項目十二 臨床醫(yī)藥代表工作實務(wù)Program Clinical Medical Representative Work Practice

項目十二臨床醫(yī)藥代表工作實務(wù)Program12ClinicalMedicalRepresentativeWorkPractice關(guān)注生命、敬畏生命是醫(yī)生的職業(yè)信仰Careandreverelife:anoccupationalbeliefofdoctors讓正確的藥品在正確的時機(jī)以正確的劑量

抵達(dá)正確的患者則是臨床醫(yī)藥代表的職責(zé)Enablingtheadministrationofcorrectdrugstoapplicablepatientswithappropriatetiminganddosagefallswithinclinicalmedicalrepresentatives’responsibility臨床醫(yī)藥代表的定義和工作職責(zé)了解其在醫(yī)藥市場營銷中的作用DefinitionandresponsibilityofClinicalMedicalRepresentativeKnowledgeofitsroleinmedicalmarketing臨床醫(yī)藥代表的主要工作流程MajorworkflowsforClinicalMedicalRepresentative臨床醫(yī)藥代表的拜訪流程能夠模擬初步拜訪VisitprocessforClinicalMedicalRepresentativeCapableofsimulatinginitialvisit掌握Mastery熟悉Familiarity學(xué)會Knowledge學(xué)習(xí)目標(biāo)LearningObjective思維導(dǎo)圖Mindmap臨床醫(yī)藥代表工作實務(wù)ClinicalMedicalRepresentativeworkpractice工作概述Briefjobdescription職業(yè)能力Professionalability任務(wù)二

臨床醫(yī)藥代表崗位職業(yè)能力Task2ProfessionalabilityofClinicalMedicalRepresentative一、學(xué)術(shù)推廣能力（三板斧）Ⅰ.Academicpromotioncapability(threetrumpcards)“FABE”方式介紹產(chǎn)品信息的能力CapabilityofintroducingproductswithFABE銷售拜訪能力Capabilityofsalesandvisit專業(yè)演講能力Capabilityofdeliveringpersuasivespeech一、學(xué)術(shù)推廣能力（三板斧）Ⅰ.Academicpromotioncapability(threetrumpcards)第一板斧：“FABE”方式介紹產(chǎn)品信息的能力Firstcard:capabilityofintroducingproductswithFABE跌打七厘片與NSAIDs的比較ComparisonbetweenDiedaQiliPianandNSAIDs一、學(xué)術(shù)推廣能力（三板斧）Ⅰ.Academicpromotioncapability(threetrumpcards)第二板斧：銷售拜訪能力Secondcard:capabilityofsalesandvisit專業(yè)銷售拜訪是發(fā)現(xiàn)需求、滿足需求、創(chuàng)造需求的過程，是醫(yī)藥代表工作的重中之重，拜訪成本最高，大約占到了整個工作時間的70%，但通過一對一拜訪傳遞關(guān)鍵信息的效果卻是最好的。Professionalsalesandvisitreferstotheprocesswheredemandsareidentified,satisfiedandcreated,asthetoppriorityofMedicalRepresentatives’workpractice.Visitcoststhemost,accountingforabout70%ofthewholeworktime.However,1v1visitcanconveycrucialinformationmostefficiently.一、學(xué)術(shù)推廣能力（三板斧）Ⅰ.Academicpromotioncapability(threetrumpcards)第三板斧：專業(yè)演講能力Thirdcard:capabilityofdeliveringpersuasivespeech

上場前準(zhǔn)備Preparationpriortopresentation1亮相Publicappearance2開場Prologue3引出主題Topicintroduction4分布闡明Arrangementexplanation5案例敘述Casenarrative6總結(jié)概述Summary7探尋討論Discussion8答疑解惑Answerquestions9致謝離場Expressgratitudeanddepart10二、客戶尋找和篩選能力Ⅱ.Customeracquisitionandselectioncapability客戶的分類管理Classificationandmanagementofcustomers關(guān)鍵客戶Keycustomer重要處方客戶Importantprescriptioncustomer其他客戶Othercustomers客戶的篩選（九宮格篩選法）Customerselection(nine-patchbasedselection)二、客戶尋找和篩選能力Ⅱ.Customeracquisitionandselectioncapability三、時間管理能力Ⅲ.Timemanagementcapability柯維四象限時間管理法Coveyfourquadrantmatrixfortimemanagement三、時間管理能力Ⅲ.Timemanagementcapability明確任務(wù)，每天提前做計劃Specifytasksandplaninadvanceeveryday將工作任務(wù)按照重要程度進(jìn)行ABCDE分類ClassifytasksintoA,B,C,DandEgroupsaspertheirsignificance提升完成重要任務(wù)所需的核心技能Improvecoreskillsrequiredforachievingimportanttasks正確使用技術(shù)設(shè)備Usetechnologiesanddevicesappropriately博恩·崔西：吃青蛙法BrianTracy:Eatthatfrog四、問題分析能力Ⅳ.Problemanalysiscapability銷售完成與增長Salescompletionandgrowth（分區(qū)域、產(chǎn)品、對手、既往銷售業(yè)績相比較）(Comparisonamongdifferentdivisionsandproductsandwithrivalsandprevioussalesperformance)醫(yī)院進(jìn)藥、科室開發(fā)的數(shù)量和質(zhì)量Quantityandqualityofdrugsenteringhospitalsanddevelopedbydepartments資源投入Resourceinvestment五、競爭銷售能力Ⅴ.Competitivesalescapability制定對應(yīng)競爭策略Formulatecorrespondingcompetitionstrategies全面了解競爭對手Comprehensiveunderstandingofrivals競爭產(chǎn)品及其營銷團(tuán)隊Rivalproductsandsalesteam六、學(xué)術(shù)活動開展能力Ⅵ.Capabilityoforganizingacademicactivities明確學(xué)術(shù)活動的開展目的Specifyobjectivesofacademicactivities明確學(xué)術(shù)活動的主題及類型Specifytopicsandpositioningofacademicactivities制定學(xué)術(shù)活動預(yù)算Decideonbudgetforacademicactivities做好重點(diǎn)推廣產(chǎn)品的宣傳介紹Promoteandintroducekeyproductsforpopularization做好會議的評估工作Assessmeetings六、學(xué)術(shù)活動開展能力Ⅵ.Capabilityoforganizingacademicactivities明確學(xué)術(shù)活動的開展目的Specifyobjectivesofacademicactivities導(dǎo)入期Introduction先入為主、宣傳概念Taketheinitiativeandpromoteconcept成長期Development密集投入、改變觀念I(lǐng)ntensiveinvestmentandnotionchange成熟期Maturity精耕細(xì)作、關(guān)系營銷Elaborateeffortsandrelationshipmarketing衰退期Decline及時退市、導(dǎo)入新Quittimelyandintroducenewproducts六、學(xué)術(shù)活動開展能力Ⅵ.Capabilityoforganizingacademicactivities明確學(xué)術(shù)活動的主題和類型Specifytopicsandpositioningofacademicactivities介紹會議亮點(diǎn)，邀約客戶參會Introducehighlightsameetingandinvitecustomertoparticipate六、學(xué)術(shù)活動開展能力Ⅵ.Capabilityoforganizingacademicactivities制定學(xué)術(shù)活動預(yù)算Decideonbudgetforacademicactivities六、學(xué)術(shù)活動開展能力Ⅵ.Capabilityoforganizingacademicactivities做好重點(diǎn)推廣產(chǎn)品的宣傳介紹Promoteandintroducekeyproductsforpopularization準(zhǔn)備好重點(diǎn)推廣產(chǎn)品的廣告或新產(chǎn)品宣傳片Advertisekeyproductsforpopularizationorpreparenewproducttrailer準(zhǔn)備產(chǎn)品講解的幻燈片Prepareproductexplanationdeck準(zhǔn)備好扎實的文獻(xiàn)依據(jù)Citeabundantliteratures目前臨床常用藥物對比Makecomparisonwithcurrentlycommonlyusedclinicaldrugs臨床疾病治療的聯(lián)合用藥等疑問解答Answerquestionssuchasdrugcombinationinclinicaldiseasetreatment六、學(xué)術(shù)活動開展能力Ⅵ.Capabilityoforganizingacademicactivities做好會議的評估工作Assessmeetings活動過程評估Activityprocessassessment此次會議的優(yōu)缺點(diǎn)Meritsanddemeritsofthismeeting活動目標(biāo)評