Reduce Product Complication through Product Training for physicians to Improve Customer Service

1、reduce product complication through product training for physicians to improve customer service論文摘要elite honor有限公司是一個先進的高科技醫(yī)療產(chǎn)品公司，現(xiàn)有所有的產(chǎn)品都針對處理心臟科的疾病。該公司自成立以來，憑借其良好的聲譽，優(yōu)質(zhì)獨特的產(chǎn)品和專業(yè)的技術推廣，贏得了廣大醫(yī)師和患者的認可。隨著新一代的產(chǎn)品血管閉合器的推廣及使用，因公司缺乏對醫(yī)生提供一系列的產(chǎn)品培訓，使某些醫(yī)生對新型產(chǎn)品的使用方法錯誤理解及對新產(chǎn)品的使用特點沒有很好的掌握，醫(yī)生在使用時，出現(xiàn)了很多問題，多可見于血管并發(fā)癥包括大

2、面積出血,及假性動脈瘤的形成等,術后醫(yī)生會再次針對出血口進行徒手壓迫來止血或借助于外科輔助手術對出血口的縫合。 這些問題的出現(xiàn)給醫(yī)生帶來了多方面的顧慮, 以及對公司的發(fā)展和聲譽產(chǎn)生負面的影響，同時也會使得一些潛在的客戶流失。 作為全國銷售經(jīng)理的我, 感到問題的嚴重性及緊迫感.從對醫(yī)生的培訓和客戶服務的關系來看，掌握專業(yè)醫(yī)療技術和對新產(chǎn)品的理解可以幫助醫(yī)生向客戶體提供更為優(yōu)質(zhì)的服務，從而提升客戶滿意度，建立長久穩(wěn)定的業(yè)務關系。本論文通過前期取得客戶的反饋意見并進行比對、分析和存檔，明晰客戶的真正需求. 通過對主要采取項目進度一覽表、項目負責人報告、項目成員的一周反饋意見等檢查與評估形式來確保我們

3、及時知曉客戶的真正需求。中期設計出一個理論跟實踐相結合的培訓方法,通過公司提供一天的基本產(chǎn)品知識及產(chǎn)品原理的強化講座及二天手術室技術操作培訓來完成醫(yī)生對產(chǎn)品的認識及使用技巧的掌握.并依此設計一個對主要的相關醫(yī)生20 位客戶來自于各個城市各大醫(yī)院的主任，進行為期三天的培訓計劃，力圖在短期內(nèi)幫助醫(yī)生對產(chǎn)品的認識和使用技巧的掌握和提高客戶的滿意度和增加對產(chǎn)品的使用和忠誠度。后期再針對受培訓醫(yī)生的回訪,確定相關醫(yī)生對培訓內(nèi)容的理解及掌握。是醫(yī)生對產(chǎn)品及公司有有很大的信心,以后在業(yè)務上有很廣的合作。 經(jīng)過前期周密的調(diào)查分析及切實可行的培訓計劃，及中后期的嚴格執(zhí)行與分析評估，此次培訓順利完成并取得了預期效

4、果。經(jīng)過再次的問卷調(diào)查及臨床評估反應,主要醫(yī)生不僅在專業(yè)醫(yī)療技術上得到了提高，并通過具體實踐加強了他們處理實際問題的能力與技巧，在一定程度上提升了客戶的滿意度，醫(yī)生對此產(chǎn)品的日使用率提高了50%,只要經(jīng)濟條件許可的病人,都使用了該產(chǎn)品。產(chǎn)品的大量使用，同時也提高了醫(yī)生對產(chǎn)品的熟練程度, 經(jīng)過醫(yī)生病人的宣傳，同時也增加了潛在一些客戶。該計劃的設計、實施和評估過程中，我意識到給醫(yī)生提供相關產(chǎn)品基本原理強化培訓及臨床專業(yè)技術緊密結合的培訓不但能有效提高他們的專業(yè)素質(zhì)，而且能激發(fā)他們處理突發(fā)情況的能力，但這些都是要建立在明晰客戶真正需求的基礎之上的。abstractelite honor co.ltd

5、. is a advanced high-technological medical company. all product of this company focus on dealing with the cardiovascular therapy. as far as now our company has gained a good reputation by the excellent product and the professional medical technique. because of lacking of a series of product training

6、, some of the doctors misunderstand how effectively the new product works and out of master the characteristics of the new product when the product of new generation of the vascular closure devices are widely being used and popularized. therefore more and more complications occurred. vascular compli

7、cations included bleeding, defined as external blood loss requiring manual compression. major complications included bedding with need for transfusion or vascular surgery. so all these problems damages the image of the company and some of the potential customers will be lost. so as the domestic sale

8、s manager, namely me, i fully understand the gravity of such situation. from aspect of the relationship between the customer service and the doctors training, the professional medical technique can facilitate the doctor to provide the better service with the customer so as to promote the customer sa

9、tisfaction and to establish the longstanding business relation. this dissertation here clarifies the customer needs through comparing and analyzing and filing the customers feedback at the prior period. then we can check and ensure the customer needs mainly under the tables of the project progressiv

10、e checklist and project managers report and project members weekly feedback form. and at the medium period a training method will be designed through combining theory with practice, and then the company will arrange one day lecture for the basic product knowledge and principle plus two days clinical

11、 operation, so this totally three days training which for purpose of helping the physicians to better understand and master the use technology of the product, meanwhile will improve the degree of satisfaction and the faith of the customer, this training would focus on the key physicians and twenty c

12、ustomers and the directors come from the hospitals throughout the country. at the terminal stage we will pay a return visit to the physicians who attended the training to ensure these physicians totally understand and master this training so that physicians can have a lot of faith in the new product

13、 and the company.with much careful analysis and investigation and the plan of the practical training at the prior stage, as well as the carry out the training strictly and the evaluation at the medium and the terminal stage so that this training was successfully completed with expected achievements.

14、 so through another questionnaire and the reflection of the clinical evaluation the key physicians not only improve their professional medical technique but also the ability of dealing with the practical issues be strengthened, and of course the daily usage rate of new generation product is increase

15、d fifty percent after the training. and if economic conditions allow, almost whole patients use this new product so as the physicians are more and more familiar with the product. under the propaganda of the physicians and the patients some potential customers will be interested in our new product.in

16、 the process of designing and execution and achievement of this program, i realized all these achievements concerned above are based on the clarification of the customer real needs. table of contents 1.introduction.1 1.1 current situation.2 1.2 problem analysis.22. project hypothesis.22.1. project r

17、ationale .2 2.2. project hypothesis.33. summary of the preliminary research.3 3.1 swot analysis of the angio-seal.3 3.2 product rationale and strategy.44. project design.44.1. project object.44.2. planning activities.5 4.2.1. activities with stages.5 4.2.2. a critical path analysis of these activate

18、s 6 4.2.3time-scale of the activities.74.3. people involved and responsibilities.84.4. costing.9 4.4.1 cost of materials and equipment.9 4.4.2 costs of expenditure and labor9 4.4.3 costs of training place and the board.10 4.4.4 cost of training place and board.104.5. risk analysis and protective mea

19、sures .114.5.1 risk analysis. risk analysis of people concerned . risk analysis of schedule.11 risk analysis of product or service concerned.11 4.5.2 protective measures.114.6. plan for the monitoring and evaluation for the project.12 4.6.1. monitoring12 4.6.2 evaluation.12

20、5. project implementation.13 5.1 general introduction of time, place of project implement.13 5.2 the working step of implementation.13 5.3 monitoring14 6. project findings and discussions.146.1 results.146.2 discussion.16 7. conclusion.18 bibliography.20 appendix i: two questionnaires.21appendix ii:

21、 project progressive checklist.23 appendix iii: project managers report.24 appendix iv: the project framework.25appendix v: meeting agenda26reduce product complication throughproduct training for physicians to improve customer service1. introductionnow i am belonged to the elite medical inc. which i

22、s a $2.3 billion global cardiovascular device company with headquarters in st. paul, minnesota usa. the company sells products in more than 130 countries and has over 20 operations and manufacturing facilities worldwide. our company develops and manufactures the following products: cardiac rhythm ma

23、nagement division, pacemakers and implantable cardiovascular defibrillators (icds) for treating cardiac rhythm disorders, cardiovascular accessories and vascular closure devices for cardiology division. i am in charge of cardiology business in china as national sales manager. in 2001 a vascular clos

24、ure device product named angio-seal was launched in the chinese market. the angio-seal vascular closure device is composed of an absorbable collagen sponge and a specially designed absorbable polymer anchor which are connected by an absorbable self-tightening suture. the device seals and sandwiches

25、the arteriotomy between its two primary components, the anchor and the collagen sponge. hemostasis is achieved primarily through mechanical means and is supplemented by the platelet inducing properties of the collagen.the device is offered in both 6f & 8f sizes. traditionally following cardiovascula

26、r surgery the punctures are closed by applying manual pressure and the patient must rest 6-24 hours. using the closure device a patient only needs to rest 20-min following surgery. acceptance of the new product demanded a change in clinical practice, as well an adjustment to our original suggested p

27、ricing in order to make our product within economic reach for our potential clients who previously had no experience in our products. initially we priced the angio-seal at a significantly lower price to attract new buyers to increase acceptance. after the second generation introduction the price was

28、 raised by 200% and the business grew. we are currently preparing to introduce the third generation angio-seal sts platform, now there is hide problem raise which is doctor ill operation due to oversight of the parts of operative detailed. 1.1. current situation but now more and more complications o

29、ccurred. vascular complications included bleeding, defined as external blood loss requiring manual compression. major complications included bedding with need for transfusion or vascular surgery. 1.2 problem analysis analysis the problem, we need to improve customer service to deal with the problem,

30、 special for sufficiently product training for the doctor, review product technical and skill with them after product implanted. we will held in product training course for the doctor base on different level. we set up three segments for 20 doctors within the following two months. providing the mark

31、etplace with doctor to convey a strong message of the product, expertise and commitment to our doctors. whole training focus on two sessions, one day product basic knowledge enhance and another two days on-site hands on training at appointed hospital. 2. project rationale and hypothesis2.1. project

32、rationali would like to introduce two books i have read regarding customer service, such as “world class english for business book 1” and “harvard business school case selections”, also some useful rationales as follows support my paper: 1). the successful achievements of sales depends on having a s

33、trong customer policy.2). a good customer service policy depends on knowing what a customer wants and how he/she feels about the service. 3). there are three ways of getting feedback from customers- in face to face interview, on the telephone and through a written questionnaire.4). total quality man

34、agement is a useful approach in monitoring the implementation and evaluation of our customer service for achieving best quality.5). a useful way to think about product decision is to start with the concept of a product line; a product line is a group of items which serve a similar function. 6). effe

35、ctive marketing requires an integrated communications plan, because the communication programs role is to foster the customers awareness of the product, knowledge about its features, interest in purchasing, likelihood of trying the product and or purchasing it.so according to the rationales above i

36、can fully understand at very beginning of my project i should focus on clarifying the real needs and wants of our customers and then the following process can be forwarded in order. 2.2 project hypothesisit is hypothesized if we can clearly deliver our product information, operation details and thus

37、 enhance the applied technique with better communication and essential training program, then we could provide better service to our customers. 3. summary of the preliminary research3.1 swot analysis of the angio-sealstrengths weaknesses- market leader in vascular closing device - easy to use, relia

38、ble- excellent clinical outcomes- dedicated sales force and clinical specialists - 6f early ambulation & discharge data- established franchise (over 2.5 m devices sold)- true closure device requiring noadditional manual pressure- interventional use, perception of less effectiveness in tx patient pop

39、ulation- re-stick, additional clinical data needed to support safety- product line does not addressclosing the broad range of puncture holes opportunities threats-influence/change clinical pathways - acceptance as “standard of care”in ous markets - significant penetration opportunities in ous market

40、s (china, japan)- penetration in endovascularmarket (us & ous)- new device technologies- bse concerns- lower priced device options3.2 product rationale and strategysince elite honor acquired the angio-seal product line in february 1999, significant growth has been achieved by following a strategy of

41、 introducing new products into the market every 12-18 months. this strategy has been continued with the launch of angio-seal sts plus. providing the marketplace new products with customer and patient-focused enhancements helps to convey a strong message of leadership, expertise and commitment to our

42、 customers. angio-seal sts plus also allows us to maintain a tiered pricing strategy to better accommodate price sensitive accounts, as millennium platform is being obsoleted. the angio-seal sts plus product introduction will provide the following opportunities:- a reason to interface with customers

43、 to discuss the new product enhancements- an opportunity to discuss the early ambulation and discharge clinical data to encourage change in clinical practice- to increase or maintain asps- to increase angio-seal use in competitive and manual pressure accounts- retrain and certify new and existing cu

44、stomers, helping to ensure good deployment techniques- defines elite honor as the technology leader in vascular closure4. project design4.1. project objectduring our preparation to for introducing the third generation product angio-seal sts platform we noticed multiple many problems have arisen due

45、to the doctors ineffective understanding of to the new product. many problems occurred such as vascular complications included bleeding, defined as external blood loss requiring manual compression. major complications included bleeding with need for transfusion or vascular surgery. so the object of

46、my project is to improve customer service to deal with these problems, also providing the marketplace with doctor to convey a strong product message, and to demonstrate our expertise and commitment to our doctors. the objective is to make our customer fully understand our product and reduce complica

47、tion, especially through improving and providing adequate product training for the doctor and reviewing product technical skill with them after product implanted. we can create a great support for our doctors to better care for their patients and improved customer satisfaction and add customer value

48、, in result that will further to build a closer relationship for everyone with our clients. 4.2. planning activities4.2.1. activities with stagesduring the project, i designed three stages of what we need to do in the following month. the three stages of the project are as follows: stage 1. identify

49、 target customer:focus on first priority group to arrange essential training course and clinical workshop for those twenty doctors that are from first segment of total of list of china cardiologists. stage 2. get information and analyze customer needs and wants:our staff will visit each doctors to i

50、dentify their wants and needs, for example, we want to know the different level of customers requirements. our sale manager will meet individual doctor and get the needs though face to face interview. we prepare some questions to ask them in order to get specific feedback. (please see the 1st custom

51、er needs questionnaire)stage 3. holding in internal meeting call on cardiology team and office supporting tramwe arrange internal meeting to call on cardiology team and support team. since we need to allocate work to individual person in order to every one knows own responsibility. stage 4. set up t

52、raining program, two sessions will be carried out as follows: flow chart of activitiescustomer visit identify customers wants and needs allocate work to individual personinternal meeting 1day essential training 1. honoree speaker - 2.classroom arrangementsfocus on 1st priority- 20 accounts 2 days cl

53、inical workshop1.appoint 5 hospitals 2. location arrangement 3.sales manager allocation i would like to arrange 1 day essential classroom training with an honoree speaker for each lecture in arrange classroom and logistic and so on. i still need to coordinate with hospital to appoint three hospitals

54、 though china who can offer 2 days clinical workshop. customer will be allocated to the three hospitals closest to its own location to see operations being preformed. our sales managers will be of standby at operation room for any support, also they are required to do clinical follow-ups for those days afterwards. 4.2.2. a critical path analysis of these activitiesfor this program, we identified 20 accounts from first priority group; we will appoint these physicians to attend this program. they should easily understand the product since they would have excellent training