ASSPAC™

The Key Account Challenge

Key accounts represent a disproportionate share of pharmaceutical revenue -often 20% of accounts driving 80% of sales. Yet most organisations manage these critical relationships the same way they manage smaller accounts: individual rep relationships, product-focused conversations, and reactive problem-solving.

This approach leaves value on the table and creates vulnerability to competitive displacement.

The ASSPAC™ Framework

Account Strategy

Every ASSPAC™ account receives a formal strategic assessment:

• Account Potential Analysis: What is this account truly worth, fully penetrated?
• Competitive Position Mapping: Where do we win, where do we lose, and why?
• Decision Process Understanding: How does this account make purchasing decisions?
• Value Opportunity Identification: What unmet needs can we address?

Structure

We help clients design the right organizational structure for key account management:

• Account Team Composition: Who should be involved and in what capacity?
• Roles and Responsibilities: Clear definitions preventing gaps and overlaps
• Governance Framework: Decision rights and escalation paths
• Resource Allocation: Dedicated vs. shared resources for account support

Planning

ASSPAC™ accounts receive formal account plans with:

• Objective Hierarchy: Clear goals from strategic to tactical
• Action Planning: Specific initiatives with owners and timelines
• Stakeholder Strategy: Relationship objectives for each key contact
• Competitive Response Plans: Pre-planned responses to competitive moves
• Risk Mitigation: Contingencies for identified threats

Collaboration

Cross-functional coordination is where most key account programs fail. ASSPAC™ addresses this through:

• Regular Account Reviews: Structured meetings with all stakeholders
• Shared Information Systems: Common platforms for account intelligence
• Aligned Incentives: Compensation structures that reward account outcomes
• Communication Protocols: Clear standards for information sharing

Implementation Approach

Phase 1: Account Selection

We work with clients to identify which accounts warrant ASSPAC™ investment, establishing clear criteria and avoiding the common trap of designating too many "key" accounts.

Phase 2: Deep Dive Analysis

Selected accounts receive comprehensive analysis using our proprietary frameworks, generating insights that inform strategy development.

Phase 3: Planning Development

Account teams develop formal plans using ASSPAC™ templates and tools, with coaching support from Herbst consultants.

Phase 4: Execution Cadence

We establish the rhythms and mechanisms that ensure plans translate to action: review schedules, reporting requirements, and accountability systems.

Phase 5: Continuous Refinement

ASSPAC™ accounts receive regular strategic reviews, with plans updated based on results and changing circumstances.

Measuring ASSPAC™ Success

Traditional metrics like call activity are insufficient for ASSPAC™ accounts. We help clients develop account-appropriate measures:

• Share of wallet progression
• Relationship depth scores
• Tender win rates
• Contract renewal rates
• Net promoter scores
• Competitive displacement incidents