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Account Management

We prepare account managers to present effective value propositions and build strategic partnerships with C-Suite executives. Our workshops and related resources will help you build a successful go-to-market strategy and demonstrate value in a shifting marketplace.


Business Planning Tool: Developing a Hospital Profile

Most hospitals today are part of an IDN; therefore, there may be wide variation in how hospitals are structured and the factors that influence their purchasing decisions. This aide will help hospital sales professionals determine information to consider when developing a customer profile for their hospital.

Customer Focus and its Role in Business Strategy

This module discusses the importance of identifying primary customers, understanding market trends affecting these healthcare stakeholders, and distinguishing customer segments. It also describes how you can identify the needs of different customer segments.

Developing a Business Plan

This module discusses the structure and components that are needed to develop a business plan that will help you manage and communicate your goals for your accounts, status, and plan for achieving goals.

Developing a Business Plan MDD

This module discusses the structure and components that are needed to develop a business plan that will help you manage and communicate your goals for your accounts, status, and plan for achieving goals.

EHRs and Health Information Technology: Opportunities for Medical Device and Diagnostic Sales and Marketing

As healthcare reform advances, health information technology (HIT) and initiatives aimed at health information exchange (HIE) are at its core. This module looks at how legislation set the wheels in motion. It explores how the use of HIT is being fueled by the adoption of “meaningful use” (now known as “promoting interoperability”) certified electronic health records (EHRs) and discusses the challenges associated with implementing EHRs. This module also clarifies the difference between EHRs and electronic medical records (EMRs), which arrived on the scene in many clinical practices before the nationwide commitment to EHRs.

EHRs and Health Information Technology: Opportunities for Sales and Marketing

This module looks at how legislation set the wheels in motion. It explores how the use of HIT is being fueled by the adoption of “meaningful use” (now known as “promoting interoperability”) certified electronic health records (EHRs) and discusses the challenges associated with implementing EHRs. This module also clarifies the difference between EHRs and electronic medical records (EMRs), which arrived on the scene in many clinical practices before the nationwide commitment to EHRs.

Healthcare as a Business

This module discusses what drives healthcare as a business, how physicians are responding to the evolving healthcare environment, and the ways in which information technology is shaping how physicians practice.

Improving Quality through CMS Initiatives, Benchmarking, and Customer Relationship Management

This module discusses quality improvement initiatives undertaken by the Center for Medicare and Medicaid Services (CMS). It describes the concepts of benchmarking and customer relationship management (CRM), and gives examples of how these approaches are used in healthcare.

Inside the C-Suite: Getting a Seat at the Table

In integrated care organizations, decisions made in the C-Suite are applied across the care continuum. As these organizations are becoming central to our healthcare system, you are being asked increasingly to demonstrate your company's strategic value to their C-Suites. This module explains how integrated care organizations are reshaping the way life science sales teams conduct business. Then it describes a sales process that will help you succeed in the C-Suite environment.

Inside the C-Suite: Getting a Seat at the Table (Medical Device and Diagnostics)

This module explains how integrated care organizations are reshaping the way MD&D sales teams conduct business. Then it describes a sales process that will help you succeed in the C-Suite environment.

Inside the C-Suite: the Lay of the Land

This module provides the foundation you need to succeed in the C-Suite environment. It examines the types of healthcare organizations that comprise a C-Suite target audience and identifies the key goals they share. It also profiles the C-Suite occupants and discusses how their individual goals connect with those of their organization.

Inside the C-Suite: the Lay of the Land (Medical Device and Diagnostics)

This module provides the foundation you need to succeed in the C-Suite environment. It examines the types of healthcare organizations that comprise a C-Suite target audience and identifies the key goals they share. It also profiles the C-Suite occupants and discusses how their individual goals connect with those of their organization.

Integrated Delivery Networks and Accountable Care Organizations

This module focuses on the increased integration and consolidation occurring among provider organizations and insurers.

As described in this module, integrated delivery networks (IDNs), sometimes referred to as integrated delivery systems or provider networks, come in all different shapes and sizes, and they are formed through various types of formal legal structures as well as informal partnerships. This module will compare IDNs to Accountable Care Organizations (ACOs). It describes the features of these models.

Interactive Business Planning Tool

The business planning process is a guide to analyzing your key accounts, setting goals, and establishing a plan for meeting those goals. This tool will provide you with the structure and components needed to develop a business plan that will help you manage and communicate your goals for your accounts, status, and plan for achieving goals.

Major Healthcare Payers and Managed Care Payment (Medical Device and Diagnostics)

This module provides an overview of the major payers and payment arrangements. As payers continue to try and contain healthcare costs, they are shifting from traditional indemnity or fee-for-service payment arrangements with providers to various risk-based arrangements, including capitation, bundled payment, and shared savings. Many of these arrangements—which are sometimes called value-based payment—also incentivize providers to improve clinical quality and the patient experience.

Measuring the Patient Experience: The Connection to Quality

This module describes how providers are measuring and trying to improve the patient experience. Healthcare sales professionals will gain insight into how they can support their customers in these efforts.

Measuring the Patient Experience: The Connection to Quality (Medical Device and Diagnostics)

More than ever before, providers in a variety of settings are investing time and resources to evaluate their patients’ experience of care. Improving the patient experience is part of the “Triple Aim,” and how patients rate their experience is an increasingly important metric in pay-for-performance programs like Medicare’s Value-Based Purchasing (VBP) program. This module describes how providers are measuring and trying to improve the patient experience. Sales representatives will gain insight into how they can support their customers in these efforts.

Partnering with Organized Providers application eModule

Business acumen and customer insight are two of the most important competencies for account managers who call on organized providers. These skills help account managers forge lasting relationships focused on achieving mutual goals with their customers. This application tool is designed to help you better understand the needs of your accounts so you can confidently make the business case for a potential partnership with an integrated delivery network (IDN), an accountable care organization (ACO), or a large medical group.

Partnering with Payers application eModule

Business acumen and customer insight are two of the most important competencies for account managers who call on payers. These skills help account managers forge lasting relationships focused on achieving mutual goals with their customers. This application tool is designed to help you better understand the needs of your accounts so you can confidently make the business case for a potential partnership with a health plan or a pharmacy benefits manager (PBM).

Selling in a Value Conscious Environment

This module discusses how disease management, technology, and value-based services and products can contribute to win-win partnerships.

Selling to Federal Accounts

Life sciences sales professionals who call on federal accounts are responsible for building and sustaining relationships that can have a substantial impact on their company’s bottom line. With so much at stake, account executives and other sales professionals should be equipped to deliver meaningful value to these important customers. This module describes some of the key federal accounts and how they contain drug costs and manage utilization. It also discusses key trends affecting market access and some of the customer-focused approaches that account managers and sales professionals can use to best position their products.

Strategic Business Planning in a Changing Healthcare Market

This module provides a general introduction to the value-based strategic business planning process and its resulting benefits.

Strategies for Effective Account Management

This module explores the activities that are essential to effective account management.

Strategies for Effective Account Management (Medical Device and Diagnostics)

Although individual physicians remain an important target for medical device & diagnostic (MD&D) companies, many firms are putting greater emphasis on their key accounts, such as large, integrated delivery networks (IDNs) and accountable care organizations (ACOs). This module explores the activities that are essential to effective account management.

Strategies for Successful Risk Contracting MDD

This module discusses strategies for successful risk contracting and how sales teams can support such contracts in the field.

Strategies for Successful Risk Contracting Pharma

This module discusses strategies for successful risk contracting and how sales teams can support such contracts in the field.

The Account Management Process Application Module

This module covers the general account planning process, including profiling an account, setting goals, and determining an action plan. Through an interactive user-interface, the module will guide the learner through a series of questions to answer culminating in the creation of an account plan for a real account.

The Role of Accountable Care Organizations and Future Healthcare Delivery (Medical Device and Diagnostics)

Accountable care organizations (ACOs) are a key component of healthcare reform. This module covers the establishment of accountable care organizations and explores their potential impact on medical device and diagnostic (MD&D) companies.

The Role of Accountable Care Organizations in Healthcare Delivery

This module covers the establishment of accountable care organizations and explores their potential impact on biopharmaceutical and device companies.

Understanding the Basics of Risk Contracting

This module discusses the basics of risk contracting as more life science companies consider this strategy to build more meaningful partnerships with their customers.

Using Continuous Quality Improvement and High-Reliability Approaches to Improve Healthcare

This module discusses two well-known quality improvement strategies that healthcare has adapted from the business community: continuous quality improvement (CQI) and Six Sigma.

Value-Based Care and the Changing Healthcare Delivery Model

This module discusses different types of value-based payment and how providers are preparing for the transition from fee-for-service medicine to value-based care. Healthcare sales professionals will gain insight into how they can be valued partners by offering products and services that support their customers’ focus on value.

Value-Based Care and the Changing Healthcare Delivery Model (Medical Device and Diagnostics)

Employers, health plans, government agencies, and consumers want to make sure that providers are delivering the highest quality care at the lowest cost possible. As a result, physicians, hospitals, and other providers are under tremendous pressure to move away from their traditional payment and delivery approaches, which are based on service volume, to newer, risk-based models that reward providers for value. This module discusses different types of value-based payment and how providers are preparing for the transition from fee-for-service medicine to value-based care. Sales representatives will gain insight into how they can be valued partners by offering products and services that support their customers’ focus on value.

Value-Based Care eBrief

Value-based care is a payment approach that rewards healthcare providers (physicians, hospitals, etc.) based on the outcomes they achieve. In this eBrief, we’ll take a closer look at the most relevant information pertaining to value-based care, including:
• Fee for Service Care vs. Value-Based Care
• Common Forms of Value-Based Payment—and Why They Matter
• Types of Delivery Models Designed for Value-Based Care
• Key Strategies for Account Teams related to Value-Based Care

Workshop: Building Your Value Proposition

There is a paradigm shift in the market that requires a paradigm shift in our sales approach to the market. Success in the new healthcare market is about the contribution to the success of the strategic initiatives of the customer we are targeting. In this workshop, we will consider the current market dynamics as we develop a new value proposition - or learn to use a current value proposition - to support a successful approach to our customers' new buying process.

Workshop: Inside the C-Suite: Getting a Seat at the Table

Integrated care organizations make decisions in the C-Suite and then apply those decisions across the entire care continuum. There is less emphasis being put on your products and more emphasis being placed on your company's ability to help hospital systems achieve their strategic goals. Inside the C-Suite: Getting a Seat at the Table will help you develop the consultative skills necessary to make successful sales calls within integrated delivery networks.

Workshop: Value-Based Go-To-Market Strategy for Effective Account Management

A value-based go-to-market strategy is one in which the supplier's sales approach has less to do with getting paid for product sales, and more to do with becoming a supplier-partner that is properly rewarded for customer satisfaction and the customer's measurable success due to partnering with that vendor. Providers are convinced that most new products are not worth the additional costs, as reflected in their new buying process. A new value-based go-to-market strategy will allow your company to define the targets that best fit your value proposition and value-based business strategy. It will also bring about more consistent and predictable selling success with economic/executive buyers within the health systems around the country.

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