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논문검색

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

원문정보

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

임형식, 강신국, 이광수, 홍진태

피인용수 : 0(자료제공 : 네이버학술정보)

초록

영어

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.

목차


Ⅰ. 서론
Ⅱ. 연구방법
1. 연구목표
2. 연구모형
3. 조사대상
4. 조사변수 및 도구
5. 분석방법
Ⅲ. 연구결과
1. 응답자 특성 및 신뢰도 분석
2. 대응표본 t-검정
3. 탐색적 요인분석
4. 로지스틱 회귀모형
Ⅳ. 고찰
Ⅴ. 결론
REFERENCES

저자정보

  • 임형식 Hyung Sik Im. 충북대학교 약학대학
  • 강신국 Shin Kook Kang. 충북대학교 약학대학
  • 이광수 Kwang-Su Lee. 충북대학교 약학대학
  • 홍진태 Jin Tae Hong. 충북대학교 약학대학

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자료제공 : 네이버학술정보

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