医院代表工作概述

Click to edit Master title style,Click to edit Master text styles,Second level,Third level,Fourth level,Fifth level,*,*,医院代表工作概述 ,Job briefing,2024/10/7,2024/10/7,2024/10/7,销售是什么？,销售的最高境界是客户观念的改变,观念改变，行动改变,行动改变，销售改变,2024/10/7,销售是什么？,销售是勤奋,市场是诚实的,销售是,双向沟通,满足客户需求,利用市场策略,不断增加目前产品用量,2024/10/7,How a,pharma,company can grow their sales in China?,Item Pharma market in China Assessment,1,Increase prices Increase Retail-price/Reduce discount,提高价格 提高零售价格/降低折扣,2,Launch new products/indications Our pipeline/licensing,新产品上市/新适应症 我们的新产品储备/代理新产品,3,Buy a new company A lot of opportunities,收购一个新公司 许多潜在机会,4,Launch new products earlier In process with medical,新产品早日上市 与医学注册同步,5,Sell more units The strategy for all companies in the past,增加单位药品的销售量 所有其它公司惯用的策略,2024/10/7,Sell more units.,5.1,Increase the consumption per existing customer,增加每个现有患者的药品消费量,5.2,Increase the number of target - customers,增加目标消费者,In already covered cities,在已经覆盖到的城市,5.2.1,Conquer new cities/counties,攻克新的城市/乡村,5.2.2,2024/10/7,Objectives,目的,To help HR achieve the highest standard of professionalism.,使代表的工作表现攀至顶峰。,To help HR achieve the highest level of productivity.,使代表的生产率最佳,2024/10/7,Objectives,目的,To prepare HR for higher responsibility.,为代表的职业生涯做出更好规划。,2024/10/7,Motto,座右铭,Procrastination,拖拉耽搁,Pessimism Politicking,悲观情绪 争权夺利,2024/10/7,Outline,大纲,1.,Responsibility,工作职责,2.我该如何工作？(11方面),拜访种类及最有效的拜访方式,3.怎样做个成功的代表？,成功要素,4.指导方针,销售思路,5.报表,2024/10/7,What is your job?,你的工作是？,Getting customers to use or optimize customers usage of companys products through effective promotion and skillful interaction.,通过卓有成效的促销活动与销售技巧，让客户尽量多用公司产品。,2024/10/7,Responsibilities?,职责是？,To promote XJP range of professional products in your assigned territory.,在分配区域内推广公司的专业产品。,To optimize the sales of these products to the customers by ensuring achievement of,a. total,Rmb,target.,b. target by product line.,向客户推广产品，以达成目标。,1),总金额 2）各产品的指标,2024/10/7,Responsibilities?,职责是？,To be competent in the performance of your job by ensuring proficiency in product knowledge and selling skills.,产品知识和销售技巧熟练，工作表现出色。,2024/10/7,Responsibilities?,职责是？,To ensure proper and updated recording of transactions with customers in the relevant format provided.,使用统一表格准确记录客户资料，及时更新。,To ensure punctual submission of reports.,准时上交报表。,2024/10/7,Responsibilities？,职责是？,To maintain a high standard of professionalism in your daily job routine.,维持每日拜访的高度专业性。,To be a team player and contribute to companys effort in building a cohesive and progressive team.,良好的团队精神，为加强团队的凝聚力和向上精神做出贡献。,2024/10/7,J&J-SSQQ Standard,强生,SSQQ,标准,Speed,速度,Sense of urgency,紧迫感,Minimize lost opportunities,将失败可能减至最低,Scale,程度,Think big,大计划,High expectations,高要求,2024/10/7,J&J-SSQQ Standard,强生,SSQQ,标准,Quantity,数量,Do big,尽量多做工作,Maximize output by optimizing selling time e.g. work hard, make more calls.,增加销售时间，使产出达到最高，如努力工作，尽量多拜访医生。,Quality,质量,-,Efficiency/productivity,效率/生产率,-,High standard in every thing we do e.g. product call.,我们做的每一件事情都是高质量的，如产品拜访。,2024/10/7,How Do I Approach My Job?,我该如何对待工作？,1.,Be a professional sales representative.,做个专业销售代表,Information,信息,Information,信息, ,Messenger,传递员,versus,HR,代表,Receiver,接受人,Productivity usage of,information?,有效利用信息,No action/result,无行动、结果,Receiver,接受人,A,ction/result,行动、结果,2024/10/7,How Do I Approach My Job?,我该如何对待工作？,2.,Do a full days job not a fool days job.,竭尽全力地工作,Full,竭尽全力,versus,Fool “,傻瓜”,Maximize selling time Play the fool/truant,全力工作 工作散漫,Plan your work Work aimlessly,有计划地工作 工作无目标,Right customer Random calling,恰当的客户 不定时拜访,2024/10/7,2.,Do a full days job not a fool days job.,竭 尽全力地工作。,Full,竭尽全力,versus,对,Fool“,傻瓜”,Right frequency Base on rapport,合适的拜访频率 和谐的关系,Right message Everything except,准确的信息,product,不提产品,How Do I Approach My Job?,我该如何对待工作?,2024/10/7,Experience/skill,经验和技能,Years,Repetition,Variation,年限,重复,变异,1,year a.12x250=3,000 calls c.1call 20 times,1,年,a.12x2503,000,拜访,c.1call 20,次,or,或,b.20x250=5,000calls d. 20 calls 20 times,b.20x250=5,000,拜访,d. 20 calls 20,次,Repetitionthe mother of skill “,熟能生巧”,2024/10/7,How do I start my job?,我该如何开始工作？,1.,Get the right knowledge and skills.,掌握准确的知识和技巧。,Product knowledge, selling skills.,产品知识，销售技巧。,Training and follow up with self learning .,培训及跟进工作后还需自己不断努力。,2024/10/7,How do I start my job?,我该如何开始工作？,2.,Get to know your territory.,熟悉你的区域,Sales by product, hospital.,分产品，医院的销售额,Customer and territory.,客户与区域,Basic analysis and field work.,基本的分析与实地工作,2024/10/7,How do I start my job?,我该如何开始工作？,3.,Adopt the right attitude.,正确的态度,k+s(A).,财富努力聪敏（可信赖）,20%,how, 80% why. 20%,怎么做，80为什么,Work hard and smart.,努力工作和聪敏,Responsible and accountable.,责任感与可信度,Willing to learn.,勤于学习,Willing to change,应变力强,2024/10/7,5 Types of customer call?拜访种类,1.,Social call.,社交拜访,Social interaction to create better,rapport,with customer,.,通过社交活动与客户建立良好,关系,。,2.,Informative call。,信息拜访,Delivering,information to customer.,提供,信息给客户或为收集信息而拜访,。,2024/10/7,5,types of customer call?,拜访种类,3.,Interrogative call.,提问式拜访,Continuous,questioning,either to collect information or to get customer to do the talking.,通过不断提问以搜集信息或与客户进行交流,。,2024/10/7,Most effective customer call,最有效的拜访方式,4.,Product call.,产品拜访,Connecting product knowledge with,selling,skills to convince customer to use or expand usage of our products.,使用产品知识与,销售,技巧，以说服客户使用或增加公司产品的用量。,Must have Objective Opening Probing, Features & Benefits & Closing.,必须包括目的性开场白，探询，特性利益和成交。,2024/10/7,Most effective customer call,最有效的拜访方式,5.,Competitive Call,竞争拜访,Highly objective call,目的性极强的拜访,Positioning your product as first choice,of treatment,将公司产品定为首选,Preventing competitor from penetrating,your market.,阻击竞争产品渗透你的市场,2024/10/7,Which is best?,哪种最好?,Combination call=,70% Product call/Competitive Call + 30% Social call.,混合拜访=70%产品或竞争拜访及30%社交拜访,2024/10/7,Benefits of product call?,产品拜访的优势?,1.,Increase efficiency=less wastage time,more calls.,提高效率=减少浪费时间,更多拜访.,2.,Higher effectiveness=more sales.,效率更高=销售增加,2024/10/7,Learning Steps,学习步骤,Imitate,模仿,Improve,改进,Innovate,创新,Create,发明,2024/10/7,How do I manage my job?,我该如何工作?,1.,Strive for sales achievement.,为达成销售目标而努力,Monthly sales target and product target.,每月的销售指标和产品销售指标,By hospital, by territory.,分医院,分区域,2024/10/7,How do I manage my job?,我如何工作?,2.,Ensure achievement of call rate.,确保完成要求的拜访量,At least minimum requirement (12?).,最低要求(12?).,Do not hesitate to do more if possible .,如有可能,尽量多拜访医生,2024/10/7,How do I manage my job?,我该怎样工作?,3,.,Number of slide presentation.,幻灯演讲次数,Ensure achievement of targeted number of slide presentation per month.,保证达到每月幻灯演讲要求次数,4.,VIP development.,发展学术带头人,Ensure identification and follow up development of VIP.,确认并跟进学术带头人的发展工作,2024/10/7,How do I manage my job?,我该怎样工作?,5.,Coverage of target doctors.,目标医生覆盖,Ensure coverage of all targeted doctors as planned,.,保证已覆盖所有目标医生.,Ensure right frequency of calling.,保证恰当的拜访频率,2024/10/7,How do I manage my job?,我该怎样工作?,6.,Round table discussion(Esp.TPM).,圆桌会,Ensure organizing at least I round table discussion per month.,每月最少一次圆桌会,7.,PR campaign (TPM).,攻关活动,Ensure organization of PR campaign at least once per month.,每月最少一次攻关活动,2024/10/7,How do I manage my job我该怎样工作?,8.,Prescribing analysis(AAA/AA/A)-TPM.,处方分析(1级/2级/3级医生),Plan to increase number of AAA/AA.,计划增加1级和2级医生的数量,9.,Usage of promotional materials,使用促销料,Ensure usage of brochure,clinical papers,Bats.,They are my bullets,保证使用单页、临床报告、品牌提示物。这些是我们的武器。,2024/10/7,How do I manage my job？,我该怎样工作？,10.,New business development.,开发新业务,Ensure creation of new business every,quarter.,保证每季度开发新业务,11.,Report submission.,上交报表,Ensure punctual submission of report.,保证准时上交报表,2024/10/7,How do I increase sales?,我怎样增加销售？,Increase drug usage,提高销售,more indication,更多适应症,more patients,更多病人,Improve quality of call,提高拜访质量,product call,产品拜访,time management/efficiency,时间管理/效率,Increase customer,增加客户,more hospitals,更多医院,more doctors,更多医生,2024/10/7,How to be successful HR?,怎样做个成功的代表？,1,.,Right Customer.,恰当的客户,High potential, VIP.,高潜力，学术带头人,2.,Right Frequency.,合适的频率,Minimum investment, maximum returns.,低投入，高产出,3,Right Message.,准确的信息,Impart core selling points to customer and expect result.,2024/10/7,Key success factors?,成功要素,1.,Mindset.,心态,Be business minded.,生意头脑,Scientific oriented,科学定位,to,到,Scientific approach,科学方法,but,加上,Business oriented,生意头脑,2024/10/7,Key success factors?,成功要素,2.,For quantitative result.,高成效,Factor(,因素),Weight(,比率),Work hard & smart 25%,辛勤工作、方式灵活,Product knowledge 20%,产品知识,Selling skills 20%,销售技巧,2024/10/7,Key success factors?,成功要素,Factor(,因素),Weight(,比率),Competitor knowledge 10%,竞争产品知识,Persistency,坚持不懈 10,Good service,服务良好 10,Personality,个性 5,Total,总分 100,2024/10/7,Key success factors?,成功要素,3.,For qualitative evaluation.,成效评估,R,eliable,可信赖,E,nthusiastic,有热情,S,ensible,触觉灵敏,P,unctual,准时,O,pitimistic,乐观,Responsible,N,oble,思想高尚,S,ystematic,有条不紊,I,ndependent,独立工作能力,B,elonging,归属感,L,earner,勤奋好学,E,nterprising,进取心,2024/10/7,Key success factors?,成功要素,4.,Human relationship,人际关系,Have a high EQ(Emotional Quotient) or,cultivate it,情商高或努力提高情商,2024/10/7,EQ-1. Self Awareness,自我了解,Definition,定义,Hall marks,特点,The ability to recognize Self confidence,自信,and understand your Realistic self-,moods,emotions,and assessment,drives as well as their ,符合实际的自我评估,effect on others Self deprecating sense,能发现并了解自己的心情、,of humor,情绪和意图，并了解它们 幽默感可拿自己开,对别人的影响 玩笑,2024/10/7,EQ-2. Self Regulation,自我调节,Definition,定义,Hall marks,特点,The ability to control or Trustworthiness and,redirect disruptive integrity.,可信及正直,impulses and moods. Comfort and ambiguity,The propensity to (ability to interpret in,suspend,judgement,than one way),to think before acting. ,舒适和灵活（多种方式,控制或更改混乱的意念 表达的能力),和情绪，“三思而后行”,Openness and change,的倾向 开放及乐于改变,2024/10/7,EQ-3 Motivation,激励,Definition,定义,Hall marks,特点,A passion to work for Strong drive to,achieve.,reasons that go beyond ,强烈地渴望成功的意愿,money and status. Optimism, even in the,工作的热情不仅因为金钱,face of failure.,和地位 失败时仍保持乐观,A propensity (normal Organizational,tendency) to pursue commitment.,goals with energy and ,对组织的献身,persistence.,干劲十足并有毅力达成,目标的倾向,2024/10/7,EQ-4 Empathy,同感,Definition,定义,Hall marks,特点,The ability to understand Expertise in building,the emotional makeup of and retaining talent.,other people. ,培养及挽留人材,了解他人情绪的能力,Cross-cultural,Skill in treating people sensitivity.,according to their ,了解各种文化,emotional reactions. Service to clients and,根据人们的情绪反应,customers.,给予不同对待 客户服务,2024/10/7,EQ-5. Social Skills,交际技巧,Definition,定义,Hall marks,特点,Proficiency in managing Effectiveness on,relationships and leading change.,building networks.,有效树立榜样,接受改变,有效建立和管理关系网,Persuasiveness.,An ability to find ,说服力,common ground Expertise in building,and build rapport. And leading teams.,确定背景,建立关系的 建立和领导团队的能,能力 力,2024/10/7,Quotable Quotes,有价值的语录,Success is the maximum utilization of the ability you have,最大限度地发挥你的才能就是成功,Zig,Ziglar,2024/10/7,Guide lines?,指导方针,1.,Pre usage stage.,使用前阶段,Target 1 or 2 products to promote, start off with Primary products then Secondary.,设定1至2种促销产品由首要产品开始推销,然后是次要产品.,Find out which competitors product is doctor currently using - from Pharmacist, nurses or doctor himself.,询问药师、护士或医生以了解目前医生使用的药品,。,2024/10/7,Guidelines?,指导方针,1.,Pre usage stage.,使用前阶段,Subtly target your promotion against products that are currently being used by doctor.,巧妙针对医生常用的产品,计划促销活动.,Objective - to get doctor to adopt your product,目标-医生用你的产品,2024/10/7,Guidelines?,指导方针,2.,Post usage stage.,使用后阶段,2.1.,Ensure movement of products.,保证产品的使用,Is doctor using your product as 1st, 2nd or reserve treatment.,医生把你的产品做为首选，二选还是后备？,Target doctor to use as 1st line.,你的目标让医生首选你的产品,2024/10/7,Guidelines?,指导方针,2.,Post usage stage.,使用后阶段,2.2.,Use as 1st line, how?,首选产品，然后？,Ensure right call frequency.,保证恰当的拜访频率,Build rapport.,建立和谐的关系,Briefly remind doctor of key points on each call.,每次拜访，简单提示医生有关要点,Reinforce/reassure doctor of his choice.,向医生强调首选概念,2024/10/7,Guidelines?,指导方针,2.,Post usage stage.,使用后阶段,2.2.,Use as 1st line, how?,首选产品，然后？,Expend indication.,扩大适应症,Increase usage on current indication.,对当前的适应症扩大用法。,Effective usage of promotional materials.,有效使用促销材料,Organize activities,ie,. Slide presentation,hospital,symposium etc.,组织促销活动，如幻灯演讲、医院研讨会,2024/10/7,Guidelines?,指导方针,2.,Post usage stage.,使用后阶段,2.3,Ensure good follow up/service.,保证良好的跟进、服务,Fulfill promises made.,言出必行,Uncover doctors need and satisfy it.,发现医生的需求，满足医生的需求,Constant updating of information.,随时更新信息,Close rapport.,密切的关系,2024/10/7,Guidelines?,指导方针,3.,Factors influencing doctors usage.,影响医生用你的产品的因素,3.1.,Adoption.,接受,Need for the product.,对产品的需求,Efficacy.,高效,Convenience.,方便,Safety.,安全,Cost effective.,经济,2024/10/7,Guidelines?,指导方针,Convinced by HRs detailing.,被代表的特性利益说服。,Good Rapport with HR/Company.,与代表、公司的良好关系。,HRs persistency.,代表坚持不懈努力的结果。,Consistent follow up by HR.,代表持续的跟进工作。,2024/10/7,Guidelines?,指导方针,3.2,Repeat usage.,反复使用,Satisfied with product.,对产品满意,Constant reminder of key point.,不断得到有关要点的提示。,Patients request,病人要求,Satisfied with HR,对代表满意,2024/10/7,Guidelines?,指导方针,4.,Factors influencing movement of the,drugs.,影响产品使用的因素,4.1 1,st,line usage.,首选产品,Familiar with product.,熟悉产品,Convinced that product is the best for his patients,深信该产品是最好的产品,Constantly reminded and visited by HR.,代表持续地提醒与拜访。,2024/10/7,Guidelines?,指导方针,Use on multiple indication.,多种适应症,Good rapport with HR,与代表关系好,Perceived as cost effective.,价格便宜,2024/10/7,Guidelines?,指导方针,4.2 2,nd,line usage.,二线产品,Feels that product is not as good as his 1nd choice,与首选产品相比，仍有不足,Not cost effective to use as 1st line.,与首选产品相比，花费太高。,Not enough reminder or exposure to the drug.,产品提示、宣传不足。,Use on limited indication.,适应症不多。,Poor rapport with HR/Company.,与公司或代表关系不佳。,2024/10/7,Guidelines?,指导方针,4.3,Reserve usage.,后备产品,Feels that drug is too costly.,产品太贵,Feels that drug is too potent.,药性太强,Patients insist.,病人坚持。,Drug is good but HR/HRcompany is not,产品是好产品，但是代表、公司不行,2024/10/7,HRReports and records,代表的报表 和记录,Daily.,日报表,Item,项目,Action,行动,Purpose,目的,1。,Daily call report. Submit each Record no. of customer,day and product call and,每天上交,activities for the month.,记录当月拜访客户、产品拜访,及促销活动的数量,2。,Customer Record for Monitoring of actual call,itinerary plan. Periodic review frequency and actual,drs,by HR seen against planed.,定期交主管的记录 监测实际拜访频率与医生数量,(与计划相比),2024/10/7,HRReports and records,代表的报表 和记录,Daily.,日报表,Item,项目,Action,行动,Purpose,目的,3.,Doctor Record Record for Recording of specific,Card. Periodic information to be,review by HS remembered and,定期交主管的,followed up,记录 记录必要的细节以便跟进,2024/10/7,HRReports and records,代表的报表 和记录,Monthly.,月报表。,Item,项目,Action,行动,Purpose,目的,1.,Sales Monitoring Submit by 25nd Monitoring of sales,of each month progress by hospitals /by,每月25日交,products ,monthly&YTD,记录销售进展（医院、产品,月份及总销售额),2.,Hospital Submit by 10nd Monitoring of drug,Consumption each month usage, 每月10日交 记录药物使用情况,2024/10/7,HRReports and records,代表的报表 和记录,Monthly.,月报表。,Item,项目,Action,行动,Purpose,目的,3.,Monthly,Submit by 1st Planning of activities,itinerary plan week of each for the month.,month,计划当月的活动,每月第一周交,2024/10/7,HRReports and records,代表的报表 和记录,Basic data (once & periodic updating),基本数据(一次性或周期性更新),Item,项目,Action,行动,Purpose,目的,1.,Hospital Submit Basic database for,information record and reference, 上交 记录基本情况以供参考,2.,Doctor Specialty Submit Segmentation analysis.,Breakdown., 上交 分类分析,2024/10/7,