Upcoming Event: Pharma Key Account Management
11/6/2009
Event: Pharma Key Account Management
Dates: 15-16 December 2009
Venue: Chang An Club, Beijing
Price: CNY 9, 800
Contact: David Xue, PharmaGuys
Fax: (86 10) 5885 7333 ext. 0260
Pharma Key Account Management – a value-adding sales model
A PC-based case study dedicated to senior marketing managers and sales managers.
Professionally managing an account really makes the difference and could help you secure and retain leadership with your own organization. Complexity of account management comes up, when there is more than one person to make a decision about the usage, the purchase and the application of a drug or device. This makes selling a lot more complex and finally shows the difference between a prescriber and an account.
A PC-based case study will allow you to be in the shoes of an account manager and collect most valuable experiences yourself.
Cutting edge methodology paired with know-how from many markets in Europe and around the world will be presented and shared with participants. Investing 2 days of your time will open a unique chance to find out yourself about the demands as an account manager, gaining insight into content, processes and prerequisites of account management at its best.
Agenda
In between all lectures there will be information to be collected and decisions to be made in a computer-based case-study. The case study will calculate results which will add fun to all participants, besides a lot of learning without being taught:
1. 1st decision as a start - Driven by the participant’s professional experience you will decide about the relevance of a person to your business, how much time and how much of your budget you invest and what you will discuss with each member in a Decision Making Unit
2. An overview of Account Management - A number of clarifications, definitions and prerequisites of KAM.
The starting point of redoing the 1st decision following a structured process and being enabled to really make “informed business decisions”.
3. The relevance of Decision Making Unit-members and their social network - How to identify the network of acting people within a DMU
4. The various functions of people in a DMU - A way to display the various functions people might have within an account
5. The different roles people play in my DMU - Each person might play a different role with respect to my company or my product
6. Some economics for Account Managers - Clarification of the effect of e.g. rebates on my balance sheet
7. The individual attitudes of relevance - Human being and their relevant attitudes, being my supporter, opponent or neutral
8. Human beings and their typology - Allowing a brief introduction in a possible competitive edge: the identification and profiling of different typologies for KAMs
9. Finding the right topic – decisions on screen - Some ideas on messaging, knowing that "one size fits all" is over
10. Inter-team comparison and discussions - All the decision of all teams will be displayed, compared and discussed, trying to find out if there is an optimum decision
11. Final summary, feedback questionnaire, handover of certificates - Each participant will receive a certificate and we will collect individual feedback about the key learnings.
All participants will be in the situation to experience by themselves what Key Account Management is, which profile of people you will need for your won company, and you will be enabled to lead and guide teams in setting up or professionalizing their Account Management internally. A lot of experiences will be shared with peers and you will hear also from the experienced facilitator on huge pharmaceutical examples.
About the trainer
Hanno Wolfram has 35 years of pharmaceutical experience in the various markets holding senior positions in the field force, human resources, General Management and Area Management Europe.
He was a principal in Management Consulting EMEA and now partners with PharmaGuys in China which is rendering a number of services dedicated to make a company’s strategy happen and be executed across all sales and marketing people. His experience of working with and developing marketing and sales people reaches across as many as 25 countries on 4 continents.