AAH Pharmaceuticals is a subsidiary of the Celesio AG group whose core business is pharmaceutical wholesaling. They provide a twice daily service to pharmacies and hospitals with prescription and over the counter medicines. They service customers over a number of channels, mainly retail pharmacy, dispensing doctors and hospitals.
The market sector was under significant pressure from government interventions regarding remuneration, leading to intense competition between wholesalers to retain and generate new business. AAH was the market leader but recognised a need to establish the highest standards in customer management across all channels.
Task given to STAR
STAR were asked to support the long term development plan that had the following core principles;
Strategic Management at a channel level
Appropriate planning processes for all customer types – large chains, independents, buying groups
Relationship driven; commercially led
STAR provided a number of added value services to the sales teams;
Strategic mentoring of channel managers
Tailored training modules to address specific needs – presentation skills; negotiation skills
Planning processes to support the commercial development of the customers profitability
AAH retained market leadership across all channels but in particular;
Commercial dominance in strategic channels
Delivered significant new business within independent pharmacy
Developed a core sales team that delivered great results consistently