Product Manager

Role: Product Manager

Department: Customer Success

Reporting To: Laboratory Director

Role Definition

The Product Manager is responsible for owning the performance, awareness, scientific positioning, and commercial success of a portfolio of focussed diagnostic tests (Eg. CoE Autoimmune, Molecular, Oncopathology, etc.).

The role entails strategic planning, cross-functional coordination, clinician engagement, marketing collaboration, and continuous product lifecycle management to ensure market leadership and revenue realization for specialized tests.

Deliverables

• Drive awareness, understanding, and usage of specialized tests across B2C, B2D, and B2B segments
• Achieve test-wise revenue targets and growth benchmarks
• Enable sales, operations, and marketing teams with product training and tools
• Strategically position products to Clinicians, Patients, and Corporate Hospitals

Task And Activities

Product Planning & Lifecycle Management:

• Conduct quarterly market and internal product performance audit to identify high-potential, underperforming focussed test categories.
• Benchmark competitors test offerings, pricing, and positioning across zone
• Collaborate with Laboratory Director and CoEs for clinical validity, technical SOPs, reporting templates, etc.

Create Test Monograms documents for each specialized test including Indications for prescription; Interpretation guidance; Clinical utility and interpretation; Contraindications or technical limitations

Classify tests into Strategic categories (Focussed Group, Clubs, etc.) with 12-month executionable plans on sales performance.

Product Launch & GTM Execution

• Develop a GTM plan for Test: Target geography and specialties; Pricing strategy and bundled test packaging; Launch timeline, ROI metrics
• Coordinate cross-functional launch checklist: LIMS activation, Internal communication, Zonal briefing, and Sample report validation.
• Ensure test SOPs, TATs, and biosafety protocols are available and understood across Central and Regional Laboratories.
• Define internal KPIs Sample volume, Doctors conversion, Campaign reach

Clinician Engagement & Scientific Promotion

Identify high-potential specialties per test. Create scientific literature, interpretation guidelines, and patient education materials (Hindi + English)

Plan and execute medico marketing activities with Sales & Technical Team: CMEs, Clinical Rounds, and Lab Tours; Doctor WhatsApp campaigns and micro-influencer tie-ups; KOL Advisory Boards and Panel Discussions

Build FAQ repositories for each test based on clinical objections, or interpretation errors encountered in the field.

Plan content calendar for monthly thematic promotions. Work with Marketing team to develop test-specific campaigns, design posters, reels, IVRs, Clinic standees, and SMS/WhatsApp creatives.

Ensure all marketing, training, and patient-facing material are compliant with NABL and statutory norms

Sales Enablement & Field Support

• Create zone-wise MSL wise test focus sheets based on prescription patterns, regional needs, and infrastructure readiness.
• Conduct induction and refresher training (Virtual + Onsite) with sales teams; track through E-Gurukul
• Provide objection-handling guides, pitch templates, call scripts, and benefit for each test.
• Joint field working with Zonal Sales Managers/ BDMs to support key doctor conversions and build feedback loops

Performance Tracking & Dashboard Management

Monitor daily and monthly volume of each focused test by zone/channel; test-wise revenue and contribution margins; Sales vs. prescription rate (for B2D tracking); Conversion funnel of campaign leads; and flag any unusual trends.

Prepare Test Performance Deck for monthly Product Review with leadership team.

Initiate corrective actions based on feedback on price revision, re-training, Clinician re-engagement.

Success Metrics

• Achieve 100% revenue targets for the assigned product.
• 4.8 customer satisfaction scores and positive feedback from customers.
• Timely and successful launch of new products as per the roadmap.
• 30% Engagement of MSL through scientific programs
• 90% KOL engagement