ABSTRACT
Institutions—or large “organized customers”—have assumed a predominant role in actively managing purchasing decisions to drive greater clinical, financial, patient-experience and healthcare provider work-life outcomes. The shift from clinician-centric decision-making has had significant implications for how life sciences companies broadly promote and sell their offerings, as well as for the role key account management (KAM) plays in engaging these entities. In this chapter, we discuss the emergence and rise of the organized customer and how life sciences companies can overcome these customers’ heterogeneity to successfully implement KAM strategies and provide value.
