Dylan Griffiths

Developed and executed global medical strategy for Eucerin to boost healthcare professional recommendations and advocacy, and leading the Global Training, Medical Data & Event teams.

• Collaborated with regional teams to localize and implement global detailing strategy providing clear operational direction.
• Increased roll out of the medical field-force & Training CRM tool by 115% to an additional 30 countries and providing a 91% coverage in Eucerin territories.
• Increasing global dermatologist recommendation coverage by 10% to ensure communication reach to 80% of dermatologist globally and increasing share of voice with a 27% increase in field-force calls by implementing efficiencies in strategy, training tools and persona-based content.
• Enhanced omni-channel strategy for healthcare professionals leading to an email opt-in increase of 298% and a 115% increase in email communications sent.
• Defined globally steered KPI’s and implemented PowerBI to allow real-time data analytics to improve tracking and management of detailing and operational metrics.
• Global roll-out of train the trainer (pharmacies and dermatologists), Medical Sales Effectiveness training and CRM Key User training programs including the development of an internal ‘Detailing Academy’ e-learning site and customer facing AI generated training content to enhance learning and drive detailing effectiveness and HCP engagement.
• Implementing a Congress Brand strategy to ensure consistency in imaging and messaging globally and a similar experience for international delegates.
• Leading the project management of attendance, exhibition and educational program at 4 international dermatology congresses with over 40,000 healthcare professional attendees and increasing audience participation at educational symposia by +250%, and rolling out an Expert Forum program inviting over 300 healthcare professionals annually to the Beiersdorf global HQ to learn and engage with internal experts on science and innovation.

Led global medical strategy to boost recommendation growth for hyperpigmentation, dry skin and sensitive skin

• Developed multi-channel communication strategy and materials with value-adding content for online, social and offline channels to enhance market positioning
• Managed life cycle stages, including innovation, ensuring medical credibility and relevance
• Steer the brand presentation and indication focus at international congresses.
• Recruited international KOLs and medical influencers, as part of the global KOL management strategy
• Maintained #1 market position for hyperpigmentation in expert skin and achieved #1 Dermatologist recommended brand for hyperpigmentation.
• Improved public relations with effective crisis management plans.

Led dermatology recommendation team and pharmacy sales for Eucerin UK

• Steer the Professional teams (Detailing, Pharmacy Sales, Training) and drive efficiencies and collaboration, leading to +123% sales growth within London; 59 new pharmacy accounts opened and connected to key detailed hospitals; +247% increase in Dermatology clinic sales and a +96% increase in Detailing calls London.
• Developed and implemented new KPI measurement tools to evaluate collaborative effectiveness and sales growth
• Implemented multichannel tools to support brand awareness and drive recommendation. Steering the medical strategy in both Dermatology and Pharmacy.

• Developed and led implementation of commercial/detailing/training strategies for UK and ROI professional market to deliver agreed sales, market share and professional endorsement targets.
• Formed and led a new team of Medical and Sales Advisors in London, identifying opportunities and developing long term relationships with key pharmacy staff, GP's, and dermatologists to drive awareness and professional endorsement.
• Boosted Dermatology training sessions by 243%, enhancing recommendation share by 30%
• Created and delivered training programmes for pharmacy staff and dermatologists
• Developed and managed "Eucerin expert" strategy for social media which led to a +27% increase in retailer EPOS within the first month.

• Developed and implemented the Azzalure, Pliaglis & Restylane (£30M product portfolio) strategies and brand plans ensuring they aligned with company and divisional strategies as well as industry standards. Created enduring and effective brand messages that result in increased sales, brand loyalty and increased market share.
• Identified, built, and protected productive business relationships with Key Opinion Leaders and Influential customers across the country.
• Developed high quality and effective marketing materials, training courses and events that aligned with the overall brand strategies, market demand and customer segmentation.