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KAM session by Amlesh Ranjan @ Commercial Effectiveness in Pharma (india)

Key Account Management - Imperatives for Pharma (India) - excerpts from my session in a Commercial Effectiveness seminar.

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Excerpts from a session by
Mr. Amlesh Ranjan, Associate
Director, Sanofi– “Key Account
Management – Imperative for
Pharma in India”. He also
Chaired and Moderated the post
lunch session.
Healthcare is first a Responsibility and then an Opportunity for Pharma
Healthcare in India will keep growing to meet the inadequacy and poor accessibility
Growth factors - Changing Disease pattern, Insurance penetration, Healthcare spend
Shifting landscape – Out of pocket to Semi-reimbursed to Majorly reimbursed
Private Hospitals will keep expanding in size, reach and coverage of care
Emergence of Healthcare Providers & Payers will require Strategic KAM approach
KAM can manage Service & Relationship Complexity with high potential customers
Value proposition, for Providers and Payers, are Solutions and Outcomes
Identifying and Analyzing the Accounts are the first two Critical steps for KAM
Appropriate Strategy by Account and Capability with Execution map are the next
Identifying: Organized group, Structured buying, Coordinated Influencers
Analyzing: Size, Growth momentum, Solution centricity, Relationship orientation
Strategy: Goal alignment, Influencers, Factors, Activities, Tracking
Shift from Product / Transactional to Value / Relationship based selling
From supplying Products to Co-leveraging Strengths and becoming a Partner
Value add Partnership initiatives with focused and integrated Solutions
Account Partnership development follow Strategic intent and Relationship intensity
KAM movement: Basic > Exploratory > Cooperative > Interdependent > Integrated
KAM is at the center of the twin Matrix of External & Internal Stakeholders
Strategic Influencing and Relationship skills for all-round Partnership Development
Public KAM requires Health System Understanding, Sensitivity and participation
Integrated Sales model focused on Partnership through Solutions & Outcomes
The views expressed are that of Amlesh Ranjan as an individual
professional and do not necessarily reflect those of the company.
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KAM session by Amlesh Ranjan @ Commercial Effectiveness in Pharma (india)

  • 1. Excerpts from a session by Mr. Amlesh Ranjan, Associate Director, Sanofi– “Key Account Management – Imperative for Pharma in India”. He also Chaired and Moderated the post lunch session. Healthcare is first a Responsibility and then an Opportunity for Pharma Healthcare in India will keep growing to meet the inadequacy and poor accessibility Growth factors - Changing Disease pattern, Insurance penetration, Healthcare spend Shifting landscape – Out of pocket to Semi-reimbursed to Majorly reimbursed
  • 2. Private Hospitals will keep expanding in size, reach and coverage of care Emergence of Healthcare Providers & Payers will require Strategic KAM approach KAM can manage Service & Relationship Complexity with high potential customers Value proposition, for Providers and Payers, are Solutions and Outcomes Identifying and Analyzing the Accounts are the first two Critical steps for KAM Appropriate Strategy by Account and Capability with Execution map are the next Identifying: Organized group, Structured buying, Coordinated Influencers Analyzing: Size, Growth momentum, Solution centricity, Relationship orientation Strategy: Goal alignment, Influencers, Factors, Activities, Tracking Shift from Product / Transactional to Value / Relationship based selling From supplying Products to Co-leveraging Strengths and becoming a Partner Value add Partnership initiatives with focused and integrated Solutions Account Partnership development follow Strategic intent and Relationship intensity KAM movement: Basic > Exploratory > Cooperative > Interdependent > Integrated KAM is at the center of the twin Matrix of External & Internal Stakeholders Strategic Influencing and Relationship skills for all-round Partnership Development Public KAM requires Health System Understanding, Sensitivity and participation Integrated Sales model focused on Partnership through Solutions & Outcomes The views expressed are that of Amlesh Ranjan as an individual professional and do not necessarily reflect those of the company.