辉瑞制药-Digital-Commerce Brand Manager/Marketing Manager-上海

工作地点:   上海/北京

Location: Shanghai/Beijing 

部门: 数字化商业

Department: Digital Commerce

汇报对象: 高级电商和互联网医院运营经理

Reports To: Sr. E-commerce & Internet Hospital Operation Manager

具有战略思维和商业敏锐度的社交媒体运营经理，负责处方药相关的社交媒体运营工作。该职位需要深刻理解社交媒体运营逻辑、KOL/KOC及内容创作，并严格遵守医药行业法规。理想的候选人需兼具创意与数据分析能力，以提升用户互动，同时确保品牌合规性。 

We are seeking a highly strategic and business-savvy Social Media Operations Manager to lead our prescription drug-focused social media initiatives. This role requires a deep understanding of social media dynamics, content generation for KOLs/KOCs, and compliance with pharmaceutical regulations. The ideal candidate will combine creativity with analytical rigor to drive engagement while ensuring brand integrity and adherence to industry guidelines. 

1. 社交媒体策略与执行 

1. Social Media Strategy & Execution 

• →制定并实施基于数据的社交媒体策略，针对处方药受众（患者/HCPs）覆盖多平台（如抖音、小红书、微博、微信、专业医疗论坛）。 
• →主导KOL/KOC合作：识别、签约并管理与医疗领域影响者的合作，共同创作合规、教育性强且具有吸引力的内容。 
• →监督内容/话题策划，确保符合医学、法律和合规（MLR）审核流程。 
• →基于对各平台逻辑、算法、优缺点的理解，优化平台专属运营策略（如短视频 vs. 长图文）。 
• →Develop and implement data-driven social media strategies tailored to prescription drug audiences (patients/HCPs) across platforms (e.g., Douyin, Rednote, Weibo, WeChat, and professional forums). 
• →Lead KOL/KOC collaboration: Identify, onboard, and manage partnerships with healthcare influencers to co-create compliant, educational, and engaging content. 
• →Oversee content/topic generation, ensuring alignment with medical, legal, and regulatory (MLR) review processes. 
• →Optimize platform-specific approaches by leveraging knowledge of each platform’s logic, algorithms, advantages, and limitations (e.g., short-video vs. long-form content). 

2. 合规与商业敏锐度 

2. Compliance & Business Acumen 

• →严格遵守医药广告法规（如中国《药品管理法》、临床指南），确保所有内容合规。严格遵守公司的相关规定，确保零合规事件。
• →将复杂的医学信息转化为易懂、患者友好的内容，同时保证准确性。 
• →监测行业趋势和竞品动态，识别机会与风险。 
• →Navigate strict pharmaceutical advertising regulations (e.g., China’s Drug Administration Law, clinical guidelines) to ensure all content meets compliance standards.  Strictly adhere to company regulations to ensure zero compliance incidents.
• →Translate complex medical information into accessible, patient-friendly content without compromising accuracy. 
• →Monitor industry trends and competitor activities to identify opportunities and risks. 

3. 绩效管理与责任感 

3. Performance & Accountability 

• →设定KPI（触达、浏览、互动等）并定期分析数据以优化策略。 
• →跨团队协作（医学事务、合规法务、企业沟通、BU等），确保社交媒体目标与业务目标一致。 
• →快速应对危机或错误信息。 
• →Define KPIs (Reach, view, interaction, etc.) and regularly analyze performance to refine strategies. 
• →Collaborate with cross-functional teams (Medical Affairs, Compliance & Legal, Communication, etc.) to align social media efforts with business goals. 
• →Manage crises or misinformation swiftly. 

4. 创新与适应力

4. Innovation & Adaptability

• →尝试新兴形式（如医生直播问答、互动工具）以提升用户参与。 
• →根据平台更新、法规变化或用户行为调整策略。 
• →Experiment with emerging formats (e.g., live Q&A with HCPs, interactive tools) to enhance user engagement. 
• →Adapt strategies based on platform updates, regulatory changes, or shifts in patient/HCP behavior. 

• 经验: 3年以上社交媒体运营经验，医药/医疗行业或强监管领域优先。 
• 具备KOL/KOC管理及医疗健康内容创作经验。 
• 熟悉处方药商业模式（如电商、互联网医院等）。 
• 技能: 
  • 精通国内外社交媒体生态（如微信、抖音等）。 
  • 较强的商业意识，能平衡教育目标与商业需求。 
  • 熟练使用分析工具及合规流程。 
• 品质: 
  • 责任心强、注重细节、恪守合规与职业道德。 
  • 适应快节奏和不确定性，主动性强。 
• Experience: 3+ years in social media operations, preferably in healthcare/pharmaceuticals or highly regulated industries. 
• Proven track record in KOL/KOC management and content creation for medical/health topics. 
• Familiarity with prescription drug business models (e.g., EC, internet HP, etc.). 
• Skills: 
  • Deep understanding of social media ecosystems (China + global platforms). 
  • Strong business sense; ability to balance educational goals with commercial objectives. 
  • Fluent in analytics tools and compliance workflows. 
• Mindset: 
  • Accountable, detail-oriented, and ethical with a commitment to compliance. 
  • Agile and proactive in a fast-paced, ambiguous environment.