The physician and pharma account manager relationship has never been more crucial than now. COVID-19 is no longer a passing pandemic, key accounts need to look to the future and learn from the past.
BACK THEN
At the start of the 1930s, most medicines were still being sold without a prescription and nearly half were compounded locally by pharmacists.
In many cases, physicians dispensed medicines directly to patients; companies often supplied physicians with their “favourite” formulations. Direct application of chemical research to medicine appeared promising, but only a few substances–newly isolated vitamins and insulin–were more effective than treatments available at the turn of the century.
The industry’s position at the crossroads of science, medicine, and growing health care markets nevertheless set the stage for explosive growth.
NOW
Zoom in to 2020 and observe the physician and pharma account manager relationship, you will find the COVID-19 pandemic has shaken the industry once again. Access to the elusive doctor and beyond is becoming once again “too hard”, pharma account managers globally are struggling to grapple the change in mindset from commodity-based selling to true value co-creation and strategic account management. The strong physician and pharma account manager relationship has become the core difference between those that are winning and those that are left behind.
Do your account managers know:
- How to profile key pharma accounts?
- The company’s Value Proposition?
- How to clearly define the Pharma KAM role?
- The Six Stages of a Pharma Account Management Professional?
- What it takes to become a Strategic Key Account Manager?
- How to understand the customer intimately?
- How to build a Strategic KAM plan?
- What is the KAM Go to Pharma Market Plan?
- How to develop Performance Measures?
- How to build a strong pipeline within a Key Account?
To find out more contact HBB Group on 1300 833 574 or email info@hbbausgroup.com.au
With a microscope on the physician and pharma account manager relationship, think – does your team know how to create, manage as well as maintain a long-term relationship with doctors and the broader network?
What is the most important contract between an account manager and their customer? The Emotional Contract. Each contact with a customer is an investment – therefore, SHOW INTEREST! Show curious interest.
When your customer is aware, that they have your complete attention – it is then, and only then – that you tap into their deepest level of needs.
Do your account managers know how to ENGAGE their customer, through:
To find out more contact HBB Group on 1300 833 574 or email info@hbbausgroup.com.au
CASE STUDY – Medical and Pharmaceutical Sales Team who were Technical Sales People not Business Builders
Outcomes from our involvement…
- 140% of sales target (and growing)
- 19% up on last financial year
- Understanding and adding value to their clients businesses
- Massive penetration into what were ‘reluctant recommenders’ in both hospitals and pharmacies.
- Increased rotations in hospitals and shelf space in pharmacies
At Healthy Business Builder we practice what we preach, our many trusted brands are still navigating through COVID-19 and we are still and always will be here to help our loyal customers.
To upskill your team with while the competition is sleeping, contact Healthy Business Builder on 1300 833 574 or email info@hbbausgroup.com.au to confidentially discuss Pharma Key Account Management Training for your team – workshops can be IN PERSON OR VIRTUALLY, it’s up to you.
