Kim Rodgers

Responsible for advising on the positioning, messaging and channel strategies for areas of the Global Marketing franchises and its corresponding products, with a focus on tradeshows.

This includes supporting with value propositions, positioning, and messaging, collateral creation, approval, channel strategies, dissemination, and tradeshows. Works globally, liaising with partners across Smith+Nephew to ensure understanding of key market and customer factors and aligns communications approach and asset toolbox accordingly. Assets can include tradeshow graphics, digital and print brochures, advertising, video, animations, digital assets and social media, among others. Collateral creation includes copywriting of headlines and body copy as well as storyboards.

Responsible for maximizing financial support, donor acquisition, community awareness, social media strategy, fundraisers, all communication as well as cultivating relationships with board members and key community stakeholders.

Accomplishments:

· Raised over $51,000 in new donations within the first 120 days

· Identified and executed a new (sold out) summer fundraiser

· Leveraged first ever online auction tool that yielded over $13,000

Effectively managed a $32M embolization portfolio ensuring successful execution of annual marketing plans in alignment with business objectives. Developed go-to-market strategy for new products. Led the development of various marketing communications deliverables: product positioning, messaging, and promotional resources (webinars, web pages, print material, images, video, etc.). Developed and delivered sales training programs and tools, equipping the sales team with essential product knowledge. Monitored and analyzed competitive landscape for revenue share gain/loss, proactively adapting strategies to maximize market share. Contribute to inventory planning, quarterly business reviews, and yearly strategic planning. Worked in a matrix environment with a variety of cross functional stakeholders.

Accomplishments:

• Executed first ever sales rep focused organic LinkedIn campaign that drove high engagement:
• 35% sales rep participation
• 78 total cases posted to LI
• 1,362 engagements
• Executed high attending quarterly physician led webinars for sales reps
• Developed and launched comprehensive Sales Rep Toolkit

• Implemented digital marketing strategies aimed to target patients and physicians
• Strengthened online presence by creating engaging content across multiple platforms such as website, YouTube, Social Channels and 3rd party sites.
• Optimized website user experiences to increase web traffic and increase content engagement.
• Optimized the physician finder platform / tool to drive patients to qualified physicians.

Direct to Patient Achievements:

• Launched two Patient Ambassador Programs resulting in 40% conversion rate
• Launched 3 new patient websites (Prestige LP, SI Fusion, Scoliosis)
• SI Fusion patient website visits grew 53% in FY20 and 13% in FY21
• SI Fusion physician finder searches increased 82% in FY20 and 175% in FY21
• Launched Direct to Patient Scoliosis Awareness campaign that resulted in 241% increase in website traffic.
• Optimized the MDT Spine physician finder tool. Efforts results in being a 2020 Marketing Excellence Finalist;

Direct To Physician Achievements:

• Launched the first HCP LinkedIn conversation ad- resulted in 49% CTR
• Launched the first HCP LinkedIn Lead Gen Ad- drove 18 leads.

• Worked as a principal account manager as well as a member of the brand strategy team.
• Worked with assigned internal clients as the key contact for all MarCom needs and communications plans. Content development included print collateral (brochures, sales sheets, posters, invitations and tradeshow booth graphics, product launch assets) as well as digital assets (web page, animation development, interactive PDF’s and video).
• As a member of the brand strategy team helped facilitate brand story workshops, developed key messages, reviewed insight reports, gathered customer insights, met with the creative team regarding key single-minded ideas as well as presented creative concepts to internal clients.

Project managed all assets. Collaborated with creative design team.

• Posterior Interbody Team- Developed comprehensive product marketing plans that included product launch plans, competitive strategies, marketing materials, pricing analysis, sales/revenue forecasts, and inventory management.
• Established direction for product lines to ensure alignment with business conditions and customer needs. Liaised with external customers as well as internal customers (sales, clinical, regulatory, R&D, etc.) on current products as well as products in development.
• Engaged with customers by attending conferences, delivering presentations, field visits as well as cadaveric training courses. Managed a portfolio of products that represented over $40M in annual revenue.

• Responsible for the peripheral atherectomy product portfolio that represented over $40M in revenue.
• Launched a key product generating over $400K within the first 30 days and over $1M within the first 60 days of commercial launch.
• Other responsibilities included: new product development, product/sales training and positioning, development of marketing plans, forecasting, creation of sales tools, marketing collateral and competitive positioning. Revamped the direct-to-consumer peripheral marketing collateral as well as updated the peripheral media kit. Engaged with customers by attending conferences and field visits.

Position reported directly to the hospital CEO as a member of the business development and marketing team. Worked closely with the Director of Marketing to achieve strategic goals. Responsible for selling, marketing, and growing hospital and campus services to Cardiologists, Gastroenterologist, Urologist, Nephrologists, OB/GYN, and Internal Medicine physicians. Called directly on physicians and their staff to identify referral patterns, market service lines, cultivate relationships, problem solve, and solicit and secure new business. Called on physicians in the immediate Houston, TX territory as well as outlying hospitals in the secondary markets. Responsible for achieving assigned quarterly territory growth.

Achievements:

• Consistently exceeded quarterly growth targets

Worked in outside sales for various medical device companies in the Houston, TX territory. Responsibilities included territory management, quota achievement, and calling on physicians and hospitals.

Worked in the hospital as a Special Procedures Technologist. The role involved working in either Interventional Cardiology and/or Interventional Radiology participating in a wide variety of interventional procedures involving peripheral vascular, neuro vascular and/or cardiovascular anatomy.