The role and form of academic promotion

Academic promotion: the so-called academic promotion, that is, drug sales to the drug itself as the starting point for the relevant elements, triggering prescribing doctors have a constant interest in cognition, mastery of the use of the drug systematic marketing promotion planning. Through the professional promotion team will be drugs in the field of medicine research results and clinical practice of the latest information, through the visit and expert promotion, timely provision to doctors. Through academic dissemination, doctors can understand the characteristics of the product, enhance the status of similar products, and recommend and guide clinicians to use the drug, so that doctors can form the habit of prescription, and at the same time, the doctors and patients for the drug feedback to the enterprise in a timely manner, between the enterprise, doctors and patients to build a bridge of communication. Utilizing the dissemination of professional academic knowledge of the way to promote, publicize their products.

The purpose of academic promotion:

1, to create a favorable academic environment;

2, the rapid transmission of medical product information;

3, to help improve the medical level of doctors;

4, to establish the company's professional academic image;

5, to promote the progress of medicine and pharmacy.

Academic specialist job responsibilities are as follows:

1, the development of the region's academic promotion plan for related products:

① analyze the region's market trends in the therapeutic area of the relevant products (market volume, growth trends, competing products and the company's products, market share, etc.);

② study and master knowledge of the relevant diseases, knowledge of the competing products; a deep understanding of the The characteristics of the company's products, positioning, core promotional information;

③ On the basis of the above information, to make an accurate SWOT analysis of the relevant products, and develop a corresponding market strategy;

④ Determination of goals and action plans.

2, responsible for the implementation of the region's related products market plan;

①Responsible for the implementation of the region's plan at all levels of market meetings (departmental meetings, city meetings, etc.), activities;

②Identify the key hospitals and key departments, and work closely with colleagues in the Ministry of Commerce, agent representatives, to carry out 1 to 1 visits and organization of departmental meetings, the center of the daily work. It is important to ensure the right frequency and execute with high quality and efficiency.

3, the establishment of good customer relations:

① establish the file of the region's academic leaders of related products;

② establish and maintain good relations with the region's academic leaders of related products;

③ close contact with the core experts, a better understanding of the experts on the company's products, and feedback to the marketing department;

④ in the district Within the academic leaders, cultivate speakers of related products;

⑤ Determine the key target hospitals for academic promotion, and maintain the relationship with experts and target doctors in related hospitals;

⑥ Respond to customers' questions about the company's products in a timely and accurate manner.

4, and other functional departments work closely together to complete the tasks that require cross-departmental cooperation:

① regular agent representative training;

② regular product training for internal personnel in the regional office;

③ to complete the company's layout of the market research of the relevant products;

5, information collection and feedback work: timely market information, competitive product information will be collected during the daily work of the Information collection and feedback work: timely market information collected in the daily work, competitive product information, customer problems and suggestions feedback to the marketing department;

6, cost management and monitoring: the region related to the formulation of the product academic promotion activities budget, allocation, tracking and management, to achieve a reasonable allocation and use of the budget to ensure that the market activities carried out in a high-quality and efficient. Non-special circumstances, without the approval of the superior shall not exceed the budget;

7, is responsible for the region's market academic information, gifts, credits application, management and distribution.