Job Description :General Overview:
This job will have two primary responsibilities: (1) gather and share competitive and market intelligence that will help the product strategy team develop robust and differentiated products and services that reflect trends, new design features, and technological advancements to drive member engagement and utility in support of membership and financial objectives, and (2) define and develop differentiated products that solidify our strong role as a community healthcare partner. The incumbent will require strong familiarity with advancing trends both within the industry (i.e. telemedicine), as well as innovation that will ultimately intersect with the industry (i.e. wearables, mobile search). The incumbent must have a strong knowledge of innovative design benefits, digital platforms and technologies, and be able to build ideas and business cases for future products, particularly as they relate to usability and member engagement and will collaborate both internally and externally, particularly in regards to new vendors or startups. Will require a change agent with strong influencing and persuasion skills as recommendations may require new organizational thinking, capabilities, and even structure.
Essential Job Functions:
Develop a structured competitive and market monitoring and analysis process. Identify and clearly communicate streamlined, actionable insights to support innovation discussions and new product launches and product development/enhancements. Work with internal stakeholders to assure that the insights are being communicated and effectively used to meet corporate goals and objectives.
Prepare detailed design specifications, coordinate and oversee implementation of new products and changes to existing products. Work with cross-functional teams to develop innovative, value driven partnership products. Perform appropriate research/analyses, work with external partners and internal cross-functional teams to identify differentiated value for partnership product. Evaluate feasibility of the administration and implementation of product. Monitor product performance and make product design changes where appropriate. Provide direction and guidance to ensure consistent understanding and implementation of specifications. Provide subject matter expertise and consultation to ensure cross-functional teams create robust training on existing partnership products, product changes as well as on new products.
Review all campaigns and initiatives and make appropriate recommendations for improvement.
Understand the overall strategy of the company and the team, the member engagement and end user experience. Recommend product enhancement strategies, designs, and roadmaps that drive competitive advantage, member engagement, and profitable growth. Develop internal processes and sell-in stories that enable the Organization to quickly adopt new and innovative product features and technology enhancements that lead the market.
Analyze new product features and technologies in the health insurance marketplace to inform new product design capability investments. Make specific recommendations for technologies, vendors, and design features for new products. Synthesize insights and intelligence from competitors, trade events, and the BCBS Association that provide direction for new product strategy.
Solicit product demonstrations from potential vendor partners to deeply understand member engagement and end user experience. Develop a sophisticated competitive monitoring and analysis process. Update the product strategy team at the right time and place regarding new product design features, new technologies, and other cutting edge trends.
Build strong relationships with functions such as innovation, marketing, sales, and procurement to identify and develop opportunities for future product design and assess processes to ensure appropriate hand off points and to avoid organizational duplicity. Other duties as assigned or requested.
Other duties as assigned or requested.
Bachelor's Degree in Business, Marketing, eCommerce, Communications or other related field
7 years Health insurance marketing and strategy
5 years Professional business experience
5 years Healthcare consultative experience
Strong communications skills and the ability to navigate a matrixed organization
Strong knowledge of health insurance industry, product development, and innovation
Ability to influence and partner at the highest level of the organization
Referral Bonus: Level 1
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