Healthcare Account Management – Enable sales teams to drive revenue

March 9, 2016 – Our Healthcare Account Management program is tailored to help representatives, key account managers, and strategic account managers prosper in the complex healthcare selling environment.

The shift to multi-stakeholder decision-making in healthcare is responsible for the increased focus on one of the most desired competencies for sales representatives – account management. Unfortunately, the talent pool is short on sales professionals that embody the characteristics of a successful account manager. As a result, sales leaders are finding that they must shift their development plans to include account management competencies in order to be successful in the healthcare market.

According to KPMG (2015), “Life sciences companies face increasingly high demands from payers to prove the value of their products in terms of improved patient outcomes and lower costs. This requires not only clinical and analytical rigor, but increased focus on account management and strategy. This is a significant part of the commercial model for the pharma, biotech, and medical device sectors, which need to evolve to compete in the future.“1

Our Healthcare Account Management program brings a programmatic approach that enables sales teams to drive revenue by understanding who the key stakeholders are and their individual value drivers. Sales professionals who attend engage in critical thinking designed to help them improve customer relationships, sell collaboratively, and create a shared vision of the brand-specific solutions that they can provide to solve critical patient or organizational issues.

Intended Audiences

New business models, like Integrated Delivery Networks (IDNs), mandate that all sales representatives possess account management competencies to be successful. Healthcare Account Management is designed for sales professionals and teams that manage and/or sell to accounts. This includes members of the team who may be virtual. The practical exercises performed leverage real account information provided by attendees. The following key roles should anticipate an increased proficiency in critical sales competencies related to healthcare account management:

  • Group Practices Account Managers
  • Hospital Sales Professionals
  • Medical Science Liaisons
  • Sales Managers
  • Product Managers
  • Product Marketing Managers

What is included in the Healthcare Account Management program?

Program Objectives

Healthcare Account Management enables life sciences account teams:

  • Effectively manage account relationships
  • Increase the number of opportunities in an account by 2-7 times
  • Increase the share of spend in large client accounts
  • Raise the level of account relationship to Trusted Advisor status
  • Protect against encroaching competitors
  • Increase market share and customer satisfaction
  • Maintain profitability and ongoing account relationship
  • Report the value delivered to senior executives in the account

Pre-Workshop Preparation

Healthcare Account Management begins with a set of five MicroLessons to familiarize participants with essential concepts of healthcare account management. To further prepare participants for the workshop and to leverage sales enablement technology, participants are asked to provide account-specific information and watch a video tutorial related to cloud-based automation tools.

Interactive Application Workshop

Healthcare Account Management is a hands-on application workshop, facilitated by a highly qualified life sciences consultant. Each SPI Healthcare Account Management facilitator has been certified to rigorous standards, and they each bring over a decade of life science industry sales experience to ensure their credibility and enhance facilitated discussions. Alternatively, SPI can certify client instructors for in-house delivery and coaching, at the client’s option.

Workshop Topical Agenda

Healthcare Account Management is a modular program, designed to be tailored to the unique requirements of each client. The standard instructor-led workshop is a two-day, highly interactive program, and incorporates in-classroom application exercises and tools.

Instructional Materials

The Healthcare Account Management workshop is designed with adult learning principles in mind. The program’s instructional materials facilitate participant understanding by using a mix of media to transmit and reinforce key learning points. SPI provides full-color training content in electronic interactive workbooks, for use on participants’ mobile devices or laptop computers, as well as color reference charts, animated presentations, and video content, where appropriate.

Day 1

  • Introduction to Healthcare Account Management
    • Success factors for the account planning engagement
      • The role of the Account Manager in account planning
      • What account planning looks like when done well
      • Exercise: Introductory positioning and expectations
  • Evaluate the Account
    • Analyze the organizational structure of the account
    • Identify historical projects and activities
    • Identify the business initiatives driving potential opportunities
    • Evaluate the portfolio of current opportunities
    • Establish the key quality metrics objective and related revenue goal s
    • Exercise: Review Pre-Work (SET-UP)
    • Exercise: Review Pre-Work & key historical projects and activities
    • Exercise: Identify business initiatives
    • Exercise: Identify current opps and recurring revenue
    • Exercise: Identify account sales/revenue objectives
  • Identify and Prioritize Opportunities
    • Identify areas of new opportunity (“white space”) within the account
    • Estimate potential value of new business
    • Assess if and how new value-added business initiatives could be positioned
    • Formulate criteria for prioritizing opportunities
    • Create a prioritized portfolio of account opportunities
    • Exercise: Identify and capture white space opportunities
    • Exercise: Linking latent pains to existing or new business initiatives
    • Exercise: Determine criteria & prioritize opps (Parts 1-3)
  • Determine strategy and validate relationships/coverage to:
    • Select an appropriate account-level strategy
    • Examine account relationships from a partnership point of view
    • Identify resources required to:
      • Maintain the current opportunities
      • Improve account relationships
      • Help launch new opportunities
    • Exercise: Selecting an account-level strategy
    • Exercise: Complete partnership and related assessments
    • Exercise: Key account objectives
    • Exercise: Resource allocation

Day 2

  • Inoculate and Defend the Account
    • Identify past success that can be used to report account value
    • Assess competitive strategies and areas of account penetration
    • Conduct effective quarterly business reviews
    • Exercise: Report success to the account
    • Exercise: Assess competitive presence
  • Strategic account review (plans)
    • Reviews: Each account team presents plan highlights
  • Getting Started
    • Discuss best practices for getting started with account planning
  • Post-Workshop Reinforcement

    Healthcare Account Management provides program participants with weekly, on-demand healthcare account management tips, best practices, and questions with immediate feedback for reinforcement of key concepts and terminology – all available on mobile platforms, including smartphones and tablet devices.

    Strategic Value

    Healthcare Account Management provides life sciences sales teams with an impactful account sales and relationship planning methodology to address business challenges, such as:

    • Declining revenue in key accounts leading to a decrease in market share
    • Inability to penetrate potential new revenue sources in large accounts
    • Declining customer satisfaction
    • Inability to articulate value delivered
    • Increasing complexity and cost of managing strategic accounts
    • Increasing competitive presence
    • Inability to identify and align to key stakeholders in the account

    1   KMPG, LLP. (2015, August 4). Payer Pressures, Market Access Weigh Upon Life Sciences Strategy: KPMG Survey [Web log]. Retrieved from

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