LANA KHADDAJ
Communications & Patient Engagement Manager - Gulf
Dubai
Summary
A seasoned pharmaceutical professional with over 14 years of accelerated career growth, leading strategic sales teams, managing major projects to launch new products, and driving market access and patient campaigns. Has a solid background in building corporate and brand communication, maximizing patient engagement, and coordinating cohesive strategies across different therapeutic areas, teams, and platforms. A leader and team player who creates a synergetic and productive work environment that caters to growth and success.
Overview
15
15
years of professional experience
7
7
years of post-secondary education
3
3
Languages
Work History
Communications & Patient Engagement Manager - Gulf
Novartis
Dubai
04.2020 - Current
- Leading all external and internal strategic communications programs and projects across different therapeutic areas in Gulf Region including yearly sickle cell and breast cancer awareness campaigns
- Managing and developing social media channels and capabilities in collaboration with cross functional teams; raising public’s engagement on social media by 20% on content related to patients and medical communities across different disease areas
- Running external communication corporate branding campaigns around firm’s culture and science driving positive reputation and trust among company’s key stakeholders
- Leading 6-month assignment in internal communications with objective to upskill internal teams and raise awareness across different strategic disease areas
- Advancing Oncology Business Unit capabilities and activities in patient advocacy and relations domain at country levels across Gulf in conjunction with local, regional, and global objectives
- Engaging with patients' and providing their perspectives across all areas of business and developing patient centric activities in compliance with external and internal policies
- Leading patient advocacy function across all disease areas for Gulf, ensuring optimal flow of communication for patient related activities and mapping of patient groups
- Managing 4 to 5 PR agencies across Middle East with yearly budget of around $ 200K
- Planning and managing media relations including Thomson Reuters, Gulf News, and Saudi Gazette
- Managing crises and issues communication in close collaboration with CPO communication head
Patient Access, Insurance & Communications Manager
Novartis Oncology
Dubai
01.2019 - 04.2020
- Set-up communication function in Gulf region including three-year strategy, implementation roadmap and placement of team centrally positioned to support firm in alignment with global objectives
- Cultivated new business opportunities by exploring innovative tools to optimize insurance pharmaceutical future collaboration
- Established sustainable partnership within private insurance sector in UAE, Bahrain, and Kuwait and built and maintained relationships with key clinicians, spokespeople, advocates, thought leaders along with media and PR agencies
- Developed and executed media campaigns aimed at promoting company profile in preparation for World Cancer, Lung Cancer, Multiple Sclerosis, and Breast Cancer Days
- Managed patient access programs across Gulf and increased patient flow to new innovative access solutions by 50% within first year of launch
- Upgraded deliverables and reach of patient access programs that included upgrading of Musanda digitally and streamlining of governance processes of these programs across Gulf
- Utilized Health Economics & Market Access tools to promote value-based and evidence-based reimbursement
Market Access Specialist - Gulf
Novartis Oncology
Dubai
01.2018 - 01.2019
- Led the patient assistance programs for Gulf Region and analyzed data to identify opportunities for improvement
- Supported the field execution of market access solutions and projects by connecting with internal and external stakeholders “HCPs, NGOs, insurance companies & governments”, ensuring maximum patient access to treatments & guaranteeing Novartis to be the most valuable and respectable partner in cancer care
- Established strong disease awareness programs with Insurance and reimbursement bodies across Gulf which increased referral rate by 30%
Product Specialist
Novartis Oncology
Dubai
01.2017 - 01.2018
- Led initiative for successful launch of Jadenu in UAE including collaboration with marketing and medical teams in designing material, disseminating data, and training third party personnel for launching Jadenu and effective patient support programs
- Developed strategic partnerships with key stakeholders: Emirates Hematology Society, Thalassemia Society, Emirates Oncology Society, and Friends of Cancer Patients
- Established excellent customer relationship which contributed increase of sales by 20% within first 6 months of launch of Jadenu
- Prepared forecasts and account plans based on collected market intelligence on competition and other market trends for accomplishing management assigned business targets across UAE
Product Specialist
Novartis Oncology
Kuwait
01.2012 - 01.2017
- Promoted diverse portfolio of Novartis Oncology: Chronic Myeloid Leukemia disease area (Tasigna), Acromegaly (Sandostatin LAR), Thalassemia (Exjade), and Chronic ITP (Revolade)
- Implemented Home Nursing Project in Sabah Hospital increased compliance of thalassemia patients from 20% to over 60%
- Created multidisciplinary clinic in Sabah and NBK hospitals, leading to increase in compliance of thalassemia patients from 40% to 70%
- Developed and designed booklet for Chronic ITP to increase awareness leading to increase in market share from 20% to 60% against competition
- Contributed to increased sales (more than 50% in major Kuwait hospitals in first year of joining) by educating healthcare professionals on benefits of Novartis products in comparison to competitors
- Supported marketing team in designing customized marketing strategies for products at different stages including developing video legacy for iron overload portfolio of Novartis Oncology across Gulf
- Built and maintained excellent business customer relationship (healthcare professionals, patient helping fund, and patient groups)
Medical Representative
Les Laboratoires Servier
Kuwait
12.2007 - 12.2011
- Analyzed market to identify new opportunities and strengthen relationships with hospitals, medical centers, and primary provider physicians
- Arranged appointments with doctors, pharmacists, and medical teams to raise awareness of latest product launches and updates
- Built effective customer relationships with key stakeholders
- Contributed to successful launch of Protelos in all polyhealth clinics in Kuwait which increased sales by 30% in first quarter post launch
- Maintained updated medical knowledge of disease and organized product related training for diabetes team
- Organized Osteoporosis Patient Awareness Campaign in key hospitals in collaboration with their marketing and PR teams
Education
MBA - Master of Business Administration
University of Strathclyde
Scotland 01.2015 - 01.2017
Bachelor's Degree - Pharmacy
Lebanese American University
Beirut 09.2002 - 07.2007
Skills
Verbal and Written Communications
undefinedTimeline
Communications & Patient Engagement Manager - Gulf
Novartis
04.2020 - Current
Patient Access, Insurance & Communications Manager
Novartis Oncology
01.2019 - 04.2020
Market Access Specialist - Gulf
Novartis Oncology
01.2018 - 01.2019
Product Specialist
Novartis Oncology
01.2017 - 01.2018
MBA - Master of Business Administration
University of Strathclyde
01.2015 - 01.2017
Product Specialist
Novartis Oncology
01.2012 - 01.2017
Medical Representative
Les Laboratoires Servier
12.2007 - 12.2011
Bachelor's Degree - Pharmacy
Lebanese American University
09.2002 - 07.2007
Accomplishments
- MENA Award for highest number of recruited patients within first year of Revolade Launch, 2015
- Completion of Knowartis Academy Program with high distinction, 2016
- Gulf OBU Quality Award, 2019
- Implementing the Agile Project across AMACO Region, Feb 2021- March 2022
- Gulf OBU Values & Behaviors: Inspired Award, 2021
- Active member and leader of the communication workstream of the Empowered to Empower Program, 2022
Additional Information
- Languages: Native Arabic speaker, fluent in English and intermediate proficiency in French
- Interests: Meeting new people, enjoying all types of sports mainly hiking and swimming, travelling to explore new worlds and cultures
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