1. CaSe Study
ACE™
Key Accounts in Action
“May I express my Background
sincere thanks to you The client is recognised as one of the world’s leading
and your colleagues pharmaceutical companies, with their business focus on
for supporting our turning good ideas into innovative, effective solutions.
customer engagement The client approached PharmaIntel about KAM within
sessions here at our the pharmaceutical industry, they realised these sales
professionals need to be trusted advisors to the experts they
Healthcare Conference.
interact with. They wanted to commit to transforming their
The anecdotal feedback current approach to give their teams essential skills required
that I have received so to sell and influence at the highest levels.
far from customers has
PharmaIntel Contribution
been overwhelming.”
The client’s sales and marketing division turned to
Regional Payer PharmaIntel, a training partner, to drive change and equip
and Healthcare their teams essential skills required to sell at the highest
Marketing Manager levels. We assembled a team that combined expertise in
the pharmaceutical industry, experts from the NHS, analysts
and marketers to produce an outstanding programme to
run over 2 days at their conference. Our reach within the
consulting field allowed us to build a unique expert team
specific to the required programme.
The core of our ethos guided us:
High aspirations
The client wanted to ensure KAM teams were experts
in understanding their diverse customer base presenting
and influencing at a higher level.
Simplicity
The client wanted to focus on practical, easy-to-implement
actions that would elevate relationships and ultimately
create positive environments for growth.
Skill building
To sustain change in the long term, develop gravitas
and a high-impact problem-solving approach.
Measurable Results
The client wanted clear analytics to show the impact
of the workshops.

2. CaSe Study
ACE™
Key Accounts in Action
PharmaIntel Implementation
Through close collaboration between PharmaIntel
and the client we led and developed an approach to
KAM based on customer insight. The KAM’s learned to
acquire information about the physicians that prescribe
their products and the decision makers that impact their
usage. They learnt to ask the right questions - What
factors influenced those decisions, and how physicians
and more importantly payers perceive the client’s brand
and company. With this information, KAM teams can
deliver more compelling and effective messages to all
customer types with higher-impact activities to achieve the
best possible results.
To create a common approach across all teams and
departments we developed a program that would engage
the KAM’s and give insight to the teams supporting them.
The project involved over 200 people they were
evaluated using a series of specific workshops focusing
on different skills components accumulating in a
customer road test.
The result has been more in depth understanding of their
customers role and challenges and how to maximise the
relationship to create a positive environment for growth.
More importantly, people across different functions, such
as sales, marketing, and market research, now have a
common language and common perspectives on the
approach to KAM. This shared understanding sets the
stage for better collaboration and dialogue, which leads
to better business planning and sales.
PharmaIntel Limited
B2 Wharf Business Centre
Wharf Lane, Bourne End, SL8 5RU
www.pharmaintel.co.uk
+44(0)1628 810028