EC Brand Manager-Social Media-上海

核心职责   

Key Responsibilities  

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,   Red note ,   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 .

任职要求   

Qualifications  

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.,   E C ,   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 .

为什么加入我们？   

Why Join Us ?  

通过推动数字医疗普及，改善患者生活。

站在医药与数字创新的交叉领域。

具有竞争力的职业发展机会及协作文化。

- Impact lives by advancing digital healthcare literacy .

- Work at the intersection of   cutting-edge   pharma and digital innovation .

- Competitive professional growth and   a collaborative   culture .

Pfizer is an equal opportunity employer and complies with all applicable equal employment opportunity legislation in each jurisdiction in which it operates.

Marketing and Market Research