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Multichannel account management: MCAM build
12 Mar 2024 | Words by Star People

The Challenge

A client had a product with steady sales for its first nine months, but an increase in awareness of its availability was required to significantly increase sales. The product sat within a busy and competitive market, driven traditionally by wholesale or face-to-face pharmacy calls from their existing sales force.

The Solution

A pilot team of six Multichannel Account Managers (MCAMs), was redeployed within the company with a short-term focus, while 8,400 small chain multiples/independent pharmacies were targeted over the phone.

After an initial three-month trial, a permanent MCAM team of four were deployed to support the client’s retail division, with the flexibility to promote the client’s different products and brands as required, in line with the market and their future product launches.


The client achieved an increase of 31% unit sales growth, while additional insight into the retail market provided by the MCAM team revealed individual pharmacies’ preferred wholesalers/short liners, product and competitor feedback, and both increased awareness and interest in the product.

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