患者教育項(xiàng)目翻譯-中英對(duì)照
Contents
項(xiàng)目意義
項(xiàng)目規(guī)劃——總戰(zhàn)術(shù)圖
尋找目標(biāo)患者——目標(biāo)患者群定位
成為潛在用戶——患者招募策略
用藥患者管理——VIP會(huì)員活動(dòng)
網(wǎng)站及800熱線規(guī)劃
項(xiàng)目意義
樹(shù)立X品牌形象,挖掘X潛在用藥患者,有針對(duì)性的做產(chǎn)品精準(zhǔn)推廣,擴(kuò)大用藥患者群 。
實(shí)現(xiàn)雙贏:建立良好的患者管理系統(tǒng),進(jìn)一步提高患者使用X的臨床依從性,抵御將來(lái)出現(xiàn)的競(jìng)爭(zhēng)產(chǎn)品的沖擊。
傳遞信心、關(guān)愛(ài)患者:為淋巴瘤患者提供更多專業(yè)的關(guān)愛(ài)服務(wù);淋巴瘤的治療已取得很大進(jìn)步,通過(guò)規(guī)范治療,可以取得臨床治愈,讓患者接受規(guī)范治療同時(shí)體會(huì)到社會(huì)的關(guān)愛(ài),以此堅(jiān)定患者信心。
尋找淋巴瘤患者目標(biāo)
尋找已有的院內(nèi)目標(biāo)患者群
——患者就診流程及節(jié)點(diǎn)目標(biāo)
建立目標(biāo)患者集中地
——設(shè)立淋巴瘤?崎T診
廣泛吸引潛在目標(biāo)患者
——X患者教育健康專欄
項(xiàng)目目的:
通過(guò)(關(guān)注度高的)大眾媒體宣傳使患者對(duì)X治療淋巴瘤產(chǎn)生認(rèn)知;
提高X的影響力,讓其在抗淋巴瘤用藥市場(chǎng)的影響深入人心。
宣傳患教項(xiàng)目,吸引目標(biāo)患者集中到設(shè)立的項(xiàng)目執(zhí)行試點(diǎn)醫(yī)院或自助咨詢
目標(biāo)客戶:一切潛在的目標(biāo)患者。
項(xiàng)目實(shí)施:
以京滬穗為例,在北京晚報(bào)、新京報(bào)(北京)、新民晚報(bào)、新聞晨報(bào)(上海)、廣州日?qǐng)?bào)、羊城晚報(bào)(廣東)等媒體上發(fā)布軟文廣告。
啟動(dòng)時(shí)間:2010年12月。
患者招募及普通會(huì)員活動(dòng)策略目標(biāo)
讓我們覆蓋到的淋巴瘤患者都成為我們的會(huì)員
成為我們會(huì)員的患者有一部分的潛在用戶群,對(duì)潛在用戶坐精準(zhǔn)傳播,培養(yǎng)成X的實(shí)際用戶
樹(shù)立X的品牌
StrategyⅠ of the Recruitment and Member Activity:Intercept Point Displaying in the Hospital Item advertisement
Propagate accurately to the patients whose information is existing: invite them
to participate the activity in the hospital via direct mail, telephone mail, doctors'
recommendation and so on, or they can apply for participation directly.
Make item advertisements to attract patients to join on their own at the patient
intercept points of the outpatient section, specialist consultation, pathology
department, report picking-up place of the outpatient section, admitting office
and so on.
Make fixed-point advertisements in the lymphoma outpatient section, and
doctors can recommend them to become members directly.
Full-time staffs of the target hospital can guide
the way for the participation.
Participate via online sites auxiliary or actively.
StrategyⅡ of the Recruitment and Member Activity:Healthy Prescription
Carry out healthy prescription of lymphoma action in pathology department, report picking-up place of the outpatient section and in-hospital education conference except lymphoma specialist consultation:
Contents of the healthy prescription: emphasize the introduction of the public benefit of the item and the patients' benefits.
Disease knowledge: make disease knowledge advertisements of lymphoma to set up decision for the patients to fight lymphoma;
Introduction of the hospital and specialty: health book and member quarterly;
Hot line and web site show: provide direct specialist telephone counseling service and online service, and obtain disease management comprehensive service via hot line and site registration;
Disease management: members can obtain therapeutic evaluation check when receiving reexamination and disease management of the system for free.
Registering modes of the patient:
Information Consent Form (ICF): Patients can fill in the ICF and drop it into the mail-box on their own; they also can ask the special nurses to collect, and push it in experimental hospitals during early days
Hot line and short message platform: Lymphoma Recovery Hot Line
Website: Lymphoma Recovery Network
招募策略及會(huì)員活動(dòng)三: 院內(nèi)淋巴瘤義診
——吸引目標(biāo)患者集中活動(dòng)
目的:
X目標(biāo)醫(yī)院開(kāi)診義診活動(dòng),參加活動(dòng)的患者及家屬多為我們要招募的目標(biāo)客戶群。
義診活動(dòng)同時(shí)為項(xiàng)目做公益宣傳,做院內(nèi)加入系統(tǒng)的路徑指引,為招募工作做好準(zhǔn)備。
通過(guò)義診專家的診斷咨詢,推薦患者加入X患教項(xiàng)目,成為潛在消費(fèi)者。
項(xiàng)目形式:
為淋巴瘤患者免費(fèi)提供專家診斷。
為淋巴瘤患者提供免費(fèi)咨詢、體檢。
項(xiàng)目宣傳,推薦患者加入項(xiàng)目。
目標(biāo)客戶:還沒(méi)有加入項(xiàng)目的有意加入的淋巴瘤患者,他們是X的潛在用戶,項(xiàng)目會(huì)員,其他主動(dòng)參與的患者。
項(xiàng)目實(shí)施:
在上海、北京、廣州試點(diǎn)醫(yī)院開(kāi)展, 每個(gè)醫(yī)院3個(gè)月一次。
輔以院內(nèi)宣傳、網(wǎng)站及熱線通知。
義診可以現(xiàn)場(chǎng)加入會(huì)員,既有禮包。
啟動(dòng)時(shí)間:2010年9月 上海;2011年3月 北京;2011年9月 廣州。
招募策略及會(huì)員活動(dòng)四: 健康大講堂
項(xiàng)目目的:
宣傳患教項(xiàng)目,吸引患者加入項(xiàng)目;
為會(huì)員及非會(huì)員患者講解淋巴瘤的疾病知識(shí)及藥物治療的知識(shí);
2013.12.15