5 Reasons Your Company Needs to Invest in Key Account Management

Acquiring new customers is the most obvious way for healthcare organizations to drive growth, but it is not the only way. More and more healthcare consulting firms are offering key account management training, an innovative new approach to account management that teaches professionals to focus their efforts on a few key accounts in their portfolio. Here are a few of the benefits of investing in this type of training for your firm’s account managers.

1. Retain Existing Customers  

Keeping the customers you have is always easier than finding new ones. Existing customers know what you have to offer and have found your services satisfactory over the months or years they have been working with you. 

Key account management training can help you build on that existing trust to forge iron-clad relationships that benefit both parties. When customers know that you will go above and beyond for them, you can win their loyalty for a lifetime.  

2. Grow Existing Accounts 

It is easy to think that the goal of customer retention is to maintain consistent income from that account over time. This is not true. Your existing customers may actually have much more interest in purchasing additional solutions from you than either of you realizes.  

A well-trained account manager understands that key accounts in their roster have untapped potential. They should always be looking for opportunities to show their clients some new product or service your organization offers that will meet their clients’ needs, even before those needs have been expressed. Doing this will allow them to capture more revenue from these accounts and easily achieve sustainable growth. 

3. Develop Your Understanding of Your Target Customers 

When you know your current customers like the back of your hand, you also gain knowledge about what future customers will respond to. Products or services that are popular with several accounts will probably be appreciated by similar organizations and may merit greater investment from your firm.  

Key account management training teaches your staff to observe trends in their customers’ needs and apply them to later sales opportunities. This tactic is especially effective when excellent account management skills are paired with additional information from pharmaceutical market research companies and other sources of real-world customer data.  

4. Secure Long-Term Revenue 

No firm can rely on project-to-project income forever. Every organization must build long-term sources of revenue to continue to grow and expand.  

Key account management training gives your staff the tools they need to deliver outstanding service on a consistent basis. This keeps customers satisfied and happy to keep giving you their business for many years to come.  

5. Drive Word-of-Mouth Marketing 

When your customers know they can depend on your organization for innovative solutions and excellent service, they will happily recommend you to other organizations in the industry. This allows you to build momentum based on your past successes and organically grow your customer base. 

Key account management training helps your staff further develop their skillsets to meet the needs of even the most discerning customers. With this knowledge to guide them, they will have no trouble delivering the high-quality service that will get you those coveted recommendations.  

Get Key Account Management Training from a Top Training Organization 

Healthcare is a highly competitive field, and your firm needs every advantage it can get to stay on top. Key account management training can help your staff master the advanced customer service skills they need to make your biggest accounts even more lucrative.

The Brooks Group provides a full curriculum of training programs for account managers in the healthcare industry, including employee onboarding training and strategic account management training. Contact us today to learn more about how you can enroll your workforce in these programs and set your company up for success. 

This blog was originally posted on https://thebrooksgrouponline.com/2022/02/5-reasons-to-invest-in-key-account-management/

Account Managers: Conduct Winning Meetings Starting Today!

Account managers regularly conduct meetings with some of the busiest professionals in the healthcare industry. These meetings offer a critical opportunity to exchange thoughts with clients, receive feedback, and explore new pathways to grow the account. However, it is just as easy for these events to go awry.  

As an account manager, you owe your clients the courtesy of proper preparation. Here are five easy steps you can follow to plan winning meetings that will deepen your client relationships and secure new business for your firm.  

1. Take Time to Prepare 

Every successful meeting begins with thorough preparation.  

First, decide who will attend. Keep meetings as small as possible. If possible, find out how many people the client is bringing and make sure to include relevant people from your own organization.

If you do not know some of the people in your client's party, be sure to check their LinkedIn page to learn more about them before you meet them in person.

Make sure that everyone who is set to attend the meeting knows when and where it will take place. If the meeting is online, make sure that everyone has access to the right software and has received any links or account access they need to participate.  

Finally, figure out how long it will take you to get to the venue on the day of the meeting, then add an extra half-hour or so to account for detours, delays, and last-minute preparations. This ensures that you will have more than enough time to arrive before the client and set up the room.

2. Sort Out Your Logistics 

Once you know how you want your meeting to go, think about what you will need to have ready to make things go smoothly.  

Do you have backups of all the files you need for your presentation? Is the conference room's equipment working properly? If there is an online component to the meeting, is the office's internet connection stable? Are there enough chairs for everyone? If you will be serving coffee and snacks, how will you get them to the conference room? Will someone be taking notes, and if so, who? 

Planning for all of these factors minimizes the number of interruptions you will experience during your meeting and makes you and your company look like consummate professionals.

3. Establish a Framework 

Before the meeting begins, ensure that everyone is on the same page by quickly reviewing your goals for the day and how much time you have allotted for the event. It may also be helpful for you to use your strategic account management training to create a brief elevator pitch for any products or services you are planning to bring to the client’s attention.

Laying these details out in advance gives your meeting some direction and a clear endpoint that respects everyone's time. Setting these guidelines in advance reassures your clients of your professionalism and makes it easy for you to keep the meeting focused and productive. 

4. Account for Different Communication Styles 

The way you present information in a meeting can have a significant impact on that meeting's outcomes. Some people enjoy some social chitchat up-front to break the ice, while others prefer to get straight to business matters. Know your audience’s communication style and adapt your presentation style to suit them. This will keep your clients engaged and reinforce their confidence in your skills.

However, remember what you learned about your company culture during your employee onboarding training; many organizations frown on taking too casual an approach, and your communications choices should remain consistent with internal expectations. 

5. Listen

Account managers typically come to the meetings with a lot of reports, presentations, and information that they want to share with the client. In their eagerness to offload all that information, sometimes they forget to allow time to listen and let the client share their most pressing concerns or ideas. Sometimes the reports you want to share are not as important as the new ideas the client might be thinking about, as it might uncover new opportunities for your growth together. So, make sure to ask the clients some open-ended questions and then listen!

6. Follow Up Afterwards 

Good follow-up after a meeting is critical for reinforcing the customer experience. 

Thank each attendee for their time and include a short summary of the key points covered during your time together. Doing this demonstrates that you are committed to understanding your customers' needs and are making the most of every learning opportunity. It also shows the kind of initiative and leadership That are hallmarks of good customer service.

Master Meetings for Account Management Success 

When your next meeting comes up, put these tips into action and witness the difference they make. With the right approach, you and your clients will all leave feeling focused and confident that you are on the right track.

Interested in further development? The Brooks Group is a leader among America's pharmaceutical market research companies and healthcare consulting firms. We provide training programs that help account managers sharpen the skills they need to succeed. Contact us today to learn more about our services and how we can help you develop your sales skills, market knowledge, and customer relationships.

This blog was originally posted on https://thebrooksgrouponline.com/2022/02/conduct-winning-meetings-starting-today/

Cut Costs and Save Time on New Employee Onboarding With A Smart Investment

Effective onboarding training does much more than merely ease a new employee into their role, it also imparts a sense of purpose and belonging. With the right approach, it can serve as a powerful tool for increasing productivity and retention in your ranks. 

A quality digital employee onboarding training program can save your organization significant amounts of time and money without losing any of the benefits of in-person instruction.  

  

Increase Employee Retention When It Matters Most  

Today’s workers are more mobile than ever before. All types of organizations are having difficulty attracting and retaining the talent they need to thrive – and the more highly skilled a role is, the harder it is to find a replacement.  

Providing in-depth, engaging onboarding training is one way your organization can combat this problem. Onboarding training helps your employees better understand their new work environment and their place within it. This forges a sense of loyalty among your team and has been shown to generate a 50% increase in employee retention.  

  

Choose Digital Training to Save Time and Improve Productivity  

New employees need time and instruction to rise to the same level of performance as your existing workforce. Delivering this instruction manually, however, slows the process down considerably. Not only do some staff members have to take time out of their day for training duties, but new employees may find themselves waiting idly for someone to fit the training into their busy schedule.  

With self-guided digital onboarding training, new hires can quickly get themselves up to speed on your company culture, relevant rules and regulations, and what is expected of them in their new role. Digital training programs also ensure consistency, making sure that all new hires receive the same vital information. Your new hires can get to work more quickly and your existing workers can stay on task. 

  

Create Custom Content for Your Present and Future Workforce 

Even with strong retention initiatives in place, your workforce is sure to shift and expand as the company grows. All new future hires will need onboarding training, and some employees who are promoted to higher roles may benefit from an additional round of training to help them settle into their new position.  

In contrast to the ever-mounting costs of traditional onboarding, investing in custom digital onboarding training modules is a one-time expense. These training tools are extremely scalable and can be used to instruct as many new hires as needed in the coming years. They can also be easily updated to reflect any needed changes in the curriculum.

Avalability of digital tools also allows you to generate more engagement among the trainees by utilizing 3D modeling and simulations, video content, gamification etc. This kind of learning experience based onboarding improves knowledge retention while shortening learning spans.

Streamline Your Onboarding Training Today 

Building a digital onboarding training program for your organization will help you trim your expenses and your staff's workload. The Brooks Group provides customized employee training programs for healthcare executives, including strategic account management training, and onboarding training. Contact us today to discuss your digital training needs and let us help you establish a more efficient and consistent onboarding process for both you and your workforce.

This blog was originally posted on https://thebrooksgrouponline.com/2022/01/cut-costs-and-save-time-on-new-employee-onboarding-with-a-smart-investment/

Do Your Account Managers Have the Pulse of Your Customers?

One of the most important goals of strategic account management training is to help your account managers forge a better understanding of your customers' current and evolving needs. If your account managers become too complacent, you risk losing some of your valuable accounts.  

Fortunately, you have ready access to the best source of information on customer needs: your customers themselves. Have your account managers ask them the following five questions to get a better idea of what they need now and what they would like to see from your organization going forward. 

5 Questions to Ask Your Customers  

1. How can we better serve your needs? 

Even the best healthcare organizations and their account managers have areas in which they could improve. Ask your customers about what you could be doing better, as well as which products or services they would like to see you provide in the future.  

Answers to this question can help you develop a framework for future improvements within your organization. If you chart your growth according to stated customer preferences, you should have no difficulty retaining the customers you have and adding new ones to your account managers’ rosters.  

2. How satisfied are you with our services? 

Your customers might not be outwardly complaining about your services, but that does not necessarily mean they are fully satisfied with them. Ask them directly to confirm that your services are meeting their expectations.  

An even better way to do this is to ask them whether they would readily recommend your services to another organization. If they would not or are not sure, ask them what would need to happen for them to change their mind. These questions demonstrate how much your organization values customer success and give you some concrete steps to take to solidify your relationship with your client base.  

3. What aspects of our services do you find most valuable?  

There are a multitude of different ways to approach account management in the healthcare industry. Ask your customers which parts of your approach they value the most to find out what it is you do best.

Perhaps your account managers always make a point of presenting the data that supports the solutions they represent. Maybe they are exceptionally compassionate and good at making those they work with feel comfortable around them. Maybe they always seem to know what the customer will need before that need is ever expressed. Whatever the strengths of your workforce may be, you will want to emphasize and capitalize on those attributes. 

4. What are your biggest challenges? 

Your account managers’ role is to help your customers achieve their goals, so it is important to know exactly what those goals are. Asking your customers about the challenges they are facing allows your account managers to translate those challenges into meaningful service improvements. 

For instance, a customer whose patients consistently request the latest treatments might appreciate being shown some of the newest drugs on the market. Matching your account managers' services to your customers' expressed needs will win your organization a lot of goodwill from existing accounts and the market as a whole. 

5. Why did you choose us over our competitors? 

Both you and your customers know that there are many other healthcare companies with similar solutions to those your organization provides. Asking them why they ultimately chose you (or why they stayed with you instead of switching) will help you determine what your customers see as your organization's main selling point.  

Their responses might highlight the things you intentionally emphasize in your services, but they may also surprise you with new useful insights. For instance, you may think of your firm as a provider of established healthcare solutions, but perhaps your customers are more excited to access the small roster of cutting-edge solutions you have recently invested in.  

Get a Better Grasp of Your Customers 

You can acquire more valuable customer insights like these with help from The Brooks Group. In addition to our healthcare market research services, we deliver healthcare executive coaching and new employee onboarding training programs to biotechnology companies, pharmaceutical companies, and other healthcare organizations. Contact us today to learn more about how we can help you better understand the needs of your most discerning customers.

This blog was originally posted on https://thebrooksgrouponline.com/2022/01/do-your-account-managers-have-the-pulse-of-your-customers/

Retaining Top Talent During the Great Resignation

2021’s employment landscape was one of the most tumultuous environments companies have faced in recent years. The high levels of turnover that have characterized the post-pandemic job market so far are expected to continue into 2022, leaving employers to grapple with the Great Resignation for another year. The following five strategies will help your organization prepare for this challenge by increasing retention among top performers in the healthcare industry.  

1. Prioritize Career Progression 

High-achieving employees are highly motivated by career progression. If they do not think they can realize their full potential within your organization, they will look elsewhere instead.

Employees who receive additional training and opportunities to upgrade their skills are more likely to feel like valued members of the team. They will also be better candidates for internal promotions, which further reinforces company loyalty. It is important for companies to keep investing in leadership development and training programs that would enhance the potential of their executives. Quality onboarding programs that give the new hires a clear picture of their potential roadmap within the organization are also helpful in retention.

2. Develop a Policy for Remote Work 

Now that most white-collar workers have had a taste of remote work, few are eager to return to the office. If your top talent cannot work from home at least some of the time, they may decide to leave your team for another position that does allow them this flexibility. 

To keep these employees from moving on, you will need to clarify your organization's stance on remote work. Outline a policy that dictates which roles have the option to work from home and how often they will be permitted to do it. This will give you and your workers a good starting point for discussions around this issue, but be prepared to make additional concessions occasionally.  

3. Take Precautions Against Burnout 

The past few years have been extremely stressful for many people, forcing them to confront social, political, economic, and health-related anxieties all at once.

To keep your workers at the top of their game, prioritize work-life balance within your organization. Keep workloads realistic and be sure to check in regularly with each employee to measure their progress and ask if they need additional supports. Encourage time off and make sure that employees are able to fully disconnect outside of work hours. Showing your workers how much you value their wellness will go a long way toward improving their loyalty to your company. 

4. Re-Evaluate Your Compensation Structure 

In such a competitive market, top-tier workers know that they have the ability to command higher wages – and with record levels of inflation eating away at salaries, they have more reason to than ever before. 

If your organization has the financial leeway to do so, consider offering your best workers a larger raise this year. This will remove a significant incentive for them to consider switching jobs. Increasing compensation may hurt in the short term, but it will secure your organization’s talent pool and help propel future growth.  

5. Consult Your Team Members 

If you really want to retain your best employees as long as possible, ask them what they need. Turn the exit interview on its head and conduct a series of ‘stay interviews with key employees in your organization. 

Ask them not only what it would take to keep them with your company, but also what types of offers might tempt them to leave. Combine this information with additional sources like online employer reviews and anonymized internal surveys to figure out what your top talent wants and find a way to give it to them.  

Retain, Don’t Replace 

Without your strongest team members still on board, your organization's future could be in jeopardy. Investing in retention now is the best way to keep as many top performers in your ranks as possible, and it can also help you prepare these key workers to take on greater responsibilities within the company.

The Brooks Group is here to help you sharpen your employees’ skills and give them the tools they need to feel confident in the work they do. Some of our areas of expertise include instructional design, account management training, and healthcare management consulting. Contact us today to inquire about our training services and how they can make a positive impact on workers’ motivation, company loyalty, and professional ability.

This blog was originally posted on https://thebrooksgrouponline.com/2021/12/retaining-top-talent-during-the-great-resignation/

Healthcare Branding- 5 Ways to Stand Out

In the past, many healthcare companies were able to survive and even thrive based on the strength of their products and services alone. The market was narrow enough that if a company had an effective treatment available for a particular disease or condition, they were unlikely to have much competition in that niche.

After many years of scientific and medical developments, however, the healthcare industry has grown considerably. Hospitals and other care providers have many options available to meet their patients’ needs. In order to win their business, companies will need to make their solutions stand out above the rest using effective branding. The list below contains five tips to help you get started on this process for your own healthcare organization.

1. Offer Personalized Services

Every customer has unique needs and concerns. Taking the time to understand what your customers are looking for (and why) helps you to present them with options that they are likely to accept, increasing your sales and customer satisfaction at the same time.

Account management skills training can be used to upgrade your staff's skills and allow them to provide exceptional service to your customers. Likewise, market research or patient advocacy research reports can give your staff information on trends to help anticipate customers' needs and offer appropriate products and services before they even think to ask for them.

2. Set Your Organization Apart 

Highlighting the things that make your organization unique is a great way to build your brand. What does your organization have to offer that none of your competitors do? Do you have advantageous partnerships with other organizations, unique industry insights, or exceptionally attentive staff members?

Whatever high points you settle on, be sure to highlight these things in your promotional materials. Let your prospective customers know why they should choose your company to help them serve their patients.

3. Focus on Your Strengths and Improve Your Weaknesses

Every pharmaceutical organization has its strengths and weaknesses. For instance, your company might be excellent at bringing cutting-edge products to customers but struggle with pairing those newer items with older mainstays that would provide customers with a more well-rounded package of solutions.

Emphasizing the things you do best (such as innovative treatments or a patient-centric, personalized approach, for example) will ensure that your brand develops a strong positive reputation and a unique identity. It will also give you the opportunity to quietly work on the aspects of your organization that need further development until you are just as proud of them as you are of its strong points.

4. Maintain a Strong Brand Presence Across All Channels

Healthcare organizations have access to many advertising channels that they can use to reaffirm their brand. In addition to traditional channels like billboards and television ads, organizations can multiply their branding efforts by investing in online channels like social media.

Each healthcare company should have a solid marketing strategy that spans as many channels as is feasible with their resources and budget. Digital marketing through platforms like Facebook and YouTube is relatively affordable and makes a big difference in your company’s visibility.

5. Embrace Branding as a New Necessity

Whether you are eager to see what good branding can do or are reluctant to try it out, it is important to recognize its indispensability in modern contexts.

With so much competition to contend with, companies that do not invest time and resources into their brand will never be able to reach the same level of prominence as those that do. Working out your branding strategy now will help you capture more market share during this critical transition period.

Build Your Brand with Help from The Brooks Group 

Don’t wait to begin working toward a distinct brand for your healthcare organization – the sooner you act, the more effective your strategy will be.

The Brooks Group is a leading healthcare consulting company offering employee onboarding training, instructional design services, market research, and much more. Our assistance can help you devise and implement a branding strategy that will make your healthcare organization undeniably unique. Contact us to learn more about our services, their impact, and the next steps you can take to building a stronger corporate identity.

This blog was originally posted on https://thebrooksgrouponline.com/2021/12/healthcare-branding-5-ways-to-stand-out/

Bridging Knowledge Gaps with Learning Experience

Corporate training has gained a bad reputation for being boring, slow, and ineffective. The Brooks Group Learning eXperience (LX) team has the power to change this paradigm.

This type of instructional design aims to develop applicable learning solutions that deliver content to learners in a format that engages them. Organizations can use it to disseminate many different types of information to their workforce in an appealing and memorable way while also achieving greater visibility into individual and group comprehension.  

Creating a Multimedia Learning Experience 

The Brooks Group LX team is focused on driving engagement among learners. In contrast to typical instruction methods that rely on long paragraphs of dry text to deliver information, programs founded in instructional design employ a multimedia approach to foster organic interest in the subject matter. Some common forms of content that can be used to do this include: 

• Videos 

• E-zines 

• Quizzes and tests 

• Podcasts 

• Infographics 

• Games 

• Interactive activities 

All of these mediums can be incorporated into customized courses that address company-specific learning objectives. They can also be used to build blended learning experiences that bring digital elements into traditional on-site instructional settings. Organizations can even create self-paced microlearning modules that give learners a few minutes of compressed instruction whenever they have the time to spare – an increasingly popular educational model in today’s busy world. 

Quantifying Learning Through Analytics 

Good instructional design offers more than a superior learning experience - it also provides full transparency into learners' comprehension and achievements.  

Companies can access detailed statistical reports that reveal how many employees completed their assigned tasks, as well as how well they performed both on their own and compared to their peers. These figures can help managers identify the strengths and weaknesses of individual team members and their crew as a whole.

With this information, leadership can build teams with a diverse array of competencies for optimal performance. They can also assign additional review and training exercises to help shore up specific employees’ weakest knowledge areas.  

Instruction for All Stages of Professional Life 

Learning experiences can be used to create e-learning initiatives to meet a number of organizational goals, including: 

• Onboarding. New employees need significant learning to properly orient themselves in their new role. Learning experience allows you to design courses that deliver the necessary information in an expedient and easily digestible manner, creating a smoother onboarding experience that can easily be deployed in onboarding training programs even for virtual hires. 

• Role-based training. Learning experience can be utilized for creating training programs to help hone both hard and soft skills. With fast-paced dynamic courses available to teach sales skills, customer service strategies, market knowledge, and more, your team will always have access to the latest information needed to drive better performance.  

• Refresher training. Quick interactive course modules allow learners to easily review information they already know. Completing this training refreshes their knowledge, delivers updated information to keep them abreast of changes in the field, and provides documented proof of their competency. 

Learning experience design can also be employed to complement new product launches by giving users an easy interactive way to learn what the product can do and how to use it.  

Imagining A Better Future for Corporate Training

Learning experience design is revolutionizing the process of knowledge acquisition and retention in corporate settings. With more engaging courses tailored to busy modern learners, account managers and other professionals have a fun and easy way to fill in the gaps in their knowledge base and improve their performance on the job.

The Brooks Group is a leading healthcare consulting firm offering custom instructional design services through our Learning eXperience division. Contact us today to have our design experts design fun and engaging learning experiences for your workforce.

This blog was originally posted on https://thebrooksgrouponline.com/bridging-knowledge-gaps-with-learning-experience/