Marketing Specialist

ABOUT ACPL

ACPL is one of India's leading distributors of diagnostics, MedTech and healthcare infrastructure. It partners with more than 50 global OEMs, including Roche, Abbott, Bio-Rad, Snibe, Mindray, Cepheid and Thermo Fisher, and serves over 3,000 hospitals and laboratories across India. ACPL is also building its own IVD brand, Diagnozyme, from its new manufacturing facility at Sangavi, Satara.

ROLE PURPOSE

The role owns the marketing strategy and execution for ACPL's IVD portfolio across its principal partners and the Diagnozyme brand. The aim is to grow instrument placements, reagent pull-through and market share in private labs, hospital chains and government accounts.

KEY RESPONSIBILITIES

Product & Portfolio Management

• Own the marketing plans for assigned IVD segments: clinical chemistry, immunoassay, hematology, molecular, urinalysis, POCT and specialised diagnostics.
• Build test-menu and reagent-rental strategies, cost-per-test models and competitive positioning against other analyzer platforms.
• Support the launch of Diagnozyme products, covering positioning, pricing, claims, packaging inputs and launch plans.
• Track the product lifecycle and recommend new test parameters, upgrades or phase-outs.

Principal (OEM) Management

• Serve as the marketing counterpart to OEM partners, including joint business plans, quarterly business reviews, co-marketing funds and target tracking.
• Prepare partner-review decks, purchase-vs-target analyses and forecasts together with Sales and Supply Chain.

Market Intelligence

• Map the market by region, lab segment and installed base, covering both competitor and ACPL analyzers.
• Track competitor pricing, schemes and tender wins, and feed the findings into pricing and bid strategy.
• Identify high-potential accounts, such as large lab chains, hospital groups and NABL-accredited labs, for placements and upgrades.

Sales Enablement

• Develop product literature, comparison sheets, ROI and cost-per-test calculators, and presentation decks.
• Train sales and application teams on products, competition and objection handling.
• Support Key Account Managers with proposals for lab chains, corporate hospitals and reagent-rental deals.

Tenders & Institutional Business

• Provide technical specifications, compliance statements and pricing inputs for government tenders on GeM and state and central portals.
• Work with the tender team on BOQ preparation and bid positioning.

Brand & Demand Generation

• Plan and run CMEs, scientific symposia, user meets, KOL engagement and exhibitions such as AMLI, APCON and Medical Fair India.
• Run digital marketing: LinkedIn, webinars, email campaigns and lead-generation programmes.
• Maintain ACPL brand consistency across all diagnostic communication.

Performance Tracking

• Monitor segment revenue, reagent pull-through per installed instrument, campaign ROI and marketing budget use.
• Present monthly and quarterly marketing reports to management.

QUALIFICATIONS

• Essential: B.Sc. or M.Sc. in Microbiology, Biotechnology, Biochemistry or Life Sciences, or B.Pharm, plus an MBA in Marketing.
• Preferred: Prior experience with an IVD OEM or a large IVD distributor, such as Roche, Abbott, Siemens, Beckman, Snibe, Mindray, Transasia or Agappe.

SKILLS & COMPETENCIES

• Strong working knowledge of IVD technologies, including CLIA/ECLIA, photometry, hematology, PCR and POCT, and of how labs operate.
• Understanding of reagent-rental and cost-per-test commercial models.
• Analytical skills, with advanced Excel for market sizing, pricing models and dashboards.
• Excellent presentation and communication skills, with confidence in front of OEMs, KOLs and lab owners.
• Ability to work cross-functionally with Sales, Applications, Service, Supply Chain and Finance.
• Awareness of relevant regulations: CDSCO Medical Device Rules 2017, IVD licensing and NABL requirements.

KEY PERFORMANCE INDICATORS

• Segment revenue and market-share growth against the annual plan
• New instrument placements and reagent pull-through per instrument
• OEM target achievement and scheme utilisation
• Launch milestones for Diagnozyme products
• Leads generated and conversion rate from campaigns and events
• Tender win rate for the assigned portfolio

WHAT WE OFFER

• Exposure to a multi-OEM portfolio and to building an in-house diagnostics brand
• Direct interaction with senior leadership and global principals
• Growth path to Head of Marketing Diagnostics

HOW TO APPLY

Send your CV to [HR email ID] with the subject line "Marketing Manager – IVD".Role & responsibilities

Preferred candidate profile