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제약회사 영업사원의 면담 품질(Call Quality) 향상을 위한 퍼실리테이션(Facilitation) 교육법의 효과

The Effectiveness of Facilitation Education for Call Quality of Medical Representative in Pharmaceutical Industry

보건의료산업학회지 2019년 13권 4호 p.215 ~ 228
임형식 ( Im Hyung-Sik ) - 충북대학교 약학대학

강신국 ( Kang Shin-Kook ) - 충북대학교 약학대학
이광수 ( Lee Kwang-Su ) - 충북대학교 약학대학
홍진태 ( Hong Jin-Tae ) - 충북대학교 약학대학

Abstract


Objectives: The purpose of this study is to figure out that Facilitation education can affect significant improvement in sales staff’s understanding of precise pharmacokinetics, benefits, safety, and side effects, etc. and eventually lead to increase in call after taking courses.

Methods: Data utilized in this study was collected from 413 sales staffs who completed Facilitation course for 5 months. This study used statistical methodologies, paired t-test, exploratory factor analysis, and logistic regression model in order to identify change in Call and after Facilitation courses.

Results: The result shows that there are statistically significant increases in CALL quality after Facilitation courses based on the result of pared t-test. Moreover, Facilitation education is more effective in average time of one-time detail than average number of visits per day and average number of doctors per day from the result of logistic regression.

Conclusions: In order for MR in pharmaceutical company to improve CALL quality, the education for precise pharmacokinetics, benefits, safety, and side effects is necessary. In addition, various professional training required for detail, including disease education, Selling Skills education, and literacy education are essential. Therefore, Facilitation education would be desirable choice in terms of pharmaceutical marketing strategy.

키워드

제약영업사원; 영업기술; 면담빈도; 면담품질
Medical Representative; Selling Skills; Call Frequency; Call Quality
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