化生英语第五单元课件.pdf

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 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 salesperson,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 knowledge 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 require 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 ing 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 practitioner 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,oft 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 erm 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 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 hree 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 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,such 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 oconsumer 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 focused 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 ioners 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 educat 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 samplesand 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 approvedanswer 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 oring 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 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 shows what you want or intend to doe.g.1,Research indicates t hat eat ing habit s are changing fast.2.He indicated t hat he would not come t o t he part y.新职业英语Unit 5 Marketing&Selling化生英语disclose5 to make knowne.g.1.The spokesman refused t o disclose det ails of t he agreement.2.The report discloses t hat human error was t he cause of t he accident.新职业英语Unit 5 Marketing&Selling化生英语aimy.to do or say something to a particular person or group in order to influence them,annoy them etc.;to try or plan to achieve sthe.g.1,The t raining program aims at secret aries.2.We aim at a bigger share of t he global market.新职业英语Unit 5 Marketing&Selling化生英语t arget 0y.to try to have an effect on a particular group of peoplee.g.1,The TV commercial is clearly targeted at t eenagers.2.The welfare program targeted at t he unemployed.新职业英语化生英语Unit 5 Marketing&Sellingk to observe the progress oft rackX_e.g.1,A research will be carried out t o track some people graduat ed from t he vocat ional college.2.The hunt er tracked t he wolf and managed t ocat ch it.新职业英语Unit 5 Marketing&Selling化生英语t ailor st h.t o/for sb./st h._to make something be exactly what someone wants or needs.e.g.1,Some special programs are tailored to adult learners.2.My mom tailored a beaut iful skirt to me as a gift.新职业英语Unit 5 Marketing&Selling化生英语disseminat ed Q5(formal)to spread widelye.g.1.Good news is disseminated quickly.2.Our research findings have been disseminated.新职业英语化生英语Unit 5 Marketing&Sellingrelease Qy.to issue for performance,sale,etc.e.g.1,The lat est development s have just been released t o t he media.2.The new film will be released next mont h.新职业英语化生英语Unit 5 Marketing&SellingTask 2 Fill in t he following t able wit h t he informat ion from t he passage.Prescription Dw|MarketingDefuiitiorjTypes f ldvert kemeritt he promot ion,branding,labeling,advert ising,and pricing of prescript ion medicat ions1.product-claim advert isement2.help-seeking advert isement3.reminder advert isementIk|F0t nM所。峋1.consumers2.medical professio nalsAdvertisingmedia1.t rade publicat ions2.novelt y or office product s bearing t he name of specific drugs3.free drug samples4.promot ional coupons新职业英语化生英语Unit 5 Marketing&SellingTask 3 Decide whet her t he following st at ement s are True(T)or False(F)according t o t he passage.IfI 1.All drug advert isement s t end t o sell a specif ic prodoct国 2.Drag promot ion has been t arget ed at consumers and doct ors since t he beginning of t he 2。由 cmury.回 3.Sales represent at ives responsibilily is t o dist ribut e new drug samples in hospit als.|t 4.Pharmaceut ical companies use mult iple market ing met hods aimed at physicians.t 5.Pat ient s and doct ors arc very import ant in t he drug monit oring syst em.新职业英语化生英语Unit 5 Marketing&SellingTask 4 Work in groups.Do some research on Direct-t o-consumer Advert ising(DTCA)and Direct-t o-Doct orAdvert ising(DTDA),find out what influence(s)t hey may have o n pat ient s and doct ors,and t hen make a brief report in class.新职业英语化生英语Unit 5 Marketing&SellingListeningq Task 1 Task 2Task 3Task 4Task 5新职业英语Unit 5 Marketing&SellingListening化生英语Taskl The following conversat ion is bet ween t he General Manager and t he Overseas Market ing Manager in a pharmaceut ical company.List en t o it carefully and mat ch t he persons wit h t heir corresponding responsibilit ies.a.promotion to hospitalsSusanRobinMichaelJenniferb.advertising the new drugc medkal education programsd.promotion to drugstoresScript新职业英语化生英语Unit 5 Marketing&SellingListeningTask 1 ScriptMs.Milt o n:Come on in,Michael.Take a seat,please.Michael:Thank you,Ms.Milt on.Ms.Milt o n:Michael,t he last pro mo t io nal campaign in t he American market was really a great success.Yo ur t eam has done quit e a good job.Michael:Thank you,Ms.Milt on.Our o verseas emplo yees,Jennifer,Susan and Robin,co nt ribut ed a lot t o it.Their perfo rmance is really excellent.Ms.Milt o n:WelL Michael,t o dav I want t o know新职业英语化生英语Unit 5 Marketing&SellingListening 7ask2 The conversat ion is cont inuing.List en t o it and decide whet her t he following st at ement s are t rue(T)or false(F).Writ e key words t o support your answers.1.According t o t he cnnxTTsat ioiL maikfft ing sikccss depends upon t lir doct ors.IOne of t he keys t o t he success of market ing new drugs lies in t he doct ors.2.The purpose of medical educat ion programs is t o market nnv drugs.The purpose is t o inform t he doct ors of t he lat est news in drugs development.Script丁新职业英语Unit 5 Marketing&SellingListening化生英语3.The medical educat ion programs include lect ures,seminars and company visit s.Et Df _4.Medical educat ioii pnagrams can ccmTy as much prof essional inf oiniaiion as advrrt iseiiient s do t o doct ois.Compared wit h advert isement s,medical educat ion T/F programs can convey much more professionalinformat ion t o doct ors.5.Medical educat ion programs are helpf ul not only f or market ing new drugs,but also f ar developing f ut ure product s.Ct Df _机Script丁新职业英语化生英语Unit 5 Marketing&SellingListeningTask 2 ScriptMichael:In my opinion,one of t he keys t o t he success o f market ing new drugs lies in t he doct ors.If t hey are willing t o prescribe t he new drugs,we can say we*ve made it.Ms.Milt o n:To some degree,yo u re right.Michael:So,do ct o rs underst anding of our new drugs is very import ant.Ms.Milt o n:Do you mean we hold t he medical educat ion pro grams t o inform t he do ct o rs of t he lat est news in drugs develo pment?Michael:Yes.We can o rganize such event s as lect ures,seminars or even o erio dic visit s新职业英语Unit 5 Marketing&SellingListening化生英语Task3 Susan is market ing t he new drug t o t he manager of a drugst ore.List en carefully and complet e t he following st at ement s.4Mr.Michael Lee.o,一 一1.asked Susan Smit h to visit Nir.Biwn.2.Susan Smit h is a sales represent at ive 01n Wuhan Minejian Medicis Trading Co.,Lt d.3.Wuhan Mingjian Medicine Trading Co.Lt d.has been specializing in drug product ion for more t han 10 year3 a11d enjoys a good reput at io nt he medical indust ry.4.The new drug which Susan is market ing is effect ive killing flu viruses,including N1H1 and bird flu viruses.pffppFix/pripcc5.Susan t hinks t hat t lie of t he drug inst ead of t he adwrt isemmt is t he key t o the popalarit y of t he new drugScript新职业英语Unit 5 Marketing&SellingListening化生英语Task 3 ScriptSusan:Good morning,Mr.Brown.I m Susan Smit h.Mr.Michael Lee has referred me t o you.This is my business card.Mr.Bro wn:Good morning,Miss Smit h.Have a seat,please.Oh,you are a sales-represent at ivefrom Wuhan Mingjian Medicine TradingCo.,Lt d.SusanYes,here is a brief int ro duct io n t o our co mpany and our main product s.Mr.Bro wn:OKZ let me see.Er.,you have been SDecializina in dua Droduct ion fo r more t han 4jJDju 启 I新职业英语Unit 5 Marketing&SellingListening化生英语Task4 Michael is making a present at ion at a medical seminar.List en t o it and fill in t he blanks according t o what you hear.Good aft ernoon,ladies and gent lemen!Pm(honored m加 here t oday.My 皿耻 isMichael Ler Fm 2in charge oft he medical educat ion programs in Wuhan MingjianMedicine Ming Co”Lt d.The purpose of my speech t oday is t o 3.int roduce appro优 ddrag of onr company.The new drug is specially developed t o kill.t 新职业英语Unit 5 Marketing&SellingListening化生英语加 t est ing,weve f ound t his drug can lower virus levels t o t he undet ect able range in 5 45%pat ient s wit hin 48 hours.By comparisoiL.only o.10%of pat ient s t aking t he old drugs in t he t est ing showe