淋巴瘤患者教育项目翻译-中英对照
Contents
项目意义
项目规划¡ª¡ª总战术图
寻找目标患者¡ª¡ª目标患者群定位
成为潜在用户¡ª¡ª患者招募策略
用药患者管理¡ª¡ªVIP会员活动
网站及800热线规划
项目意义
树立美罗华品牌形象，挖掘美罗华潜在用药患者，有针对性的做产品精准推广，扩大用药患者群 。
实现双赢：建立良好的患者管理系统，进一步提高患者使用美罗华的临床依从性，抵御将来出现的竞争产品的冲击。
传递信心、关爱患者：为淋巴瘤患者提供更多专业的关爱服务；淋巴瘤的治疗已取得很大进步，通过规范治疗，可以取得临床治愈，让患者接受规范治疗同时体会到社会的关爱，以此坚定患者信心。
寻找淋巴瘤患者目标
寻找已有的院内目标患者群
¡ª¡ª患者就诊流程及节点目标
建立目标患者集中地
¡ª¡ª设立淋巴瘤专科门诊
广泛吸引潜在目标患 ¡ª¡ª美罗华患者教育健康专栏
项目目的：
通过（关注度高的）大众媒体宣传使患者对美罗华治疗淋巴瘤产生认知；
提高美罗华的影响力，让其在抗淋巴瘤用药市场的影响深入人心。
宣传患教项目，吸引目标患者集中到设立的项目执行试点医院或自助咨询
目标客户：一切潜在的目标患者。
项目实施：
以京沪穗为例，在北京晚报、新京报（北京）、新民晚报、新闻晨报（上海）、广州日报、羊城晚报（广东）等媒体上发布软文广告。
启动时间：2010年12月。
患者招募及普通会员活动策略目标
让我们覆盖到的淋巴瘤患者都成为我们的会员
成为我们会员的患者有一部分的潜在用户群，对潜在用户坐精准传播，培养成美罗华的实际用户
树立美罗华的品牌
招募及会员活动策略一：院内拦截点陈列 项目宣传
已有的信息的患者做精准传播 ：通过直邮、电话
Mail、医生推荐等方式邀请参加院内活动，或直接申请加入
门诊、专科门诊、病理科、门诊取报告处、
住院处等院内患者拦截点做项目宣传，
吸引目标患者自助加入。
淋巴瘤门诊定点宣传，医生推荐直接加入会员。
目标医院专职人员引领加入
线上网站、800辅助自助加入。
Mabthera——Education Project of Lymphoma Patients
Contents
The value of the project
Project plan——General tactics diagram
Looking for target patients——Positioning of target patient group
Becoming potential user——Recruitment strategy of the patients
Management of the patients who use the drug——VIP members activities
Website and 800 hotline plan
The value of the project
Setting up brand image of Mabthera, exploring the potential patients for Mabthera, promoting and popularizing new product precisely , expanding the patient group who use the drug.
Achieving win-win: build a good patient management system, improve the clinical result of the Mabthera and withstand the impact of the competitive products.
Sending a message of confidence and care for the patients: provide more professional care service for the lymphoma patients; the treatment for lymphoma has achieved great improvement till now, the patients could be clinical recovery through the standard treatment. Let the patients feel the care from the society at the same time to build their confidence to be well.
Looking for target patients
Looking for target patients in the hospital ——Patient medical treatment process and node target
Found the place where patients gathered
——Set up lymphoma specialized outpatient clinic
Absorb potential patients widely
—— Mabthera patient health education column
Project purpose:
Let the patients know Mabthera’s treatment of lymphoma through the advertisement in the mass media.
Improve the impact of Mabthera, let the patients know the Mabthera in the drug market.
Advertise the patient education project to absorb patient to experimental hospital to consult or consult in other ways.
Target user：一All potential target patients.
Project Implementation :
Take Beijing, Shanghai and Guangzhou as examples, advertise in the media of Beijing Evening News, Beijing News(Beijing), Xinmin evening news, Shanghai Morning Post (Shanghai), Guangzhou Daily, Yangcheng Evening News (Guangzhou).
Starting time: Dec, 2010
The strategy target of patient recruitment and regular members activities
Let all the lymphoma patients who are covered by us become our members.
There are some potential users in the member patients, make accurate dissemination to potential users and let them become the actual users of Mabthera.
Set up Mabthera brand image;
StrategyⅠ of the Recruitment and Member Activity：Intercept Point Displaying in the Hospital Item advertisement
Propagate accurately to the patients whose information is existing: invite them
to participate the activity in the hospital via direct mail, telephone mail, doctors'
recommendation and so on, or they can apply for participation directly.
Make item advertisements to attract patients to join on their own at the patient
intercept points of the outpatient section, specialist consultation, pathology
department, report picking-up place of the outpatient section, admitting office
and so on.
6.1 The example of message input file
6.1 消息输入文件的示例
6.2 The example of distance input files
6.2 距离输入文件的示例
The first field represents the Nid_Lrbg value of PI, if insert a Nid_Bg value, the relevant Nid_Lrbg should be inserted too.
第一个字段代表了PI 的Nid_Lrbg值，如果插入一个Nid_Bg值，要插入相应的Nid_Lrbg值。
The second field represents absolute forward, which is indicated by the meter of PI.
第二个字段代表绝对前进，用PI的米表示。
The last field of a line (type) is optional. This tool could special process PI of ho type and pcf type, and they should be displayed in the diagram by different colors.
一行（类型）的最后字段是可选的。此工具特殊处理ho和pcf类型的PI，在图表中用不同颜色显示它们。
7 Format of input files
7 输入文件格式
The input files generated by this tool is the text file composed by carriage return (CR) limited line.
此工具产生的输出文件是由回车符(CR)限制行构成的文本文件。
The first line contains the title and name of information fields.
第一行包含标头和消息字段名称。
The structure of this file in the record: the first line in the record is the message in the input files in the same format. It could generate 3 different
output files according to the configuration.
该文件在记录中的结构：记录的第一行是在同一格式下的输入文件中的消息。根据已有配置，可以产生三个不同的输出文件。
In condition of without selecting the codec pack, the record after the first line will not show, which means that the input file and output file are in the same format.
在没有选中解码包的情况下，第一行以后的记录行不出现，即输出文件与输入文件格式相同。
In condition of selecting codec pack by indent option, all the records after the first line will turn up in the different field value of message name, email bag, just like a window of the codec information for the single wireless message. The fields are separated by multiple blank space characters.
在通过缩进选项选中解码包的情况下，第一行以后的所有记录行都包含出现在消息名称和电报包、统领中的不同字段值，就像是在一条单个无线消息的解码信息窗口显示的一样。
字段被多个空格字符分开。
In condition of selecting codec pack without indent potion, all the records after the first line will turn up in the different field value of message name, email bag, just like a window of the codec information for the single wireless message. The fields are separated by multiple blank space characters. The fields are separated by “=” character.
The next is the example of output files.
在没有选中缩进选项时选中了解码包的情况下，第一行之后的所有记录行都包含出现在消息名称和电报包、统领中的不同字段值，就像是在一条单个无线消息的解码信息窗口显示
的一样。字段被多个空格字符分开。字段被‘=’字符分开。
下一段是输出文件的示例。
7.1 The example of output files without decoding
7.1 无解码的输出文件示例
7.2 The example of the output files with message decoding (no indentation)
7.2 有消息解码的输出文件示例（无缩进）
7.3 The example of the output files with message decoding (with indentation)
7.3有消息解码的输出文件示例（有缩进）
2013.4.1