Key Account Management in Pharma

Key Account Management in Pharma
Author: Hanno Wolfram
Publisher: BoD – Books on Demand
Total Pages: 245
Release: 2021-03-18
Genre: Business & Economics
ISBN: 3753458767
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The book Key Account Management in Pharma is powered by more than 45 years of experience in the pharmaceutical industry. Writing was driven by the will to add value to marketeers and managers in this great industry around the world. It might be a good point in time and a valuable idea to develop the traditional pharma business-model further. It is about introducing ways to the change from selling drugs to actively contribute to better healthcare. There is no other place, storing more knowledge and expertise around specific diseases, than the pharmaceutical industry itself. This know-how is waiting to be shared. Key Account Management means cross-functional collaboration. KAM helps to surmount and overcome traditional walls of separation inside the industry. Key Account Management paves the way for cooperation and co-creation of solutions between the relevant industries. In support of constantly striving for better healthcare. In a globalized world, with universal access to information, little variations of markets determined by political will and the design of healthcare delivery are getting less important. Many HCPs are waiting for pharma to play a more active role in the delivery of healthcare. Pharma needs to share their wealth of expertise. KAM is about a lot more than pills. This textbook truly is unique. It is the only textbook about this subject.

Key Account Management Excellence in Pharma and Medtech

Key Account Management Excellence in Pharma and Medtech
Author: Mike Moorman
Publisher: Routledge
Total Pages: 216
Release: 2022
Genre: Business & Economics
ISBN: 9781003226512
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"Key Account Management Excellence in Pharma & Medtech is designed to help life sciences practitioners develop and execute innovative and effective key account management (KAM) strategies and capabilities. Pharmaceutical and medtech companies are increasingly pursuing KAM in response to the rapid 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. This book is groundbreaking in both its scope and its tailoring of leading KAM practices specifically for life sciences. The central theme is that "key account management is an organization-wide business strategy, not just a role or a sales-specific initiative." KAM is a strategy focused on providing unique offerings and value through an orchestrated, cross-functional, go-to-market model designed specifically to address the needs and engagement preferences of a unique segment of customers. The insights and practices shared in this book are designed to be a valuable reference at every stage of the KAM journey. The book has been designed to facilitate a common language and deep understanding of KAM issues and leading practices organization-wide-particularly for life sciences leaders, account managers and cross-functional team members responsible for building, transforming and supporting their organization's KAM strategies and capabilities"--

Key Account Management Excellence in Pharma & Medtech

Key Account Management Excellence in Pharma & Medtech
Author: Mike Moorman
Publisher: Routledge
Total Pages: 174
Release: 2022-02-27
Genre: Business & Economics
ISBN: 1000573397
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Key Account Management Excellence in Pharma & Medtech is designed to help life sciences practitioners develop and execute innovative and effective key account management (KAM) strategies and capabilities. Pharmaceutical and medtech companies are increasingly pursuing KAM in response to the rapid 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. This book is groundbreaking in both its scope and its tailoring of leading KAM practices specifically for life sciences. The central theme is that "key account management is an organization-wide business strategy, not just a role or a sales-specific initiative." KAM is a strategy focused on providing unique offerings and value through an orchestrated, cross-functional, go-to-market model designed specifically to address the needs and engagement preferences of a unique segment of customers. The insights and practices shared in this book are designed to be a valuable reference at every stage of the KAM journey. The book has been designed to facilitate a common language and deep understanding of KAM issues and leading practices organization-wide—particularly for life sciences leaders, account managers and cross-functional team members responsible for building, transforming and supporting their organization’s KAM strategies and capabilities.

Key Account Management in Pharma

Key Account Management in Pharma
Author: Hanno Wolfram
Publisher: Books on Demand
Total Pages: 264
Release: 2017-12-29
Genre: Business & Economics
ISBN: 9783738602982
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Key Account Management is a major issue in the pharmaceutical industry. This topic is driving pharma companies and their professionals since it is an essential approach when it comes to renovating and updating the sales model of the past. The contribution of the pharmaceutical industry to prolonged, healthier life and the reduction of infant mortality undoubtedly remarkable. It positively affects people around the globe. It might be a good point in time and a valuable idea to alter the business model from simply selling drugs to actively participate and contribute to healthcare. There evidently is no other instance, storing more knowledge and expertise around specific disease than the pharmaceutical industry. However, this treasure often slumbers in research and medical departments. Key Account Management needs cross-functional collaboration. More value, something beyond the pill, is needed, expected, and demanded from healthcare providers. In a globalized world, with universal access to information, the variations of markets, determined by political will, the design of healthcare and regulatory interventions are getting less important. One of the smallest common denominators is that many HCPs and other players are readily waiting for pharma to play a more active role in the provision of healthcare, share their wealth of expertise and provide appropriate medication. This first edition of the probably first ever textbook on Pharma Key Account Management is meant to provide a basis for discussion between professionals.

Key Account Management

Key Account Management
Author: Peter Cheverton
Publisher: Kogan Page Publishers
Total Pages: 374
Release: 2004
Genre: Business & Economics
ISBN: 9780749441692
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With a free CD ROM containing key account selection software and planning tools. Any organization's key accounts are its lifeblood. This highly practical book puts forward a unique yet simple planning methodology for identifying, obtaining, retaining and developing key customers. Completely updated and revised with lots of new material to reflect the latest best practice, this edition will reinforce its standing as the premier book on the subject. This is one of very few books to take the long-term, team-selling strategic view of Key Account Management (KAM). Apart from finding great resonance with business practitioners all over the world, Key Account Management has established itself on many academic reading lists. Translated into five languages, it was also short-listed for Business Book of the Year in Sweden (2002). This new edition features: lots of new case studies; several new chapters; significant updates on Selecting Key Customers, Key Account plans and the use of IT; a new and updated CD ROM containing the Insight key account selection software and planning tools.

A to Z of Pharmaceutical Marketing Worlds Voulme 1

A to Z of Pharmaceutical Marketing Worlds Voulme 1
Author: Subba Rao Chaganti
Publisher: BSP Books
Total Pages: 1301
Release: 2024-05-08
Genre: Business & Economics
ISBN: 8197252017
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Unveiling the Alchemy of Pharma Marketing: Why You Need the A to Z of Pharmaceutical Marketing, the World’s First-and-Only Enclopedia? Pharma marketing thrives in a complex ecosystem, demanding constant navigation through scientific frontiers, regulatory labyrinths, and stakeholder whisperings. In this intricate dance, knowledge is your elixir, and the A to Z of Pharmaceutical Marketing is your alchemist’s handbook. Here’s why it is indispensable for every pharma marketer: 1. Master the Maze: From A to Z, Your Compass is Ready. No more drowning in information overload. This encyclopedia unlocks a treasure trove of 1,464 entries, from “A/B Testing to ZMOT,” each meticulously crafted to illuminate every facet of the pharmaceutical marketing world. 2. Sharpen Your Edge: Demystifying the Nuances of Today’s Pharma Landscape. The industry is in constant flux, and staying ahead of the curve is a constant battle. The A to Z arms you with the latest trends, regulations, and ethical considerations. It’s the power to predict, adapt, and lead the change. 3. Elevate Your Game: From Novice to Maestro, Craft Winning Strategies. Knowledge is power, but application is mastery. The A to Z goes beyond theory, offering practical tips and expert insights to fuel strategic thinking. The A to Z of Pharmaceutical Marketing is more than just a book; it’s a game changer. It’s the ultimate reference and the strategic advisor you need to excel in this dynamic industry. Invest in your knowledge and your future. Remember, in pharma marketing, knowledge is not just power; it’s the potion that turns potential into success.

Key Account Management

Key Account Management
Author: Peter Cheverton
Publisher: Kogan Page Publishers
Total Pages: 416
Release: 2015-02-03
Genre: Business & Economics
ISBN: 0749469412
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An organization's key accounts are its lifeblood. Key account management focuses on the long-term investment of resources in customers that can offer an exceptional return on resources. But which are the key accounts? Are they the ones growing the fastest? The ones that are most financially secure? Or are they the ones that shout the loudest? Key Account Management puts forward a straightforward and effective planning methodology. This fully updated 6th edition of Key Account Management takes a long-term, team-selling strategic view of the whole process, from defining the customer, to managing the relationship and achieving key supplier status. With coverage of latest best practice including IT's role in account management, plus new case studies, online supporting resources and a new section comparing how different industries/markets approach key account management, it stands alone as the premier book on managing key customers. Online resources include helpful templates, guides for students and lecturers, and self tests to ensure that best practice is being followed.

Implementing Key Account Management

Implementing Key Account Management
Author: Javier Marcos
Publisher: Kogan Page Publishers
Total Pages: 353
Release: 2018-08-03
Genre: Business & Economics
ISBN: 0749482761
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Implementing Key Account Management is a highly practical handbook that guides readers through the realities of rolling out a functional key account management programme. The book offers an integrated framework for key account management (KAM) that businesses can use to design or further develop strategic customer management programmes, enabling them to overcome the obstacles that organizations often face when rolling out their strategies. Bringing together the experiences of leading experts within this field, Implementing Key Account Management draws on two decades of research and best practice from Cranfield University School of Management, one of the foremost centres for researcher and thought leadership in KAM. Between them, the authors have designed and delivered programmes globally for clients such as Rolls-Royce, Unilever, Vodafone, The Economist and many more. Rigorously researched, well-grounded and practical, this book is - quite simply - the definitive, go-to resource for implementing key account management programmes.

Pharmaceutical Marketing in India

Pharmaceutical Marketing in India
Author: Subba Rao Chaganti
Publisher: PharmaMed Press / BSP Books
Total Pages: 720
Release: 2018-10-23
Genre: Medical
ISBN: 9388305264
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Pharmaceutical Marketing in India: For Today and Tomorrow is the go-to guide for anyone interested in the pharmaceutical industry in India. With its comprehensive coverage of the sector, this book is a must-read for students, practitioners, and researchers alike. In this updated 25th Anniversary Edition, readers will find new content that covers the latest trends and initiatives in the industry. The book provides a thorough introduction to the changes taking place in first-world markets and the incremental steps being taken by Indian drug majors and their MNC counterparts in India. This book contains seventy-seven cases that highlight the best practices of successful practitioners of Pharma marketing in India. These cases showcase how they have positioned their products, launched and promoted their brands, and defended their therapeutic segments. The insights provided by these cases are incredibly valuable to both practitioners and students of pharmaceutical marketing. The new edition of the book includes information on changing detailing practices such as e-Detailing, iPad detailing, and tablet detailing, digital marketing strategies, social media strategies for the pharmaceutical industry, multichannel marketing, closed-loop marketing, and more. It also covers the latest ways of engaging and building meaningful relationships with physicians, including medical sales liaisons (MSL), key opinion leader (KOL) management, and key account management (KAM). The primary purpose of this edition is to make it not only relevant for today but also for tomorrow. In other words, to make it as future-proof as possible. This book is a vital resource for anyone interested in the pharmaceutical industry and is a must-read for those looking to stay ahead of the curve in this ever-evolving field. Contents: Part One: The Big Picture 1. The Indian Pharmaceutical Industry: An Overview 2. The Pharmaceutical Market Part Two: Ten ‘P’s 3. The Product 4. The Price 5. The Place 6. The Promotion 7. Personal selling 8. The Prescription 9. The Policy 10. Public Relations 11. The Power 12. The Patient Part Three: Key Success Factors 13. Managing New Products 14. The Winning Game Plans 15. Towards Excellence in Marketing 16. The Winning Edge 17. Corporate Scoreboard 18. GMP

Digital Pharma Marketing Playbook

Digital Pharma Marketing Playbook
Author: Subba Rao Chaganti
Publisher: PharmaMed Press / BSP Books
Total Pages: 728
Release: 2022-10-22
Genre: Business & Economics
ISBN: 938935448X
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Digital Pharma Marketing Playbook is a first-of-its-kind-of book. It is the first and only book that presents 101 cases in digital pharma marketing. These cases show how some of the leading pharmaceutical companies across the world have used digital and social media channels. They are also excellent learning opportunities to all pharma marketing and brand managers, and students of pharmaceutical marketing. Digital transformation is sweeping the world around us. Everything these days has become digital. The ever-increasing rate of adoption of wearable devices and the advent of the internet of things are digitizing more and more of our experience. At the same time, healthcare in general, and the pharmaceutical industry, in particular, have been lagging in adapting to a digital strategy. It is not that the pharma is new to multichannel marketing. The pharmaceutical industry traditionally has been following a multichannel marketing strategy, where most of the channels have been static rather than dynamic. The number of channels has increased significantly due to the internet explosion. Pharma is moving to a multi-stakeholder world, a world in which stakeholders beyond the prescriber are gaining importance. These new influencer groups such as patients, nurses, payers, and regulators are increasingly turning to digital channels for their information needs regarding healthcare. Digital, therefore, plays a vital role in reaching these new audiences. If you want to maximize the impact of your marketing communications, can you afford to ignore the channels that your stakeholders are frequently using? Of course, not. Therefore, the question is not, to digitize or not to digitize, but how soon and how effectively? Why a Digital Pharma Marketing Playbook? Because, a playbook is a one-stop-read or single-source resource for all the essential information that you need on a given sport — in our case, Digital Pharma Marketing. If you can make work more fun and enjoyable it is play! Moreover, when work becomes play, there are no goals that you cannot score!Contents: 1. Challenging Times! Changing Rules! 2. Digital Revolution 3. Digital Pharma Marketing 4. Social Media Marketing and Pharma 5. Digital Transformation