Areas of Expertise
Global experience developing go-to market plans with emphasis on digital marketing.
Experience in all aspects of product commercialization and launch.
Knowledgeable in digital health trends and macro business environment that is driving health care decisions.
TMJim is a very skilled marketer. In his global role, he has exhibited excellent interpersonal and intercultural skills and done an outstanding job in influencing people, developing and launching new tools and adding value to the organization.
REJim was the consummate marketing professional when we worked together at RealMed. His strategic insight and healthcare knowledge were highly valued by me as well as others across the organization. Jim is a natural leader, and I wish him luck as his career continues to develop. Ryan Elliott
JLJim Lefevere is the most competent digital thinker in all of healthcare marketing - not just in the US, but on every continent he can adjust his digital programs to create measurable impact. I've had the pleasure of working with some amazing people at global companies like Nike, P&G, and Walmart to name drop just a few, but Jim is by far the most impressive digital marketing thinker I've ever been around. Worth mentioning is great talent and character seldom come in the same person - but Jim has both in spades. He has all the positive personal attributes as well as this great talent for digital marketing. Whatever the highest rating you can give a person - that's my rating for Jim.
ESI worked closely with Jim when he was the Chair for the Continua Health Alliance Marketing Working Group. Jim was very responsive, provided valuable strategic direction, and helped standardize multiple policies and procedures within the Marketing Group.
RSJim is a great business and technology leader. He is action oriented with a great perspective on what is best for the organization and how to lead people to get it done. I found him to be a very valuable resource and partner. I definately would recomend Jim and would love to work with him again.
KAI have been involved in many global rollouts for Content Management Systems (CMS) for affiliate, but Jim's management skills and attention to detail made the rollout of www.accu-chek.co.uk the best I have experience. He is a very clear and consistent communicator, and I felt involved and valued in the project from start to end. I would definitely recommend Jim if you are looking for a successful global program implementation.
LHJim is one of the most capable managers I know - he is able to take infinite pains with developing people and understanding project detail, while continuously maintaining strategic focus. He has proven adept at getting up to speed on new subject matter quickly, whether IT or cultural issues in a transnational business. Above all, Jim is smart, candid, and has a great sense of humor!
ESJim is an exceptional strategist who executes solid marketing plans for Roche Diagnostics, while encouraging his team to expand their marketing knowledge and expertise. His passion for social / digital media and marketing is transforming Roche through his leadership and vision. He managed many challenging situations with authority and truthfulness, and holds himself to the high level of performance that he demands from others.
SRHaving consulted with Jim since 2003, I know first-hand that the flow of "consultation" is bi-directional. For as many kernels of wisdom I have brought to Jim's projects, he in turn has taught me and my teams an equal share of lessons around integrated marketing, management style, and global organizations. The perennial advocate for his customers and his customers' customers, Jim is an innovative, thoughtful, and genuinely nice guy - as a client, as a leader, and as a friend.
BJJim has a laser focus on the end customer, people with diabetes who must test their blood regularly, and works to make living with the disease easier. He is able to influence senior management to adopt new technologies and web based strategies to accomplish the company's business goals. He has an excellent reputation as a reliable collaborator on both technical and business projects. I would look foward to working with Jim again.
- Health Sectors
- Medical Devices, Digital Health, Health IT, Pharmaceuticals, Diagnostics
Director, Global Marketing & Global Head of Digital Marketing
Roche | December 2011 - Current
Responsible for driving the vision, strategy, operational excellence and thought leadership for worldwide digital strategy for the $2.5B Diabetes Care business unit. Own ongoing digital strategy and digital transformation efforts; including leading new transition to cloud based Web Content Management platform and CRM integration. Administer a $6.5.M budget. • Lead divisional strategy and development of digitally focused commercial marketing aligned to business, brand and organization goals to ensure continued market access and profitable growth. • Drive strategic integration and execution of digital marketing into commercial marketing and operations for go-to market, on-market and in development products with a streamlined, measurable and repeatable global model. • Health Care and Digital Marketing thought leader - developed digital and social media strategies for Diabetes Care business that yielded increased brand recognition, sales lift and return on investment over traditional media of over $8M in consecutive years. • Develop and cultivate strategic business partnerships to fuel innovation and digital marketing growth. • Head annual operating and fiscal planning. Analyze cost reductions, productivity gains and profitable growth targets to optimize business and program ROI.
Member, Digital Excellence & Governance Committees
Roche | January 2010 - Current
Founding member of cross-functional advisory board. Responsible for developing digital strategies, guidelines and governance for all of Roche.
Digital Health Scholar
Digital Health Coalition | July 2011 - Current
The Digital Health Coalition, a nonprofit think tank dedicated to fostering innovation in online health care, today announced the formation of a new group of industry thought leaders to further support its current Advisory Board. The Digital Health Scholars, which currently number twenty-eight, will work with the Digital Health Coalition’s recently formed Advisory Board to advance the coalition’s mission of serving as the collective voice and national forum for the discussion of the current and future issues relevant to digital and electronic marketing of healthcare products and services. http://www.digitalhealthcoalition.org/content/dhc-announces-digital-health-scholars-2011
Editorial Advisory Board & Quarterly Columnist
PM360 magazine | May 2013 - Current
Our mission is to provide the best, most current, practical marketing information to key marketing executives in pharma, biotech, and medical device companies, enabling them to compete and successfully manage their brands in all of the various endpoints of their products lifecycle.
Industry Consultant / Healthcare Transformer
Independent Consulting | December 2000 - Current
Independent consulting to early stage and start-up companies. Focus areas: Digital Health, business planning, product development, competitive market analysis and go-to market plans.
Director, Global Marketing Strategy and Support; Head of Global Digital Marketin
Roche | October 2014 - Current
Responsible for driving the overall global marketing strategy (including digital) for the Diabetes Care business. Own the development of a cohesive portfolio strategy and providing global platforms, services and tools to drive ongoing market leadership and marketing success. Lead ongoing business and digital transformation efforts; including best practices for modern market research, go-to and on-market product commercialization, digital marketing, measurement and global communication.
Chair, Marketing Work Group
Continua Health Alliance | September 2008 - November 2009
A non-profit, open industry alliance with 200 of the world’s premier healthcare and technology companies collaborating to adopt universal standards and improve quality throughout the personal healthcare continuum. ---------- Elected to direct the strategic marketing plan, develop partnerships, and devise processes for rapid and sustainable growth. Drive consumer, payer, provider, and policy marketing opportunities across multiple work groups. • Produced initiatives that grew membership 22% and increased press mentions 30% over 18 months. • Inaugurated a new Website that increased traffic 40% in one year. Planned product logo framework for long-term branding and product identification at retail level. • Member companies include the most respected names in healthcare technology – Google, Intel, IBM, Bayer, GE Healthcare, Medtronic, St. Jude Medical, QualComm, Computer Associates, and Omron. http://www.continuaalliance.org/about/work_groups/marketing
Global Group Manager, Commercial Marketing
Roche Diagnostics | March 2005 - July 2011
Roche, a Fortune 100 company, is the world's largest biotech company and leading provider of medical diagnostic systems and decision-oriented health information. ---------- Architect all digital marketing strategies, social media campaigns, operations, and support for the Accu-Chek brand. Cultivate agency relationships to expand breadth of expertise for projects while controlling costs. Manage up to 16 internal and external team members and administer budget. Define focus, identify priorities, and champion continuous improvement to achieve corporate goals in an evolving healthcare landscape. • Chosen to represent the diagnostics division as member of steering committee designing the first social media marketing strategies in conjunction with the launch of a multibillion-dollar drug. • Drove impressive sales growth deploying interactive marketing tactics in 2009 against lingering flat market. • Piloted the rollout of global micro sites that focused on new branding concepts and highlighted product benefits to differentiate Roche from the competition. • Head annual operating and fiscal planning. Analyze cost reductions, productivity gains, and profitable growth targets to optimize program ROI. Measure traffic goals, global SEM, and analytics. • Pioneered cutting-edge strategic social media communications project with top blogger on diabetes management. Reached new audience and expanded brand recognition into untapped markets. • Launched global Website portfolio that delivered 150% growth in visits since 2006 in fiercely competitive diabetes space. Generated cross-promotions with retailers over multiple markets. In addition: o Captured 2.5M unique visits and 3.3M total visits in 2009. o Boosted email marketing 240% from 2007-2009. o Expanded database of registered customers 285% since 2005.
Global Marketing Manager
Roche Diagnostics | January 2003 - February 2005
Oversaw the development of a centralized global content management system and Websites that laid the foundation for future growth and aggressive market penetration of the division. Unified the Accu-Chek brand and advanced consistent technology standards across 23 disparate countries. • Built a “Center of Excellence” for the Diabetes Care division. Oversaw a multi-disciplinary team and collaborated with country marketing leaders to develop internationally accepted branded user interfaces and appearance. • Led global road show to promote vision, obtain seed consensus, and sell benefits of launch. Employed sensitivity to cultural concerns to earn trust and achieve support that contributed to hugely successful project. • Saved almost $10M over 5-years and reduced the cost of Website ownership 50+%. Streamlined efficiencies, enhanced support, and allowed universal access to standardized programs. • Won the 2003 American Advertising (ADDY) Award in the healthcare category for “Best Overall Website.”
US Marketing Manager
Roche Diagnostics | January 2001 - December 2002
Managed the U.S. brand Website, Accu-Chek.com, and guided U.S. market online consumer marketing activities. Member of product team that developed a FDA approved Web-based diabetes management system. Administered $1.5+ million budget • Developed strategy, channel development, and online marketing efforts • Concurrently managed matrixed internal team and multiple outside vendors. • Grew online traffic from less than 200,000 per year to over 1 million unique visits per year.
Provider Marketing Manager
RealMed | December 2000 - Current 2000
Internet based real-time healthcare claims resolution platform and application service provider. ---------- • Developed and managed the marketing relationship with client CareFirst, a Blue Cross Blue Shield company. Marketing and business development plan included: identifying potential customers, increasing brand awareness, collateral development, co-marketing relationships, and penetration in target market. • Managed the development of physician specific sales collateral materials for product rollout in targeted regional territories. • Led the second-generation web site design and implementation.
Marketing Manager / Business Development Manager
Telstreet.com | December 2000 - Current 2000
Internet based wireless division of Brightpoint, Inc. Purchased by Buy.com in June 2000. ---------- • Managed all facets of $4.75 million dollar marketing partnership with America Online. • Spearheaded new business development efforts to provide private-label, turnkey wireless e-commerce solution to consumer, business-to-business and telecommunications exchange sites. Identified and pitched potential e-commerce partners, negotiated contracts, and developed tiered revenue share agreements. • Managed all Application Service Providers (ASP) and co-branded relationships with companies such as Egghead.com and HelloDirect.com.
Channel Marketing Manager
Pearson Education | December 1996 - Current 1999
World’s largest technology based products company specializing in book publishing and educational software ---------- • Managed national growth incentive promotions for Trade, Online and Mass-Market accounts including Borders, Barnes & Noble, CompUSA, and Amazon.com. Designed, planned and executed rebates, sweepstakes, Point-of-Purchase materials, corrugate displays, wire racking for limited SKU environments, and sales materials to increase sell-in, sell-through, brand recognition, and market share. • Negotiated, developed and managed co-marketing promotions with clients including Barnes & Noble, Borders, Palm Computing, Apple, Diamond Multimedia and Federal Express. • Developed and managed communication vehicles for the sales force and retailers, including new product launch kits, product profiles, sales materials, competitive analysis, and cooperative advertising. • Negotiated, managed and purchased national magazine and Internet based advertising.
London Business School
Executive Education | Strategic Marketing, Branding, Product Commercialization | 2003 - 2004
B.A. | Journalism, Marketing | 1991 - 1995