A multinational pharmaceutical company, category leaders with a high productivity specialized field force were looking at ways to maximize productivity in the long term and distance itself from the nearest cheaper competitors. The business model followed was essentially B2B with each customer being a Key Account. The company had in place the global Key Account Management Process, which though being used was not fitting the Indian Market requirements and challenges faced by the company.
The business team was facing the classical dilemma.
How does one drive growth - increase coverage of new accounts or increase output from covered accounts? And, what would be the strategic KAM process which will be easily implementable by the field force and also help drive growth?
THE WHITESPACE DOSAGE
THE WHITESPACE PRESCRIPTION
WhiteSpace Healthcare worked intensely with the core team and key field members to understand the dynamics of the external and internal customers.
The modified Key Account Process simplified the Account Segmentation, Profiling and the Account Mapping Process. Visual Analytics were used to denote Account potential and possible strategic solution. The visual representation enabled the Key Account Manager to plan strategies relevant to the Account’s unarticulated need.
At the end of the engagement, a confidential feedback was taken from the Key Account Managers. 95% of them said that the new process was relevant to their business operations and addressed their business needs. The desire to implantation came from 100% of the Key Account Managers. 95% of them were confident that the business would improve after the process was implemented.
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