Institutional Selling: Selling to National Health Insurance Systems, Hospital Networks, Buying Groups and Insurers
Who is it for?
This workshop is designed for Business Unit Managers, Marketing Managers, Market Access Managers, Country/ Regional/Territory Sales Managers in the pharmaceutical industry
What business issues will we address?
The pharmaceutical industry is undergoing unprecedented transformation due to number of major changes in the healthcare environment. Patents are expiring one after another. Authorities around the world increase pressure and deploy broad measures to contain the growth of healthcare costs. The customer landscape is becoming more and more complex, often centralized and heavily networked. Payers, whether public or private, hospital networks, buying groups and the like, want more results and more value, preferably at discounted prices! In other words, they want “Value for Money”.This new reality inevitably increases the complexity of selling, with the implementation of things like health technology assessment agencies, formulary committees, clinical committees, buying clusters, practice-based commissioning and so on. As buying complexity has increased, so must selling sophistication to align with that. This workshop will review and discuss the changes that Pharma must make in order to accommodate the more organized buyers and overcome the new selling barriers it is facing.
What will I be able to do after participating?
As a result of participating in this workshop, you will be better able to:
- Describe and draw the stakeholder mapping relevant to your institutional business
- Have a clear view on the true meanings of “Key Account Management” in pharma
- Elaborate Institutional Sales strategies that enhance your competitive edge
- Launch initiatives that transform your classical product-focused offer into an integrated solution-focused offering
