Rebuilding KAM Performance in a Changing Primary Care Landscape
A large pharmaceutical manufacturer was navigating significant change in the UK primary care environment. Two business-critical brands in rheumatoid arthritis and diabetes were central to formulary positioning and long-term growth. Both operated across multiple indications in crowded markets.
At the same time, the company was restructuring its primary care Key Account Management team to align with new NHS payer structures. Access to decision-makers was becoming more constrained, while expectations around value articulation were increasing.
The Challenge
Capability across the KAM team varied, engagement time with payers was limited and online detailing was increasing, yet existing approaches were designed for face-to-face settings and did not always translate effectively.
The client needed to independently assess KAM capability as a clear baseline assessment, evaluate materials in use and define a practical route to strengthen performance.
Verpora Approach
Verpora designed a structured assessment programme built around live simulated interactions with current and former payers. Each KAM participated in controlled scenarios that reflected real-world conditions while allowing space for reflection and improvement.
Performance was assessed across three domains of value messaging: resonance, influence and technical credibility. Feedback was gathered directly from payers, reviewed by Verpora specialists, and reinforced through video analysis and structured debrief.
In parallel, call materials were evaluated to distinguish between the strength of the value proposition itself and the way it was being delivered. This ensured capability development addressed both message and execution, rather than conflating the two.
Client Impact
The client gained a clear view of capability gaps and inconsistencies across the KAM team. Priority areas were identified, including clearer articulation of unmet need, stronger integration of landscape context and more confident handling of objections.
Engagement quality improved across both face-to-face and online settings. Materials were clearer and more usable, and KAMs demonstrated greater fluency and consistency in how value was communicated to payers.
“Previous poor calls with NHS payers had reduced the confidence of many of our KAM team members, resulting in avoidance of face to face calls. After the sessions with Verpora, my team feel far more confident with their rapport with payers and actually enjoy the process”
Senior Director Health Field Team
Key Takeaway
When access is limited, performance matters. Establishing a repeatable framework for assessing and strengthening market access capability ensures value propositions are delivered with clarity, consistency and credibility.