Key Institution and Account Management (KAM)

Putting institutional strategy into practice step by step in city, training and research, and university hospitals.

Duration: 4–6 days
Group: 12–15 participants
Format: In person, tailored to your organisation
Category: Pharmaceutical Sector

Implementing institutional strategy in critical hospitals requires 360-degree command of the account and step-by-step progress against a specific plan. The programme addresses strategic positioning among large customer groups in major institutions such as city, training and research, and university hospitals, and holistic relationship management with physicians in key positions. Customer and patient journeys, an institution discovery map and an attitude map are used to clarify the relationship map and build the KAM plan.

Who it is for

Medical sales representatives
Marketing and product teams
Sales managers

What it develops

A key-institution perspective and command; how a representative assesses their own performance in a key institution
The value formula, seller types (transactional, consultative, stakeholder-partner) and selling styles; the Not Work–Network approach
Key account selection and segmentation, the product adoption ladder, C-SMART goals and key success factors
The Key Account Relationship and Attitude Map, the Patient Journey Map and product–institution–customer SWOT-TOWS
A multi-functional key account plan and a problem–solution prioritisation matrix
Inventories: selling style, social styles, behavioural style, how we listen, conflict management style

Programme content

The key-institution perspective

The strategic importance of KAM, where to focus, and how representatives assess their own performance.

Relationships and communication

The value formula, seller types, selling styles, the Not Work–Network approach; strong and pain questions.

Strategic targeting and analysis

Key account selection and segmentation, the adoption ladder, C-SMART goals, key success factors and social styles.

Multi-functional work

The key account relationship and attitude map, the patient journey map and product–institution–customer SWOT-TOWS.

The key account plan

The account planning journey and developing a multi-functional key account plan.

Value creation and solutions

Using a problem–solution prioritisation matrix to focus on the most critical issues.

Inventories

Inventories on selling style, social styles, behavioural style, listening and conflict management style.

Planning a programme?

Write directly about in-house training, coaching or a speaking invitation. Let us clarify your organisation's needs together.

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