Sonya Lane

Experience

1. Associate Director, Oncology Hcp Customer Engagement Strategy

   Merck

   Jun 2022 — Present · TX, US

   Directs the development and implementation of omnichannel marketing strategies to reach and connect with national healthcare professionals (oncologists and urologists) and key opinion leaders (KOLs). Focused on driving business growth, strengthening organizational reputation and trust within the industry, and providing HCPs with treatment guidelines, education, and research to support the pharmaceutical product\'s goal of reducing renal cell carcinoma recurrence and improving patient outcomes.*Target Market: 6948 Physicians/Surgeons (Oncology/Urology) and 840 Key Opinion Leaders (KOL)*Design print and digital marketing campaigns, including social media marketing campaigns (Facebook, LinkedIn, Instagram), medical site content/advertisements (Medscape, Doximity, MedPage Today), mobile alerts/SMS, email marketing campaigns, in-person field guidance, videos, web platforms, paid digital advertising, brochures, pamphlets, medical journal advertisements, and sales materials, for distribution across 40 platforms.*Consistently exceed engagement goals in the competitive oncology pharmaceutical industry by designing data-driven strategies based on insight/intelligence for Keytruda. Highlights:*Reached 123.3% of engagement frequency goals (7.5% actual, 6% goal).*Increased YOY brand target engagement from 62% to 96%(2023 – 2024), exceeding the goal.*Track and measure the impact of marketing/customer engagement strategies to define gaps and institute corrective actions that maximized the use of department spending.*Source, qualify, and manage a team of marketing, data, contracting, and research vendors. Communicate benchmarks/KPIs, tracked progress, evaluated quality, and resolved vendor discrepancies/issues with diplomacy.

Education

• Purdue University

  Master of Business Administration - MBA

  2021 — 2023

• Angelo State University

  B.A, Communications

  1993 — 1996