Historically, pharma companies aimed at blockbuster drugs for broad patient groups, shifting in recent years towards specialty therapies for complex diseases, often managed in hospitals. In 2021, 8 of the top 10 drugs were specialty medications, a stark contrast to 20 years prior. This shift necessitates a more intricate go-to-market strategy, emphasizing the importance of Key Account Management (KAM) for effective commercialization. Effective KAM requires cross-functional teams and strategic engagement with multiple decision-makers, emphasizing the need for pharma to adapt its sales models to focus on key accounts for significant impacts on sales forecasts.

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