Key Account Management Excellence in Pharma & Medtech

ISBN-13: 9781032128573 / Angielski / Twarda / 2022 / 216 str.

Mike Moorman

Opis

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.

Spis treści

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

O autorze

Mike Moorman is a Principal at ZS and leads the firm’s key account management practice. Mike founded ZS’s B2B commercial strategy and transformation practice and is a recognized expert in his field. He has worked globally and with more than 50 B2B organizations across 12 industries. Mike serves on the Board of Directors and the Research Advisory Board for the Strategic Account Management Association, and is an Adjunct Lecturer on Sales Strategy at Northwestern’s Kellogg Executive Program. Mike has authored more than 60 publications and has been cited in leading publications including Harvard Business Review, Financial Times, The Wall Street Journal, IndustryWeek, USA Today and Selling Power.