Manual of Medical Representives
I. Definition of hospital Representative:
1.Definition and basic conditions
Medical representative (Medicinal representation. HR) is a marketing and promotion person who has received special education of medicine and pharmacy, has certain clinical theoretical knowledge and practical experience, and has been trained with marketing knowledge and promotion skills to engage in drug promotion and publicity.
Basic requirements: College degree or above in medicine or pharmacy, with certain clinical theoretical knowledge and practical experience;
A rigorous and scientific attitude responsible for human life and health;
Have strong professional dedication and good cultural accomplishment;
Have good potentials as a sales promoter.
2.Features and promotion objects features and working methods:
(1) Characteristics
HR is a special industry sales promotion personnel;
HR's promotion targets are hospital clinicians and pharmaceutical personnel;
The network faced by HR is the network relying on long-term cooperation for profit;
The basic job function of HR is to use its professional medical knowledge and promotion skills to promote and publicize the characteristics of the promoted drugs to achieve the purpose of promotion.
(2) Promotion features:
A.Have a high level of cultural knowledge;
B.Have a rigorous scientific attitude;
C.Play a leading role in drug consumption.
(3) Basic working techniques:
Organize various kinds of product promotion meetings and give lectures;
Professional face-to-face visits to clinicians and pharmaceutical personnel;
Four sales promotion, 23 kinds of sales promotion in different situations, different periods, different products accurate use.
Ii. Working skills of hospital representatives in the initial stage of HL Enterprise
(I) Basic Qualities:
1.Conscience: HR's work is part of the business of selling drugs.They are also "merchants" in a particular sense.The bad business habit of "valuing profits over justice" is absolutely forbidden in HR industry.Do not exaggerate the efficacy and application scope of the drugs promoted;Do not conceal the adverse reactions of the drugs promoted;Do not do publicity for fake drugs;It is the basic professional ethics of HR to fully consider the effectiveness and affordability of patients using drugs, and not to mislead doctors in using drugs without principle or increasing the use of drugs.Caring, conscientious and realistic publicity are also important aspects to win the trust of doctors and establish a good relationship with them.
2.Confidence: only those who believe in themselves can succeed. Those who think they can't will accomplish nothing.HR beginners often show no confidence in themselves and doubt their abilities.Timid to meet with doctors, experts, after meeting can not calm relative, blunt statement, often appear timid.Overcome this distrust of their own psychology, can start from the following points:
① Look for things from past experiences that make you proud and have a sense of achievement, no matter how big or small, and then analyze the reasons for success and their own strengths, and tell yourself: I have ability, I can, I am not a coward, in those things I can succeed, in other work, as long as I work hard, I will succeed.
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