Pharmaceutical and medtech companies are increasingly pursuing key account management (KAM) in response to the rise of large, sophisticated and complex healthcare provider and payer systems and groups. Those that invest the time to get KAM right will protect their business and grow with these rising customers, and this book shows you how.
Inhaltsverzeichnis
1. KAM is a business strategy, not a role 2. The rise of the organized customer and KAM in healthcare 3. Where to play: Key account segmentation and selection 4. Value strategy: Evolving from basic offerings to advanced solutions 5. KAM organization design: Form follows function 6. Executive alignment and engagement: It's make or break for life sciences KAM programs 7. KAM Program Office: Marshalling the internal support required for results 8. The long and short of KAM metrics 9. Customer engagement process: The secret to agile execution 10. Bringing value to account planning and management 11. Context is king: Laying the foundation for a comprehensive KAM talent strategy 12. The unique learning journey required for KAM 13. Key account manager incentive compensation: Aligning to strategic objectives 14. Why technology is critical for breathing life into KAM 15. KAM in the U.S. versus Europe: Are we headed to the same place? 16. The future of KAM in life sciences
