Economics and Business

Journal number 3 ∘ Zaza Sopromadze ∘ Nana Shashiashvili ∘ Besarion Simonishvili ∘

Sales Techniques for Medical Products and Key Account Management

doi.org/10.52340/eab.2025.17.03.08This article explores the pivotal role of sales strategies and Key Account Management (KAM) within the pharmaceutical and medical products sector, emphasizing their impact on business performance and client relationship development. In a market increasingly defined by stringent regulatory frameworks, rapid technological advancement, and rising competition, the strategic alignment of KAM with tailored sales approaches is essential to sustaining a competitive edge. The study aims to investigate current challenges and emerging trends, with a particular focus on leveraging digital technologies, data analytics, and personalised methods to boost sales effectiveness and client engagement. Findings reveal that companies utilizing advanced Customer Relationship Management (CRM) systems, big data insights, and customized communication techniques experience significant gains in sales performance, customer satisfaction, and market share. The discussion highlights
2025-10-10

Economics and Business Referential and Reviewed International Scientific-Analytical Journal of Ivane Javakhishvili Tbilisi State University, Faculty of Economics and Business

ISSN 1987-5789 ESSN 2587-5426 doi 10.52340	Journal number 3 ∘ Zaza Sopromadze ∘ Nana Shashiashvili ∘ Besarion Simonishvili ∘ Sales Techniques for Medical Products and Key Account Management doi.org/10.52340/eab.2025.17.03.08This article explores the pivotal role of sales strategies and Key Account Management (KAM) within the pharmaceutical and medical products sector, emphasizing their impact on business performance and client relationship development. In a market increasingly defined by stringent regulatory frameworks, rapid technological advancement, and rising competition, the strategic alignment of KAM with tailored sales approaches is essential to sustaining a competitive edge. The study aims to investigate current challenges and emerging trends, with a particular focus on leveraging digital technologies, data analytics, and personalised methods to boost sales effectiveness and client engagement. Findings reveal that companies utilizing advanced Customer Relationship Management (CRM) systems, big data insights, and customized communication techniques experience significant gains in sales performance, customer satisfaction, and market share. The discussion highlights 2025-10-10