Bristol-Myers Squibb discovers, develops and delivers innovative medicines for patients with serious diseases. Their strategy combines the reach and resources of a major pharma company with the entrepreneurial spirit and agility of a successful biotech company.
Great job...delivering practical tools and ideas that will further develop account management. They have an excellent understanding of where we are as an organisation.Access Academy Leader, New Skills in Pharma
The way in which medicines are procured has changed. Patient and advisory groups exert pressure and ‘customer’ decision-making units are increasingly complex, incorporating clinical, financial and operational stakeholders. Relationships, market insight, strong value propositions, internal co-ordination and performing at the highest ethical standards are critical success factors. Key account managers were struggling to meet all of these requirements simultaneously.
Working with BMS over three years, we devised and implemented a programme to improve account management competencies. We worked with the management team to define required competencies that would transform their engagement and boost sales. To benchmark skills and behaviours we created ‘development centres’ where selected account managers undertook exercises involving interviews, role play, 360 feedback and presenting customer plans. We briefed the UK Board on our findings sharing strengths and priorities for improvement and devised tailored training for key customer managers, access managers and field sales teams.
In follow up audits of 50+ participants close to 100% stated that they would recommend the activities to their colleagues. They reported improved skills that led to significant business wins and provided examples enhanced value delivery. Starting in the UK we were then engaged in Vienna, Stockholm, Bucharest and Dublin. * Brightbridge was at the time known as ‘TaylorHoughton’