MEDICAL DEVICES
Great Advice From Great Minds:
Roche Diagnostics Exec focuses on shifting mindsets and marketing practices in the digital era Ayaz Malik is Enterprise Marketing Excellence Manager, at Roche Diagnostics Corporation in Indianapolis, IN. But what that title really means is that he translates the complex world of digital so that the rest of us – particularly marketing people – understand how to grasp, use and succeed more efficiently with all the digital tools available to them.
Ayaz has spent the majority of his career building, transforming and enabling marketing and communications teams with a focus on healthcare/medical devices. His passion in the last decade has increasingly turned to marketing in the digital era and the evolving roles within a highly matrixed organization – especially those of the marketer and communicator, as they work to remain relevant
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and capable in the face of rapidly evolving technologies that enable a company’s content creation, curation, management, delivery and measurement today. Ayaz’s peers describe him as a polymath and seek him out for his ability to connect-the-dots across multiple and complex business challenges, and to lead collaboration efforts that result in relevant, compelling and actionable solutions. Ayaz has also been Head of Roche Diagnostics Global Communication team in Switzerland; Head of Roche Tissue Diagnostics Marketing Communications in Arizona; Head of Zimmer Global Marketing Communications in Warsaw, Indiana; SVP/Principal-Creative Director at Marketing Impact in Indiana; and Creative Director at Caldwell Van Riper in Indiana.
We attended one of his talks on Digital Asset Management at a Veeva Summit. Obviously, that’s just the kind of place where there will be people who can parse his technical terms and grok his charts. So we sought him out for a deeper dive into his wisdom, to help make it clearer for our marketing and sales readers. Ayaz put it simply: “When you create a brand, you want to tell a compelling and differentiated story, influence people with relevant content, get them to engage your brand/company, try your product or service and eventually form a preference for your brand. Marketers, at their fingertips today, have the ability to leverage technology platforms to more effectively and efficiently communicate with and engage their targeted audiences.
