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What are the main features to Key Account management?
According to Peter Cheverton in his book Key Account Management (4th Edition), he defines KAM as:
“KAM is not something we do to customers , it is something we do with customers”
Cheverton goes on to provide “a simple working definition”:
- Developing the nature of the customer relationship in order to enhance understanding and to indentify the true opportunity.
- Align the business resources to act on that enhanced understanding, in order to secure competitive advantage and to enhance profitability.
The role of Key Account Manager can differ between companies, but the main purpose is to bring about an increase in product sales by being the “orchestra leader”, bringing together the expertise of the Company to work “in partnership with” the NHS customer, usually a PCT.
Key Account Manager jobs require:
- Excellent networking skills, so as to access the right people, whether from your own company or contacts within the NHS.
- To be knowledgeable about NHS guidelines/protocols/initiatives/targets etc, so as to work with these to bring about a working partnership.
- Key Account Managers must have very good interpersonal skills, as they are required to work with a range of customers from senior staff in the PCT/SHA to clinical staff with a hospital or GP surgery and administrative staff, such as a Practice Manager who may have a responsibility to oversee or lead an NHS project.
- The ability to think outside the box is important, as the solution to a situation is not always straight forward.
Some examples of successful Key Account Management projects include:
- Working with a Practice Manager in an overspent PCT to establish the most cost effective way for the PCT to undertake phlebotomy services, in order to make the PCT think about its pathology service provision and look at other options.
- A pilot project with a PCT to establish if it is more cost effective to undertake a BNP blood test before sending patients for an echocardiogram when they have chest pains, as most chest pain is not a cardiac event. The blood test is £16 the echo is £200!!
- Achieving hospital formulary status for a treatment for prostate cancer, before gain approval by Medicines Management that it should be product of choice within the PCT at primary and secondary level. Additionally the creation of a Locally Enhanced Services (LES) payment to encourage primary care prescribing.
Latest Key Account Manager Jobs |
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