化生英语第五单元课件.pdf
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1、新职业英语化生英语flartettaa&Sellgg新职业英语化生英语Unit 5 Marketing&SellingListenimReadinq AProjectVocabulary and Structure新职业英语化生英语Unit 5 Marketing&SellingTask 1Task 2新职业英语化生英语Unit 5 Marketing&SellingTask 1Look at t he following logos of some world-famous medical manufact urers.Try t o give t heir Chinese names as
2、 well as t he count ries t hey are from.0 Bayer00WyethGI ociie0I辉瑞公司 美国拜耳集团 德国惠氏公司 美国罗氏公行 瑞士新职业英语Unit 5 Marketing&Selling化生英语e r Dp Schering-Plough外灵葆雅夕、川美国卜-eAAstraZeneca Z阿斯利康公司 英国小 NOVARTIS诺华公司 瑞,士 一 _.,_ _ _ .一 vKnwn巾E 4:,公司 美国新职业英语Unit 5 Marketing&Selling化生英语Task 2To be a successful drug salesp
3、erson,what do you t hink are t he most import ant among t he following?Explain your reasons and share your answers wit h your part ner.knowledge of product s and t heir manufact urers personalit y qualit y of t he product s command of communicat ion skills sensit ivit y t o cust omers needs knowledg
4、e of medical science relat ionship wit h cust omers promot ional st rat egy新职业英语化生英语Unit 5 Marketing&SellingTask 1TextTask 2Task 3Task 4Background Informat ion新职业英语Unit 5 Marketing&Selling化生英语1.prescription drugA prescription drug is a licensed medicine t hat is regulat ed by legislat ion t o requir
5、e a prescript ion before it can be obt ained.The t erm is used t o dist inguish it from over-t he-count er drugs which can be obt ained wit hout a prescript ion.新职业英语化生英语Unit 5 Marketing&Selling2.Pharmaceutical marketingPharmaceutical marketing is t he business of advert ising or ot herwise promot i
6、ng t he sale of drugs.Evidences show t hat market ing pract ices can negat ively affect bot h pat ient s and healt h care professionals.Many count ries have measures in place t o limit advert ising by pharmaceut ical companies.新职业英语化生英语Unit 5 Marketing&Selling3.medical practitionerA medical practiti
7、oner refer s t o a physician(medical doct or).Typically,pract icing medicine involves giving a diagnosis,prescribing a t reat ment for medical condit ion.In developed count ries,only qualified persons t hose wit h t he appropriat e licensure,cert ificat ion or regist rat ion wit h a relevant body,of
8、t en government alare legally permit t ed t o pract ice medicine.Such licensure usually requires a medical degree,such as Doct or of Medicine.Use of t erms and t it les such as Medical Pract it ioner;and t he represent at ions of oneself as a medical doct or;is oft en prot ect ed by t he law.The t e
9、rm medical pract it ioner implies t he abilit y t o pract ice medicine independent ly.The t erm healt h care professional(or healt h care provider),by cont rast,is a much broader t erm including professionals who are required t o pract ice medicine under t he supervision of a medical doct or.新职业英语化生
10、英语Unit 5 Marketing&SellingTask 1 There is significant pressure on drug companies t o promot e new drugs aft er expensive research and development.Think carefully,air your opinion about t he following t opic and list your support ing idea(s)in t he blanks.Rpk Can prescription drugs be marketed in the
11、 same way as cars?My opinionSuppoTtbig ideafs)新职业英语Unit 5 Marketing&Selling化生英语心声音LN翻译Prescription Drug MarketingPrescript ion drug market ing refers t o t he promot ion,branding,labeling,advert ising,and pricing of prescript ion medicat ions.新职业英语化生英语Unit 5 Marketing&SellingGy声史)纣翻艺)There are t hre
12、e different t ypes of advert isement s t hat drug makers use t o advert ise t heir product s.Product-claim advert isement s indicat e a product s name and use,and must include informat ion about risks and benefit s of t he drug.Help-seeking advert isement s discuss a disease or condit ion,and advise
13、 t he viewer t o ask t heir doct or”about possible t reat ment s.No drug is ment ioned,so t hese advert isement s are not regulat ed by regulat ory agencies.Reminder advert isement s disclose t he name of t he product,but do not give t he product s indicat ion or dosage informat ion.Oft en,however,s
14、uch advert isement s use similar colors or t hemes as advert isement s which name t he drug.新职业英语Unit 5 Marketing&Selling化生英语The advert ising of prescript ion drugs is generally aimed at t wo dist inct audiences:consumers,and medical professionals.新职业英语Unit 5 Marketing&Selling化生英语Gy声史)纣翻艺)Direct-t o
15、-consumer advert ising of prescript ion drugs is a relevant ly recent phenomenon.Spending on t he advert ising of prescript ion drugs in t he mass media has increased from$266 million in 1994 t o$4.5 billion In 2006.新职业英语化生英语Unit 5 Marketing&SellingGy声史)纣翻艺)Tradit ionally,pharmaceut ical companies f
16、ocused t heir market ing effort s on medical professionals.Unt il t he 1990zs pharmaceut ical companies mainly relied upon sales represent at ives and advert ising in journals specifically t arget ed t o prescribers.Sales represent at ives employed by pharmaceut ical companies provide pract it ioner
17、s informat ion about newly approved drugs and new indicat ions for older drugs.The companies spend huge amount s paying firms t hat carefully t rack what doct ors prescribe,and t hen t hey use t he informat ion t o t ailor messages t o doct ors,dist ribut e samples and develop cont inuing medical ed
18、ucat ion programs.新职业英语化生英语Unit 5 Marketing&SellingGy声史)纣翻艺)Pharmaceut ical companies market drugs t o healt h care providers t hrough several media.This includes advert ising in t rade publicat ions,dist ribut ion of novelt y or office product s bearing t he name of specific drugs,free drug samples
19、,and promot ional coupons.Pharmaceut ical companies employ sales represent at ives t o provide one-on-one,business-t o-business market ing of medicat ions.These represent at ives disseminat e informat ion about new offerings,keep doct ors up-t o-dat e on new indicat ions for which drugs are approved
20、,answer t echnical quest ions,and dist ribut e t he promot ional mat erials.新职业英语Unit 5 Marketing&Selling化生英语Gy声史)纣翻艺)Wit h new drugs being reviewed by regulat ory agencies and t hen released ont o t he market fast er t han ever before,pat ient s safet y is being compromised.The only drug monit orin
21、g syst em t hat will minimize unknown risks must involve all t he key players in healt hcare,including doct ors,regulat ory bodies,drug companies and pat ient s.新职业英语Unit 5 Marketing&Selling化生英语处方药市场营销处方药市场营销是指处方药剂的促销、品牌和商标推广、广告宣传及定价。32马1新职业英语Unit 5 Marketing&Selling化生英语制药商一般采用三种不同类型的广告来宣传他们的产品。产品说明
22、类广告简要说明产品的名称和用途,其中必须包括药 品的风险和益处方面的信息。寻求帮助型广告探讨某种疾病或 病情,并建议观众向医生咨询可能的治疗方法。由于没有提及 具体药品,此类广告不受监管机构的监管。提示性广告中会出 现药品的名称)但不会包括药品的适应症和剂量方面的信息。不过)通常 这类广告会参考提供该药品名称的广告,采用类似的色彩和主 题。新职业英语Unit 5 Marketing&Selling化生英语处方药广告通常有两个明确的目标群体:药品消费者和 医务工作者。新职业英语Unit 5 Marketing&Selling化生英语针对消费者的处方药广告是近期兴起的一种现象。处方 药在大众媒体上
23、的广告支出已从1996年的2.66亿美元上涨到 2006年的45亿美元。32马I新职业英语Unit 5 Marketing&Selling化生英语传统上,医药公司将市场营销的重点放在医务工作者这 一群体上。直到上世纪90年代,医药公司的市场营销手段还 主要是依靠销售代表和在以医生为目标群体的医疗杂志上做 广告。医药公司雇用的销售代表会向医师提供最新通过审批 的新药和部分旧药的新的适应症。医药公司还会不惜重金聘 请专门机构密切关注医师所开具的处方,并利用这些信息来 满足医师的需要,分发样品,开展持续的医学教育项目。新职业英语Unit 5 Marketing&Selling化生英语医药公司通过多种
24、媒体途径向医疗机构销售医药产品,包括在行业刊物上做广告,派发印有某一药品名称的新奇小 商品或办公用品,赠送免费的药物样品和促销优惠券等。医 药公司还会雇用销售代表就某些药品进行一对一或公司对公 司的营销活动。这些代表们提供新产品的信息,及时向医生 提供已被审批药品的新的适应症,回答技术性问题,并派发 促销资料。新职业英语化生英语Unit 5 Marketing&Selling随着新药审批以及投放市场的速度日渐增快,患者的安 全正受到损害。要建立一个能最大程度减小未知风险的药物 监管体系,就必须将医疗保健行业中包括医生、监管机构、制药公司和患者在内的所有关键各方纳入该体系。新职业英语Unit 5
25、 Marketing&Selling化生英语refer t o Qto mention or speak about someone or somethinge.g.1.He referred to her simply as my friend”.2.I promised not t o refer to t he mat t er again.新职业英语化生英语Unit 5 Marketing&Sellingindicat e5 to show that something exists or is likely to be true;to say or do something that
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