While the Key Account Management (KAM) role will continue to prioritise the development of long-term, sustainable partnerships between pharmaceutical vendors and healthcare providers, the evolution of these relationships, and the techniques and policies which drive practice, are set for radical change. Advancing communication technology, increasingly complex stakeholder needs, the shift in purchase decision-making and the rise of cross-border “super” accounts all point to a changed and challenging landscape for KAMs in the future.
If you want robust KAM then strategic planning and change management are essential to develop an adaptive yet focused approach to developing and maintaining customer relationships. In The Future of Key Account Management in Pharma experienced KAM executives from companies such as Otsuka, Takeda and Vifor Pharma assess the current KAM landscape and identify the future changes, challenges and opportunities that are shaping this critical pharma/stakeholder interface.
KAM experts tackle key questions:
- Which digital and communications technologies will play a key role in future KAM practice, and why?
- What type of real-world data is going to play a role in the future of KAM and why?
- Will the ratio of direct-to-physician sales vs. bulk system contracts change in the next five to ten years and how will this impact KAM activity?
- Is the value of KAMs fully recognised by pharma management and could they be making a greater contribution to the wider commercial effort?
- What are the challenges/opportunities for KAM in the rise of cross-border “super” accounts?
- Is there a future role for KAMs in payer negotiations?
- What metrics and assessment models will you need to effectively evaluate KAM success?