The leadership of a Managed Markets group develops and agrees on the strategy and approach, execution via strong Account Management Planning and Account Management Services is a key component to achieving the goals of the company. Consistent implementation of a proven approach, such as the “Three-Step Account Management” process developed by NavAxxess, helps organizations establish and exceed their objectives. The three steps in account management includes: Account Profiling, Account Management Planning and Account Engagement.
- Account Profiling: The first stage of account management is to identify and analyze the profile of the account. Account profiling includes gathering data on the size and performance of the account as well as information on the account’s strategy and business priorities, management team and primary contacts. The Account Manager should be using this information to identify potential changes in the account including the level of control for the therapeutic area the company provides branded treatment options.
- Account Management Planning: At this stage that the Account Manager aligns their account profile with the product and account goals of the company to develop and refine an account plan that is aligned to both organizations: the Account as well as the company. The components to develop an account plan depend on the needs of the company and characteristics of the account. The Account Manager should also plan their engagements with the account as part of developing the account plan.
- Account Engagement: The third stage is when the Account Manager and other team members conduct engagements with the Account. These engagements should be aligned to the goals of the account plan and are frequently part of the overall negotiations strategy for the account. Strong account teams consistently engage their accounts in a way that is relative to the needs of the account and aligned to the account plan. Account engagements have many variables from the number of team members at a meeting to the topics being discussed to the environment where the engagement occurs. For instance, the environment of an account engagement can vary from meeting in the main office of the account to meeting at a trade or association meeting. The Account Manager should review and appropriately adjust their account profile and account plan after each engagement
NavAxxess has people, processes and tools related to Account Management Planning and Account Management services.