Pharma's 40-year Model of Pitching to the HCPs is Over says Hanno Wolfram author of Key Account Management in Pharma...
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Key Account Management - Time for India Pharma to Adopt KAM
1.
2. Industries and their changes
Rx-Business and sales model
⢠Pharmaâs business model:
⢠Develop and produce drugs / medicine and
sell them at a price
⢠Pharmaâs sales model:
⢠Hire field forces to promote their drugs and
âsellâ to prescribers =
request prescribers to prescribe
⢠First the sales model will become extinct,
being followed by a business model
around this slogan:
From drugs to healthcare
or
âGoing Beyond the Pillâ
Earlier industrial metamorphosis
⢠IBM
⢠From
International Business Machines
to
Consulting, Cloud Computing, etc.
⢠Caterpillar
⢠From
Constructing and Mining machinery
to
telematic data from machines and onboard
technology that helps to grade faster, etc.
13 February, 2021 2
3. Today decisions are less and less
made by individual physicians
â˘Registration, Reimbursement, Pricing negotiation, decide about market access
National / market access
â˘Regional governments, Medical guidelines, Hospitals / Clinics decide about availability
Tenders â national / regional
â˘Decide which of the alternatives they take on their list
Purchasing groups
â˘Decide which generic / brand they dispense
Pharmacists / Chemists / Stockist
â˘Decide what they adhere to or if, how long and how often they take their medication
Patients
3