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About the Role
BD is a global medical technology company focused on advancing the world of health by finding transformative solutions. This role is crucial in developing and executing market strategies for the Japan homecare market, specifically for the PureWick product.
Responsibilities
- Lead the Japan homecare market-development and marketing plan for PureWick, aligned with business strategy, annual operating plan, and revenue objectives.
- Define the market through segmentation, targeting, and positioning, identifying priority patient profiles, unmet needs, use occasions, care settings, and willingness-to-pay segments.
- Develop value propositions beyond diaper or pad replacement, focusing on nighttime urinary management, sleep disruption, caregiver workload, dignity, and quality of daily life.
- Map the patient and caregiver journey and design interventions for awareness, evaluation, purchase, onboarding, continued use, and advocacy.
- Design and execute direct-to-consumer strategies across relevant digital and offline touchpoints.
- Build stakeholder engagement models involving care managers, caregivers, home-visit providers, pharmacies, senior-care organizations, and distributors.
- Develop and expand sales and service channels, including distributor partnerships, e-commerce, and other scalable routes to market.
- Assess sustainable access models involving long-term care insurance, other funding mechanisms, and patient out-of-pocket payment.
- Create segment-specific messaging, education, onboarding tools, channel programs, and activation playbooks.
- Design pilots and test-and-learn programs to validate segments, value propositions, pricing, channel economics, and repeat-purchase behavior.
- Develop forecasts and dashboards covering acquisition, conversion, retention, utilization, revenue, and channel productivity.
- Collaborate with Medical, Regulatory Affairs, Quality, Legal, Privacy, Ethics, Corporate Communications, Sales, Finance, Supply Chain, and Customer Service.
- Ensure all activities comply with applicable legal, regulatory, quality, privacy, ethical, and BD compliance requirements.
Requirements
- Bachelor's degree required; science, healthcare, business, or marketing preferred.
- At least 7 years of commercial experience in medical devices, pharmaceuticals, consumer health, life sciences, or a related healthcare sector.
- Proven experience in product marketing, market development, new product launch, and commercial strategy execution.
- Ability to translate customer insight and evidence into differentiated value propositions and commercial programs.
- Experience working cross-functionally with Sales, Medical, Regulatory Affairs, Quality, Finance, and Supply Chain.
- Business-level English and effective communication in both English and Japanese.
Skills
- Strategic and analytical thinking
- Strong execution discipline
- Bias for action
- Customer centricity
- Strong communication skills
- Storytelling skills
- Influencing skills
- Commercial acumen
- Segmentation
- Forecasting
- Pricing
- Channel strategy
- Revenue planning
- Evidence-based decision-making
- Cross-functional leadership
- Creativity
- Learning agility
- Resilience
- Accountability for measurable business outcomes
- STP
- Patient or consumer journey design
- Direct-to-consumer marketing
- Lifecycle management
- Creating new categories or business models in healthcare, consumer health, homecare, senior care or adjacent markets
- Developing distributor, retail, e-commerce, subscription or service-based commercial models
- Knowledge of Japan homecare and long-term care ecosystems
- Knowledge of long-term care insurance, patient-pay models, pricing research or health-economic value development
Location
- JPN Tokyo - Minato-ku
Experience Level
- At least 7 years of commercial experience
Education Level
- Bachelor's degree required; science, healthcare, business or marketing preferred.
About the Company
- BD is one of the largest global medical technology companies in the world.
- Advancing the world of health™ is our Purpose.
- We believe that when people connect in person, we learn faster, collaborate more deeply, and build a stronger culture.
- Join us and enjoy a culture where face-to-face collaboration supports your learning, your progress, and your success.
- To learn more about BD visit https://bd.com/careers.
Equal Opportunity
- Becton, Dickinson, and Company is an Equal Opportunity Employer.
- We evaluate applicants without regard to race, color, religion, age, sex, creed, national origin, ancestry, citizenship status, marital or domestic or civil union status, familial status, affectional or sexual orientation, gender identity or expression, genetics, disability, military eligibility or veteran status, and other legally protected characteristics.