Reduce Product Complication through Product Training for physicians to Improve Customer Service

1、reduce product complication through product training for physicians to improve customer service论文摘要elite honor有限公司是一个先进的高科技医疗产品公司，现有所有的产品都针对处理心脏科的疾病。该公司自成立以来，凭借其良好的声誉，优质独特的产品和专业的技术推广，赢得了广大医师和患者的认可。随着新一代的产品血管闭合器的推广及使用，因公司缺乏对医生提供一系列的产品培训，使某些医生对新型产品的使用方法错误理解及对新产品的使用特点没有很好的掌握，医生在使用时，出现了很多问题，多可见于血管并发症包括大

2、面积出血,及假性动脉瘤的形成等,术后医生会再次针对出血口进行徒手压迫来止血或借助于外科辅助手术对出血口的缝合。 这些问题的出现给医生带来了多方面的顾虑, 以及对公司的发展和声誉产生负面的影响，同时也会使得一些潜在的客户流失。 作为全国销售经理的我, 感到问题的严重性及紧迫感.从对医生的培训和客户服务的关系来看，掌握专业医疗技术和对新产品的理解可以帮助医生向客户体提供更为优质的服务，从而提升客户满意度，建立长久稳定的业务关系。本论文通过前期取得客户的反馈意见并进行比对、分析和存档，明晰客户的真正需求. 通过对主要采取项目进度一览表、项目负责人报告、项目成员的一周反馈意见等检查与评估形式来确保我们

3、及时知晓客户的真正需求。中期设计出一个理论跟实践相结合的培训方法,通过公司提供一天的基本产品知识及产品原理的强化讲座及二天手术室技术操作培训来完成医生对产品的认识及使用技巧的掌握.并依此设计一个对主要的相关医生20 位客户来自于各个城市各大医院的主任，进行为期三天的培训计划，力图在短期内帮助医生对产品的认识和使用技巧的掌握和提高客户的满意度和增加对产品的使用和忠诚度。后期再针对受培训医生的回访,确定相关医生对培训内容的理解及掌握。是医生对产品及公司有有很大的信心,以后在业务上有很广的合作。 经过前期周密的调查分析及切实可行的培训计划，及中后期的严格执行与分析评估，此次培训顺利完成并取得了预期效

4、果。经过再次的问卷调查及临床评估反应,主要医生不仅在专业医疗技术上得到了提高，并通过具体实践加强了他们处理实际问题的能力与技巧，在一定程度上提升了客户的满意度，医生对此产品的日使用率提高了50%,只要经济条件许可的病人,都使用了该产品。产品的大量使用，同时也提高了医生对产品的熟练程度, 经过医生病人的宣传，同时也增加了潜在一些客户。该计划的设计、实施和评估过程中，我意识到给医生提供相关产品基本原理强化培训及临床专业技术紧密结合的培训不但能有效提高他们的专业素质，而且能激发他们处理突发情况的能力，但这些都是要建立在明晰客户真正需求的基础之上的。abstractelite honor co.ltd

5、. is a advanced high-technological medical company. all product of this company focus on dealing with the cardiovascular therapy. as far as now our company has gained a good reputation by the excellent product and the professional medical technique. because of lacking of a series of product training

6、, some of the doctors misunderstand how effectively the new product works and out of master the characteristics of the new product when the product of new generation of the vascular closure devices are widely being used and popularized. therefore more and more complications occurred. vascular compli

7、cations included bleeding, defined as external blood loss requiring manual compression. major complications included bedding with need for transfusion or vascular surgery. so all these problems damages the image of the company and some of the potential customers will be lost. so as the domestic sale

8、s manager, namely me, i fully understand the gravity of such situation. from aspect of the relationship between the customer service and the doctors training, the professional medical technique can facilitate the doctor to provide the better service with the customer so as to promote the customer sa

9、tisfaction and to establish the longstanding business relation. this dissertation here clarifies the customer needs through comparing and analyzing and filing the customers feedback at the prior period. then we can check and ensure the customer needs mainly under the tables of the project progressiv

10、e checklist and project managers report and project members weekly feedback form. and at the medium period a training method will be designed through combining theory with practice, and then the company will arrange one day lecture for the basic product knowledge and principle plus two days clinical

11、 operation, so this totally three days training which for purpose of helping the physicians to better understand and master the use technology of the product, meanwhile will improve the degree of satisfaction and the faith of the customer, this training would focus on the key physicians and twenty c

12、ustomers and the directors come from the hospitals throughout the country. at the terminal stage we will pay a return visit to the physicians who attended the training to ensure these physicians totally understand and master this training so that physicians can have a lot of faith in the new product

13、 and the company.with much careful analysis and investigation and the plan of the practical training at the prior stage, as well as the carry out the training strictly and the evaluation at the medium and the terminal stage so that this training was successfully completed with expected achievements.

14、 so through another questionnaire and the reflection of the clinical evaluation the key physicians not only improve their professional medical technique but also the ability of dealing with the practical issues be strengthened, and of course the daily usage rate of new generation product is increase

15、d fifty percent after the training. and if economic conditions allow, almost whole patients use this new product so as the physicians are more and more familiar with the product. under the propaganda of the physicians and the patients some potential customers will be interested in our new product.in

16、 the process of designing and execution and achievement of this program, i realized all these achievements concerned above are based on the clarification of the customer real needs. table of contents 1.introduction.1 1.1 current situation.2 1.2 problem analysis.22. project hypothesis.22.1. project r

17、ationale .2 2.2. project hypothesis.33. summary of the preliminary research.3 3.1 swot analysis of the angio-seal.3 3.2 product rationale and strategy.44. project design.44.1. project object.44.2. planning activities.5 4.2.1. activities with stages.5 4.2.2. a critical path analysis of these activate

18、s 6 4.2.3time-scale of the activities.74.3. people involved and responsibilities.84.4. costing.9 4.4.1 cost of materials and equipment.9 4.4.2 costs of expenditure and labor9 4.4.3 costs of training place and the board.10 4.4.4 cost of training place and board.104.5. risk analysis and protective mea

19、sures .114.5.1 risk analysis. risk analysis of people concerned . risk analysis of schedule.11 risk analysis of product or service concerned.11 4.5.2 protective measures.114.6. plan for the monitoring and evaluation for the project.12 4.6.1. monitoring12 4.6.2 evaluation.12

20、5. project implementation.13 5.1 general introduction of time, place of project implement.13 5.2 the working step of implementation.13 5.3 monitoring14 6. project findings and discussions.146.1 results.146.2 discussion.16 7. conclusion.18 bibliography.20 appendix i: two questionnaires.21appendix ii:

21、 project progressive checklist.23 appendix iii: project managers report.24 appendix iv: the project framework.25appendix v: meeting agenda26reduce product complication throughproduct training for physicians to improve customer service1. introductionnow i am belonged to the elite medical inc. which i

22、s a $2.3 billion global cardiovascular device company with headquarters in st. paul, minnesota usa. the company sells products in more than 130 countries and has over 20 operations and manufacturing facilities worldwide. our company develops and manufactures the following products: cardiac rhythm ma

23、nagement division, pacemakers and implantable cardiovascular defibrillators (icds) for treating cardiac rhythm disorders, cardiovascular accessories and vascular closure devices for cardiology division. i am in charge of cardiology business in china as national sales manager. in 2001 a vascular clos

24、ure device product named angio-seal was launched in the chinese market. the angio-seal vascular closure device is composed of an absorbable collagen sponge and a specially designed absorbable polymer anchor which are connected by an absorbable self-tightening suture. the device seals and sandwiches

25、the arteriotomy between its two primary components, the anchor and the collagen sponge. hemostasis is achieved primarily through mechanical means and is supplemented by the platelet inducing properties of the collagen.the device is offered in both 6f & 8f sizes. traditionally following cardiovascula

26、r surgery the punctures are closed by applying manual pressure and the patient must rest 6-24 hours. using the closure device a patient only needs to rest 20-min following surgery. acceptance of the new product demanded a change in clinical practice, as well an adjustment to our original suggested p

27、ricing in order to make our product within economic reach for our potential clients who previously had no experience in our products. initially we priced the angio-seal at a significantly lower price to attract new buyers to increase acceptance. after the second generation introduction the price was

28、 raised by 200% and the business grew. we are currently preparing to introduce the third generation angio-seal sts platform, now there is hide problem raise which is doctor ill operation due to oversight of the parts of operative detailed. 1.1. current situation but now more and more complications o

29、ccurred. vascular complications included bleeding, defined as external blood loss requiring manual compression. major complications included bedding with need for transfusion or vascular surgery. 1.2 problem analysis analysis the problem, we need to improve customer service to deal with the problem,

30、 special for sufficiently product training for the doctor, review product technical and skill with them after product implanted. we will held in product training course for the doctor base on different level. we set up three segments for 20 doctors within the following two months. providing the mark

31、etplace with doctor to convey a strong message of the product, expertise and commitment to our doctors. whole training focus on two sessions, one day product basic knowledge enhance and another two days on-site hands on training at appointed hospital. 2. project rationale and hypothesis2.1. project

32、rationali would like to introduce two books i have read regarding customer service, such as “world class english for business book 1” and “harvard business school case selections”, also some useful rationales as follows support my paper: 1). the successful achievements of sales depends on having a s

33、trong customer policy.2). a good customer service policy depends on knowing what a customer wants and how he/she feels about the service. 3). there are three ways of getting feedback from customers- in face to face interview, on the telephone and through a written questionnaire.4). total quality man

34、agement is a useful approach in monitoring the implementation and evaluation of our customer service for achieving best quality.5). a useful way to think about product decision is to start with the concept of a product line; a product line is a group of items which serve a similar function. 6). effe

35、ctive marketing requires an integrated communications plan, because the communication programs role is to foster the customers awareness of the product, knowledge about its features, interest in purchasing, likelihood of trying the product and or purchasing it.so according to the rationales above i

36、can fully understand at very beginning of my project i should focus on clarifying the real needs and wants of our customers and then the following process can be forwarded in order. 2.2 project hypothesisit is hypothesized if we can clearly deliver our product information, operation details and thus

37、 enhance the applied technique with better communication and essential training program, then we could provide better service to our customers. 3. summary of the preliminary research3.1 swot analysis of the angio-sealstrengths weaknesses- market leader in vascular closing device - easy to use, relia

38、ble- excellent clinical outcomes- dedicated sales force and clinical specialists - 6f early ambulation & discharge data- established franchise (over 2.5 m devices sold)- true closure device requiring noadditional manual pressure- interventional use, perception of less effectiveness in tx patient pop

39、ulation- re-stick, additional clinical data needed to support safety- product line does not addressclosing the broad range of puncture holes opportunities threats-influence/change clinical pathways - acceptance as “standard of care”in ous markets - significant penetration opportunities in ous market

40、s (china, japan)- penetration in endovascularmarket (us & ous)- new device technologies- bse concerns- lower priced device options3.2 product rationale and strategysince elite honor acquired the angio-seal product line in february 1999, significant growth has been achieved by following a strategy of

41、 introducing new products into the market every 12-18 months. this strategy has been continued with the launch of angio-seal sts plus. providing the marketplace new products with customer and patient-focused enhancements helps to convey a strong message of leadership, expertise and commitment to our

42、 customers. angio-seal sts plus also allows us to maintain a tiered pricing strategy to better accommodate price sensitive accounts, as millennium platform is being obsoleted. the angio-seal sts plus product introduction will provide the following opportunities:- a reason to interface with customers

43、 to discuss the new product enhancements- an opportunity to discuss the early ambulation and discharge clinical data to encourage change in clinical practice- to increase or maintain asps- to increase angio-seal use in competitive and manual pressure accounts- retrain and certify new and existing cu

44、stomers, helping to ensure good deployment techniques- defines elite honor as the technology leader in vascular closure4. project design4.1. project objectduring our preparation to for introducing the third generation product angio-seal sts platform we noticed multiple many problems have arisen due

45、to the doctors ineffective understanding of to the new product. many problems occurred such as vascular complications included bleeding, defined as external blood loss requiring manual compression. major complications included bleeding with need for transfusion or vascular surgery. so the object of

46、my project is to improve customer service to deal with these problems, also providing the marketplace with doctor to convey a strong product message, and to demonstrate our expertise and commitment to our doctors. the objective is to make our customer fully understand our product and reduce complica

47、tion, especially through improving and providing adequate product training for the doctor and reviewing product technical skill with them after product implanted. we can create a great support for our doctors to better care for their patients and improved customer satisfaction and add customer value

48、, in result that will further to build a closer relationship for everyone with our clients. 4.2. planning activities4.2.1. activities with stagesduring the project, i designed three stages of what we need to do in the following month. the three stages of the project are as follows: stage 1. identify

49、 target customer:focus on first priority group to arrange essential training course and clinical workshop for those twenty doctors that are from first segment of total of list of china cardiologists. stage 2. get information and analyze customer needs and wants:our staff will visit each doctors to i

50、dentify their wants and needs, for example, we want to know the different level of customers requirements. our sale manager will meet individual doctor and get the needs though face to face interview. we prepare some questions to ask them in order to get specific feedback. (please see the 1st custom

51、er needs questionnaire)stage 3. holding in internal meeting call on cardiology team and office supporting tramwe arrange internal meeting to call on cardiology team and support team. since we need to allocate work to individual person in order to every one knows own responsibility. stage 4. set up t

52、raining program, two sessions will be carried out as follows: flow chart of activitiescustomer visit identify customers wants and needs allocate work to individual personinternal meeting 1day essential training 1. honoree speaker - 2.classroom arrangementsfocus on 1st priority- 20 accounts 2 days cl

53、inical workshop1.appoint 5 hospitals 2. location arrangement 3.sales manager allocation i would like to arrange 1 day essential classroom training with an honoree speaker for each lecture in arrange classroom and logistic and so on. i still need to coordinate with hospital to appoint three hospitals

54、 though china who can offer 2 days clinical workshop. customer will be allocated to the three hospitals closest to its own location to see operations being preformed. our sales managers will be of standby at operation room for any support, also they are required to do clinical follow-ups for those days afterwards. 4.2.2. a critical path analysis of these activitiesfor this program, we identified 20 accounts from first priority group; we will appoint these physicians to attend this program. they should easily understand the product since they would have excellent training