Lo sviluppo di sistemi di gestione del cliente pubblico nelle imprese farmaceutiche: il ruolo dei regional affairs e dei key account managers

[Machine translation] Regional decentralization, the introduction of management systems in healthcare companies and the increase in the share of drugs directly purchased by them mean that access to the market for medicines increasingly depends on the ability of companies to manage relationships with regions and healthcare companies. The objective of the research is to analyze (i) on a pool of pharmaceutical companies, the organization of public affairs activities at the regional level and the application of key account management logic in relations with healthcare companies, and (ii) on a group of regions, the perception that the representatives of the regions for pharmaceuticals have of the added value and the critical issues generated by relationships with companies. The survey was conducted on the basis of two semi-structured questionnaires administered through interviews with regional public affairs managers and key account managers and regional representatives for pharmaceuticals. Starting from the results of the research, some factors are discussed that could increase the potential of these new functions in companies, to make the management of relationships with the public customer more effective.