[Viewpoint] Thinking about the academic promotion of high value consumables in medical surgery
Under the influence of macro policies such as compliance and price reduction, many companies have to follow the path of academic promotion.
I work for a medical device company all the year round. In recent years, he has been mainly responsible for the direction of customer training. At present, the company has a team of nearly 90 people responsible for related business. This article summarizes some of the experiences and reflections on academic promotion in the past two years, for your reference.
After I contacted many pharmaceutical companies, I found that it is sometimes difficult for pharmaceutical companies to clearly influence the relationship between the customer's mind and the customer's behavior. In the field of high-value consumables, especially in the field of high-value consumables, there are some methods that can clearly change the behavior of customers.
Definition and applicability of academic promotion of surgical high-value consumables
Definition: On the topic of customer concern, solve the problem through the product or change the way the problem is viewed. And provide an operational model to enhance the training effect, to achieve the purpose of changing the mind and changing behavior.
Applicability: This method is suitable for the promotion of surgical high-value consumables. Methods have been validated in orthopedics, chest, general and oral surgery. Surgical techniques and academic information services are the main keywords.
The role and value of surgical academic promotion
First of all, I have to say that no matter whether you put resources or not, surgeons will learn the surgery and technology of interest, either early or late.
So what is the significance of surgical academic promotion?
Accelerate this process, shorten the learning curve, and do business early. (An advanced surgical technique is actually only a two-year lead in technology. It will be done two years ahead of others and will produce research results, which is KOL. Learn slowly like others, just N+1). Time is also very important for the customer.
Deliver resources when customers need help the most, and increase customer loyalty under the same resources.
Any customer who comes into contact with the product will have the following steps:
And the device products have a very important proportion especially in the process of familiarity, trial use and use. Therefore, if there are targeted resources in these three links, the process of familiarization and trial will be shortened and the use phase will be advanced. The project that the author is responsible for is generally about 15 months ahead of waiting for the customer to grow up.
So why is it more useful to put resources in these three links than in the last link?
There is a question of value: Is it because you think that the customer is someone who doesn't recognize people? Is it a person who does not read the old feelings?
Anyone learning the new technology will have the following process.
This process of excessive disappointment is often in the early stages of trial and use. When you have not yet passed the learning curve. For example, new technology is used in the preparation period of surgery and the first few operations.
In some of the daily academic conferences, the author will also encounter some KOL introductions to the early mental journey. Many of them have thanked the company for their academic support without any arrangement from the company, and affirmed the design and arrangement of our courses.
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