Lisa Fitzpatrick

Emea Tactical Marketing - Applied Markets Laboratory Testing & Diagnostics @Merck Group

Responsible for marketing the diagnostic manufacturing portfolio (over 150mEur), with a view to bringing analytical and regulatory expertise into this business area.Current growth rate over 8% in a challenging market scenario.Marketing activities• Focus on continual contact development via digital marketing ‘welcome campaign’, to improve customer persona segmentation• Continual development of digital marketing strategy, including web pages, and program advertising in third party companies.• Promotion of Elite grade product portfolio, and ongoing Quality program developments via Risk Mitigation Workshops across Global and Top 20 accounts in Western European territory• Create and execute News on Diagnostics quarterly bulletin, and conference specific special editions to highlight focus portfolio• Attendance at international conferences (AACC, ECCMID, ESHG, Medica, Molecular Diagnostics Europe), and various working groups (BIVDA, CIM Northern Conference) to leverage market intelligence and customer insight and marketing techniques• Ongoing assessment of the level of analytical interest and expertise within diagnostic manufacturers at an R&D level, via digital marketing, and customer and field/inside sales activities• Integration of expanded diagnostic and regulated materials portfolio after Merck KGaA acquisitiono Creation of News on Diagnostic special editions on focus areas including laboratory water systems, paramagnetic microspheres, and changing regulatory landscape (IVDD to IVDR)o Focused product marketing awareness and field sales support collateral (flyers, brochures, email and web campaigns)Awarded Professional Certificate in Marketing (Level 4) via distance learning with Chartered Institute of Marketing. Active member of Royal Society of Chemistry, Chartered Institute of Marketing and BSI (RMI/001), UKRMWG (UK Reference Material Working Group), and BIVDA (British In-Vitro Diagnostic Assoc.).