Myth, reality and requirements in pharmaceutical Key Account Management

Abstract

Key Account Management (KAM) is an important approach to the development and maintenance of large accounts, especially in the mature market conditions found in many pharmaceutical and related businesses. However, the meaning and practice and KAM has been blurred and weakened by misuse of the term. This paper begins with a brief description of the history of the subject before it moves on to identify, based on prior research, five characteristic features that differentiate KAM from traditional sales management. Finally, the paper places these characteristic features into the specific context of pharmaceutical market management, identifying five requirements for the application of KAM in pharmaceutical and related markets.

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