Lead - Digital Marketing, Zydus Healthcare Limited
Role Summary
The Digital Marketing Lead will drive digital-first brand building across ZHL's pharma portfolio. The role focuses on creating and executing HCP and patient-facing digital campaigns, improving digital lead generation, boosting brand awareness, and supporting marketing teams with digital content, targeting, and analytics. This is a hands-on marketing role with strong ownership of campaign performance and ROI.
Key Responsibilities
1. Digital Campaign Development & Execution
- Plan and run end-to-end digital marketing campaigns for assigned brands (HCP & patient).
- Use platforms such as Google Search/Display, Meta, LinkedIn, medical portals, and programmatic channels.
- Build retargeting and funnel-based campaigns for awareness, engagement, and conversion (CME sign-ups, content downloads, video views, etc.).
- Coordinate with brand managers to translate brand strategy into digital content and media plans.
2. HCP Marketing
- Develop targeted campaigns for doctors using email automation, WhatsApp workflows, webinars, medical content syndication, and HCP platforms (e.g., Docplexus, M3, Medscape India).
- Craft digital journeys for specialists (acutes, chronics, superspecialties).
- Track HCP-level engagement and optimise based on behaviour.
3. Creative & Digital Content Production
- Lead the creation of digital-first content:
- MOA videos
- infographics
- scientific explainers
- CLM light content
- social creatives for patient awareness
- short-format educational videos
- Manage agencies for copy, design, and production.
- Ensure all content is medically accurate and compliant.
4. SEO, SEM & Website Management
- Oversee brand microsites, patient education websites, and landing pages.
- Drive SEO improvementskeyword strategy, on-page SEO, technical fixes, backlinking.
- Run SEM campaigns with clear KPIs (CTR, CPC, conversions).
5. Social Media & Community Management
- Plan content calendars for disease awareness and patient engagement.
- Partner with medical teams to ensure compliant messaging.
- Manage social listening and reputation monitoring across platforms.
6. Webinar & Digital Event Execution
- Plan, promote, and execute virtual CMEs, KOL sessions, patient sessions, and live Q&As.
- Drive attendance, engagement, and post-event nurturing.
7. Analytics, Reporting & ROI
- Track campaign performance (reach, engagement, CPL, CPA, conversions).
- Present monthly dashboards to marketing leadership.
- Recommend optimisations across creatives, channels, and budgets.
- Build simple attribution models suited to Indian pharma constraints.
8. Vendor & Budget Management
- Manage digital agencies, media partners, HCP platforms, and content studios.
- Ensure timely delivery and performance accountability.
- Maximise ROI through efficient budgeting and platform selection.
9. Compliance & Internal Collaboration
- Ensure all digital assets meet UCPMP, medical, legal, and regulatory requirements.
- Work closely with Medical Affairs, Brand Managers, and Compliance teams.
Required Experience & Skills
Experience
- 10+ years in digital marketing, ideally with experience in pharma and healthcare.
- Proven track record of running multi-channel digital campaigns.
Skills
- Strong command of performance marketing, SEO, SEM, and social advertising.
- Ability to brief creative teams and evaluate digital content quality.
- Understanding of HCP behaviour and typical pharma brand cycles.
- Proficiency in analytics tools: Google Analytics, Meta Ads Manager, Google Ads, marketing automation dashboards.
- Strong project and vendor management skills.
- Ability to work across multiple brands in a regulated industry
Education
- MBA/PGDM in Marketing or related field preferred.
