Key Account Management: Tackling the Challenges of a Dynamic Pharma Market

Published on January 19, 2023

The market environment for the pharmaceutical industry is in a state of constant change, making it more challenging than ever to foster long-term relationships with important customers. What’s required is a more systematic approach to KAM. Raf Onclin and Jens-Christian Oelker explain how companies can often unlock significant revenue potential and address the challenges of a dynamic and increasingly competitive marketplace.

Increasing pressure on healthcare systems is leading to the professionalization of purchasing approaches on the customer side. With specialty business growing in importance for manufacturers and spill-over effects from secondary care impacting primary care, effective key account management (KAM) is essential, particularly as a means of addressing marketplace challenges and maximizing business opportunities. By running a key account excellence program, assessing their current KAM…

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