辉瑞制药-Digital Commerce brand manager-上海

核心职责   

Key Responsibilities   

1. 社交媒体策略与执行   

1. Social Media Strategy & Execution   

• 制定并实施基于数据的社交媒体策略，针对处方药受众（患者/HCPs）覆盖多平台（如抖音、小红书、微博、微信、专业医疗论坛）。   

• 主导KOL/KOC合作：识别、签约并管理与医疗领域影响者的合作，共同创作合规、教育性强且具有吸引力的内容。   

• 监督内容/话题策划，确保符合医学、法律和合规（MLR）审核流程。   

• 基于对各平台逻辑、算法、优缺点的理解，优化平台专属运营策略（如短视频 vs. 长图文）。   

• Develop and implement data-driven social media strategies tailored to prescription drug audiences (patients/HCPs) across platforms (e.g., Douyin, Rednote, Weibo, WeChat, and professional forums).   

• Lead KOL/KOC collaboration: Identify, onboard, and manage partnerships with healthcare influencers to co-create compliant, educational, and engaging content.   

• Oversee content/topic generation, ensuring alignment with medical, legal, and regulatory (MLR) review processes.   

• Optimize platform-specific approaches by leveraging knowledge of each platform’s logic, algorithms, advantages, and limitations (e.g., short-video vs. long-form content).   

2. 合规与商业敏锐度   

2. Compliance & Business Acumen   

• 严格遵守医药广告法规（如中国《药品管理法》、临床指南），确保所有内容合规。严格遵守公司的相关规定，确保零合规事件。 

• 将复杂的医学信息转化为易懂、患者友好的内容，同时保证准确性。   

• 监测行业趋势和竞品动态，识别机会与风险。   

• Navigate strict pharmaceutical advertising regulations (e.g., China’s Drug Administration Law, clinical guidelines) to ensure all content meets compliance standards.  Strictly adhere to company regulations to ensure zero compliance incidents. 

• Translate complex medical information into accessible, patient-friendly content without compromising accuracy.   

• Monitor industry trends and competitor activities to identify opportunities and risks.   

3. 绩效管理与责任感   

3. Performance & Accountability   

• 设定KPI（触达、浏览、互动等）并定期分析数据以优化策略。   

• 跨团队协作（医学事务、合规法务、企业沟通、BU等），确保社交媒体目标与业务目标一致。   

• 快速应对危机或错误信息。   

• Define KPIs (Reach, view, interaction, etc.) and regularly analyze performance to refine strategies.   

• Collaborate with cross-functional teams (Medical Affairs, Compliance & Legal, Communication, etc.) to align social media efforts with business goals.   

• Manage crises or misinformation swiftly.   

4. 创新与适应力 

4. Innovation & Adaptability 

• 尝试新兴形式（如医生直播问答、互动工具）以提升用户参与。   

• 根据平台更新、法规变化或用户行为调整策略。   

• Experiment with emerging formats (e.g., live Q&A with HCPs, interactive tools) to enhance user engagement.   

• Adapt strategies based on platform updates, regulatory changes, or shifts in patient/HCP behavior.   

任职要求   

Qualifications   

• 经验: 3年以上社交媒体运营经验，医药/医疗行业或强监管领域优先。   

• 具备KOL/KOC管理及医疗健康内容创作经验。   

• 熟悉处方药商业模式（如电商、互联网医院等）。   

• 技能:   

• 精通国内外社交媒体生态（如微信、抖音等）。   

• 较强的商业意识，能平衡教育目标与商业需求。   

• 熟练使用分析工具及合规流程。   

• 品质:   

• 责任心强、注重细节、恪守合规与职业道德。   

• 适应快节奏和不确定性，主动性强。   

• Experience: 3+ years in social media operations, preferably in healthcare/pharmaceuticals or highly regulated industries.   

• Proven track record in KOL/KOC management and content creation for medical/health topics.   

• Familiarity with prescription drug business models (e.g., EC, internet HP, etc.).   

• Skills:   

• Deep understanding of social media ecosystems (China + global platforms).   

• Strong business sense; ability to balance educational goals with commercial objectives.   

• Fluent in analytics tools and compliance workflows.   

• Mindset:   

• Accountable, detail-oriented, and ethical with a commitment to compliance.   

• Agile and proactive in a fast-paced, ambiguous environment.   

为什么加入我们？   

Why Join Us?   

• 通过推动数字医疗普及，改善患者生活。   

• 站在医药与数字创新的交叉领域。   

• 具有竞争力的职业发展机会及协作文化。   

- Impact lives by advancing digital healthcare literacy.   

- Work at the intersection of cutting-edge pharma and digital innovation.   

- Competitive professional growth and a collaborative culture.