For those who work in the life science sector, you can’t fail to have missed the trending term ‘patient centricity’. Over the last few years, organisations have openly pledged to become more patient centric in every aspect of their business, but what does this really mean? And how is this relevant to KAM? The…
I remember being interrogated on a regular basis by my mother when seeking permission to go out. You know, where are you going, what time will you be back, who will be there etc.? I suspect you are familiar with the line of questioning! Of course, as an adult, I now realise these questions were…
What is insight and how does it fit within Key Account Management (KAM)? In a previous role I had the pleasure of leading Global Marketing Excellence for a major pharmaceutical organisation. Marketers are all too familiar with the concept of insight generation, it is the backbone of marketing. What do we mean by insight,…
What is Key Account Management (KAM)? Over the last few weeks in my new role as a freelance expert in KAM, it is quite amazing to note the number of times people ask this question. How can we have reached a point where something so simple has become so complex? My definition of KAM is…