Summary
Overview
Work History
Education
Skills
Accomplishments
Certification
Languages
Timeline
Generic

Vera Bitcon

Manlius

Summary

Medical communications and marketing expert with a proven track record of success in the medical diagnostics industry. Skilled in medical writing and medical communications, driving brand engagement and sales through innovative promotional materials and digital campaigns. Experienced in global immunoassay product commercialization across multiple disease states. Proficient in creating major clinical publications, regulatory documentation, as well as sales and customer training materials.

Overview

25
25
years of professional experience
1
1
Certification

Work History

Head of Infectious Disease Global Marketing/MarCom

Siemens Healthineers
04.2015 - 12.2023
  • Successfully launched multiple infectious disease immunoassays including SARS-CoV-2 antibody tests across all instruments, creating all sales/customer training packages, marketing communication packages, promotional content, press releases and relevant white papers
  • Boosted sales performance through the creation of engaging promotional materials and targeted advertising strategies.
  • Created and managed social media and email campaigns to increase brand engagement.
  • Co-authored a major publication on a critical infectious disease (ID) study involving the use of multiple ID immunoassays in post mortem organ transplantation.
  • Created content and hosted multiple webinars on Infectious Disease testing including the Importance of HCV testing, and ID in Healthy Mother/ Baby.
  • Authored an article in the MLO journal on the importance of infectious disease testing in pregnancy.
  • Developed and managed all outbound global marketing strategies for the highest revenue producing assay business
  • Managed a team of marketing professionals, resulting in increased productivity and project success rates.


Sr Marketing/Marcom Manager (Immunoassay Business)

Siemens Healthineers
03.2011 - 03.2015

Managed the Global Business for Multiple Disease State Immunoassay Portfolios - Liver Fibrosis, Thyroid, Reproductive Endocrinology, Anemia

  • Co-led global marketing initiatives for FDA clearance of the ELF liver fibrosis assay and to elevate ELF test OUS marketing penetration through initiation of clinical studies, partnerships with pharma companies and educational events in partnership with world renowned hepatologists
  • Collaborated with sales teams to develop targeted materials for prospective clients, resulting in higher conversion rates.
  • Authored an article in MLO journal on the importance of lab testing in the management of Graves’ disease.
  • Successful assay launches of FT4, Anti-CCP, TSI, VitB12/Folate, and pediatric reference range claims for thyroid and reproductive assays. Created all clinical, education and training material to support commercialization..
  • Created a high profile, full day global Thyroid Immunoassay sales training program which I rolled out and delivered across the globe.
  • Created disease state modules for the Women’s Health Initiative global program for sales and customer awareness.
  • Coordinated and led the creation of multiple Siemens webinars and workshops on topics including; Graves’ disease, autoimmunity, and rheumatoid arthritis.
  • Increased customer engagement with creative content strategies, tailoring messages to target demographic preferences.
  • Organized successful trade show exhibits, showcasing products or services effectively to potential customers or partners.
  • Created and managed social media campaigns to increase brand engagement.
  • Optimized email campaigns to increase open and click-through rates.


Sr. Global Marketing Manager

BD
09.2008 - 03.2011
  • Headed development and launch efforts for the EDTA plasma preparation blood collection tube BD PPT® intended for molecular diagnostic use for HBV, HCV and HIV viral load testing. Developed all clinical and promotional material to support the regions and customers.
  • Collaborated with cross-functional teams to develop integrated marketing campaigns that drove growth in key regions.
  • Coordinated with design and media teams to develop high-quality creative assets.
  • Launched successful digital marketing campaigns that achieved goals for increased website traffic.
  • Developed creative presentations, trend reports, kitted assets, and product data sheets.
  • Oversaw preparation of marketing copy, images, videos, emails, and other collateral.
  • Led a successful launch of a niche rapid serum blood collection product, the BD RST Tube. Developed sales and customer training package, and all promotional material to drive global sales. Regions were fully prepared at launch, ensuring successful sales despite the premium pricing.

Sr. Training Specialist

Bayer Diagnostics
04.2006 - 09.2008
  • Created and modified training manuals for technical employees and customers according to strict company protocols.
  • SRA Award recipient - voluntarily created assay method validation implementation guide
  • Facilitated open forums and feedback sessions with trainees post-training implementation leading in better understanding.
  • Alternated training methods to diversify instruction, strengthen learning opportunities, and enhance program success.
  • Monitored and evaluated training performance to determine quality and cohesiveness.
  • Collaborated with cross-functional teams to develop customized training solutions, ensuring alignment with organizational goals and objectives.


Global Education Manager

BD
01.2002 - 08.2006
  • Developed and delivered train the trainer tools that were well received, with continued use in sales training
  • Editor of LabNotes – a respected quarterly customer newsletter. Created and edited articles and led the planning for the newsletter.

Regulatory Affairs Specialist

BD
02.1999 - 07.2002
  • Developed and implemented new complaint handling system and trained sales regularly to ensure compliance
  • Created Employee Product Training Program, incorporated into the business training curriculum
  • Led internal audits and developed complaint handling control systems leading to ISO certification of the business unit.

Education

Bachelor of Science - Medical Laboratory Sciences

Hunter College
New York, NY

Master of Science - Biology, Concentration in Pharma Marketing

Fairleigh Dickinson University
Teaneck, NJ

Skills

  • Medical Writing
  • Sales and Customer Training development and delivery
  • Written Communication
  • Digital Media
  • Promotional Material Design
  • Print advertising
  • Marketing Campaign Development

Accomplishments

  • Recipient of the Global QT Excellence Award in recognition of completely successful global commercialization of the SARS-CoV-2 antibody immunoassays on multiple instruments within 3 months of project initiation.
  • Successfully commercialized the first automated and quantitative TSI immunoassay on the market. My extensive promotional communications and KOL relationships spearheaded the sales and publications of this novel assay. Within 2 days of launch the first sales deal was closed. My leadership led to publication of Eight posters including KOL studies, within first 2 months of launch at multiple conferences. One poster won Best in Congress.
  • Authored and co-authored multiple publications in peer-reviewed journals, as well as dozens of white papers and conference posters.
  • Headed the highest revenue generating Siemens Immunoassay business consisting of all the Infectious Disease immunoassays across all IA instrumentation, Annual revenue growth and profitability continued to surpass budget.

Certification

  • MT(ASCP) Board of Registry - Medical Laboratory Scientist
  • CompTIA Certified Technical Trainer (CTT+)
  • Siemens SRA Award: 2008-organized and led a 3 day offsite meeting for the entire Siemens global marketing team.
  • BD “On the Spot” Awards: 1999, 2000,
  • BD SARA Awards: 1992, 1993, 2002


Languages

Ukrainian
Native or Bilingual
Polish
Elementary
Russian
Limited Working

Timeline

Head of Infectious Disease Global Marketing/MarCom

Siemens Healthineers
04.2015 - 12.2023

Sr Marketing/Marcom Manager (Immunoassay Business)

Siemens Healthineers
03.2011 - 03.2015

Sr. Global Marketing Manager

BD
09.2008 - 03.2011

Sr. Training Specialist

Bayer Diagnostics
04.2006 - 09.2008

Global Education Manager

BD
01.2002 - 08.2006

Regulatory Affairs Specialist

BD
02.1999 - 07.2002

Bachelor of Science - Medical Laboratory Sciences

Hunter College

Master of Science - Biology, Concentration in Pharma Marketing

Fairleigh Dickinson University
Vera Bitcon