Rolling out global consistent account management models is by no means a simple task. The necessity of implementing a model which is consistent across all regions is increasingly becoming a priority for pharma companies. The Journal of the National Account Management Association describes a sound global account model as a “critical competitive weapon” for organisations. Why then, do we often see internal global account management model implementations become costly and fragmented?
The following is a set of key findings and recommendations from Clarity in terms of “what works” and “what doesn’t work” when implementing a globally consistent (yet locally relevant) account model.
– Leaving it up to countries/regions to experiment given the urgency of adopting a new commercial model.
– Attempting to roll out an Account Management Model without strong role clarification.
– Expecting the post-workshop pull through effort and effectiveness of smaller countries to match that of larger ones. A mix of pull- through strategies is often better.
– Building complicated and unproven internal account management models that consume significant time and budget.
– Assuming a medical or pharmacy director in Germany should be approached the same as one in Korea.
– Not allowing ample time for best practices which are common across boundaries to be leveraged.
– Committing learning and development resources in cases where a country/region is not yet ready to leverage a NCM.
Keys to Success:
– Committing to BOTH a locally relevant and globally consistent model/ AM approach.
– Making KAM/Specialty Rep role clarity a core component of communication.
– Tailoring, learning AND post ‐ workshop coaching approaches that are in line with the resource and leadership capacity reality of each country/region.
– When tailoring content locally, go beyond account archetype and regional healthcare issues to include stakeholder role profiles.
– Giving KAMs and Specialty Reps from a diverse set of locations opportunities to interact with each other and share best practices.
– Providing advice, frameworks, tools, etc. to countries and regions to better prepare to support new commercial models as needed.
To find out more about how Clarity have successfully implemented the 4 Zones of Customer Engagement Account Management Model worldwide, click the button below: