項(xiàng)目十二臨床醫(yī)藥代表工作實(shí)務(wù)ProgramClinicalMedicalRepresentat

項(xiàng)目十二臨床醫(yī)藥代表工作實(shí)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(shí)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(chǎng)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(huì)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(shí)務(wù)ClinicalMedicalRepresentativeworkpractice工作概述Briefjobdescription職業(yè)能力Professionalability任務(wù)一臨床醫(yī)藥代表工作概述Task1BriefjobdescriptionofClinicalMedicalRepresentative

一、臨床醫(yī)藥代表的崗位定位Ⅰ.JoborientationofClinicalMedicalRepresentative

臨床醫(yī)藥代表的定義DefinitionofClinicalMedicalRepresentative代表藥品生產(chǎn)企業(yè)從事藥品信息傳遞、溝通、反饋的專業(yè)人員，藥企通過醫(yī)藥代表為臨床醫(yī)務(wù)工作者和患者傳遞藥品的應(yīng)用指征、應(yīng)用方法，以及藥品的安全性和有效性，指導(dǎo)臨床合理用藥。Professionalsonbehalfofdrugmanufacturers,engaginginmessageconveying,communicationandfeedback.Drugmanufacturersinformclinicalmedicalworkersandpatientsofapplicationindicationsandmethodsaswellassafetyandefficacyconcerningdrugs,andprovideguidanceonrationaluseofdrugclinicallyviamedicalrepresentatives一、臨床醫(yī)藥代表的崗位定位Ⅰ.JoborientationofClinicalMedicalRepresentative藥品使用的專業(yè)指導(dǎo)者Professionalguideofdruguse《國務(wù)院辦公廳關(guān)于進(jìn)一步改革完善藥品生產(chǎn)流通使用政策的若干意見》（國辦發(fā)〔2017〕13號(hào)）GeneralOfficeoftheStateCouncil’s

SuggestionsonFurtherImprovingPoliciesonDrugManufacturing,CirculationandUse(GBF[2017]No.13)醫(yī)藥信息的傳遞者Drugmessageconveyor醫(yī)藥企業(yè)品牌的形象大使Brandambassadorofpharmaceuticalenterprises二、臨床醫(yī)藥代表的工作職責(zé)Ⅱ.ResponsibilityofClinicalMedicalRepresentative制定醫(yī)藥產(chǎn)品推廣計(jì)劃和方案Formulatepharmaceuticalproductpromotionplan向醫(yī)務(wù)工作者傳遞藥品相關(guān)信息Conveyinformationrelatedtodrugstomedicalworkers協(xié)助醫(yī)務(wù)工作者合理用藥Assistmedicalworkersinadministeringdrugsrationally收集、反饋藥品臨床使用情況Collectinformationandprovidefeedbackonclinicaluseofdrugs二、臨床醫(yī)藥代表的工作職責(zé)Ⅱ.ResponsibilityofClinicalMedicalRepresentative針對(duì)醫(yī)生側(cè)重傳遞的藥品信息Importantdruginformationtobeconveyedtodoctors①與藥品有關(guān)的最新醫(yī)學(xué)信息和前言動(dòng)態(tài)；①Latestmedicalinformationanddynamicsconcerningdrugs;②本學(xué)科領(lǐng)域最先進(jìn)、最前沿的治療方案、循證醫(yī)學(xué)的相關(guān)證據(jù)；②CuttingedgetreatmentregimensandcorrespondingevidenceofEBMwithinthisdomain;③發(fā)達(dá)國家的治療指南和行業(yè)最新動(dòng)態(tài)；③Treatmentguidelinefromdevelopedcountriesandlatestindustrydynamics;④幫助醫(yī)生實(shí)施藥品的臨床實(shí)驗(yàn)觀察、調(diào)查藥品的不良反應(yīng)、組織

發(fā)表相關(guān)臨床試驗(yàn)學(xué)術(shù)論文；④Helpdoctorscarryoutclinicalandexperimentaldrugobservation,investigateadversereactionsofdrugsandorganizethepublicationofacademicpapersofrelevantclinicaltrials;⑤組織學(xué)術(shù)會(huì)議，為醫(yī)生提供學(xué)術(shù)支持。⑤Organizeacademicmeetingsandprovideacademicsupportfordoctors.二、臨床醫(yī)藥代表的工作職責(zé)Ⅱ.ResponsibilityofClinicalMedicalRepresentative針對(duì)護(hù)理人員側(cè)重傳遞的藥品信息Importantdruginformationtobeconveyedtonursingstaffs①主要側(cè)重于藥品的臨床應(yīng)用特點(diǎn)和使用過程中的注意事項(xiàng)。①M(fèi)ainlyfocusonclinicalapplicationcharacteristicsofdrugsandthemattersneedingattentionforuse.②藥物（尤其有特殊儲(chǔ)存要求的藥物）的儲(chǔ)存條件。②Storageconditionsfordrugs(especiallythosewithspecialstoragerequirements).二、臨床醫(yī)藥代表的工作職責(zé)Ⅱ.ResponsibilityofClinicalMedicalRepresentative針對(duì)藥師側(cè)重傳遞的藥品信息Importantdruginformationtobeconveyedtopharmacist①藥品的成分、適應(yīng)證及禁忌證、主要不良反應(yīng)和處理方式及藥品的儲(chǔ)存條件等藥品信息①Druginformationincludingdrugcomponents,indicationsandcontraindications,majoradversereactionsandcorrespondingtreatmentmethodsandstorageconditions②自己產(chǎn)品與同類競(jìng)爭(zhēng)產(chǎn)品的異同點(diǎn)和優(yōu)劣勢(shì)②Similaritiesanddifferencesaswellasadvantagesanddisadvantageswhencomparingownandrivalproducts③最新的藥品相關(guān)信息③Latestinformationondrugs三、臨床醫(yī)藥代表的工作特征Ⅲ.JobcharacteristicsofClinicalMedicalRepresentative技能多樣性高Demandinginskillvariety任務(wù)統(tǒng)一性高Demandingintaskidentity任務(wù)重要性高Demandingintasksignificance工作自主性高Demandinginautonomy工作反饋性高Demandinginfeedback四、臨床醫(yī)藥代表的客戶拜訪流程Ⅳ.CustomerVisitingProcessofClinicalMedicalRepresentative訪前準(zhǔn)備Preparationspriortovisit第一步First拜訪實(shí)施Visitinprogress第二步Second訪后跟進(jìn)Followupthereafter第三步Third四、臨床醫(yī)藥代表的客戶拜訪流程Ⅳ.CustomerVisitingProcessofClinicalMedicalRepresentative第一步：訪前準(zhǔn)備First:preparationspriortovisit業(yè)務(wù)拜訪目標(biāo)的設(shè)定Businessvisittargetsetting個(gè)人準(zhǔn)備：制定訪前計(jì)劃、著裝準(zhǔn)備、訪前情緒準(zhǔn)備Personalpreparation:Formulatepre-visitplan,wearingpreparationandpre-visitemotionaladjustment客戶準(zhǔn)備：客戶的興趣愛好、對(duì)產(chǎn)品的了解和接受程度、既往處方情況、競(jìng)爭(zhēng)藥品的處方情況、拜訪時(shí)間的預(yù)約Customer-targetedpreparation:customers’interestsandhobbies,productknowledgeandacceptabilityandpreviousprescription,rivaldrugprescriptionandvisitappointment四、臨床醫(yī)藥代表的客戶拜訪流程Ⅳ.CustomerVisitingProcessofClinicalMedicalRepresentative競(jìng)爭(zhēng)對(duì)手準(zhǔn)備：收集競(jìng)爭(zhēng)藥品傳遞的關(guān)鍵信息點(diǎn)、分析競(jìng)爭(zhēng)藥品的優(yōu)劣勢(shì)、掌握競(jìng)爭(zhēng)藥品的主流推廣方式Rival-targetedpreparation:Collectcrucialinformationconveyedbyrivaldrugs,analyzetheiradvantagesanddisadvantagesandunderstandthemainpromotionmethods拜訪資料準(zhǔn)備：名片和產(chǎn)品資料Visitmaterialpreparations:businesscardandproductmaterials第一步：訪前準(zhǔn)備First:preparationspriortovisit業(yè)務(wù)拜訪目標(biāo)的設(shè)定Businessvisittargetsetting四、臨床醫(yī)藥代表的客戶拜訪流程Ⅳ.CustomerVisitingProcessofClinicalMedicalRepresentative第二步：拜訪實(shí)施Second:visitinprogress拜訪流程Visitprocess開場(chǎng)白Prologue探詢聆聽Inquiryandlistening產(chǎn)品信息利益介紹Productinformationandbenefitintroduction異議處理Addressobjections主動(dòng)成交Proactivedealconclusion開場(chǎng)白Prologue四、臨床醫(yī)藥代表的客戶拜訪流程Ⅳ.CustomerVisitingProcessofClinicalMedicalRepresentative開門見山式Straighttothepoint×醫(yī)生，您好！我是××藥廠的代表，今天來是向您介紹我們公司的治療心衰的新藥×××。Doctorx,nicetomeetyou!I’marepresentativeforxxdrugmanufacturer.TodayI’mhereforintroducingtoyouourcompany’snewdrugforheartfailure,xxx.第二步：拜訪實(shí)施Second:visitinprogress四、臨床醫(yī)藥代表的客戶拜訪流程Ⅳ.CustomerVisitingProcessofClinicalMedicalRepresentative贊美式Praise×醫(yī)生，您好！我注意到您在診治病人過程中的專注和耐心，不厭其煩的給27床講解了4遍，讓病人特別有信心。Doctorx,nicetomeetyou!I’mimpressedbyyourdedicationandpatienceasyoumakediagnosesandgivetreatment.Youexplainedfor4timestoBed27withgreatpatiencetomakethepatienthavegreatconfidence.開場(chǎng)白Prologue第二步：拜訪實(shí)施Second:visitinprogress四、臨床醫(yī)藥代表的客戶拜訪流程Ⅳ.CustomerVisitingProcessofClinicalMedicalRepresentative好奇式Curiosity×主任，您好！真沒想到您還有……的愛好？Directorx,nicetomeetyou!I’msurprisedthatyoulike…！熱情式Passion×主任，您好！聽說您到紅十字會(huì)去了，今天見到您真高興。Directorx,goodmorning[afternoon]!Iheardthatyouwenttoredcross.Reallyapleasuretomeetyoutoday.開場(chǎng)白Prologue第二步：拜訪實(shí)施Second:visitinprogress四、臨床醫(yī)藥代表的客戶拜訪流程Ⅳ.CustomerVisitingProcessofClinicalMedicalRepresentative請(qǐng)教式Consultation×主任，您好！能不能給我2分鐘的時(shí)間，向您請(qǐng)教下中成藥治療多動(dòng)癥方面的3點(diǎn)困惑。Directorx,nicetomeetyou!Couldyouspare2minutestoanswerthreequestionspuzzlingmeintermsofthetreatmentofADHDwithChinesepatentdrugs?開場(chǎng)白Prologue第二步：拜訪實(shí)施Second:visitinprogress探詢與聆聽Inquiryandlistening四、臨床醫(yī)藥代表的客戶拜訪流程Ⅳ.CustomerVisitingProcessofClinicalMedicalRepresentative客戶需求的探詢方法Methodstoenquireintocustomers’demands開放式探詢Openinquiry5W1HWhat問主題Why問原因When問時(shí)間Who問誰Where問地點(diǎn)How問方式第二步：拜訪實(shí)施Second:visitinprogress四、臨床醫(yī)藥代表的客戶拜訪流程Ⅳ.CustomerVisitingProcessofClinicalMedicalRepresentative客戶需求的探詢方法Methodstoenquireintocustomers’demands封閉式探詢Closedinquiry需要澄清醫(yī)生的話、醫(yī)生不愿意表達(dá)自己意愿、達(dá)成協(xié)議、或需確定重要事項(xiàng)時(shí)。Whendoctors’remarksaretobeclarified,whendoctorsareunwillingtoexpresstheirwillingness,whentoreachanagreementorwhentoconfirmimportantmatters.探詢與聆聽Inquiryandlistening第二步：拜訪實(shí)施Second:visitinprogress四、臨床醫(yī)藥代表的客戶拜訪流程Ⅳ.CustomerVisitingProcessofClinicalMedicalRepresentative診療六步客戶需求的探詢技巧SixstepsfordiagnosisandtreatmentSkillstoenquireintocustomerdemands探詢與聆聽Inquiryandlistening第二步：拜訪實(shí)施Second:visitinprogress四、臨床醫(yī)藥代表的客戶拜訪流程Ⅳ.CustomerVisitingProcessofClinicalMedicalRepresentative欣母沛在前置胎盤中的診療信息探詢ApplicationofCarboprostTromethamineInjectiontoplacentapreviaDiagnosisandtreatmentinquiry探詢與聆聽Inquiryandlistening第二步：拜訪實(shí)施Second:visitinprogress四、臨床醫(yī)藥代表的客戶拜訪流程Ⅳ.CustomerVisitingProcessofClinicalMedicalRepresentative欣母沛在胎膜早破中的ApplicationofCarboprostTromethamineInjectiontoprematureruptureofmembranes診療信息探詢Diagnosisandtreatmentinquiry探詢與聆聽Inquiryandlistening第二步：拜訪實(shí)施Second:visitinprogress四、臨床醫(yī)藥代表的客戶拜訪流程Ⅳ.CustomerVisitingProcessofClinicalMedicalRepresentative客戶需求的聆聽技巧Skillstolistentocustomerdemands探詢與聆聽Inquiryandlistening第二步：拜訪實(shí)施Second:visitinprogress產(chǎn)品信息Productinformation利益介紹Benefitintroduction四、臨床醫(yī)藥代表的客戶拜訪流程Ⅳ.CustomerVisitingProcessofClinicalMedicalRepresentative藥品的特性和信息Drugcharacteristicsandinformation藥品的特性Drugproperties指藥品可以用感官和相關(guān)研究資料來證實(shí)的藥品的特征，如療效、耐受性、副作用、服用方法、化學(xué)成分、外觀、顏色、劑型、包裝等。Itreferstodrugcharacteristics,whichcanbeprovedbysensesandrelevantresearchmaterials,includingtherapeuticeffect,tolerability,sideeffects,administrationmethod,chemicalcomposition,appearance,color,dosageform,packaging.第二步：拜訪實(shí)施Second:visitinprogress四、臨床醫(yī)藥代表的客戶拜訪流程Ⅳ.CustomerVisitingProcessofClinicalMedicalRepresentative藥品的利益Drugbenefits指藥品和服務(wù)的好處，即能如何改進(jìn)病人的生活質(zhì)量或醫(yī)生的治療水平。如安全性、方便性、經(jīng)濟(jì)性、效果性、持久性等。Benefitsofdrugsandservices,namelyhowgreatimprovementofpatients'lifequalityanddoctors'therapeuticskillitcouldenable,includingsafety,convenience,efficiency,efficacyanddurability.藥品的特性和信息Drugcharacteristicsandinformation產(chǎn)品信息Productinformation利益介紹Benefitintroduction第二步：拜訪實(shí)施Second:visitinprogress四、臨床醫(yī)藥代表的客戶拜訪流程Ⅳ.CustomerVisitingProcessofClinicalMedicalRepresentative利益的特點(diǎn)與展示Benefitcharacteristicsanddemonstration利益的特點(diǎn)Benefitcharacteristic指利益必須是產(chǎn)品的一項(xiàng)事實(shí)帶來的結(jié)果。Itmeansbenefitsmustbetheresultscausedbyafactoftheproduct.產(chǎn)品信息Productinformation利益介紹Benefitintroduction第二步：拜訪實(shí)施Second:visitinprogress四、臨床醫(yī)藥代表的客戶拜訪流程Ⅳ.CustomerVisitingProcessofClinicalMedicalRepresentative利益的特點(diǎn)與展示Benefitcharacteristicsanddemonstration利益的展示Benefitdemonstration指從醫(yī)生或病人心理獲益的角度去充分地描述和渲染藥品能夠給醫(yī)生和患者帶來什么樣的益處，使得利益形象化。Tofullydescribeandpropagatethebenefitsthatdrugscouldbringtodoctorsandpatientstomakebenefitsvisualizedbasedonbenefitobtainingpsychologyofdoctorsandpatients.產(chǎn)品信息Productinformation利益介紹Benefitintroduction第二步：拜訪實(shí)施Second:visitinprogress四、臨床醫(yī)藥代表的客戶拜訪流程Ⅳ.CustomerVisitingProcessofClinicalMedicalRepresentative表12-5某藥品的FABE案例Table12-5FABEsalescaseofadrug特點(diǎn)FeatureF優(yōu)點(diǎn)AdvantageA好處BenefitB證據(jù)EvidenceE產(chǎn)品信息Productinformation利益介紹Benefitintroduction第二步：拜訪實(shí)施Second:visitinprogress異議處理Addressobjections四、臨床醫(yī)藥代表的客戶拜訪流程Ⅳ.CustomerVisitingProcessofClinicalMedicalRepresentative真實(shí)的異議Trueobjection潛在的異議Potentialobjection第二步：拜訪實(shí)施Second:visitinprogress四、臨床醫(yī)藥代表的客戶拜訪流程Ⅳ.CustomerVisitingProcessofClinicalMedicalRepresentative忽略法Ignore補(bǔ)償法Compensate太極法Reverse轉(zhuǎn)換法Convert解除異議的常見方法Commonmethodstoaddressobjections異議處理Addressobjections第二步：拜訪實(shí)施Second:visitinprogress主動(dòng)成交Proactivedealconclusion四、臨床醫(yī)藥代表的客戶拜訪流程Ⅳ.CustomerVisitingProcessofClinicalMedicalRepresentative語言信號(hào)Languagesignal如問價(jià)格包裝、詢問用法用量、藥房有藥嗎、醫(yī)保嗎、供貨渠道、技術(shù)支持、表示肯定的語言、不再提出反對(duì)意見等。Suchasprice,package,usemethodanddosageinquiries,whetheravailableatpharmacy,whethercoveredbymedicalinsurance,supplychannel,technicalsupport,affirmativewordingandnotraisingobjectionanymore.第二步：拜訪實(shí)施Second:visitinprogress四、臨床醫(yī)藥代表的客戶拜訪流程Ⅳ.CustomerVisitingProcessofClinicalMedicalRepresentative軀體動(dòng)作信號(hào)Bodylanguagesignal身體前傾