In our experience of working with clients in a variety of complex and highly regulated sectors, we recognise that Pharma faces challenges unique from other sectors, it also excels in areas where others have challenges. For this reason generic industry account planning systems or software do not produce the required results for Pharma.
Account Planning is often seen as the ‘heavy lifting’ part of an account management process as it must work up and produce individual account strategies that provide direction for the Account Team, whilst delivering intended benefits for patients, the account and the business. Too often we see Account Plans that provide adhoc initiatives or funding, which do not address the specific requirements of the brand. Hence there is a need for a cross-functional approach with robust analysis tools that create relevant and effective Account Plans. The standard and continual improvement of these plans is achieved through clear and regular governance from management.
There are a range of core factors that are necessary to achieve Account planning success: