Key Account Management in Pharma: KAM in Pharma 3.0

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BoD – Books on Demand, 29 dec. 2017 - 264 pagini
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.
 

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Cuprins

Content
22
NEW OR DIFFERENT
48
Patient
59
KAM ANOVERVIEW
83
Business Process the steps
85
Reflect and adjust structures
86
Describe competencies needed
87
Develop KAM strategies
88
Reimbursement Pricing
97
Recommendation of therapy or procedure
99
Where business starts
103
12STEP BUSINESS PROCESS
116
STRUCTURES IN KAM
136
Definition of process
149
CULTURE MINDSET
186
Measures and Metrics
201

Identifying accounts
89
Political Lobbying a side note
92
Account or what?
95
KEY ACCOUNT MANAGER
211
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Despre autor (2017)

More than 40 years working in and for pharmaceutical companies and teaching are brought together in this book. in 1975 Hanno Wolfram started his pharma-career as a medical representative. During his career he held various senior management roles in marketing, sales, and HR. He stepped out after 21 years as P&L responsible Area Manager Europe in a globally acting, privately owned, and research based pharmaceutical company. As Coach, Consultant, Change agent, and sounding board for senior managers, he provided insight and novel concepts. He enjoyed working with pharmaceutical people in more than 25 countries on all continents. In an effort to support the development of pharma companies from a rep based selling-approach towards future proof Key Account Management he published the first ever textbook: Key Account Management in Pharma.

Informații bibliografice