KCI USA SALES – CLINICAL CONSULTANT/CLINICAL ACCOUNT MANAGER
FUNCTIONAL COMPETENCIES

1.Consultative Selling

2.Customer Focus

3.Education

4.Product/Clinical Excellence

5.Strategic Account Management

6.Territory Management

KCI Leadership Competency: 1. Consultative Selling

Key Behaviors by Dimension of Value Contribution

Competency Definition

/ Stage I
Contributes by following direction / Stage II
Contributes by demonstrating individual competence /

Stage III

Contributes through others

/ Stage IV
Contributes by shaping the organization
Consultative Selling: Proficient in using KCI’s selling model to effectively demonstrate the clinical and cost effectiveness of KCI products and services so that customers may make an informed decision about the appropriateness of KCI therapies. /
  • Demonstrates basic knowledge of selling model by utilizing the guidelines for pre-call planning, customer discussion, messaging, handling objections, closing and post-call follow-up.
  • Identifies and utilizes internal resources, contacts and support (i.e.: RSM, AE, CCs, etc.) whenever needed.
  • Works with AE and other team members to identify and develop a plan to meet customers’ needs.
  • Establishes purpose of the call and value to the customer.
  • Asks open-ended questions to uncover the customer’s needs.
  • Effectively recognizes and responds to customer objections.
  • Utilizes basic knowledge of customer care setting regulations and reimbursement to assist customer in product decision-making.
  • Closes by agreeing to a next step with the customer such as scheduling a reason to contact the customer in the future.
  • Follows-up on any specific action agreed upon and or plans future sales activities based on what was learned from previous call.
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  • Proficient in utilizing selling model.
  • Anticipates customer’s needs and possible objections by having readily available supporting materials, clinical studies and/or previous patient scenarios.
  • Continues to add value for customers as a trusted and credible resource.
  • Directs and/or redirects conversation with customer on desired clinical outcome by demonstrating effectiveness of KCI’s products and therapies.
  • Utilizes knowledge and understanding of competitive products strengths and limitations to educate customer in decision- making process.
  • Partners with AE and other team members to provide appropriate and cost-effective solutions.
  • Reviews customer’s order history, develops goals, selects materials, clinical studies and previous patients, as applicable, when developing a pre-call plan.
  • Identifies new business/selling opportunities and communicates them to AE.
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  • Builds strong network within accounts and is utilized as a knowledgeable and valued resource.
  • Anticipates trends and develops selling strategies for competitive advantage.
  • Continuously re-evaluates and adjusts sales plan and strategies to meet changing customers needs.
  • Expands belief of clinical and cost effectiveness of KCI products as evidenced by increase in product usage.
  • Utilized as resource by customer to assist with development of product protocols and policies.
  • Drives adoption of KCI products and therapies by training more clinicians and KCI product champions.
  • Serves as a role model or mentor by assisting with KCI training.
  • Assists others to seek out and provide new and innovative solutions to customer’s needs.
  • Shares effective techniques and personal selling/business development experiences with other team members.
  • Facilitates peer-to-peer discussion across customer base.
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  • Highly influential within account’s administration to impact decision-making process and drive business.
  • Shares/develops creative clinical solutions with appropriate corporate teams.
  • Provides direction to organization by consulting in difficult or unusual situations.
  • Defines/drives critical business opportunities by sharing knowledge of trends and ideas with management to help meet or exceed those trends.

KCI Leadership Competency: 2. Customer Focus

Key Behaviors by Dimension of Value Contribution

Competency Definition

/ Stage I
Contributes by following direction / Stage II
Contributes by demonstrating individual competence /

Stage III

Contributes through others

/ Stage IV
Contributes by shaping the organization
Customer Focus: Builds close and long-lasting relationships by networking with targeted key customer contacts based on mutual respect, trust, and credibility to maximize business opportunities. /
  • Understands the importance of continued contact and networking with customers.
  • Identifies self as key clinical contact and leaves contact information with customer.
  • Responds in timely fashion to customers needs by promptly returning calls and pages.
  • Begins to identify specific clinical needs of individual accounts.
  • Identifies customer service needs /concerns and utilizes contacts and resources to help solve them.
  • Maintains high service levels.
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  • Continues to strengthen networks with customers and medical community to foster credibility, trust and respect.
  • Establishes solid relationships with customers and key decision makers.
  • Positions self as trusted advisor and customer advocate/resource.
  • Demonstrates value to customer by providing timely and knowledgeable consultations and clinical support.
  • Maintains relationship with individual key contacts when the key contact changes facilities.
  • Acts as a key proponent for customer service/satisfaction.
  • Supports continuous improvement efforts that maximize account penetration/loyalty.
  • Establishes thorough understanding of customer’s goals and business model.
  • Demonstrates accountability and flexibility to meet customer’s needs.
  • Develops relationship with customers that are using competitive products
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  • Networks through customers to grow the business in accounts as well as identifies potential customers.
  • Recognized throughout customer base as a valuable clinical resource.
  • Serves as a role model for customer satisfaction.
  • Shares in-depth knowledge and new advances with customers as well as other KCI members.
  • Develops key contacts as product champions and advocates of KCI products and therapies.
  • Anticipates future needs with in-depth knowledge of customer’s operation.
  • Inspires team by individual actions to provide quality customer service.
  • Works closely with key contacts to aligns self and relevant KCI teams with key contacts.
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  • Influences business plans by shaping customer focus strategies.
  • Leverages customer relationship to influence customer’s corporate decision making to use KCI Product Line.
  • Inspires others across the organization by individual actions to provide quality customer service.
  • Establishes relationship with customer that gives access to information about customer that is not shared with others.

KCI Leadership Competency: 3. Education

Key Behaviors by Dimension of Value Contribution

Competency Definition

/ Stage I
Contributes by following direction / Stage II
Contributes by demonstrating individual competence /

Stage III

Contributes through others

/ Stage IV
Contributes by shaping the organization
Education: Understands & executes KCI’s educational programs to provide value to our customers; participates in ongoing educational programs in order to enhance clinical expertise; fosters growth in customers through education. /
  • Conducts in-services on all KCI products related to care setting
  • Develops working knowledge of KCI products, services and educational programs
  • Applies basic knowledge of clinical studies as it relates to education
  • Learns to recognize educational needs of customers
  • Begins to pursue internal continuing education programs
  • Demonstrates effective delivery of education programs
  • Demonstrates effective basic presentation skills
  • Demonstrates clinical knowledge of relevant disease processes
  • Proactively seeks resources to enhance knowledge
/ •Schedules and conducts education programs to facilitate clinician independence using KCI products
•Recognized by customers as an expert in all KCI therapies
•Demonstrates mastery in presenting clinical studies and supportive evidence to meet specific customer needs
•Demonstrates proficient presentation skills
•Networks with clinical educators to promote KCI education programs to meet customer needs
•Identifies need for and assists customers in developing protocols. /
  • Acts as a resource to other team members on high level presentations within region
  • Helps to develop confidence in other team members
  • Increases own clinical knowledge to become a more effective consultant
  • Conducts training on a District/Regional level on best practices and is considered an expert in the region
  • Demonstrates ability to motivate clinical and sales team members to a higher level of performance
  • Drives KCI business and clinical objectives by conducting KCI’s educational programs to professional organizations
  • Mentors new clinical consultants/clinical account managers in all care settings
  • Invited to participate in national/corporate programs that shape education for the organization
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  • Develops organizational best practices related to educational programs
  • Provides direction to organization on education strategies and programs, including national meetings, clinical education committees, etc.

KCI Clinical Consultant/Clinical Account Manager Competency: 4. Product/Clinical Excellence

Key Behaviors by Dimension of Value Contribution

Competency Definition

/ Stage I
Contributes by following direction / Stage II
Contributes by demonstrating individual competence /

Stage III

Contributes through others

/ Stage IV
Contributes by shaping the organization
Product/Clinical Excellence:
Demonstrates an understanding of marketed products’ clinical features and design characteristics; incorporates clinical data in business strategy. Recognized by client and customer groups (e.g. physicians, clinicians, etc.) as highly proficient in all relevant product/therapy areas; educates others. / •Demonstrates a basic knowledge of the different clinical applications relating to KCI’s products/therapies.
•Demonstrates an understanding of medical staff contributions to procedures and their impact on the buying decision.
•Able to provide consultation to medical staff on products/technology; learns quickly to be an expert.
•Understands relevant anatomy/physiology and disease states.
•Begins to understand and present clinical studies (internal/external to company). / •As needed, conducts product in-servicing that leads to customer conversions.
•Demonstrates superior knowledge of clinical applications of all products; able to understand content and apply knowledge of clinical studies/papers.
•Understands the decision-making processes involved in treating patients in relevant disease state areas; able to influence as appropriate.
•Actively consults/advises customers on clinical applications of KCI products/technology.
•Demonstrates mastery in presenting clinical studies and supportive evidence; a wound care clinical thought leader.
•Shows willingness to learn and communicates/keeps others informed about new technologies /therapies relating to KCI’s products. / •Coaches, mentors and teaches others to meet KCI’s standards of clinical excellence; considered an expert.
•Sets high standards and expectations for clinical excellence in accordance with best practices; shares knowledge base across care settings.
•Maintains high clinical proficiency relative to KCI products/therapies, including clinical studies and supportive evidence.
•Keeps aware of latest developments in technology/clinical practice; keeps others informed of changes/trends.
•Fosters an environment of learning and communicates new techniques/applications of KCI’s therapies.
•Helps others anticipate/interpret competitor technology/clinical endeavors and associated threats/opportunities to KCI. / •Communicates, contributes and impacts organizational best practices and decision making related to clinical activities with customer groups.
•Influences new product designs/internal projects, development and investments; supports division/corporate development and strategy efforts.
•Ensures effective models for on-going clinical training for field sales force are applied; fosters continued development of clinical knowledge/experience across functional/care setting teams.

KCI Clinical Consultant/Clinical Account Manager Competency: 5. Strategic Account Management

Key Behaviors by Dimension of Value Contribution

Competency Definition

/ Stage I
Contributes by following direction / Stage II
Contributes by demonstrating individual competence /

Stage III

Contributes through others

/ Stage IV
Contributes by shaping the organization
Strategic Account Management:
Assists in execution of business plans/goals by supporting continuous improvement efforts that maximizes account penetration/loyalty. /
  • Develops understanding of daily operations of customer facilities.
  • Identifies and develops relationships with key decision-makers.
  • Develops understanding of reimbursement processes/procedure associated with each care setting.
  • Delivers KCI Clinical Education Programs to support overall business goals
  • Performs bedside consults for appropriate education and application of product to achieve proper clinical outcomes.
  • Learns to synchronize/collaborate with territory account executive(s).
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  • Working knowledge of customer account operations, business plans/goals. Strategies, and barriers to entry and key decision makers.
  • Conveys strong knowledge and new information to customers on reimbursement/insurance payer’s information as it applies to KCI products (wound patients, payer mix, etc.).
  • . Communicates value proposition on KCI Products.
  • Collaborates with Account Executive(s) to develop and execute acct plans/strategies that drive KCI business performance.
  • Collaborates across care settings; to promote continuity of care.
  • Lends clinical expertise to build a collaborative plan that maximizes value/customer loyalty.
  • Utilizes data to identify sales opportunities.
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  • Works with others to develop innovative strategies to generate new business.
  • Motivates/coaches others within KCI to think, “out-of-the-box” in executing business plans.
  • Acts as a lead across teams/care settings in supporting execution of key strategies/accts.
  • Consults in creation of territory and account planning.
  • Identifies and shares industry, market and competitor developments and helps others to interpret and respond proactively.
  • Consults on key projects; provides strategic insight to support growth plans within the acct.
  • Sharing Strategies to overcome barriers to entry and KDM for specific accts.
  • Alignment of KCI and customer resources for the mutual achievement of goals while maximizing ROI and pt outcomes
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  • Able to communicate successful account strategies that influence future KCI business.
  • Represents company in determining standards of care, quality/improvement policies and protocols that impact strategies /acct management.
  • Promotes and shares with the organization continuous improvement efforts to maximize account penetration/loyalty.

KCI Leadership Competency: 6. Territory Management

Key Behaviors by Dimension of Value Contribution

Competency Definition

/ Stage I
Contributes by following direction / Stage II
Contributes by demonstrating individual competence /

Stage III

Contributes through others

/ Stage IV
Contributes by shaping the organization
Territory Management: Maximizes productivity and efficiency by effectively managing territory /
  • Develops working knowledge of territory, including geography and key accounts (including key ordering customers, key IDNs and GPO influences, payors, etc.)
  • Develops a weekly call plan to reflect priority accounts and customers
  • Understands and applies resources available to manage territory (i.e. heat maps, ordering physician reports, etc.)
  • Prioritizes time spent in accounts according to customer needs and business priorities
  • Prioritizes time in order to get in front of key customers, including physicians
  • Prioritizes time geographically
  • Begins to develop relationships with key KCI team members (i.e. Service, Account Executive, Regional Business Analyst, Coordinator of Patient Accounts, Patient Financial Services, etc.)
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  • Manages territory according to relative importance of ordering customers to maximize revenue growth
  • Demonstrates in-depth knowledge of market share within the territory across care settings
  • Demonstrates working knowledge of competitor presence in territory
  • Demonstrates working knowledge of payor mix
  • Manages patient transitions from each care setting
  • Identifies needs and coordinates territory activities with AE
  • Proactively and effectively utilizes all KCI team members (i.e. Service, AE, RBA, COPA, PFS, etc.)
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  • Supports alignment of individual territory plans and account profiles into broader Regional/District sales plan
  • Coordinates sales strategies across care settings to effectively target accounts within territory to maximize Regional/District overall business objectives
  • Provides time and priority management strategies to more positively affect revenue
  • Helps others to manage time in order to maximize revenue
  • Serves as a role model for effective territory management
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  • Provides direction about resources needed in territory for effective coverage
  • Provides thoughtful direction regarding strategic territory realignment
  • Leverages successful territory management strategies to help shape organizational strategies

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