Embedding account planning excellence in oncology teams

Cheemia worked with a pharmaceutical company’s UK oncology team to support adoption of an existing account planning approach and strengthen how it was applied in NHS engagement. The programme helped establish a more consistent approach across the team and improved how planning translated into action.

The challenge

Account planning had been introduced across the oncology team, but the quality and consistency of plans varied.

Key account managers were balancing customer engagement with increasing expectations around activity and reporting. While some accounts were well understood, planning was not always translating into coordinated action.

There was an opportunity to strengthen how account planning supported meaningful engagement with healthcare professionals and NHS decision-makers.

Cheemia’s approach

Cheemia worked with the team to strengthen how account planning was applied in practice, focusing on NHS need rather than brand-led planning. The work centred on helping teams understand account challenges and system pressures, and where there was genuine opportunity for the brand to address those needs. The programme included:

working sessions focused on priority accounts and real NHS challenges
identifying where products could reduce pressure points within care pathways
mapping stakeholders based on influence and interest in addressing those challenges
bringing cross-functional teams together to prioritise accounts, set clear goals and align around a shared customer agenda

All sessions were based on real accounts and real situations, ensuring that planning translated into practical action.

Outcomes

The programme helped establish a more consistent approach to account planning across the oncology team, with a clear shift in how planning was understood and used.

Key outcomes included:

stronger and more structured account plans
improved confidence among key account managers
clearer understanding of NHS stakeholder influence
better alignment between planning and field execution
stronger cross-functional collaboration, with teams working together around shared account priorities

Account planning shifted from a tick-box exercise to a strategic tool, helping teams focus on NHS and patient needs and making their work more relevant to customers.