The Marketing Manager I/II – DTC Patient Marketing will be a key driver of Elahere direct-to-consumer and patient-facing marketing strategies. Elahere is the first FDA-approved ADC for FRα-positive, platinum-resistant epithelial ovarian, fallopian tube, or primary peritoneal cancer — representing a transformative therapy for a patient population with significant unmet need.
This role is responsible for developing, executing, and optimizing patient-directed promotional programs and multichannel campaigns that meaningfully connect women living with platinum-resistant ovarian cancer to information about Elahere and FRα testing. The MMI/II will serve as a critical connector between patient insights, brand strategy, HCP marketing, and media execution — bringing the patient voice to the forefront of the Elahere brand.
Key Responsibilities
Patient Marketing Strategy & Campaign Execution
- Develop and execute integrated, multichannel DTC patient marketing plans in alignment with overall Elahere brand strategy, ensuring consistency across paid media, owned channels, digital platforms, and patient support programs.
- Lead development of patient-facing promotional materials including digital advertising, social media content, disease awareness campaigns, and patient ambassador/testimonial programs, from brief through regulatory approval and launch.
- Champion patient-centric messaging rooted in the Elahere efficacy and safety story, including OS benefit (median 16.5 months vs. 12.7 months vs. chemotherapy) and the importance of FRα biomarker testing as a gateway to treatment eligibility.
- Develop DTC messaging frameworks that address the emotional and clinical journey of women with platinum-resistant ovarian cancer — including recurrence, treatment decision-making, and communicating with their oncologist.
Omnichannel & Digital Marketing
- Partner with digital/media agencies to plan, activate, and optimize paid digital campaigns (search, display, social, programmatic, CRM/email, and streaming/video).
- Manage patient website content strategy and SEO/SEM initiatives in alignment with brand guidelines and regulatory requirements.
- Utilize data and analytics to monitor campaign KPIs — including reach, site traffic, patient activation rates, and script lift — and translate performance data into actionable optimization recommendations.
Patient Support & Access Integration
- Collaborate with patient services, market access, and Halo (AbbVie's patient support program) teams to ensure seamless integration of DTC patient acquisition tactics with downstream support enrollment and adherence programs.
- Develop communications that address patient barriers, including FRα testing access, out-of-pocket costs, and ocular toxicity management guidance for patients.
Cross-Functional Collaboration
- Partner closely with HCP marketing to develop aligned messaging architectures that reinforce the provider-patient dialogue around Elahere — particularly regarding FRα testing and treatment selection.
- Collaborate cross-functionally with Medical Affairs, Regulatory, Legal, Market Research, and Patient Advocacy to ensure all DTC materials are compliant, scientifically accurate, and patient-centered.
- Serve as the patient marketing lead on the Elahere brand team, representing DTC strategy in brand planning and commercial leadership reviews.
Budget & Agency Management
- Manage DTC patient marketing budget with full accountability for accurate tracking, forecasting, and ROI measurement.
- Direct and manage external agency partners (creative, media, digital) ensuring delivery of high-quality work on time and within budget.
Insights & Market Intelligence
- Commission and synthesize patient-level market research, social listening, and journey mapping studies to generate actionable insights that inform messaging, channel strategy, and creative development.
- Monitor competitive DTC activity in the ovarian cancer space and provide strategic recommendations to brand leadership.