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Key Account Management for Healthcare Professionals

High performing strategic account managers are very rare for every industry, but for pharmaceutical and healthcare companies they are, in fact, a treasure. The challenge for healthcare currently is to overcome the shortage of these specialists. Key stakeholders in this industry are more and more organized in accounts. Therefore it´s necessary for healthcare companies to adapt their approach to these new customer groups. At the same time the life science industry is highly dependent on technical product expertise and it is critical to understand why and what products or areas will benefit from a KAM approach. If a company is looking to maximize returns from existing clients, Key Account Management is the first key area for strategic focus.

Turning 'Theory' into 'Practice'?

Participants of the course will be given an opportunity to learn from KAM best practice in leading Pharma and Healthcare companies and will be working with real life Healthcare Key Account Management case studies and business cases.

Who should attend?

The course is designed for healthcare professionals within Life Science companies (Pharma, Medical Device, Diagnostics): BU Directors, Marketing and Sales Directors, Professional Key Account Managers, CRM Managers, Product Specialists, Medical Affairs Managers, Healthcare Project Managers.

Key areas to be covered in the programme and documentation

Key Account Management – introducing main principles and specifics for Healthcare industry
Changing business environment for Life-Science companies
Stakeholders relations in healthcare,
The need for KAM within Life-Science industries

Key considerations within Pharma and Healthcare companies
Complex and various healthcare accounts
Specifics of “account” segmentation in Healthcare
Data Privacy
Effective KAM tools & technology

Analyzing the KAM processes and application
Marketing & Sales alignment
Territory (Country) Business Plan
Account Plan for teams, departments, institutes, companies, organizations in Pharmaceutical and Healthcare industry
Opportunity Management
Tactics and Execution
Milestones & Metrics
Account cycle

Explaining KAM internal organizational structures for Pharma and Healthcare
Organizational structures around KAM, structure and co-operation between Marketing, Sales and Medical sides
Organizational consequences: Position of the KAM and Communication matrix
Gap analysis on your current organizational set up and how modern KAM could fit into it.

Developing an effective Business plan
Creating your territory Business Plan
Marketing and sales alignment and the dilemma called opportunity management
How to manage opportunities across multiple and various accounts in Healthcare

Healthcare business case: Creating an Account Plan
Ranking information (quantitative and qualitative)
Identify opportunities
Tactics and communication matrix
Metrics and milestones
Compliance and data privacy in healthcare industry

Mastering the Account Cycle
Approaching a Key Account player in Healthcare
Account management plan implementation: Preparation, phases, execution and evaluation
Do’s and don’ts

Defining the professional Key Account Manager in Pharma and Healthcare company
Competency profile. Assessing personal analysis on your current competency profile
How to successfully interact between science company side and account side
Personal Development

Summary, action steps and evaluation of the session

Benefits to you

Learning the specifics of identifying and planning company’s account strategy in Pharmaceutical and Healthcare companies in order to optimize investments and ROI
Identifying the market needs and market drivers of your company’s business to maximize your business opportunities
Investigating the specifics of “account” segmentation in healthcare companies to enable the better approach to your clients and create more customer retention and satisfaction
Integrating KAM models into its Customer Relationship Management (CRM) solution and dashboard for improved monitoring of your account management process and progress.

Companies already benefiting include:

Duration of Course

2 days Day Course

Course details

21st & 22nd of March 2011, London, PT2030

Looking to train larger teams in this subject?

dzingim@marcusevansuk.comTailored in-house/in-company training courses and bespoke strategy workshops designed and delivered on-site throughout Europe according to your specific requirements.

All management, personal development and project management public courses featured in our Course Directory are also delivered on an In-Company basis.

Click Here for information on how this course can be delivered for you as an In-Company Training Solution


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Further information

UK Enquiries: +44 (0) 203 002 3057

Non-UK Enquiries: +420 (0)2 5570 7246

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"This course will allow my company to develop its existing strategies to a much greater and hopefully profitable level."

Managing Director, Tarmac