Life science professionals in customer-facing roles need to develop their business acumen to “connect the dots” and identify…
Enhancing Business Acumen with the Account Management Academy
For the pharmaceutical and life sciences industry, now, more than ever, strong business acumen and an account management mindset are essential to understand today’s marketplace and customers’ operational, clinical, and business needs.
Our Account Management Academy is a comprehensive and customized blended learning solution specifically for the pharmaceutical and life sciences industry. Like a university, individuals choose one topic or an entire learning journey. All programs are competency-based, build foundational skills, and have been used for Sales Leadership, Key Account Directors, cross-functional account teams, sales, and market access roles.
Our programs help enhance the following skills for learners:
- Critical thinking
- Business acumen
- Account management skills
Over the course of two years, Wendy and her team leveraged their capabilities to support our market access organization with its organizational redesign, process implementation, and human capital strategy. WLH developed role competency models and career frameworks for the entire access organization — all to build our access capabilities.
— VICE PRESIDENT
MARKET ACCESS – GLOBAL PHARMA
Account Management Academy
A comprehensive and customized blended learning solution that enhances learners’ critical thinking, business acumen, and account management skills to compete and identify opportunities.
CHOOSE YOUR JOURNEY — Like a university, you can choose one topic or an entire learning journey. All programs are competency-based and build fundamental skills.
Healthcare Ecosystem & Marketplace Analysis
In our Healthcare Ecosystem & Marketplace Analysis eLearning program, individuals learn a step-by-step process for understanding the various factors and stakeholders impacting healthcare in a geography. “Connect the dots” by understanding the interdependencies among dominant stakeholders, business and economic variables, state legislation and regulations, demographics, and competitive activity.
In our Healthcare Ecosystem & Marketplace Analysis program, participants will:
- Learn what an ecosystem is
- Better understand how to navigate and analyze their own healthcare ecosystem marketplace
Account Profiling Series
For the pharmaceutical and life sciences industry, account profiling includes understanding the nuances of large, organized customers such as Integrated Healthcare Systems or Payers. The Account Profiling Series provides a critical thinking approach with self-paced guides that allow account teams to “see the big picture” and identify actionable insights. Participants will be equipped with the knowledge and tools needed to capture a deeper understanding of the business, clinical, operational, and reimbursement concerns that impact healthcare decision-making and outcomes.
In our Account Profiling Series, participants will:
- Learn about account profiling including business, clinical, operational, and financial drivers
- Develop a robust account profile
- Receive an account profiling guide to apply learnings
Stakeholder Identification and Relationship Mapping
As organized customers become larger, more influential, and more complex, the need to identify, navigate, and engage with many different stakeholders becomes necessary. The Stakeholder Series ensures participants can identify and understand stakeholders’ needs and priorities based on their proximity to patients and their broader concerns.
In our Stakeholder Series, participants will:
- Learn how to identify and understand various stakeholders from the C suite, D suite and Service line across the patient journey
- Learn about the typical business, clinical, and operational concerns of different stakeholders
- Learn how to map stakeholder relationships within an account
Turning Insights into Action
An underlying skill needed for account management is turning insights into action. An account manager must be able to uncover a customer’s needs and partner to co-create solutions that solve customer problems.
At WLH, we help account managers turn insights into action by distilling ecosystem drivers, account priorities, and stakeholder needs and aligning them with their organization’s corporate brand or portfolio strategy, as well as, their performance history. Participants learn how to create robust account plans with clear goals, objectives, strategies, and tactics.
Account Team Toolkit
Pharmaceutical and life sciences leaders are tasked with effectively coordinating the efforts of complex account teams. The Account Team Toolkit helps leaders deepen their ability to create a more customer focused, cross-functional team that works together to share information and execute account plans for larger organized customers.
In our Account Team Toolkit, an account lead will be able to:
- Lead the development of an Account Plan
- Establish joint accountability for plan execution and pull-through activities to drive desired results
Create “rules of engagement” and ways of working for the Account Team that fosters more effective collaboration, coordination, and communication.
Account Review Toolkit
As an account leader in a pharmaceutical or life sciences company, your primary role is to strengthen the relationship with account stakeholders to deliver short- and long-term results for your organization. This requires successfully managing an account team and monitoring each account plan to ensure results are executed. One way to do this is through our Account Review Toolkit.
In our Account Review Toolkit, leaders will be able to:
- Create a shared understanding of overall account performance to drive results
- Strengthen account relationships
- Improve account team collaboration, coordination, and communication
Understanding Integrated Delivery Networks
Customer-facing roles benefit from an understanding of the Integrated Delivery Network business model. This program gives learners awareness of the IDN segment, allowing them to better develop account strategies and navigate key stakeholders on behalf of their company’s products and services.
In our Understanding Integrated Delivery Networks module, participants will:
- Explore the Integrated Delivery Network business model
- Understand how IDNs are evolving due to healthcare marketplace pressures and trends
- Learn research methods to profile an IDN’s business, clinical, and operational concerns
- Translate key insights into effective account planning and execution
3C’s of Collaboration, Coordination, and Communication™
In today’s ever-changing and increasingly complex environment, effective collaboration is critical for pharmaceutical and life sciences companies. More than two-thirds of companies include “collaboration” as a core value, indicating that a culture of collaboration is essential to organizational success. It is no surprise that companies with truly collaborative cultures thrive in their industry and marketplace.
At WLH, we believe that creating a collaborative culture requires purposeful leadership and skill development. Our 3C’s program develops micro-skills that build and improve collaboration by surfacing real concerns, establishing shared understanding, and creating both/and solutions.
Customer Empathetic Engagement
In the pharmaceutical and life sciences industry, customers want to feel they are heard and understood. Imagine a customer that truly believes you care about their challenges, are proactively seeking solutions, and understand what they are thinking and feeling. Wouldn’t that be great?
At WLH we help customer-facing roles establish and strengthen customer relationships by:
- Developing team member competence and confidence in empathetically engaging with their customers
- Building stronger relationships
- Deepening understanding of customers’ unique challenges and needs