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1、Customer Relationship Management客户关系管理系统Curtain Raiser 研讨会Introduction to内容介绍Account(Hospital)Management医院及相关信息管理Contact(Doctor)Management医生及相关信息管理Cycle Management销售POA管理Call Management拜访管理-针对医生PSR Management 代表及相关活动管理，例如会议Account(Hospital)Management医院信息管理Hospital Centricity(360view)Hospital Centric
2、ity(360view)全方位的分析和医院相关的内容全方位的分析和医院相关的内容CRM helps you toCRM能做什么Create and Maintain Hospital Profile管理医院信息General details基本信息，名字，地址Sales volumes销量Category医院类型Rank/Classification排名及等级Associate Departments with profile information科室Specialty专长No.of Wards床位数No.Clinics,etc门诊量Sales Team covering Hospital哪
3、些队伍负责Sales Territory销售区域Therapeutic Area/Product Group/District wise治疗领域/产品组No.of sales force销售代表数量Frequency拜访频率Products enlisted产品列表Price List价格列表Discounts折扣Consumption医院消耗Contd.还有Classification&Ranking排名及等级Class A,B,CA，B，C类Using a scientific methodology based on pre-defined parameters基于预定义的一些参数，使用
4、专业的算法算出Plan and execute Marketing events and activities计划并执行市场战略及行动Profile and associate in-house Pharmacy记录相关内部药房信息Link Retail/Drug Stores around the Hospital把医院和外围的零售药店集中管理Profile Distributors supplying Pfizer products to Hospital记录分销商销售给医院的辉瑞产品的详细数据Competition prevalent in the Hospital本医院竞争对手的信息S
5、WOT(强，弱，机会，威胁)Sales Share销售份额Products enlisted产品列表Track and Resolve Issues/Complaints跟踪及解决相关辉瑞产品的问题How it looksBenefits to you对我们的价值Single-Comprehensive Hospital view for all Pfizer functions为辉瑞各相关部门建立统一的全面的医院信息管理Easy administration Maintainability&Scalability易管理 维护及升级Minimize data inaccuracy and re
6、dundancy提高数据准确性Marketing Campaigns spent Vs returns清晰的管理市场活动的投入与产出Opportunity Management-Product coverage发现机遇 产品的覆盖率Competition Insights了解竞争对手的活动并尽早应对Track money spent per Hospital跟踪每家医院的投入Enriched reporting&analysis丰富的报表及分析功能Contact(Doctor)Management全方位医生管理 Customer Centricity(360view)Customer Cent
7、ricity(360view)CRM helps you toCRM能做到Create and Maintain Doctor Profile Doctor Definition管理医生信息Professional Information职业信息Personal Information个人信息Specialty专业及专长Rank/Classification排名及分类Team covering Doctors销售队伍和医生之间的关系Therapeutic Area/Product Group/District wise治疗领域，产品级，地区No.of sales force销售代表数量Freq
8、uency拜访频率Marketing市场部Medical医学部Products detailed介绍给医生的产品相关信息Main Product Group wise基于产品Product Rx wise剂型管理Affiliation不同产品之间的相关性Prescription pattern处方模式Concerns找到关注点Feel good factors发现优势Contd.还有Classification&Ranking分类及等级Class A,B,C,KOLUsing a scientific methodology based on pre-defined parameters应该有
9、一套详细的计算方法Doctor Entitlement医生职位管理Automated using a scientific methodology应该定义相关的逻辑Medical Detailing Call拜访详细内容Plan,schedule,execute and report计划，执行，报告，分析Easy modification简单实用，易于操作Managed entirely using PDA使用PDA来实现Share,track and alerts共享，跟踪，提醒Joint call and reports随访，协访及评估Call history拜访历史Contd.还有Pla
10、n and execute Marketing events and activities计划，执行，报告，分析市场活动Gift and Sample Management礼品，样品管理Capture money spent per Doctor收集到医生的投入Maintain history of call activities记录拜访历史Resource Requested and Provided资源申请及提供 资料。Product Medical&Marketing document attachment代表可以看到相关的产品医学及市场活动相关的文档Competitive Inform
11、ation竞争对手的活动Track and Resolve Issues/Complaints跟踪及解决问题How it looksBenefits to you价值Centralized and Single source of truth of Doctor across Pfizer functions信息准确，统一管理，Easy administration Maintainability&Scalability易于管理 维护及升级Latest and Current Doctor details at all times永远提供最新的最有价值的信息Efficient,process
12、drive and automated Doctor classification and targeting基于预定义的方法和准确的信息，自动判断医生级别及工作方向Set customer-centricity standards by offering personalized service to Doctors以客户为中心，提供给医生个性化的服务Prescription practice and potential处方及潜力分析Centrally managed Doctor resource request集中管理医生需要的资源Benefits to you价值Effective c
13、ollaboration between doctor coverage team加强销售队伍间的协作，提高效率Opportunity Management发现机会Competition Insights竞争态势的预见性Close loop marketing strategies to sales execution and return for each doctor对于医生提供闭环服务 计划，执行，报告，分析，行动方向Analyze Doctor investment投入产出分析Enriched reporting&analysis丰富的报表及分析Cycle Management POA
14、管理Marketing Strategy市场部制定战略Resources资源费用，。Sales Operations销售部执行战略Cycle Plan周期性的计划周期性的计划模式模式CRM helps you toDefine Cycle Plan定义周期性的计划，年，季度Annual Plan年计划Quarterly Plan季度计划Define Cycle Framework/Management定义框架Cycle Objectives周期性的目标Communication Objectives 沟通的目标Target List(Hospitals&Doctors)目标列表，医生，医院Cy
15、cle Targets 阶段性的指标，Cycle Reports 分析报表Contd.还有Cycle Objectives周期性的目标周期性的目标Derived from corporate strategies on business initiatives for profitability,market share and process improvement来源于公司战略-利润，市场占有率，提高效率。Execution model consisting of clear and precise executable instructions and action points执行层面
16、是清晰而明确的指令和行动点Customized and localized to specific market and region对于特殊市场和地区实行本地化及客户化的指导方针Formularized by RM/DM in close collaboration with PSRsRM/DM与代表工作是紧密结合，互相促进Assist field force to plan call routines using a practical and focus driven methodology帮助销售队伍使用实用而抓住重点的方法来计划拜访工作Contd.还有Cycle Objectives
17、周期性的目标周期性的目标Streamline and control complete call cycle,from plan execute report monitor evaluate coach 流程化管理，计划-执行-报告-监测-评估-教导Real-time feedback on cycle performance in terms of market impact,campaign effectiveness to Marketing and Sales departments市场活动及影响的纯净会实时的反馈给市场及销售部门Strategize successive cycle
18、 plan based on market insights gained from pervious plans制定成功的战略计划的基础是对市场的前瞻性Ensure end-to-end transparency to all functions and departments对于所有部门来说都要确保端对端的透明Contd.还有Communication Objectives 沟通目标沟通目标Standardized Product/Service delivery message对于提供或展示给客户的产品/服务信息标准化Owned by Marketing and executed by
19、Sales ensuring effective cross-department collaboration市场部制定目标，销售部执行-确保部门间有效的合作Assists in optimizing product/service delivery model for field force effectiveness对于销售部门来说，帮助优化产品/服务的信息的提供方式Maximize on a consistent and common share of voice by developing a effective strategy for product/service positio
20、ning irrespective of market or region通过开发一个有效的产品/服务定位战略，最大限度的建立一种声音，一个政策，而不论是否在同一个市场或区域Contd.还有Target List 目标医生列表目标医生列表Pick and Select most profitable list of contacts选择最合适的拜访医生Ensures call planning and execution are targeted and priority based确保所有拜访的医生都是我们的重要的目标医生Call activities are aligned with pr
21、escription potential拜访活动是和医生的处方或潜力相匹配的Lists derivation based on a scientific model of doctor classification and specialty目标医生列表源自于一套科学有效而专业的流程或是工具Measure targeting effectiveness and feedback doctor potential based on real-time data from call reports判断目标医生的选择或是潜力是否有效应从实时的从代表的拜访报告中来Contd.还有Target List
22、 目标医生列表目标医生列表Assist in quick and easy selection of doctor by using a pre-defined and ready to use list通过提供预定义已经选好的医生列表来帮助代表快速而容易的选择目标医生Transparency on doctor coverage without regard to personal or individual bias在医生选择中透明而不带有任何个人偏见Empowering managers to strategize on consecutive target lists by measu
23、ring target list profitable and sustainability授权经理通过衡量目标医生列表的绩效和保持率来制定连续性的目标医生列表战略Contd.还有Cycle Targets阶段性的目标阶段性的目标Define fixed target cycle execution based on the cycle objectives for revenue realization and share of voice基于销售及市场占有率的目标制定阶段性的行动计划Define total No.of communication objectives for each P
24、roduct/Service in the plan for all markets/regions在计划中对所有的市场/地区制定每一个产品/服务需要进行沟通的总数Define Target list of Doctors/Hospitals制定医生/医院列表Define total No.of Calls for cycle制定拜访总数Define total No.of Calls per Classification基于不同医生等级制定总的拜访数量Define total No.of Calls per Specialty基于专业制定拜访数量Contd.还有Alerts and Remi
25、nders警报及提醒警报及提醒Cycle Reports周期性的报告周期性的报告Support business managers(sales&marketing)to evaluate cycle effectiveness based on business realization and profitability使业务部门的经理(销售部及市场部)能够用实际达成率及利润来评估本阶段的工作效力Index of Target Vs Achieved based on quantitative figures decided during the conception of the cycle
26、 plan(cycle targets)使用在阶段计划中确定好的定量的数据来衡量指标数据及实际完成情况Scientific approach for measuring field force effectiveness使用科学的手段来判断销售队伍的工作效力Calculating KPIs based on field force call activity and report 基于销售队伍的拜访活动及报告来计算重要的性能指针Benefits to you好处是Improved collaboration between Sales and Marketing促进销售部与市场部的协作Defi
27、ne annual plan and quarterly sales plan制定每年计划以及每个季度的销售计划Consistent and Managed focus on right Product/Service,right Messaging and right Doctor达成我们的目标：正确的产品/服务，准确的信息以及合适的医生Improve on operational efficiency and optimize on operation costs提高操作效率，优化运作成本Arrive at an appropriate,profitable and acceptable
28、field execution framework建立实用，有价值并且销售队伍乐于接受的模式Budget plan and control by identifying resource required for cycle plan对于关键资源进行预算的计划和控制Greater Doctor segmentation and targeting 目标客户管理及分级(医生)Convert market intelligence into corporate strategies把市场中发现的机会转变成公司的战略Improved information dissemination for max
29、imum coverage,impact and effectiveness通过扩大信息的传播面来加大医生覆盖，提高影响力及效率Increase brand awareness and share of voice提高品牌知名度及扩大市场占有率Opportunity Management机会管理Benefits to you好处是Analyze cycle plans to evaluate market perception and business dynamics通过分析阶段性的计划来评估市场及生意的发展趋势Total transparency in plan execution rep
30、ort quality productivity透明的进程：计划-执行-报告-质量-生产力Close collaboration between managers and field force加强经理及一线代表的合作Supervise and monitor adherence to cycle plan指导并监督计划的执行Predict and compute field force effectiveness,customer satisfaction and call quality indices预测及计算销售部门的效力，客户满意度以及拜访质量Real-time view of cy
31、cle execution and measure of target Vs achievement实时获取计划执行情况以及监测指标的实际达成情况History information of previous cycle plans and executions提供历史计划与执行情况查询及分析Enriched reporting&analysis丰富的报表及分析功能Call Management 拜访管理CRM helps you toCRM能做到Plan,schedule,view and modify calls in best turn-around time易于查看，修改，汇报计划和进
32、度Share call plan and other activities with managers经理也可以实时的看到代表的拜访计划和活动Select Doctor for appointment in easy and simple steps易于安排医生拜访A comprehensive view of all resources and other value added insights necessary to make the call a complete success易于看到与拜访相关的所有信息，资源Snapshot of previous calls made to t
33、he Doctor by the Doctor coverage team易于查询所有以前的拜访记录Post-It display of product/service communication objectives as defined in the cycle plan显示定义在阶段性计划(季度计划)中的产品/服务目标Contd.还有Multiple touch-points to connect with Doctor全方位服务于我们的客户 医生Use multiple activities and events to plan different programs for the D
34、octor基于不同的需求，使用多种活动及事件。System automated Resource Request and Resource Provided系统会自动申请资源及自动提供资源Auto rank calls based on user-defined parameters基于用户定义的参数自动对于拜访排名Real-time report on cycle progress with respect to target,communication objective and call coverage提供实时报表，例如目标医生，拜访目的以及拜访覆盖率Auto generate wee
35、kly reports on Plan Vs Achieved during the system execution for inline managers提供给DM周报告，用于分析计划与实际拜访Regular updates on competition activity to benchmark and plan successive calls经常更新竞争对手的活动，使代表能更成功的制定我们自己的计划Plan,execute and report joint calls对于协议/随访的计划，执行以及报告Benefits to you好处Plan and Execute calls by
36、 setting new standards in customer service and personal productivity因为有了更多的数据支持，使得代表可以在计划和执行拜访活动时可以制定更高的标准来提高我们的客户服务水平及个人的生产力Single and holistic view of calls reported and planned for effective collaboration between doctor coverage team对于一个医生由多个代表来覆盖，某个代表即可以看到自己的报告，也可以看到其他人的报告，提高了工作效率Create and Modi
37、fy calls using a simple and quick approach,ensuring lower total cost of adoption使用简单而快捷的方法生成和修改拜访报告，确保降低成本Personalized calendar functionality as part of the user home page,snapshot view Day Ahead主页上显示个性化的日历Maintain history of all calls per doctor ensuring processes are not people dependent and allow
38、s for business continuity with minimum doctor downtime保存所有的拜访记录，可以使代表非常容易的查询到，减少时间的浪费System generated auto responses in case of deviation from plan如果实际与计划不符，系统会自动生成警告Specify thresholds for calls made per day per sales person.Supervise and validation automated by the system with alerts and reminders
39、whenever necessary记录每个代表每天的详细报告。如果需要，系统会自动生成指导性或是审核警告或是提醒Empowered PSR 加强代表的能力CRM helps you toCMR能做到Plan,execute and report work routines as laid down in the cycle plan计划，执行和汇报日常工作Use Calendar to view and schedule appointments使用日历来查看和计划拜访Maintain a personalized workspace as the default homepage用户自定义
40、主页Updated information on profiles of targeted doctors代表自己更新目标客户信息Access and maintain a favorite listing per doctor基于每个医生可以定义其感兴趣的内容Individually manage all resources required in cycle execution在一段时间内，自己管理所有需要的资源Design and propagate personalized product&doctor specific marketing campaigns对于产品和医生定义和传播个
41、性化的活动和服务Create calls with simple and easy steps写拜访报告时简单，实用Use Pre-Call information as a tool to plan and detail call with full preparedness and to the context of the current call对某一个拜访提供非常有效的工具，可以使代表准备的更加充分，比如提供更多信息，更多拜访历史Instant access to product information like marketing and medical literatures及时
42、查询检索市场部或是医学部的资料Clues and tips on delivery message and product USPs向客户医生提供服务时，可以提供一些线索和提示Personalized knowledge base and FAQ listings基于问答数据库提供个性化的知识管理Raise alarms/alerts/reminders in case of missed,successive and overdue calls对于忘记的，成功的或是超期的拜访，系统可以自动提示，预警，Contd.Quickly capture coaching notes given by
43、the inline manager for future reference及时记录下来DM教导内容用于未来的参考Create new specific objectives and maintain them through the entire cycle execution在整个时间段内建立新的详细的目标并及时维护Real-time status check on cycle progress rate in terms of doctor classification/specialty,communication objective coverage and count of to
44、tal calls在一段时间内，实时检测医生分级，专业，沟通目标的覆盖情况以及拜访总数Auto generate cycle reports(day/week/month)based on a preset schedule and send it to inline managers基于预定义的时间表，自动生成阶段报告(日/周/月)并发送给上级经理Contd.Use multiple activities like phone,email,fax,etc to connect with doctor使用多种方式联系医生，例如电话，邮件，传真等Maintain and view a histo
45、ry list of all activities with respect to a doctor across the entire coverage team对于一医生多代表管理，可以看到所有的历史，不仅是自己的，也可以看到别人的，Create new specific objectives and maintain them through the entire cycle execution在一段时间内，建立并维护新的详细的目标Real-time status check on cycle progress rate in terms of doctor classification
46、/specialty,communication objective coverage and count of total calls在一段时间内，实时检测医生分级，专业，沟通目标的覆盖情况以及拜访总数Contd.Auto generate cycle reports(day/week/month)based on a preset schedule and send it to inline managers基于预定义的时间表，自动生成阶段报告(日/周/月)并发送给上级经理Do all this with“Total Mobility”高灵活性Contd.Benefits to you好处
47、Increase share of voice even though face time with doctors are on the decrease即使我们与医生会谈的时间在减少，也会增加我们的拜访效果，因为我们准备的更充分Plan and schedule workload in a more efficient and productive manner以一种更有效的更高生产力的方式计划和评估工作量Arm you with value-added tools to execute work in the most judicious manner通过使用一种有效的工具使你的工作更有
48、效Collaborate seamlessly with other members of the doctor coverage team如果与其他代表共有一个医生，则你们的合作会更有效Ensure overall field force effectiveness提高所有销售队伍的工作效率Professional development in terms of product and therapeutic area awareness基于产品及治疗领域的知名度，进行专业化的开发On-line repository of KB and FAQ enables PSRs for more p
49、roficient objection handling实时知识库及问与答使代表处理问题更有效，更迅速Effectively use different touch-points with the doctor to leverage on doctor relationship and technology通过有效的使用不同的接触医生的方法促进医生关系及提高技术支持Clear and focused plan for targeting right opportunity and generating business potential明确而有重点的计划使代表更易于发现正确的机会和发掘潜在
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