Página 1 Rafael Eduardo Benitez Business Booster & Consumer Delighter

(52155) 19511165 (Cel) E-mail: busquedarafa@gmail.com

BRAND MANAGER MEDICAL DEVICES – PROFILE FOR TALENT DEVELOPMENT

Professional Profile

A Brand Manager is a professional who is able to develop business that adds value to shareholders by

delighting customers to boost sales.

List of Skills and Capabilities for Career Planning

LEADERSHIP SKILLS

As a leader, a Brand Manager (BM) is able to inspire a group of professionals and have them committed to

exceed objectives set.

ENVISIONS: BM creates and communicates compelling visions.

ENGAGES: BM builds commitment to the vision communicated and to the Plan to reach that vision.

ENABLES: BM makes sure the team has the knowledge and tools needed for the Plan.

EXECUTES: BM drives initiatives to reach Plan and go further.

SIVA CAPABILITIES

SOLUTION (former Product): manages product and services to build resonating Brand Experiences.

INFORMATION (former Promotion): defines and uses the proper communication tools to reach

customers and driving them to the Brand.

VALUE (former Price): leads Pricing as a way to drive value to customers.

ACCESS (former Place): establishes Distribution to assure accessibility to customers.

MEDICAL DEVICES FORMULA TO WIN

Brand Management is relatively new to the Medical Device universe; therefore, a unique set of capabilities

is needed for a BM to establish a new level of performance:

1. Deep knowledge of technical aspects of the Product:

a. Surgical Techniques.

b. Instrument Configuration.

c. Implant Portfolio.

2. Complete ownership of Core Customers:

a. Who are KOL´s (reputation and patient drive).

b. Who are Heavy Users (patient drive).

c. Who are the Innovators, Trendsetters and the new demand.

3. Expansion through Science:

a. Use of Science to drive Dr. conversion to the Brand.

b. Science Education and Training.