Ekaterina Grinko

• Develop B2C strategy and digital marketing eco-system, including processes and infrastructure for content development and approval.
• Create social media, omnichannel campaigns and innovative customer engagement experiences
• Co-develop the "go-to-market" strategy and support the launches of obesity medications
• Lead strategic partnerships and in-house projects in e-health focusing on value creation, growth and access to care in obesity

Main achievements:

• Created the digital patient marketing eco-system in France, including infrastructure and process creation (Ref: Au delà du poids which is at the heart of this eco-system - Awareness)
• Created an online platform for finding practitioners specializing in obesity care in France which is part of the connected omnichannel eco-system (Ref: Accueil | Mon Poids Ma Santé – Action/Conversion)
• Led the two communication award winning awareness campaigns in obesity (Ref: Awards section)
• Established the strategy and partnerships with the telehealth providers in France like Doctolib, Qare, Livi leading to extended access to care for people with obesity
• Recruited, coached and managed a team of 2 consultants, 1 alternant, 1 intern

• Lead the development and execution of the digital engagement strategy in obesity
• Create from scratch an omnichannel marketing eco-system, infrastructure, frameworks and drive global social media campaigns as well as social media and digital patient marketing capabilities for Novo Nordisk affiliates
• Lead the development of a 1-year behavioral omnichannel patient support program

Main achievements:

• Developed first global patient engagement strategy, including segmentation, messages and KPIs, rollout frameworks.
• 30+ countries localised the omnichannel eco-system. The project is endorsed by Executive Management and remains one of the most widely used Global initiatives to date.
• Collaborated with a multidisciplinary expert committee and led geographically dispersed teams to develop and deploy 12 months omnichannel patient support program focusing on the latest advancements in behavioral science of obesity
• Recruited and led directed and dotted line team of a consultant, a graduate, a junior project manager

• Responsible for the patient facing activities and the "go-to market" strategy for obesity medication launch
• Product and product lifecycle management responsibility for mature insulin brands
• Drive 2 key strategic initiatives focusing on removing barriers to insulin initiation adoption by primary care physicians

Main achievements:

• Launched first omnichannel patient support program in obesity linking patients with their entire healthcare team from physicians to nurses to pharmacists.
• Build and managed a network of 150 diabetes educators who became essential part of the patient support program helping GPs starting insulin in people with T2 diabetes.
• Successfully led two strategic projects that brought the Australian affiliate back to growth due to transformation of existing practice of insulin initiation in primary care.