辉瑞医药代表MICS学习培训资料

MICS的核心行为及亚行为建立资讯、分析和 计划 项目进度计划表范例计划下载计划下载计划下载课程教学计划下载 建立、完善、回顾医院和客户资讯获得同产品组同事的信息分享季度和月计划获得同区域组同事的信息分享月周 工作计划 幼儿园家访工作计划关于小学学校工作计划班级工作计划中职财务部门工作计划下载关于学校后勤工作计划 制定季度/月市场活动覆盖客户计划，并每周更新回顾区域医院市场潜力、销售进展与预测的差距回顾既往市场活动的有效性优选客户制定季度/月拜访计划及每周更新回顾竞争产品销售和活动信息分析实际拜访和既往活动与客户级别匹配度通过目标营销分析客户观念上的差距分析出为了达到预测目标的客户数量优选客户/计划优选医生，制定季度/月拜访计划及更新，制定季度/月市场部活动覆盖医生计划及更新3共享资源信息有效利用同事资讯，制定周拜访行程、共同拜访策略与会议计划，分享给同事4获得和分享分析回顾信息回顾销售预测、达成、增长与医院基本信息.回顾既往的市场活动与竞争对手的相关信息1识别生意机会分析医生级别与既往活动的匹配度.分析医生观念上的差距.（找出关键增长点，观念切入点）2准备和预约专业拜访总结和跟进MICS的核心行为及亚行为高效传递核心信息有效使用推广资料取得有效的高质量承诺取得下一次预约拜访的承诺记录本次拜访信息准备下次拜访目标建立与客户长期学术合作关系回顾医院销售状况回顾客户分级和观念差距针对计划拜访的客户设定或调整当次拜访目标预约客户安排本次拜访行程根据拜访目标和客户预约情况制定拜访流程，准备推广资料有效探询客户需求更新与新增客户相关的资讯分享给同事匹配改变客户观念的活动记录总结跟进记录重要拜访信息，更新资讯准备下次拜访目标根据拜访目标匹配会议8探询传递信息有效探寻医生需求，高效传递核心信息6预约/准备拜访设定或调整本次拜访或PIM/会议的目标预约医生，安排本次拜访行程5取得客户承诺取得可衡量的承诺7…发现了MICS需要提高的技能是以下三个方面目标客户分类处方医生非处方客户KOL定义•处方医生：有处方权（或）有处方行为（或）影响他人处方的医生．•非处方客户：没有处方权，或者没有处方行为。•KOL:包括KOL和Speaker•处方:在计算和处方相关的数据时,以处方真正来源为准,例如:病房某医生的处方是由于上级医生的影响或要求,则该处方计算归属在上级医生.门诊医生一般无此类情况.•衡量医生在某已知市场的处方量•可能指标:•市场处方量/月•病人数/周•衡量医生在已知市场上某一给定产品的处方量•可能指标：•产品处方量/月•产品偏好支持度潜力支持度潜力潜力支持度处方医生的分类评估医生潜力的主要因素•处方量•病人数•处方习惯•市场销售数据潜力处方医生分级•高潜力•低支持度•低潜力•低支持度•低潜力•高支持度•高潜力•高支持度••••••••••••••••••••••••••••••••••••••••••••潜力支持度ABCDABCD每月拜访频率每季度的覆盖率销售策略潜力低高支持度处方医生销售策略低高每月的覆盖率90%90%60%80%100%100%60%20%4次4次防御进攻1次维持必要时观察拜访频率（次/月）客户2-4次库管、采购、门诊/病房药房组长2次检验科组长、护士长≥1次院办领导/药剂科主任、副主任、非处方KOL必要时拜访医务科/医教科非处方客户拜访频率目标营销步骤和工具目标营销步骤和工具1.客户潜力分析2.深入了解客户3.确定拜访和活动计划1.1.客户潜力分析客户潜力分析2.2.深入了解客户深入了解客户3.3.确定拜访和活动计划确定拜访和活动计划1.客户分级系统2.诊疗过程得到“关键增长点”3.客户描述得到“观念切入点”1.1.客户分级系统客户分级系统2.2.诊疗过程诊疗过程得到得到““关键增长点关键增长点””3.3.客户描述客户描述得到得到““观念切入点观念切入点””步骤步骤工具工具从医生诊疗过程得关键增长点从医生诊疗过程得关键增长点B医生目前的诊疗行为AA期望客户具有的诊疗行为每个环节都有可能存在每个环节都有可能存在GAPGAP现阶段需要优先解决，且对现阶段需要优先解决，且对实现销售最有帮助的实现销售最有帮助的GAPGAP为为关键增长点关键增长点就诊患者就诊患者诊断诊断治疗 方案 气瓶 现场处置方案 .pdf气瓶 现场处置方案 .doc见习基地管理方案.doc关于群访事件的化解方案建筑工地扬尘治理专项方案下载 选择治疗方案选择品牌选择品牌选择依从性依从性剂量剂量GAPGAP临床需求临床需求某环节的客某环节的客户行为改变户行为改变会显著增加我们的销会显著增加我们的销量吗量吗??增加我们产品的销量，增加我们产品的销量，会多于竞争对手吗会多于竞争对手吗??能用现有资源获得吗能用现有资源获得吗??不是不是““关键增长点关键增长点””是是是是否否否否否否是是关键关键增长点增长点如何寻找如何寻找““关键增长点关键增长点””？？——回答三个问题回答三个问题制定计划时间内容每季度制定季度计划回顾上季度的销售数据和Targeting 报告 软件系统测试报告下载sgs报告如何下载关于路面塌陷情况报告535n,sgs报告怎么下载竣工报告下载 设定下季的目标确定下季的关键目标达成领域制定策略和主要推广活动优选出下季需重点关注的高潜力客户为优选出的客户制定季度的客户计划制定季度的活动计划每月跟进季度计划的实施和销售进展回顾每个产品的销售达成情况回顾已完成的拜访和活动，确保与季度初制定的目标保持一致记录新的重要信息调整、确定这个月需要重点关注的客户并制定客户计划确定这个月计划的PIM和活动需要参加的客户每周制定周拜访计划确定每天的行程（医院、科室、客户）季度专员姓名产品本季度需重点关注的客户名单关键目标达成领域策略主要活动季度生意计划创建时间季度销售目标季度销售指标指标完成率目标客户计划客户:医院:科室:当前的观念阶段目标拜访计划拜访目标医生反馈目标达成下一次拜访目标产品客户分级季度主要活动观念阶段计划拜访频率季度目标日期访前准备产品信息拜访报告拜访准备•回顾信息•设立SMART的目标•准备有针对性的产品信息•准备合适的资料证实•预约客户•安排本次拜访行程设定拜访目标的原则•与上次拜访目标保持连续性•与季/月目标一致•SMART•关注客户观念的变化预约前准备–回顾上次拜访时的预约–确定最佳拜访时间–选择预约的方式–准备备选方案–了解同事是否同期预约完整拜访记录的益处•客户能接受到更符合需求、更认可的信息•记住每位客户的反对意见和问题•记住我们的承诺和需要为客户做的事情•完整保存所有的信息，更好满足客户需求•互相分享，提高资源利用率•更好树立专员的职业形象记录什么是有价值的？拜访目标1.涉及具体的产品2.传递的信息3.使用的资料4.医生的反馈：信息接受程度、反对意见、疑虑等5.医生对竞争产品的态度和处方习惯6.客户分级及背景资料7.需要专员跟进的事项8.“我做了什么?”“医生的言行如何?反馈怎样?"拜访类型Completecall完整拜访有明确具体的目标传递有针对性的产品信息获得医生的承诺或反馈Briefcall简短拜访谈及产品至少一个重要的特征和利益有缔结（缔结中包括预约下次拜访）Hellocall招呼拜访拜访报告•记录当天所有的完整拜访和简短拜访•完整记录以下信息：医生的反馈/异议谈及的产品传递的信息及所用的资料•设定下次拜访目标<</ASCII85EncodePagesfalse/AllowTransparencyfalse/AutoPositionEPSFilestrue/AutoRotatePages/PageByPage/Binding/Left/CalGrayProfile(None)/CalRGBProfile(None)/CalCMYKProfile(None)/sRGBProfile(sRGBIEC61966-2.1)/CannotEmbedFontPolicy/Error/CompatibilityLevel1.4/CompressObjects/Tags/CompressPagestrue/ConvertImagesToIndexedtrue/PassThroughJPEGImagestrue/CreateJDFFilefalse/CreateJobTickettrue/DefaultRenderingIntent/Default/DetectBlendstrue/ColorConversionStrategy/LeaveColorUnchanged/DoThumbnailsfalse/EmbedAllFontstrue/EmbedJobOptionstrue/DSCReportingLevel0/SyntheticBoldness1.00/EmitDSCWarningsfalse/EndPage-1/ImageMemory1048576/LockDistillerParamsfalse/MaxSubsetPct100/Optimizetrue/OPM1/ParseDSCCommentstrue/ParseDSCCommentsForDocInfotrue/PreserveCopyPagetrue/PreserveEPSInfotrue/PreserveHalftoneInfofalse/PreserveOPICommentstrue/PreserveOverprintSettingstrue/StartPage1/SubsetFontsfalse/TransferFunctionInfo/Preserve/UCRandBGInfo/Preserve/UseProloguetrue/ColorSettingsFile()/AlwaysEmbed[true]/NeverEmbed[true]/AntiAliasColorImagesfalse/DownsampleColorImagestrue/ColorImageDownsampleType/Bicubic/ColorImageResolution600/ColorImageDepth-1/ColorImageDownsampleThreshold1.00000/EncodeColorImagestrue/ColorImageFilter/DCTEncode/AutoFilterColorImagesfalse/ColorImageAutoFilterStrategy/JPEG/ColorACSImageDict<</QFactor0.15/HSamples[1111]/VSamples[1111]>>/ColorImageDict<</QFactor0.15/HSamples[1111]/VSamples[1111]>>/JPEG2000ColorACSImageDict<</TileWidth256/TileHeight256/Quality30>>/JPEG2000ColorImageDict<</TileWidth256/TileHeight256/Quality30>>/AntiAliasGrayImagesfalse/DownsampleGrayImagestrue/GrayImageDownsampleType/Bicubic/GrayImageResolution600/GrayImageDepth8/GrayImageDownsampleThreshold1.00000/EncodeGrayImagestrue/GrayImageFilter/FlateEncode/AutoFilterGrayImagesfalse/GrayImageAutoFilterStrategy/JPEG/GrayACSImageDict<</QFactor0.15/HSamples[1111]/VSamples[1111]>>/GrayImageDict<</QFactor0.15/HSamples[1111]/VSamples[1111]>>/JPEG2000GrayACSImageDict<</TileWidth256/TileHeight256/Quality30>>/JPEG2000GrayImageDict<</TileWidth256/TileHeight256/Quality30>>/AntiAliasMonoImagesfalse/DownsampleMonoImagestrue/MonoImageDownsampleType/Bicubic/MonoImageResolution600/MonoImageDepth-1/MonoImageDownsampleThreshold1.00000/EncodeMonoImagestrue/MonoImageFilter/CCITTFaxEncode/MonoImageDict<</K-1>>/AllowPSXObjectsfalse/PDFX1aCheckfalse/PDFX3Checkfalse/PDFXCompliantPDFOnlyfalse/PDFXNoTrimBoxErrortrue/PDFXTrimBoxToMediaBoxOffset[0.000000.000000.000000.00000]/PDFXSetBleedBoxToMediaBoxtrue/PDFXBleedBoxToTrimBoxOffset[0.000000.000000.000000.00000]/PDFXOutputIntentProfile(None)/PDFXOutputCondition()/PDFXRegistryName(http://www.color.org)/PDFXTrapped/Unknown/Description<</FRA<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>/JPN<FEFF3053306e8a2d5b9a306f30019ad889e350cf5ea6753b50cf3092542b308000200050004400460020658766f830924f5c62103059308b3068304d306b4f7f75283057307e30593002537052376642306e753b8cea3092670059279650306b4fdd306430533068304c3067304d307e305930023053306e8a2d5b9a30674f5c62103057305f00200050004400460020658766f8306f0020004100630072006f0062006100740020304a30883073002000520065006100640065007200200035002e003000204ee5964d30678868793a3067304d307e30593002>/DEU<FEFF00560065007200770065006e00640065006e0020005300690065002000640069006500730065002000450069006e007300740065006c006c0075006e006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