In the face of rising healthcare costs and static patient outcomes, traditional approaches to key account management (KAM) in healthcare are proving inadequate. As healthcare providers, insurers, and suppliers grapple with complex demands, there is a pressing need for adaptive commercial strategies rooted in cross-functional collaboration. This whitepaper explores how a dynamic, agile KAM approach can bridge the gap between short-term pressures and long-term sustainability, aligning with the value-based healthcare model. Authored by Peter Rademakers and Christian Popp, it offers insights into building effective partnerships along the patient pathway, enhancing both patient outcomes and profitability.

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