmentation efforts to better align Global Medical Affair strategic priorities with customer base to enable ‘right customer, right time’ message delivery.
- Analyze and incorporate the impact of key market and clinical trends, customer needs, and competitive offerings to inform the development of differentiated product strategy and product roadmap.
- Spearhead the development and implementation of effective Non-Personal HCP communication strategy. Partner closely with media agency to develop media plan and execute for targeted HCPs across non-personal channels and to rebuttal competitor’s efforts. Outline media/social strategy and optimize media mix to reach targeted segments.
- Support the development & implementation of enterprise-wide Omnichannel initiative in partnership & collaboration with Medical Affairs, Nephrology & CNS brand teams. Contribute to the development of customer centric integrated experiences with personal & non-personal touchpoints that are aligned to brands and indications strategic imperatives & messaging strategy. Ensure that digital best practices are met and brand strategies are maximized through all touchpoints.
- Cultivate strong relationships with cross-functional teams, including Medical, Regulatory, Market Access, Analytics, US/Global commercial teams, Market Research, and the Field organizations to establish networks across stakeholders to drive alignment, testing, learning, and nurturing a culture of innovation, focusing on the customer experience.
- Spearhead measurement plan development that combines a mix of quantitative and qualitative metrics. Advise on A/B testing parameters, and reporting optimization for digital programs. Leveraging several in-house analytics dashboards, analyze value and impact of orchestration efforts and track quantitative KPIs for campaign and journey performance in partnership with Advanced Analytics team. Work hand-in-hand with Med Affairs Strategy team to transform actionable insights into meaningful customer engagement activities.
- Serve as a Subject Matter Expert and digital strategy ambassador internally and externally, sharing knowledge and answering questions. Manage stakeholders' expectations by effectively communicating omnichannel vision, strategy, and roadmap to business partners and key business stakeholders. Partner with the executive team to identify key capabilities needed as well as potential issues.
- Support an annual budget development, resource allocation, and manage vendor relationships.
Digital Product Manager
US Tech Solutions for Bayer Oncology
10.2021 - 05.2023
- Managed development and launch of Minimal Viable Product (MVP) – Prostate Cancer Patient Remote Monitoring Solution in Germany (as experimental pilot) and Spain (as observational trial) with positive outcome https://meetings.asco.org/abstracts-presentations/230198
- Supported development of 5 and 10-year commercialization roadmap for the product and its reimbursement pathways, regulatory and evidence generation requirements for the selected markets
- Analyzed and incorporated the impact of key industry and market trends, customer needs, emerging technologies, and competitive landscape to inform the development of new market opportunities and geographic expansion
- Launched and managed Bayer Oncology LinkedIn Channel
Customer Liaison Manager
Novartis Oncology
07.2016 - 08.2020
- Lead the development of various HCP and consumer omnichannel campaigns for the assigned global and US oncology accounts, including Afinitor, Promacta, TafMek and Rydapt
- Developed foundational brand's assets based on brand's strategic imperatives
- Drove creative and message adaptation for a wide range of communication channels to amplify brand surround sound
- Managed dissemination of the brand vision and portfolio level messaging across all mediums: inclusive of owned and paid channels
- Leveraged best practices, and innovation to enhance customer engagement for the brand
- Lead execution of the brand portfolio marketing plan, from messaging hierarchy to content and digital, to deliver on global strategies
- Set objectives, KPIs and High-Value Conversion Events (HVCE) for omnichannel campaigns, assessing program and tactic performance, tracking their impact on the market share, product awareness and customer engagement
- Tracked, analyzed, and reported on program results to ensure strategies and tactics are working and to optimize lead generation and business outcomes
- Stayed abreast of new products, marketplace, and treatment trends and events to identify changes in the landscape and prepare appropriate response
- Collaborated with various professional and consumer agencies on co-creation of the deliverables in order to optimize brand spend and broaden communication reach
- P&L management
Digital Strategy Consultant
LiquidHub for Novartis US Oncology
12.2014 - 07.2016
- Lead the identification, design, execution, oversight, and optimization of the US Healthcare
- Professional and Consumer non-personal promotion initiatives for multiple solid tumor brands, to increase engagement, and acquisition of target audiences across digital channels
- Supported development & launch of HCP and Patient CRM systems, messaging platforms, and their enhancements
- Worked with 3rd party vendors to design optimal non-personal promotions (NPP) campaigns
- Collaborated with Brand teams and AORs leading to aligning digital tactics with brand strategy based on positioning, messaging, and competitive landscape assessment
- Worked closely with Digital Council, Privacy, Legal, and Regulatory teams to confirm the viability of the designed solutions and to secure timely reviews and approval
- Partnered with analytics teams to evaluate the success of the in-market programs and provide strategic guidance to brand teams on campaign optimization, channel selection, & spend
- Supported the digital integration of newly acquired brands into the US Oncology organization.
Digital Strategy Director
Ashfield, KnowledgePoint360
02.2010 - 10.2014
- Lead the development of online initiatives for peer-2-peer interactions, disease education and product awareness efforts
- Evaluated online landscape within specific therapeutic areas and geographies, competitor analyses, share of brand voice, and social conversations around the products
- Designed and rolled out an Online Thought Leaders mapping methodology as an integral part of the company's service offerings
- Determined optimal digital channel strategies and developed integrated-multi-channel communication plans and awareness campaigns, driving real engagement through email campaigns search engines, and social media
- Established and monitored appropriate KPIs for strategic decision-making. Analyzed and reported on the results of digital communication campaigns using user polling, web metrics, and A|B testing. Designed custom digital dashboards for easy monitoring of integrated online and offline metrics. Presented recommendations for campaign optimization and conversion engagement improvement
- Responsible for Key Opinion Leader engagement strategy and built an understanding of customer insights through execution of advisory meetings, symposia, congress interactions and National Speakers Bureau (NSB)
- Built and maintained collaborative, mutually beneficial partnerships with Key Opinion Leaders (KOL) to create advocacy for the brand
- Assisted with the execution of the congress strategy to support the disease state education campaigns by partnering with Congress & Meetings team to managing the operation and logistics associated with the congress experience
- Developed and optimized peer-to-peer programs such as virtual broadcasts and in-person speaker programs to reach target customers with brand messaging
- Leveraged data-driven insights to cultivate effective peer-to-peer strategies across targets
Education
Master of Business Administration -
Rutgers University
Bachelor of Science - Psychology
Pedagogical University
Skills
- Omnichannel Marketing
- Customer Engagement
- Product Management
- Disease State Education
- Sales Force Support
- MLR/PRC reviews Champion
- Label Updates
- Product Launch Line Extension
- Market Research / Positioning
- Campaigns KPIs / Analytics
- Forecasting Budget Management
- Cross-functional Collaboration
- Change Management
- Agency Partner Management
Languages
Russian: Native/ Bilingual
Timeline
Customer Engagement / Digital Strategy
US Tech Solutions for Otsuka
11.2023 - Current
Digital Product Manager
US Tech Solutions for Bayer Oncology
10.2021 - 05.2023
Customer Liaison Manager
Novartis Oncology
07.2016 - 08.2020
Digital Strategy Consultant
LiquidHub for Novartis US Oncology
12.2014 - 07.2016
Digital Strategy Director
Ashfield, KnowledgePoint360
02.2010 - 10.2014
Bachelor of Science - Psychology
Pedagogical University
Master of Business Administration -
Rutgers University
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