Key Account Controlling in der pharmazeutischen Industrie

The German healthcare system is a complex regulatory framework. In order for market participants to assess the consequences of their actions, knowledge of interdependencies and early information about changes in the framework conditions are becoming increasingly important. With the consolidation of demand structures, focusing on key customers is gaining strategic significance for pharmaceutical manufacturers. This associated change in the sales business model significantly alters the need for information and coordination, thereby imposing new requirements on controlling. New practical tools for decision support and behavior management in pharmaceutical key account management are needed.