淋巴瘤�？平榻B翻譯-中英對(duì)照
患者招募及會(huì)員活動(dòng)策略二：健康處方
除了在淋巴瘤專科門診外，在病理科、門診報(bào)告領(lǐng)取處、及院內(nèi)教育會(huì)開(kāi)展淋巴瘤健康處方行動(dòng)：
健康處方內(nèi)容：強(qiáng)調(diào)介紹項(xiàng)目公益性，以及患者利益
疾病知識(shí)：淋巴瘤疾病知識(shí)宣傳，為患者樹(shù)立戰(zhàn)勝淋巴瘤的決心；
醫(yī)院、專科介紹；健康手冊(cè)；會(huì)員季刊
熱線、網(wǎng)站展示：為患者提供直接專家電話咨詢服務(wù)，以及線上服務(wù)，通過(guò)熱線、網(wǎng)站注冊(cè)，獲得疾病管理綜合服務(wù)
疾病管理：會(huì)員可免費(fèi)獲得復(fù)查時(shí)療效評(píng)價(jià)的檢查，以及系統(tǒng)的疾病管理等
患者注冊(cè)方式：
知情同意書(shū)（ICF）：患者可自行填寫ICF投入信箱中；也可派駐專職護(hù)士搜集，前期在試點(diǎn)醫(yī)院推行
熱線、短信平臺(tái):淋巴瘤康復(fù)熱線
網(wǎng)站：淋巴瘤康復(fù)網(wǎng)
招募策略及會(huì)員活動(dòng)三： 院內(nèi)淋巴瘤義診 ?a?a吸引目標(biāo)患者集中活動(dòng)
目的：
美羅華目標(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，推薦患者加入美羅華患教項(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，他們是美羅華的潛在用戶，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)；
目標(biāo)客戶： 沒(méi)有加入項(xiàng)目但有意加入項(xiàng)目的患者， 項(xiàng)目會(huì)員，及自愿接受教育的其他患者。
項(xiàng)目實(shí)施：
以銷售代表為主，以其所負(fù)責(zé)的市場(chǎng)區(qū)域?yàn)閱挝婚_(kāi)展活動(dòng)。
在銷售額排名中top30的醫(yī)院中開(kāi)展。
形式為院內(nèi)講座，銷售代表負(fù)責(zé)聯(lián)系專家和組織患者，聯(lián)系場(chǎng)地等。
每次院內(nèi)講座，以20～30名患者為宜，每2個(gè)月一次，共計(jì)60場(chǎng)。
現(xiàn)場(chǎng)加入成為會(huì)員現(xiàn)場(chǎng)填寫ICF，或事后網(wǎng)站及800自助入會(huì)。
輔之宣傳資料包及禮品（招募期會(huì)員使用）
啟動(dòng)時(shí)間：2010年11月。
VIP會(huì)員活動(dòng)策略目標(biāo)
對(duì)已經(jīng)成為美羅華用戶的患者進(jìn)行進(jìn)一步的教育及有附加價(jià)值的服務(wù)，提高患者依從性，成為美羅華的忠實(shí)用戶。
建立龐大的數(shù)據(jù)庫(kù)， 鞏固市場(chǎng)地位
項(xiàng)目目的：
為VIP會(huì)員提供關(guān)愛(ài)服務(wù)，體現(xiàn)項(xiàng)目的附加價(jià)值。
推廣標(biāo)準(zhǔn)化治療方案，提高患者的依從性。
目標(biāo)客戶：已經(jīng)是項(xiàng)目會(huì)員的，并且已經(jīng)用美羅華治療的患者。
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
Recruitment strategy and member activities 3： Hospital lymphoma clinic activities
— attract patients to join the project
Target:
As for the patient not to join the project but has the intention to join, they are potential users of Mabthera, and the project membership; the other active participated patients.
The activity of volunteer medical consultation also make the public service announcement for the project, introduce the route to join the system in the hospital, make preparation for the recruitment work.
The specialist commends patients to join Mabthera project through volunteer medical consultation, let them become potential users.
Project Type:
To provide expert diagnosis of lymphoma patients in free;
To provide advice and physical examination for the lymphoma patients in free;
Project promotion, recommend patients to join the project.
Target customer：Target: As for the patient not to join the project but has the intention to join, they are potential users of Mabthera, and the project membership; the other active participated patients.
Implementation of the project:
To carry out the pilot hospitals in Shanghai, Beijing, Guangzhou; each hospital with the interval of 3 months.
Supplemented with hospital publicity, website and hotline information;
Patient may join as member in free clinic activities and bestow the gift parcel
Start time: September 2010 Shanghai; March 2011 Beijing; in September 2011 in Guangzhou
Recruitment strategy and member activities 4：Health Forum
Project Objective:
Patient education promotion project; attract patients to join the project;
Explain lymphomat knowledge of disease and drug treatment knowledge to the members patient and non-members patient;
Target customer: Patient not joined the project but was interested in joining the project, project members, and other patients voluntary for education.
Implementation of the project:
Rely mainly on sales representative, and carry out the activates based on their responsible region as the unit.
Carry out activates in the top30 hospitals in the sales;
In the form of hospital lectures, sales representative is responsible for contacting with experts and organized patients, and contact relevant personal for activity site;
Lectures of each hospital shall be suitable for 20 to 30 patients 1, every two months, with total of 60 times.
The patient attended as the member in the activities shall fill in ICF, or visit the web site or call 800 to join membership.
Supplemented with media kit and gift (recruitment of members)
Start time: in November 2010.
Target of VIP member activates strategy
Carry out the further education and value-added services for the patients received the Mabthera treatment, improve patient compliance, as a loyal user of Mabthera.
Build up a huge database to consolidate market position;
Project Objective:
Provide caring service for the VIP members, so as to highlight the added value of the project.
Promote standardization program; improve patient compliance;
Project Objective: Target: the patients members of the project and have received the treatment of Mabthera.
Project Content:
Expert appointment service; regularly exchange the member gift; site, and VIP 800 hotline service
Rely mainly on sales representative, and carry out the activates based on their responsible region as the unit.
Carry out activates in the top30 hospitals in the sales;
Specialist out-patient telephone appointment, through the website, 800 VIP visit, enjoy the value-added services;
Start time: in November 2010.
VIP activities－Health Forum
2013.4.2