Pharmaceutical Executive July 20, 2021
The emergence of organized customers demands investment in advanced solutions and next-generation key account management.
The emergence of organized customers – large, sophisticated and complex healthcare provider and payer systems and groups with broad influence in the U.S. healthcare system – has sparked many trends, opportunities and imperatives for pharmaceutical companies. These fundamental changes in pharma’s customers had already increased the focus and prioritization of key account management (KAM) across the industry, but this focus was further reinforced by COVID-19. The pandemic not only accelerated these underlying trends, but also introduced a new one: the traditional lever of pharma promotion—the in-person sales representative—was scaled back. This has created even more urgency for pharma leaders to amplify their organizations’ KAM strategies...
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