In August 2013, Bausch + Lomb became the eye care division of Valeant Pharmaceuticals International, Inc.
Bausch & Lomb are leaders in the supply of Visioncare products across Europe – from contact lenses to surgical lasers for use in eye surgery.
The pharma division across Europe has developed rapidly over recent years and very large customers have emerged across both teaching hospitals/trusts and pharma wholesalers. B+L realised that these customers demanded key account management if they were to be successful
Task given to STAR
Develop a carefully tailored training programme suitable for EMEA pharma KAMs which ensures all necessary KAM skills are in evidence.
Working closely with the central team STAR developed five core KAM competencies for B+L:
Customer Focus and Understanding
Selling to Key Accounts
Key Account Negotiation
Key Account Communication/Influencing
Desired levels necessary for KAM success were identified and all KAMs assessed against the competencies. The findings informed creation of the ‘Competitive Edge KAM Programme’ covering four modules each of three days duration as shown below –
Reaction to the programme was overwhelmingly positive and sales results through key accounts in the period after training were +17% volume + 19% profit