ONLY REFERENCE INTERNAL FOR - Weebly · 2019. 11. 22. · Scott Kline- KAM East . Theresa Neuhauser- KAM West . Curtis Scott- KAM Central . CONFIDENTIAL – FOR INTERNAL REFERENCE

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Key Account Management

Kurt Magnus- Director of National Accounts

Scott Kline- KAM East

Theresa Neuhauser- KAM West

Curtis Scott- KAM Central

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What is a KAM?

Our Key Account Managers are some of our most

senior and experienced representatives who are

assigned to manage Strategic Accounts.


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What is a Strategic Account?

• A Strategic Account is a named account such as an University, VA , or

corporately supported group that typically has multiple decision makers, may

have multiple locations, and may cross many boundaries of territories, regions

and clinical areas.

• Universities are strategic because of their influence on future clinicians

• Corporate accounts are strategic because of their rapid growth and

requirements for structured support, and centralized decision making

• Our KAMS cover only the 40 largest DSOS

• VAs are a unique account type that we are in a great position to support via our

relationship with DENTSPLY and their value of premium products


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How are we organized?

• We have three KAMS who support assigned Universities, DSOS: Dental

Support Organizations and VAs

• We will be adding a KAM this year to focus on National Laboratory Chains, to

create synergy between our National Labs, DSO accounts, and Clinical

Customers

• We work very closely with other DENTSPLY KAMS from TDS, DNA,

Government, and Orthodontics

• Our KAMS cover Universities and National Accounts that are headquartered in

their territories which are bordered as clinical regions

• This year we are putting in place a program to help you with selective Get /

Grow VA accounts

• We need your support to achieve success in these accounts!


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University Business

Scott Kline


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Importance of Schools

• Foundation of our business and research.

• Develop relationships with our future leaders, while educating

them on our products and influencing the local community.

• Utilize SFDC to track students after graduation.

• Important resource for both our Clinical trials and Investigator

Initiated Studies.

• Leverage our New Grad Special

• Account for nearly $5 million in annual sales.


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Clinical Trial Sites

North America

• University of North Carolina

• University of Iowa

• University of California at Los Angeles

• Ohio State University

• University of Alabama at Birmingham

• Columbia University

• University of Pennsylvania

• University of Illinois at Chicago

• University of Connecticut

• New York University

• McGuire Clinical Research Center, Houston

• Louisiana State University

• University of Southern California

• New York VA Medical Center

• McGill University, Montreal

• University of Texas-San Antonio

• University of Washington

• University of Chicago IL

• Nova Southeastern University


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Networks in SFDC

• DM’s should create networks for each graduating class (including

residency programs)

– Example network – UNC Perio Residents 2015-2016

– Name

– Cell phone #

– Personal email address

– Specialty

– Where they plan to move after graduation


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Universities – KAM Responsibilities • Target key opportunities with Universities that have a large market impact, users already in

place, and local support, using GGK method

• Negotiate Contracts and Agreements with key decision makers such as Deans and Department Chairs to support maximum product use and exposure

• Support and maintain account strategy / business plan for specific products and program implementation needs

• Bring insights and creative approaches from other success models to augment business footprint in Universities

• Liase with Clinical Research team to maximize engagement and collaboration at the scientific level

• Liase with the broader Dentsply National Accounts team to maximize corportate leverage / benefits in Universities

• Contribute to positive and productive relationships with key University personnel, including networking KOLS with DENTSPLY resources

• Ensure purchasing channels are open and functional to support adequate volume to reach account goals

• Own internal account data integrity


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Universities – DM Responsibilities • Support contracts by organizing and providing needed training and representation at the

department and clinical level

• Maintain strong relationships with key faculty, students, administrators, and alumni

• Communicate CE program opportunities to CE Marketing Group

• Provide on-site clinical support for cases as needed

• Provide regular on-site lunch and learn type training programs for key student and faculty

groups that support product use

• Assist KAM in developing realistic account strategy and game plan for growth

• Present, promote, and execute student sales programs

• Identify key opportunities and drive sales growth, pull in KAM when contract is needed

• Monitor product inventory levels and maintain functionality of surgical and restorative

armamentarium

• Elevate any problems or concerns to KAM and Regional Manager


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Keys to winning these accounts

• Communication with the KAM to prioritize opportunities and needs

• Monthly visit to all residency programs- Perio, Prosth, OMFS, AEGD, GPR

• Lunch & Learns and hands on labs with all departments

• Student days / Alumni day

• Graduate / Student Buying Program- New Grad Special

• KOL or Local Advocate

• Utilize Simplant University Initiative

• Clinical trials, either CIS or IIS studies being conducted


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NEW University Ambassador Program

• Top 12 Chief residents/ fellows in nation from top

DI Schools

• Top 5 Emerging Leaders from top Universities

• Presentations by Dr’s. Tara Aghaloo and Lyndon

Cooper


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Working with DSO’s

Curtis Scott FOR

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Dental Support Organizations


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Group Accounts

• - Growth of Group Practices –

Why?

• Trend – Match what students are

learning in dental school

• 2-3 year retention rate of Dental

Service Organizations – What do

they use when they leave?


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DSO Implant Market Share • Current Estimate at 7.2%*, with

Growth of Group Accounts

• DSO’s Business Volume

– While they represent 5% of offices, the

generate 8% of production

– Generate about $60M to DENTSPLY

– We have only scratched the surface!!!


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National Accounts – How to win!

• Support products at the clinical and office level including

clinical assistance, demonstrations and presentations to staff

• Maintain relationships with local practice management at the

office and regional level

• Sell only on formulary however when you recognize new

opportunities share them with your KAM

• Communicate any issues you see with your RM and KAM

• Document your calls with CFEs, often these are shared with

account as a value add!


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National Accounts – KAM Responsibilities

• Negotiate all product placement, pricing, and marketing support programs

• Develop account specific business plans

• Develop appropriate educational support programs to ensure product is fully

implemented

• Key contact for business management such as C level employees and primary

clinical decision makers and directors

• Communicate regularly with DMs regarding issues, updates, and product goals for

different national account groups

• Maintain corporate purchasing relationship to ensure orders are processed smoothly

and accurately

• Communicate unique ordering and buying methods as well as approved formulary

items to field sales team

• Liase with other DENTSPLY National Account members to strategize for growth


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National Accounts – DM Responsibilities

• Support products at the clinical and office level including

clinical assistance, demonstrations and presentations to

staff

• Maintain relationships with local practice management at

the office and regional level

• Sell only on formulary however you recognize new

opportunities share them with your KAM

• Communicate any issues you see with your RM and

KAM


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VA Business

Theresa Neuhauser FOR

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Importance of VA Hospitals

-Rely on protocols and products proven by science

-Value education (70 residency programs)

-Interest in innovative technologies

-Partner with premium suppliers


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What did VA business mean for you in

2015?

2015 VA Sales: $4,197,518 (225 Accounts)

Mitch Nelson $164,534

Tracy Henderson $424,680

Thaddeus Stewart $624,835

Ronald Ritchie $166,161

Hallie Wynick $106,911

Alison Gerrans $274,602

Doug Langley $220,468

Kristina Nunes $127,651

Mark Earhart $112,887


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Pilot VA Program 2016

Top Down, Bottom Up Approach with DM/RM

partnership

-DM will bring pre-qualified opportunity to RM

-Limit of (1) GROW/GET Opportunity per region to

maximize resources

-In addition, KAM will partner with DM in developing

new opportunities


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What Is Our Role?

DSM

• Act as account quarterback

• Develop relationships with key stakeholders and end users.

• Provide on-site education and clinical support

• Monitor product inventory and armamentarium

• Present and promote sales to residents and cross promote to Universities (where applicable)

KAM

• Focus on established opportunities that have growth potential

• Negotiate contracts at local and VISN level

• Forecast with product managers

• Construct creative, efficient and custom tailored education and proposals

• Liase with broader team to ensure exceeding customer goals


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Keys to Success

• Learn Institutional Process for your VA (we will be doing VA conference calls!)

• Partner with greater DENTSPLY team

• Focus on residency programs (will be sent to you with point of contacts)

• Wear your educator hat

• Prepare for a slow sales cycle with a big return


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Documents

ONLY REFERENCE INTERNAL FOR - Weebly · 2019. 11. 22. · Scott Kline- KAM East . Theresa Neuhauser- KAM West . Curtis Scott- KAM Central . CONFIDENTIAL – FOR INTERNAL REFERENCE