Hospital & Account Management:

Module 0 – Overview of hospital &

account management

Module 0 Page -
Guidance on Policies and Compliance
► All activities must be conducted in accordance with GSK policies, codes and SOPs, and with
applicable local laws and regulations. If there are differences between the GSK requirements and
the local requirements, the stricter standard will apply.

► The collection or processing of personal information must be carried out in accordance with
applicable data protection laws, and with GSK’s Privacy Policy (GSK-POL-010).
o Personal information may only be processed where necessary to serve GSK’s specific,
legitimate business purposes.
o Only the minimum amount of personal information necessary to achieve those purposes
should be collected.
o Any personal information collected must be stored securely. Personal information should
not be shared with any other company without the appropriate controls in place.
o Personal information collected should be factual.
o Note that the individual concerned may ask to see a copy of the information that GSK holds
about them.
o GSK Legal should be consulted in advance on any proposal to establish a database of
personal information.

► Managers should ensure that their teams are adequately trained on the applicable requirements.

► This module is for GSK internal training purposes only. Any case studies used are for illustration
purposes only and should not be taken to be applied as endorsed strategy

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Hospital & Account Management
Learning
Objective
Understand the key elements of Hospital & Account Management
► Importance of both account practises and individual practises
► Importance of Understanding, Planning and Effective Selling in hospitals /
accounts
► Importance of Patients, Customers, Decisions and GSK value

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 Hospital & Account Management lies between one-to-one selling and
Key Account Management
One-to-one selling
► Straight-forward
decision processes:
– Individual makes decision
– Many frequent decisions
– Detailing focused
► Call quality, Contact
frequency
► Customers: Physicians,
Nurses etc.
Training materials
The Hospital & Account
Management kit should be
used in conjunction with
other materials
Sales Call Model
One-to-one selling
Account selling Key Account selling
► Complex decision ► Accounts of exceptional
processes within an influence / value with
account: centralised decision
– Decisions by groups making and/or buying for
– Many buying criteria
several accounts
– Mid term decision cycle ► Objective: Long term
relationship
► Complex selling
– Custom solutions
process
– Win-win
► Customers: Hospitals,
– Tailor-made KAM approach
Large group practises
etc. ► Customers: e.g. Hospital
chains, Governments etc.
Account selling
Hospital & Account
Management
Key Account
KAM
selling
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 Treatment practises are determined by both hospital / account decisions
and individual practises

Account-level
impact Individual specialist
customers
Multiple customers
Patient-level impact
Longer process Account Individual
Shorter process
Multiple criteria decisions practises

Requirements for hospital & account

management

• Complex sales process • Knowledge and credibility

• Working with stakeholders (inc. GSK) • Listening and trust
• Planning • Preparation
• Understanding of account decisions • Understanding of customer value

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Hospital & Account Management supports customer decisions and
practise through understanding, planning and effective selling

Account Individual
decisions practises

Effective selling Effective selling

for account for individual
decisions practises

Planning hospital / account

activity

Understanding hospital /
accounts and customers

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Patient needs reach GSK via our customers. The value GSK offers flows
back to patients via customer decisions

Needs Needs
Customers
Patients and their GSK
Healthcare Decisions
benefits Value Add

In hospital & account management you must understand decisions of

customers and how customers support patient needs, to evaluate how
GSK can add value.
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How to use the Hospital & Account Management kit
► The kit has been split into four modules, the modular format
– enables you to fit self-learning around other activities
– allows you to focus on your own development needs

Module 1 Module 2 Module 3 Module 4

► Each Module is further divided by key concepts – Many of these have an

accompanying exercise for you to complete for your hospital(s) / account(s)

► The majority of slides contain notes with more explanation of the key
concepts – It is recommended that you print the kit in Notes view

The kit is designed to be flexible to your personal working style – work

with your manager on how to get the best from it

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Before starting, review your brand plans and other relevant
materials
Patient Potential
Tower Knowledge Map
Prevalence BRAND PLAN &
Other country
Seeking Treatment

Consulting Physician

Diagnosed
guidelines
Treated with Prescription

Prescribed with Category

Prescribed with Brand

Situation Assessment
Prescriptions filled with Brand

Patient Adherence

Other
Treatment Strategy Development information
Pathway
Brand plans contain a lot of information
that will help you complete this module
and plan your account

Brand
There is a lot plans contain
of information a lot of
available toinformation
thatyourself
you, refreshing will helpon
youmaterials
complete this module
and plan your account
such as your national brand plans will
help you to complete the exercises

Operational Planning There

throughout this may be helpful graphics:
module
• Reducing what you have to start
from scratch, saving time
• Raising issues you may not have
considered
• Ensuring consistency with your
Business Driver
national strategy

•Bran Plan. Take it, it’s yours!

•Bran Plan. Take it, it’s yours!

Brand plans contain a lot of information that will help you complete this
module and plan for your hospital / account

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The Hospital & Account Management Modules are structured around
these themes (1 of 2)

Module 1 – Understanding accounts and customers

Patient flow Drivers of the Customers Account issues

Patient Flow

Module 2 – Planning account activity

Account Planning for Planning for

objectives account individual
decisions practises

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The Hospital & Account Management Modules are structured around
these themes (2 of 2)

Module 3 – Effective selling for account decisions

Working with Customer Agreeing a Implementing

multiple stake- needs and solution and tracking
holders solutions

Module 4 – Effective selling for individual practises

The Establishing Developing Becoming

Relationship credibility value trusted
Journey

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The modules are designed such that they support the understanding of
the Knowledge Cascade within an account and how you can utilise it
Principle Description Location in kit

Use Healthcare Stakeholder Mapping to identify the

specific stakeholders who would benefit most from the Module 1: Understanding accounts and
Be targeted
knowledge about the appropriate use and would be customers
important to transfer that knowledge to other customers

Consider which healthcare stakeholders will have the Module 1: Understanding accounts and
Think most impact on other stakeholders and the adoption of
sequencing new treatment practises, and use as the basis of customers
prioritising communication of data and evidence Module 2: Planning account activity

Consider Knowledge Shifts, the level of access and the

receptivity to the knowledge of each specific healthcare Module 2: Planning account activity
Be specific
stakeholder to provide clarity on Activities required to
transfer the knowledge

Identify which healthcare stakeholders can be Module 2: Planning account activity

Build
communicated with in parallel and which in series (and by Module 3: Effective selling for complex
Momentum
whom in the organisation) decisions

Consider which internal (specially trained) teams and

Use the right external resources are best placed to bring the right Module 3: Effective selling for complex
resources information to the right stakeholder at the right time in decisions
order to realise an account objective

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