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THE MARKETING PLAN IN ACTION™ (MPIA)
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KEY ACCOUNT MANAGEMENT AND PLANNING™
SOLUTIONS & DECISIONS™
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Albert Einstein, when asked why an exam had not been changed from the prior year, he replied, “The questions may be the same, but the answers are different.”
ADVANCING MARKETING EXECUTION, or “AME”, focuses on implementation of the plan in a highly dynamic pharmaceutical marketplace, continuing on from where most marketing and planning programs stop. Customer access is becoming increasingly difficult for the sales force all over the globe. Ironically, even as sales forces ...are reduced, the pressure also has never been greater to communicate with customers and build share of voice cost effectively. And embracing new technologies such as the internet, while being done extensively in less regulated industries, remains a challenge for most pharmaceutical companies. Pulling all these challenges together into a cohesive whole, aligned to brand strategy, is the main outcome of AME.

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Key Account Management and Planning equips participants with the advanced selling skills necessary to manage the sales process in major accounts such as hospitals, major managed care accounts, insurers, employers, pharmacy chains and others. This program is particularly well suited to specialty and hospital based account management. It also incorporates accounts that may be governmental, patient advocacy groups, other NGOs, and other organizations or institutions who have pr...ofound influence on a company’s success.

Because these accounts typically involve multiple decision makers at the top, participants who attend “KAMP©” learn to work better both individually and in sales and cross functional teams to improve access and to influence and drive results based upon well-planned and orchestrated efforts. Participants not only leave with Key Account Plans that are ready and eager to implement, using processes and formats they can use on the job.

These formats, terminology and processes are aligned to the company. Throughout the workshop, teams form and apply what they are learning to real accounts, for their own brands.

Learning Objectives:

1- Evaluate the potential of Key Accounts and develop strategies to realize that potential
2- Identify the decision-making process, understand the roles of the members of the decision-making team, and how to work with and through them to achieve sales objectives
3- Set qualitative and quantitative sales objectives by understanding the critical time lines of that cycle
4- Develop key account plans for presentation internally and to the decision-making team

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