Key Account Management
How should Novartis approach the often complex decision-making units at hospitals to promote their new product for chronic spontaneous urticaria? Dermatologists only recently became aware that this therapy can be used to treat the condition.
ValueProof held a Key Account Management (KAM) workshop for the Novartis sales and marketing team. Mapping the various influencers per customer enabled the sales team to recognize the ‘blind spots’. They could then develop a strategy for each customer and make an account plan.
Using the KAM workshop, ValueProof was able to help Novartis create their own way of working with key account management. As the method proved to be successful, similar workshops were held for other Novartis business units.