The Sales Representative, SMA (Spinal Muscular Atrophy) is responsible for driving patient identification and market development for SMA by creating territory, account and customer strategies to achieve area sales, market share and profit targets for their territory.
To achieve this, the Sales Representative SMA needs to maintain effective relationships with physicians and treatment clinics to properly educate on SMA and help remove barriers to facilitate healthcare provider decisions.
The Sales Representative SMA is accountable for the success of SMA in the assigned accounts by working in partnership with marketing, logistics support, internal / field market access and medical colleagues to create value for patients and other relevant stakeholders within the accounts to ensure long-
term growth in alignment with Biogen s code of conduct and the strictest ethical, compliance and legal standards.
Has the following primary responsibilities :
1. Achieving commercial goals
Works toward achievement of sales goals and sales responsibility in respective territory set by the organization. Drive patient identification and market development for SMA by building and executing against a territory strategy and account specific plans.
Continuously appraise sales opportunities within markets and accounts to maintain and grow their business. Is able to effectively prioritize time, activities, and resources to optimize accounts with the most sales potential.
Builds and maintains important relationships with key decision makers involved in SMA care delivery and decision making and can educate and promote Biogen services (as relevant to the market).
Acts as an ambassador for Biogen commitment to science, innovation and rare disease.
2. Business planning
Develops and executes an annual territory business plan that includes prioritized account goals, quantitative and qualitative approach to any negotiations needed to ensure Biogen success in its SMA sales objectives.
Provides analysis of business and patient access threats and opportunities at relevant stages of the patient journey within the prioritized accounts, based on customer insights, health insurers purchasing guidelines and practices, and competitive actions.
Provide input on how drivers and barriers to access can be optimally addressed in to actionable objectives. Builds and maintains relationship with HCPs by maximizing their time through pre-
call planning, leveraging insights to tailor call plan, and conducts post call analysis to continually refine and enhance their approach
3. Leveraging and coordinating resources
Builds proactively effective working relationships with internal and external stakeholders; can drive agreement / decisions from multiple stakeholders;
can read people s emotions and flex communication style. Can adjust their approach based on different stakeholder needs, concerns, or audience member to drive alignment and meet their work goals.
Executes programs, in-services, and lunch n learns for their territory. Sets their own travel schedule and call plan on a daily / weekly basis to ensure adequate coverage for all key accounts.
Supports Regional Lead and colleagues in the analysis and classification of key accounts based on predefined criteria within the assigned territory and in the identification of potential key customer.
Identifying the patient / doctor landscape, learning about rare diseases and specifically SMA treatment decisions. Understanding the regulatory and compliance requirements and ensuring the right guardrails in place
Develops and executes an effective business plan for maximizing territory sales ensuring that stakeholder needs are being met.
Cross functionally with field market access and field medical
Pre-launch drive awareness of Standards of Care and Biogen commitment in rare disease
Builds own individual account plans and lead cross functional creation of strategic account / regional plans on how to approach customers, achieve goals and maintain relationships to maximize use
Working across a large cross-functional team to develop SMA centers of excellence (e.g. developing work processes & communication streams) to ensure patients have access and troubleshoot any challenges.
Provide information to management to help with identifying, segmenting, profiling and defining national key accounts e.
g. Hospitals, purchase groups, guideline providers etc.
Build intimate knowledge of the accounts stakeholders’ priorities and decision making processes (patient identification / selection, choice of therapeutic options, budget allocation, and care coordination, business needs, drivers and barriers for utilization
Building up, strengthening and ensuring a long-term customer relationship with the accounts’ key stakeholders responsible for SMA care delivery and funding of treatment, ensuring favorable environment via regular dialog with key stakeholders
Partner with and pull resources from local SMA Team to support territory activities and to provide the accounts with expert support as needed
A minimum of 5 years in a similar function in the pharmaceutical industry, including experience in the Spanish specific commercial environment
Track record of successful commercial activities for biopharmaceutical products in Spain
Must have experience working in a sales team that was a part of a multifunctional team to address patient / caregiver needs, ideally in leading cross functional field team
Preferred experience in rare diseases
High degree of learning agility to learn / understand administration and neuromuscular diseases
Must be comfortable spending 60% of their time traveling
Good understanding and experience of several of the commercial functions; marketing strategy, sales effectiveness, work with thought leaders, innovative commercial approaches
Deep understanding and track record of commercial success and stakeholder management, and a good understanding of commercial strategies and tools needed locally
High level of integrity and sense of business partnership
Strong drive for results
Exceptional written and verbal communications skills
Precise and accurate working style
Strong Influence / persuasion / negotiation skills
Excellent analytical skills
Cross functional leadership ability and a strong collaborator and ability to create stakeholder trust at different levels in the Health Care system
Must have strong command of the English language in addition to fluency in local market language
Bachelor / Master degree strongly preferred