Agenda

David Wright, Director - Imonic

Reps have been hard-wired to detail, developing them into KAM's usually reveals commercial weaknesses. This workshop will focus on the need for increased commercial awareness amongst Key Account Managers.

• Financial understanding – what are the metrics driving the provision of health services and how are they measured. We explore the language and the key metrics to look for.

• Critical Enquiry Techniques – Understanding the customers' financial drivers is one thing, but added to this is the need for the skill to unfold opportunities at a deeper level, to identify where the customer needs support and would value your customised support, products and services.
• Value Proposition Development – The ability and processes to develop compelling value propositions to align to customer goals. The workshop will explore how to start with the design and development of value propositions.

Hajo Rapp, Vice President and Head Account Management – Siemens

Learn how Siemens has embraced the KAM approach and fostered account management excellence.

• Understand how Siemens has taken KAM strategy from infancy to maturity.
• Lead your KAM approach: Learn how to best direct and facilitate the KAM approach from the top down.
• Get trusted advisor status – put yourself on a different level to any of your competitors.

Alfredo Morate, Vice President – Schindler

KAM mundane. A glance at the small print. 

• Why - despite apparently checking all boxes - do some KAM programs take so long to deliver the value they are expected to generate while some actually never get there?
• Why do so many KAM programs get re-engineered after a few years?
• Why do account leaders all too often sense they are leaving value unleashed on both sides of the equation?
• A glance at the nitty-gritty of KAM and thoughts on how to help key account leaders deal with high levels of complexity, ambiguity and deliver results with minimal formal authority. 

Bernard Quancard, CEO – Strategic Account Management Association (SAMA)

The organizational approach to account management: Practical examples on how to best integrate your top down strategy.

• The case for the Pharma SAM / KAM

• Learning from the Best of Breed SAM / KAM organisations and making it work for pharma

• The Big Three Enablers: C-Level Involvement, Selecting the Right Accounts and SAM / KAM Talent Selection, Development and Coaching

• Key Recommendations for Pharma

Dirk Roosen, Head of Sales – Bayer

Monitor your account management: Equip yourself with the best tools for measuring KAM performance.

• Understand the most important factors in delivering the appraisal and monitoring of your strategic focus.
• Monitor operations: How to use hard and soft metrics to record KAM procedures.

Finn Ziegler, International Commercial Operations – Amgen Europe and Sean Robbins, International Head

Learn how the Global contract and pricing tool can transform your Key Account Management.

• Segment your markets and locate your key accounts.
• Define, map, model and measure the value of your accounts. Learn which should be your priority.
• The Integrated approach: Develop the right synergy between your various business units and KAMs.
• Ensure the delivery of the best Value Proposition.

Allan Mackintosh, PMAP Performance Coach with Joanna Brown and Rob Preece, Executive Pain Sales Managers – Grünenthal

Two Years down the Line: Let's discuss the KAM process at Grunenthal.

• Analyse the changes over the past two years - hear the high and the lows of the KAM journey.
• Learn what the key factors of the KAM action plan are. Hear about the successes achieved and the challenges faced.
• In terms of the successes and the challenges, we address the question: What are the next steps?

Welcome to the Labyrinth around KAM

Hanno Wolfram, the author of the first Pharma KAM textbook offers an insight into some of the challenges faced when adopting a KAM strategy in Pharma. Presentation sponsored by Interactive Medica.

• Common challenges
• Different interpretations of KAM
• Industry challenges
• Cross Industry learning’s
• Customer analysis who is actually making the decisions in healthcare
• Multi-country integration approach

Vincent Marguier, Senior Consultant – NNIT

Social Media & Collaboration Platform: Learn how to integrate digital technology into a KAM strategy

• Discover the secrets to pharmas' future within the new world of Social Media.
• The collaboration platform concept, know what it means and how to use it.
• The path to implementation: position yourself and your company with the best strategic approaches and tools.

Svyatoslav Bakushin, CRM Manager Russia – Merck

Change management: Learn how to shift the focus of your business

• Ensure you are in the very best position to successfully reorient your model to face the challenges ahead.
• Learn how to utilize your internal and external data sources to best influence your KAM strategy
• Learn how to find out whether approach is based on real data or not.

Jo-anna Allen, Associate Director of Sales – Shire

KAM at Shire: How is the pharmaceutical industry adapting its KAM approaches to work effectively with decision makers?

• Who makes the important choices - learn how to best interact with the KOLs and decision makers.
• Learn how the industry is targeting strategies and how effectiveness is measured.
• Examine various KAM approaches in pharma, spot the similarities and differences. Choose the most effective techniques for your business.

Chris Morgan, Principal - ZS Associates

Explore the unique behaviors and capabilities that make the difference between most successful KAM organisations and the rest.

• Examples of the behaviors that make a difference.
• Implications on the capabilities, and, more importantly, the changes in capabilities, that are required to support these behaviors.

How to avoid a 'laundry list' of capabilities. Understand the best ways for organisations to grow strong KAM capabilities.

Jason Bryant, Commercial Director – Data Intelligence Ltd & Matt Hanley – ABM for South West Region Napp Pharmaceuticals

Let’s talk about KAM in the real world:  Jason and Matt discuss a real-life journey towards true KAM in an informal conversational style.  Your opinions will be asked for!

• How has KAM changed the working practices of a Napp Pharmaceuticals field team?
• Which challenges and opportunities have been faced along the way, how were they handled and what’s expected next?
• How has the KAM journey been managed so far in terms of PEOPLE TECHNOLOGY and PROCESS?

Omar Ali, ACPP Formulary Development Pharmacist Surrey & Sussex NHS Trust & ERG Panel Member Cost Impact Modelling for NICE

DRAGONS DEN PAYER WORKSHOP
Each workshop table will have a choice from 4x "brand scenarios" for the Pharma Managers. After discussing the merits of each, they will choose 1 scenario only and develop the 'pitch'.

The "pitch" is delivered by each workshop table in turn to the 3x NHS Payer Dragons

• The Dragons will assess each of the pitches in turn, and grill the presenters with Q&A session
• The Dragons will then consider the pitch and decide which brand(s) has won funding from the drug budget

Once the Dragons have delivered their verdict, there will be an open discussion forum between the Workshop Attendees and the 3x NHS Dragons as to rationale, reasoning, payer issues and Pharma aspects.

Julian Given, Head of Informatics - GP Commissioning Consortia

Understand the GP Commissioning Consortia: Lessons for the UK and European market.

• In the dynamic healthcare environment, who are the commissioning decision makers, define which accounts should be identified as Key.
• Top Ten: What are the top priorities on the new commissioners' whiteboard?
• What do the new commissioners value and how are they best approached.

Mark Wilkinson, Director Life Sciences Innovation – NHS

Working with the NHS: add the right value to the right place. Understand what is important for your key accounts – cultivate good partnerships.

• Learn how we work with you, why we work with you and how we want to work with you.
• How the best partnerships are identified, maintained and developed.

Noel Staunton with Sam Taylor, Head of healthcare strategy – Pfizer

KAM and the Quality, Innovation, Productivity and Prevention (QIPP) programme in the NHS, how to best merge the two.

• Understand the theory behind the QIPP programme and the implications it has on your business.

Round tables sessions – led by industry experts

• Key Account Management Report – new findings.
• The Integrated Approach to KAM: Combine the efforts of all your business units to best implement you KAM approach.                                                                       Patrick Van Craen
• Drivers and hurdles for the development and implementation of KAM in the future. Steve Wells
• Key account learning from other industries: Examine the evolutionary stages of KAM leading to the ‘partnership’ stage, hear examples from Procter and Gamble.        Richard Ilsley