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Effective Pharma KAM Teams: Challenges and solutions from the front line (2016)
[Published by FirstWord Pharma]

Published by FirstWord Pharma: 01 Feb 2016 | 300 | In Stock
Related Topics: Pfizer

Introduction

Introduction


The essentials for getting your KAM strategy right


There are many factors currently affecting KAM initiatives - lack of buy-in from internal

stakeholders, poorly understood customer needs and an inability to creatively build long-

term sustainable relationships with buyers and prescribers. With KAM being applied widely,

what are the key research, staff, management and communication touch points that will

really deliver customer value and give you a profitable voice in the market?


Effective Pharma KAM Teams: Challenges and Solutions from the front line shines

a spotlight on the challenges facing KAM in 2016 and presents practical solutions for

improvement. Learn from leading experts about how companies such as Leo, Genentech and

Pfizer (see who they are) learnt what works and what pitfalls to avoid.


“We have to ensure that the planning actually has identified true customer

needs, not something we've jury-rigged to say you need…”


Puchase Reasons


Answering key questions:


  • The right people for the right job: Too often KAMs are rebadged sales reps.

    Good people with the wrong skills. What are the essential KAM skills and how can you get

    it right when recruiting?


  • Real collaboration: Understanding customer needs is critical for successful

    KAM. How can KAMs prepare with robust research to ensure successful engagement?


  • Internal buy-in: KAM will fail if there is not widespread buy in from

    internal stakeholders. What can KAM professionals do to ensure their colleagues are their

    side?


  • Cross-function or dysfunction? What can KAMs do to ensure the business

    initiatives are fully supported by cross functional teams?


  • Training for excellence: What role can training play in refining and

    improving KAM skills and how can outside providers help?


  • Incentives: How can you incentivise KAMs and what are the key motivators that

    drive success? Is it possible to create broader KAM buy-in through incentives for other

    functions?


  • Incentives: How can you incentivise KAMs and what are the key motivators that

    drive success? Is it possible to create broader KAM buy-in through incentives for other

    functions?


  • With this report you will be able to:


  • Understand the fundamental requirements for a successful KAM

    programme


  • Ensure you have the right people with the right skills in the right

    role


  • Understand how research and customer needs assessments can bring advantage

    even before the first call is made


  • Ensure buy-in to KAM from colleagues in marketing, sales, medical and market

    access


  • Know the drivers and incentives that will get the best out of your KAM

    team


  • Identify when and where KAM will be most effective and avoid wasting time and

    money in less productive areas


  • Key Topics explored


  • Good reps make bad KAMs. True or false? KAM is about creative business

    planning, strategic thinking, alliance building and clear stakeholder communication –skills

    that can be found inside and outside the pharma industry.


  • KAM is not a short term solution for sales downturn – it’s about building

    long-term and sustainable relationships based on customer need, value and

    benefit


  • Understanding customer needs is about listening and research and then creating

    a solution that works for the customer. Pre-packaged solutions created to meet assumed

    needs will not work.


  • If senior company leadership does not actively support KAM it will always be a

    marginalised effort struggling for support and resource


  • KAM has both internal and external stakeholders – and needs to communicate

    effectively with both


  • Money, training and prestige – what drives and motivates successful KAMs?


  • Expert Contributors


  • Heléna Bargiel, Head of Global Field Force Excellence, Global Patient

    Solutions and Strategic Marketing, LEO Pharma


  • Ashok Bhaseen, President of Thyroid Federation International; former Vice

    President of Marketing and Sales at Pediapharm


  • David Hennessy, National Sales Director, Genentech

  • Robert Perry, Former Strategic Account Manager, Zoetis

  • Matt Pitzel, Managing Partner at Kamelon Partners; former head of Pfizer’s

    Account Management Organisation


  • Matt Portch, Former North America Global Innovative Pharmaceuticals, Team

    Lead, Commercial Effectiveness, Pfizer


  • Viv Rees, Performance Director at Ashfield Insights & Performance; former

    Learning and Development Manager, Lundbeck U.K


  • Adam Wood, Manager Australia Operations STEM; former Head of Training and

    Sales Excellence, Global Commercial Operations at Bayer Pharmaceuticals


  • ....

  • About FirstWord


  • FirstWord is an innovative industry intelligence leader serving over 240,000

    Pharma and MedTech professionals worldwide. FirstWord offers a range of products and

    services designed to help your company gain a competitive edge by making key business

    decisions with speed and confidence.


  • FirstWord Pharma PLUS is a personalised and comprehensive intelligence service

    delivering up-to-the-minute pharma news, insight, analysis and expert views of importance

    to your company’s success.


    FirstWord Reports deliver timely, need-to-know intelligence about your products,

    your competitors and your markets. Covering biosimilars, market access, medical affairs,

    sales & marketing, technology and therapy areas, FirstWord Reports provide expert views and

    intelligence on the challenges facing pharma today.

  • Table of Contents
    for Effective Pharma KAM Teams: Challenges and solutions from the front line (2016) [Published by FirstWord Pharma]

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