Traditional sales methods have undergone such a significant evolution in  recent years that it could be claimed that we are now in a new era - the era of Key Account Management.

The Pharma industry is no exception. The traditional model is changing from a "one size fits all" to a tailored approach based on customer value, behavior and attitudes. The shift in dynamics, that is increasing the power of payers and moving buying decisions from the prescribing physician to networks of physicians, health insurers, government and payers has challenged the industry to look for different ways to engage with their customers.