项目十二 临床医药代表工作实务Program Clinical Medical Representative Work Practice

项目十二临床医药代表工作实务Program12ClinicalMedicalRepresentativeWorkPractice关注生命、敬畏生命是医生的职业信仰Careandreverelife:anoccupationalbeliefofdoctors让正确的药品在正确的时机以正确的剂量

抵达正确的患者则是临床医药代表的职责Enablingtheadministrationofcorrectdrugstoapplicablepatientswithappropriatetiminganddosagefallswithinclinicalmedicalrepresentatives’responsibility临床医药代表的定义和工作职责了解其在医药市场营销中的作用DefinitionandresponsibilityofClinicalMedicalRepresentativeKnowledgeofitsroleinmedicalmarketing临床医药代表的主要工作流程MajorworkflowsforClinicalMedicalRepresentative临床医药代表的拜访流程能够模拟初步拜访VisitprocessforClinicalMedicalRepresentativeCapableofsimulatinginitialvisit掌握Mastery熟悉Familiarity学会Knowledge学习目标LearningObjective思维导图Mindmap临床医药代表工作实务ClinicalMedicalRepresentativeworkpractice工作概述Briefjobdescription职业能力Professionalability任务二

临床医药代表岗位职业能力Task2ProfessionalabilityofClinicalMedicalRepresentative一、学术推广能力（三板斧）Ⅰ.Academicpromotioncapability(threetrumpcards)“FABE”方式介绍产品信息的能力CapabilityofintroducingproductswithFABE销售拜访能力Capabilityofsalesandvisit专业演讲能力Capabilityofdeliveringpersuasivespeech一、学术推广能力（三板斧）Ⅰ.Academicpromotioncapability(threetrumpcards)第一板斧：“FABE”方式介绍产品信息的能力Firstcard:capabilityofintroducingproductswithFABE跌打七厘片与NSAIDs的比较ComparisonbetweenDiedaQiliPianandNSAIDs一、学术推广能力（三板斧）Ⅰ.Academicpromotioncapability(threetrumpcards)第二板斧：销售拜访能力Secondcard:capabilityofsalesandvisit专业销售拜访是发现需求、满足需求、创造需求的过程，是医药代表工作的重中之重，拜访成本最高，大约占到了整个工作时间的70%，但通过一对一拜访传递关键信息的效果却是最好的。Professionalsalesandvisitreferstotheprocesswheredemandsareidentified,satisfiedandcreated,asthetoppriorityofMedicalRepresentatives’workpractice.Visitcoststhemost,accountingforabout70%ofthewholeworktime.However,1v1visitcanconveycrucialinformationmostefficiently.一、学术推广能力（三板斧）Ⅰ.Academicpromotioncapability(threetrumpcards)第三板斧：专业演讲能力Thirdcard:capabilityofdeliveringpersuasivespeech

上场前准备Preparationpriortopresentation1亮相Publicappearance2开场Prologue3引出主题Topicintroduction4分布阐明Arrangementexplanation5案例叙述Casenarrative6总结概述Summary7探寻讨论Discussion8答疑解惑Answerquestions9致谢离场Expressgratitudeanddepart10二、客户寻找和筛选能力Ⅱ.Customeracquisitionandselectioncapability客户的分类管理Classificationandmanagementofcustomers关键客户Keycustomer重要处方客户Importantprescriptioncustomer其他客户Othercustomers客户的筛选（九宫格筛选法）Customerselection(nine-patchbasedselection)二、客户寻找和筛选能力Ⅱ.Customeracquisitionandselectioncapability三、时间管理能力Ⅲ.Timemanagementcapability柯维四象限时间管理法Coveyfourquadrantmatrixfortimemanagement三、时间管理能力Ⅲ.Timemanagementcapability明确任务，每天提前做计划Specifytasksandplaninadvanceeveryday将工作任务按照重要程度进行ABCDE分类ClassifytasksintoA,B,C,DandEgroupsaspertheirsignificance提升完成重要任务所需的核心技能Improvecoreskillsrequiredforachievingimportanttasks正确使用技术设备Usetechnologiesanddevicesappropriately博恩·崔西：吃青蛙法BrianTracy:Eatthatfrog四、问题分析能力Ⅳ.Problemanalysiscapability销售完成与增长Salescompletionandgrowth（分区域、产品、对手、既往销售业绩相比较）(Comparisonamongdifferentdivisionsandproductsandwithrivalsandprevioussalesperformance)医院进药、科室开发的数量和质量Quantityandqualityofdrugsenteringhospitalsanddevelopedbydepartments资源投入Resourceinvestment五、竞争销售能力Ⅴ.Competitivesalescapability制定对应竞争策略Formulatecorrespondingcompetitionstrategies全面了解竞争对手Comprehensiveunderstandingofrivals竞争产品及其营销团队Rivalproductsandsalesteam六、学术活动开展能力Ⅵ.Capabilityoforganizingacademicactivities明确学术活动的开展目的Specifyobjectivesofacademicactivities明确学术活动的主题及类型Specifytopicsandpositioningofacademicactivities制定学术活动预算Decideonbudgetforacademicactivities做好重点推广产品的宣传介绍Promoteandintroducekeyproductsforpopularization做好会议的评估工作Assessmeetings六、学术活动开展能力Ⅵ.Capabilityoforganizingacademicactivities明确学术活动的开展目的Specifyobjectivesofacademicactivities导入期Introduction先入为主、宣传概念Taketheinitiativeandpromoteconcept成长期Development密集投入、改变观念Intensiveinvestmentandnotionchange成熟期Maturity精耕细作、关系营销Elaborateeffortsandrelationshipmarketing衰退期Decline及时退市、导入新Quittimelyandintroducenewproducts六、学术活动开展能力Ⅵ.Capabilityoforganizingacademicactivities明确学术活动的主题和类型Specifytopicsandpositioningofacademicactivities介绍会议亮点，邀约客户参会Introducehighlightsameetingandinvitecustomertoparticipate六、学术活动开展能力Ⅵ.Capabilityoforganizingacademicactivities制定学术活动预算Decideonbudgetforacademicactivities六、学术活动开展能力Ⅵ.Capabilityoforganizingacademicactivities做好重点推广产品的宣传介绍Promoteandintroducekeyproductsforpopularization准备好重点推广产品的广告或新产品宣传片Advertisekeyproductsforpopularizationorpreparenewproducttrailer准备产品讲解的幻灯片Prepareproductexplanationdeck准备好扎实的文献依据Citeabundantliteratures目前临床常用药物对比Makecomparisonwithcurrentlycommonlyusedclinicaldrugs临床疾病治疗的联合用药等疑问解答Answerquestionssuchasdrugcombinationinclinicaldiseasetreatment六、学术活动开展能力Ⅵ.Capabilityoforganizingacademicactivities做好会议的评估工作Assessmeetings活动过程评估Activityprocessassessment此次会议的优缺点Meritsanddemeritsofthismeeting活动目标评