Key Account Management in Pharma: From a General Approach to Targeted Sales and Company-Wide Selling
Previous Title: Sales and Account Management in Pharmaceuticals, Life Sciences Sales Force Management
Who is it for?
Business unit directors, product managers / directors, district managers or sales managers / directors.
What business issues will we address?
For pharma product prescribers, the market is rapidly changing from "one size fits all" to tailored efforts based on customer value, behaviour and attitudes. Product or disease information is available to anyone 24/7 on the Internet. In many markets, decision power is shifting away from the individual prescriber to networks of physicians, health insurers, governments and even patients. These new trends require a stronger relationship with teams inside your company, true customer focus and rigorous stakeholder analysis and influence mapping.
What will I be able to do after participating?
You will better be able to:
- Analyze stakeholder dynamics and influence networks in sales territories
- Segment customers effectively using new approaches and optimizing the marketing mix accordingly
- Assess the impact of the Internet on your selling efforts
- Work effectively with today's integrated approach
- Align your sales strategy to the marketing strategy
- Create sustainable customer loyalty
