Overview
You'll build demand generation campaigns and marketing automation infrastructure for AliveDx's MosaiQ platform - automated immunoassay testing equipment sold to hospital labs and reference labs. You're working under the Head of Digital & Demand Gen, building multi-channel campaigns to generate pipeline for a technical B2B product that just got FDA clearance for the US market.
Role Snapshot
| Aspect | Details |
|---|---|
| Role Type | Demand Gen / Marketing Ops |
| Primary Function | Campaign building, automation setup, lead gen |
| Product Complexity | High - medical devices, regulatory requirements |
| Buyer Journey | 9-18 month evaluation cycles for capital equipment |
| Success Metric | MQLs, pipeline generated, campaign performance |
| Reporting To | Head of Digital & Demand Generation |
Company Context
Stage: Public company (formerly Quotient Limited), ~415 employees
Size: Mid-sized medical device manufacturer
Growth: Just received FDA registration for MosaiQ platform in US (August 2025), actively expanding US market presence after 30+ years focused on Europe
Market Position: Challenger entering established US diagnostics market against incumbents like Abbott, Siemens, Roche
GTM Reality
Current State:
- Small US sales footprint - company historically focused on European market
- Just achieved FDA 510(k) exempt registration for platform (August 2025)
- First assays going through FDA submission process (Vasculitis panel submitted Sept 2025)
- Building US demand gen infrastructure from relatively early stage
Pipeline Sources You'll Build:
- Account-based campaigns targeting specific hospital systems and reference labs
- Conference/trade show follow-up (AACC, CAP, regional lab conferences)
- Content marketing to lab directors and pathologists
- Partner/distributor enablement programs
Sales Support: You're generating leads for a small US sales team selling capital equipment with long evaluation cycles
Competitive Landscape
Main Competitors: Abbott Diagnostics, Siemens Healthineers, Roche Diagnostics, DiaSorin, BioRad
How They Differentiate: MosaiQ is a microarray-based platform promising faster turnaround times for autoimmune and allergy testing vs traditional IFA methods
Common Objections: "We already have testing equipment," switching costs for labs, "prove it works in a US clinical setting," reimbursement questions
Win Themes: Faster time-to-diagnosis, workflow efficiency, consolidated testing platform, European validation data
What You'll Actually Do
Time Breakdown
Campaign Building (40%) | Marketing Ops/Automation (30%) | Analytics/Reporting (20%) | Cross-functional (10%)
Key Activities
- Build ABM campaigns: Target specific hospital systems and reference labs with personalized content. You're researching accounts, building contact lists, setting up sequences in whatever MA platform they use (likely HubSpot or Marketo)
- Set up marketing automation: Build lead scoring models, nurture tracks, form integrations. A lot of technical setup work connecting systems and defining workflows
- Create digital campaigns: Set up LinkedIn ads, Google ads, maybe programmatic display targeting lab decision-makers. You're managing budgets and optimizing based on cost-per-lead
- Event marketing support: Pre-event campaigns, badge scanning setup, post-event follow-up sequences for trade shows. Medical device companies live on trade shows
- Reporting and attribution: Track campaign performance, build dashboards, try to connect marketing activities to pipeline. This is harder than it sounds with 9-18 month sales cycles
The Honest Reality
What's Hard
- Medical device marketing has heavy regulatory constraints - everything needs legal/regulatory review before going out
- You're building demand for a product that's new to the US market with limited case studies or social proof domestically
- Capital equipment sales cycles are brutally long - it'll take 6-12+ months to see if your campaigns actually convert to revenue
- Small company means limited budget compared to what competitors spend, and you're competing for attention against established brands
- Lab directors and pathologists are conservative buyers - they don't respond to typical SaaS-style "book a demo" campaigns
- You might be a team of one or two doing this, so you're hands-on in the tools doing execution, not managing an agency
What Success Looks Like
- Generate 30-50 qualified leads per quarter that sales actually wants to talk to
- Build repeatable campaign playbooks that can scale as the US team grows
- Achieve cost-per-lead targets (probably $500-1000+ given deal size and audience)
- Create air cover so the sales team has multiple touchpoints with target accounts before they reach out
Who You're Marketing To
Primary Buyers:
- Lab Directors at hospital systems
- Pathologists with purchasing influence
- Reference lab operations leaders
What They Care About:
- Reimbursement rates and economics of running tests
- Validation data and clinical accuracy
- Workflow efficiency and throughput
- Integration with existing LIS systems
- Total cost of ownership vs current methods
- FDA clearance status and regulatory compliance
Requirements
- 3-5 years experience in B2B demand generation or marketing ops
- Hands-on with marketing automation platforms (HubSpot, Marketo, Pardot)
- Experience building multi-channel campaigns (email, paid social, content)
- Comfortable with technical/scientific products (healthcare/medical device experience ideal)
- Data-driven - can build reports, analyze campaign performance, optimize based on metrics
- Some understanding of sales processes and pipeline management
- Able to work independently with minimal direction in a lean team environment