地区经理管理技能-Bussiness planning

TheDistrictPlanningProcess地区计划流程TheDistrictPlanningProgramNewChallenges新的挑战•Increasingcompetitiveenvironment–Repnumbers竞争日益激烈•Genericproducts仿制产品•Customerexpectation客户的期望•Highturnoverrate–recruitment,development,trainingandcoaching高人员流动率•Newtechnologies新的科技©areks20043RapidEvolutionofNewTechnologies新技术的快速革命Thepharmaceuticalindustryisinaninformation-richenvironment信息时代Datahasbecomemoreaccessibleforpharmaceuticalsalesforces各种各样的数据Itiscommontohaveatleastthreesoftwaresonyourcomputer多种软件Thisrepresentsadramaticchangeforthosewhoarenotprepared翻天覆地的变化©areks20044TheRoleoftheFLSMFLSM的角色Thesituationisbecomingmorechallengingeveryyear挑战越来越大Thejoboftherepisgettingmoreandmoredifficult医药代表的工作越来越难…whiletheexperiencelevelofthesalesforcehassignificantlydropped…。。。但销售队伍的经验明显不足。。。©areks20045TheRoleoftheFLSMFLSM的角色TheFLSMisthekeypersontoensurethesuccessofthestrategyFLSM是确保战略成功的关键TheFLSMlinksthestrategyandthetacticsFLSM连接战略和战术TheFLSMensuresgoodimplementationinthefieldFLSM确保良好的实地执行TheFLSMensurespropercoachingoftherepsFLSM确保医药代表得到适当的辅导TheFLSMprovidesfeedbacktohis/hermanagementFLSM为她或他的管理层提供反馈TheNeedforPlanning计划的必要性©areks20047TheneedforPlanning计划的必要性Whileyourjobisbecomingmoreandmorecritical…itisalsogettingincreasinglydifficult当你的工作越来越重要和关键。。。但也越来越难Itiseasytolosesightofthebigpicture,andtoreacttoeverydaychallengesratherthanstrategicallydriveyourbusiness容易失去全局观，每天疲于应付挑战而不是有策略地提高业务Actionsplannedtoofasttoreacttoshorttermissues仓促应付眼前的问题Toolittletimeinfield几乎不化时间在实地Energyorbudgetinvestedinthewrongplace…在错误的地方投入大量的精力和金钱©areks20048TheneedforPlanning计划的必要性Whatisneededisagoodplan.Aplanensuresthat:好的计划是必不可少的因为计划可确保：Youdonotmissanything你不会错失良机YouractionsarebasedonaDistrictstrategyinlinewithyourmanagement’sstrategy指导你行动的地区策略能够与你上级管理层的策略一致Yourresourcesarewellallocated合理分配资源Yourrepsknowwhattoexpect你的医药代表清楚地知道对他们的期望©areks20049WhatDoesAPlanDo?计划什么？?Strategyislikechartingacourseonamap.策略就象在地图上标出你前进的路线©areks200410WhatDoesAPlanDo?计划什么？WhereamI?我目前的位置？Inspecificterms具体描述WheredoIwanttogo?我要去什么地方？Indetail具体HowcanIgetthere?如何才能到达？Andhowwillthecrewworktogether?以及团队成员如何合作？HowamIdoingsofar?我现在做的如何？AndhowcanIcorrectthecourse?和我如何能够做得更好？?Youmustthereforeanswerfourquestions:你需要回答四大问题：©areks2004112结果3潜力4有效性5结果目标6投入／过程目标7资源分配8行动计划9跟进及督促1TheDistrictPlanningProcess地区计划的流程Theprocessdesignedwithregionalmanagementhasninesteps,groupedintofourkeysections:流程包括四阶段，九个步骤：Analysis分析WhereamInow?我的现状ObjectiveSetting目标设定WhereamIgoing?我的目标Implementation执行HowwillIgetthere?我应该做些什么？Monitoring跟进及督促HowamIdoingsofar?我做得怎样？Asyougothroughtheprocess,youbuildyourplan当你完成流程，你就完成计划©areks200412TheOverallSituation第一步：现状Firstconsidertheoverallsituationeachrep:首先考虑每个代表的现状：RESULTS销售结果EFFECTIVENESS销售有效性POTENTIAL区域潜力Thenrefineyouranalysisbydrilling-downintoResults,PotentialandEffectiveness然后详细了解销售结果，区域潜力和销售有效性的具体情况©areks200413PerformanceReview–Results第二步：绩效回顾－结果Understandthedifferencesinwhattheterritorieshaveachieved了解不同区域的不同绩效表现在哪里Drillintodetailstoidentifyatterritory&bricklevel:详细了解Yourmaincompetitor主要竞争对手的表现Yourmaingrowthcompetitor哪些对手增长快Andidentifyyourprioritiesintermsofresults明确你的优先顺序Drilldown,followingaspecificpaththroughthedata-identifyprioritiesaboutresults通过分析明确优先顺序Territory:OceanResultsFabriljustreachedourMS–MaincompetitorRep:OliviaResultsGenericsenteringthearena–growthcompetitorCurrentMarketShare:36%Objective:MarketShareGrowth:©areks200414ExternalFactors–Potential第三步：区域潜力Understandtheexternalfactorsthatcausetheterritorytobeattractive了解决定潜力的外部因素Drill-intodetailstoidentifyatterritory&bricklevelyourprioritiesintermsofpotentialandexternalfactors详细分析并确定区域及医院的优先顺序?ClassSizeTargetPresenceManagedCareOrganisationsClassGrowthKeyOpinionLeadersDrilldown,followingaspecificpaththroughthedata-identifyprioritiesaboutexternalfactors详细分析确定优先顺序Territory:OceanResultsFabriljustreachedourMS–MaincompetitorRep:OliviaResultsGenericsenteringthearena–growthcompetitorPotentialToolittleinfoonthephysiciansCurrentMarketShare:36%PotentialFabrilcompetition–majorsymposiumorganisedObjective:MarketShareGrowth:©areks200415InternalFactors–Effectiveness第四步:内部因素－有效性ConsidertheISMOKeyPerformanceIndicators(KPIs)考虑关键绩效指标Drill-intodetailsatterritory&brickleveltoidentifyyoureffectivenesspriorities详细分析以确定改进有效性的优先顺序Understandmotivation了解工作动力QuantityDrilldown,followingaspecificpaththroughthedata-identifyeffectivenesspriorities详细分析以确定改进有效性的优先顺序Territory:OceanResultsFabriljustreachedourMS–MaincompetitorRep:OliviaResultsGenericsenteringthearena–growthcompetitorPotentialToolittleinfoonthephysiciansCurrentMarketShare:36%PotentialFabrilcompetition–majorsymposiumorganisedObjective:TerritoryPlanningPlanningskillsissues.OliviaisverydisorganisedMarketShareGrowth:FrequencyontargetTargetingskills,esponfrequencyStrategyCapability©areks200416OutputObjectives第五步：结果目标Keepinmindyouranalysis,andyourrep’sobjectivesforthesemester.Aretheserealistic?比较你的分析和代表的目标。合理吗？Howmuchdoyouthinkyoushouldgetfromeachreptoobtainyourdistrict-levelobjectives为达到地区目标，你应该要求每位医药代表达到什么销售水平？Determinewhatyouexpecttogetfromyourterritories决定每个区域的目标Territory:OceanResultsFabriljustreac