KAM - Definitions of Key Account

It is of great help if people understand the same using the same word.

PharmaceuticalKAMKey Account
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KAM - Definitions of Key Account

Created 3 years ago

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It is of great help if people understand the same using the same word.
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Slide Content
  1. Common understanding helps:1. Definition of account. 2. Why is an account key?

    Slide 1 - Common understanding helps:1. Definition of account. 2. Why is an account key?

    • Created by Hanno Wolfram
  2. Why is vocabulary so important?

    Slide 2 - Why is vocabulary so important?

    • Vocabulary matters because
    • Words drive mind-set
    • Words shape corporate mentality
    • Determine business processes
    • “If everyone understands a term differently, many meetings will be end- and at the end meaningless!”
    • © Innov8 2015
    • 1
  3. After the characteristics of an account are clear, the next question is what “KEY” stands for

    Slide 3 - After the characteristics of an account are clear, the next question is what “KEY” stands for

    • An account is an entity, group or network of people in which decisions about the registration, reimbursement, recommendation, purchase, usage, or application of drugs, devices or services are made by a number of people.
    • KEY is an account of major importance or relevance to your company
    • The company objective must drive the decision about KEY.
    • The strategy derived and designed from the objective, will guide the identification of KEY accounts
    • © Innov8 2015
    • 2
  4. A sample-framework to help identifying KEY accounts

    Slide 4 - A sample-framework to help identifying KEY accounts

    • Account-matrix with three axis as an example:
    • Degree of having adopted a relevant therapeutic regimen
    • The number of eligible patients diagnosed or treated
    • The relevance of the account for the future of the company
    • Your axis’ MUST vary according to your objective and strategy.
    • © Innov8 2015
    • 3
  5. Different objectives create different accounts!

    Slide 5 - Different objectives create different accounts!

    • 4
    • The segment containing KEY accounts varies depending if you want to …
    • Grow the current business
    • Consolidate the existing business
    • Get prepared for the future
    • ….
    • © Innov8 2015
  6. Depending on your company’s objective, any of the segments could contain KEY accounts

    Slide 6 - Depending on your company’s objective, any of the segments could contain KEY accounts

    • Your KEY accounts can or will be different from other’s!
    • You must have an objective-based rationale, why an account is KEY
    • Only very few accounts are KEY
    • © Innov8 2015
    • 5
    • KEY Accounts
    • KEY Accounts
    • KEY Accounts
    • KEY Accounts
  7. Thanks for Watching!

    Slide 7 - Thanks for Watching!

    • © Innov8 2015
    • 6
    • What will you do next?
    • www.Innov8.de
    • The first international textbookabout KAM, is available atwww.amazon.com or any other bookstore.