Role Purpose

Contribute to the long-term growth of Abbott Nutrition products within the assigned territory by increasing awareness among Healthcare Professionals (HCPs) about the importance of nutrition in improving quality of life, as well as the superiority of Abbott products compared to competitor brands.

Drive new business acquisition and growth of existing accounts through a multichannel customer engagement strategy that builds HCP confidence in and loyalty to Abbott products.

Business Outcomes

• Increased sales and market share of Abbott products
• Increased HCP awareness, preference, and recommendation of Abbott products
• Increased demand for Abbott products within the territory
• Increased brand relevance and usage in healthcare institutions
• Continuous improvement through innovative, multichannel engagement activities to drive HCP adoption of Abbott products

Key Responsibilities & Activities

• Understand market dynamics and category opportunities within the territory to identify growth potential at the customer/account level

• Maintain up-to-date knowledge of medical and nutritional science, the evolving healthcare landscape, and emerging digital trends to effectively educate HCPs

• Execute and adapt multichannel engagement (MCE) plans using defined guidelines, leveraging channels such as phone, video, remote detailing, webinars, emails, and group sessions

• Utilize customer segmentation and behavioral insights to inform tailored engagement and account management strategies

• Build and maintain strong relationships with HCPs across various levels of influence; expand networks through strategic relationship management

• Secure commitment from HCPs to recommend Abbott products by increasing their understanding of nutrition’s impact on patient outcomes and through consultative selling approaches

• Define and communicate a strong Unique Value Proposition (UVP) aligned with HCP needs by continuously identifying their priorities via multichannel engagement

• Deliver effective consultative sales interactions that address HCP needs, handle objections, and gain commitment for product recommendation and brand advocacy

• Implement and adapt customer coverage strategies across all relevant channels (e.g., face-to-face and remote engagement)

• Collaborate with Sales Managers and SFE teams to validate and optimize targeting and activity plans

• Execute customer segmentation, identify new leads, and ensure timely reporting of activities in line with SFE SOP

• Leverage MCE data to refine HCP profiles and personalize engagement strategies

• Select appropriate engagement content aligned with individual HCP needs and MCE guidelines

• Collaborate with cross-functional teams (e.g., Marketing, SFE, CRM) to support patient education and influence product choice

• Provide feedback and input into marketing content and sales tools as needed

• Track performance against account plans and KPIs; take corrective actions to meet monthly, quarterly, and annual targets

• Ensure full compliance with regulatory and company standards

Key Business Challenges

• Driving growth and market share in hospitals and clinics by influencing HCP behavior without direct authority

• Overcoming knowledge gaps and policy barriers related to the importance of nutrition in patient care

• Gaining access to HCPs across multiple channels (digital, remote, and in-person)

• Delivering tailored value beyond the product, adapted to HCP needs and preferences

• Leveraging digital platforms to educate and influence HCP engagement behaviors

• Addressing resistance to nutritional interventions and promoting the superiority of Abbott products

• Influencing patient decisions indirectly through HCPs without direct patient interaction

Key Success Factors

• Integrates knowledge of nutrition, science, omnichannel engagement, and the healthcare landscape to deliver tailored value

• Builds strong, trust-based relationships with HCPs using diverse engagement channels (digital, remote, and face-to-face)

• Applies customer insights effectively by using data to refine strategies and collecting feedback to improve engagement

• Approaches accounts strategically and holistically, identifying and prioritizing opportunities

• Collaborates cross-functionally to deliver a consistent, value-driven customer experience

• Demonstrates high ethical standards, including integrity, transparency, and trustworthiness