淋巴瘤患者教育項目翻譯-中英對照
Contents
項目意義
項目規劃¡ª¡ª總戰術圖
尋找目標患者¡ª¡ª目標患者群定位
成為潛在用戶¡ª¡ª患者招募策略
用藥患者管理¡ª¡ªVIP會員活動
網站及800熱線規劃
項目意義
樹立美羅華品牌形象，挖掘美羅華潛在用藥患者，有針對性的做產品精準推廣，擴大用藥患者群 。
 實現雙贏：建立良好的患者管理系統，進一步提高患者使用美羅華的臨床依從性，抵御將來出現的競爭產品的沖擊。

傳遞信心、關愛患者：為淋巴瘤患者提供更多專業的關愛服務；淋巴瘤的治療已取得很大進步，通過規范治療，可以取得臨床治愈，讓患者接受規范治療同時體會到社會的關愛，以此堅定患者信心。
尋找淋巴瘤患者目標
尋找已有的院內目標患者群
                                          ¡ª¡ª患者就診流程及節點目標
建立目標患者集中地
                                           ¡ª¡ª設立淋巴瘤專科門診
廣泛吸引潛在目標患                                     ¡ª¡ª美羅華患者教育健康專欄
項目目的：
通過（關注度高的）大眾媒體宣傳使患者對美羅華治療淋巴瘤產生認知；
提高美羅華的影響力，讓其在抗淋巴瘤用藥市場的影響深入人心。
宣傳患教項目，吸引目標患者集中到設立的項目執行試點醫院或自助咨詢
目標客戶：一切潛在的目標患者。
項目實施：
以京滬穗為例，在北京晚報、新京報（北京）、新民晚報、新聞晨報（上海）、廣州日報、羊城晚報（廣東）等媒體上發布軟文廣告。
啟動時間：2010年12月。
患者招募及普通會員活動策略目標
讓我們覆蓋到的淋巴瘤患者都成為我們的會員
成為我們會員的患者有一部分的潛在用戶群，對潛在用戶坐精準傳播，培養成美羅華的實際用戶
樹立美羅華的品牌
招募及會員活動策略一：院內攔截點陳列 項目宣傳
已有的信息的患者做精準傳播 ：通過直郵、電話
Mail、醫生推薦等方式邀請參加院內活動，或直接申請加入
門診、專科門診、病理科、門診取報告處、
          住院處等院內患者攔截點做項目宣傳，
          吸引目標患者自助加入。
淋巴瘤門診定點宣傳，醫生推薦直接加入會員。
目標醫院專職人員引領加入
線上網站、800輔助自助加入。

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 消息輸入文件的示例
6.2 The example of distance input files
6.2 距離輸入文件的示例
The first field represents the Nid_Lrbg value of PI, if insert a Nid_Bg value, the relevant Nid_Lrbg should be inserted too.
第一個字段代表了PI 的Nid_Lrbg值，如果插入一個Nid_Bg值，要插入相應的Nid_Lrbg值。
The second field represents absolute forward, which is indicated by the meter of PI.
第二個字段代表絕對前進，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（類型）的最后字段是可選的。此工具特殊處理ho和pcf類型的PI，在圖表中用不同顏色顯示它們。
7 Format of input files
7 輸入文件格式
The input files generated by this tool is the text file composed by carriage return (CR) limited line.
此工具產生的輸出文件是由回車符(CR)限制行構成的文本文件。

The first line contains the title and name of information fields.
第一行包含標頭和消息字段名稱。

 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.
該文件在記錄中的結構：記錄的第一行是在同一格式下的輸入文件中的消息。根據已有配置，可以產生三個不同的輸出文件。
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.
在沒有選中解碼包的情況下，第一行以后的記錄行不出現，即輸出文件與輸入文件格式相同。
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.
 在通過縮進選項選中解碼包的情況下，第一行以后的所有記錄行都包含出現在消息名稱和電報包、統領中的不同字段值，就像是在一條單個無線消息的解碼信息窗口顯示的一樣。

字段被多個空格字符分開。
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.
 在沒有選中縮進選項時選中了解碼包的情況下，第一行之后的所有記錄行都包含出現在消息名稱和電報包、統領中的不同字段值，就像是在一條單個無線消息的解碼信息窗口顯示

的一樣。字段被多個空格字符分開。字段被‘=’字符分開。
下一段是輸出文件的示例。
7.1 The example of output files without decoding
7.1 無解碼的輸出文件示例
7.2 The example of the output files with message decoding (no indentation)
7.2 有消息解碼的輸出文件示例（無縮進）
7.3 The example of the output files with message decoding (with indentation)
7.3有消息解碼的輸出文件示例（有縮進）

2013.4.1