Pharma Key Account Management

The demand for medical and pharmaceutical innovations on the one hand and the regulations imposed by healthcare policy on the other are having a massive impact on the pharmaceutical industry. New target groups such as health insurance companies, co-operation networks of doctors and clinics and the new self-image of patients are changing the healthcare market. The pharmaceutical industry needs new strategies and qualifications to make the transition from "pill supplier" to system partner and service provider in healthcare. Key Account Management is seen as a central answer to these challenges. The majority of companies have already introduced Key Account Management. Nevertheless, there is often a lack of clarity about what Key Account Management is supposed to do in the pharmaceutical industry. This book provides an overview of the definition, objectives, tasks and organisational integration of Key Account Management. It also describes practical tools, strategic options and platforms for successful collaboration with key customers.