Viatris is a global healthcare company that was formed in 2020 through the merger of Mylan and Upjohn, which was Pfizer’s off-patent branded and generic established medicines business. Viatris has a presence in over 165 countries and markets a portfolio of over 1,400 molecules. The company aims to empower people worldwide to live healthier at every stage of life.
Viatris has a robust marketing department that oversees the company’s branding, product marketing, digital marketing, marketing communications, and other marketing functions across its global footprint. The marketing department plays a critical role in promoting Viatris’ diverse product portfolio and growing the business.
The senior vice president and head of global marketing at Viatris is Michael Goettler. Based on his experience and responsibilities, Michael Goettler can be considered the global marketing manager for Viatris.
Michael Goettler’s Role at Viatris
Michael Goettler serves as the Senior Vice President, Global Marketing for Viatris. He assumed this role after the formation of Viatris in 2020.
As the head of global marketing, Goettler oversees all aspects of Viatris’ marketing strategy and operations worldwide. This encompasses:
- Developing the overall marketing vision and strategy for Viatris
- Leading the branding initiatives for Viatris
- Overseeing product marketing for Viatris’ diverse portfolio of prescription drugs, complex generics, over-the-counter products, and biosimilars
- Managing the global marketing budget
- Directing marketing campaigns, digital marketing, and marketing communications
- Coordinating with regional and local marketing teams
- Tracking marketing metrics and return on marketing investment
With his extensive experience and senior leadership role, Goettler is responsible for the overall direction and coordination of Viatris’ worldwide marketing operations. This makes him effectively the global marketing head for the company.
Michael Goettler’s Background
Michael Goettler has over 25 years of experience in the pharmaceuticals industry. He joined Viatris from Pfizer, where he served as Group President of Pfizer’s Upjohn division from 2019 to 2020 and led the integration with Mylan.
Prior to Upjohn, Goettler was the Global President of Pfizer’s Inflammation and Immunology (I&I) business unit. Under his leadership, the I&I business unit launched breakthrough medicines like Xeljanz, Inflectra and Eucrisa. The business achieved significant growth during his tenure.
Goettler originally joined Pfizer in 2009 as Senior Vice President in the Primary Care business unit. He took on roles of increasing responsibility, including heading multiple Pfizer business units and leading commercial operations in various regions and countries.
Before Pfizer, Michael Goettler worked at Solvay Pharmaceuticals in different marketing and sales leadership positions. He has an MBA from the University of Southern California.
With his deep expertise in pharmaceutical marketing gained through senior roles at major drug companies, Michael Goettler provides valuable leadership as the global marketing head of Viatris.
Viatris’ Marketing Priorities
As the head of marketing, Michael Goettler is responsible for guiding Viatris’ marketing strategy in line with the company’s priorities. Some of Viatris’ key marketing focuses include:
- Building awareness and recognition for the Viatris brand which was newly formed in 2020
- Promoting Viatris’ diverse product portfolio which includes over 1,400 molecules across 10 major therapeutic areas
- Growing the company’s presence in emerging markets
- Positioning Viatris as a partner of choice for companies looking to develop, manufacture and commercialize complex drugs
- Highlighting Viatris’ deep scientific, regulatory, manufacturing and supply chain expertise
- Emphasizing Viatris’ commitment to high quality, cost-effective medicines
To support these priorities, the marketing department under Goettler is focused on innovative branding campaigns, targeted product marketing, global digital engagement and strategic partnerships.
Recent Marketing Initiatives
Under Michael Goettler’s leadership, Viatris has launched some key marketing initiatives aligned to the company’s priorities.
For example, to highlight Viatris’ global healthcare capabilities, the marketing team executed an impactful campaign called “See Me For Who I Am”. This campaign featured visuals of diverse individuals of different ages, races, ethnicities and health needs accompanied by the message – “I am a person who needs compassionate care from a company I can depend on for high quality medicine.”
To expand access to medicine especially in emerging countries, Viatris marketing has promoted its portfolio of over 200 biosimilars and generics under the banner “We Are the Medicine”. This campaign focuses on making Viatris’ affordable medicines available to more patients globally.
The company has also invested significantly in digital marketing channels to directly engage with healthcare professionals and patients. Viatris marketing is actively growing the company’s social media presence and using digital tools to support branded campaigns.
Organizational Structure
Michael Goettler heads the global marketing organization at Viatris. Under his leadership are marketing heads for different regions and functions:
- North America Marketing
- Europe Marketing
- Emerging Markets Marketing
- Global Digital Marketing
- Global Strategic Marketing
- Global Branding
While regional/functional marketing heads manage local execution, Michael Goettler provides centralized strategic oversight across all marketing activities worldwide. He also coordinates with Viatris’ senior leadership team including the CEO and heads of R&D, operations and finance.
Conclusion
Michael Goettler, Senior Vice President of Global Marketing, serves as the de facto global marketing head for Viatris. He is responsible for Viatris’ overall marketing vision, strategy and execution worldwide.
With deep industry experience, Goettler is focused on strategic brand building, promoting key products, expanding emerging markets presence and leveraging digital channels for Viatris. Under his leadership, the marketing department employs impactful campaigns, targeted promotion, partnerships and digital engagement to drive Viatris’ commercial success and access to medicine mission.