ABSTRACT
Key account management (KAM) has become an important topic for life sciences companies in both the United States and Europe. As organized customers rise on both sides of the Atlantic, decision-making is becoming more complex and decision power is shifting away from the individual doctor. As a result, companies in both geographies must continue to invest in KAM to remain relevant for patients, providers and payers. There are differences between KAM in the U.S. and Europe, and companies need to be aware of them as they continue building their global KAM standards across or within their therapeutic areas and service lines. Understanding both the differences and similarities is key to defining globally consistent KAM standards while allowing for locally relevant execution. In this chapter, we briefly review the evolution of healthcare systems in both geographies and explore the impact on global KAM development and local KAM implementation.
