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  劍6Test4雅思閱讀Passage1原文翻譯-Doctoring sales

  Doctoring sales

  Pharmaceuticals is one of the most profitable industries in North America. But do the drugs industry’s sales and marketing strategies go too far

  醫(yī)藥營銷

  制藥業(yè)是北美地區(qū)利潤最大的行業(yè)之一。但是制藥業(yè)的銷售和市場策略是否太過火了

  A few months ago Kim Schaefer, sales representative of a major global pharmaceutical company, walked into a medical center in New York to bring information and free samples of her company’s latest products. That day she was lucky — a doctor was available to see her. ‘The last rep offered me a trip to Florida. What do you have’ the physician asked. He was only half joking.

  幾個(gè)月前，Kim Schaefer，一家全球主要制藥公司的銷售代表，帶著公司新藥的資料和免費(fèi)試用品走進(jìn)了紐約的一家醫(yī)療中心。那天，她非常幸運(yùn)地見到了一位醫(yī)生。“上一位銷售代表給我提供了一趟到佛羅里達(dá)的旅行，你能提供什么呢 ”醫(yī)生這樣半開玩笑地問道。

  What was on offer that day was a pair of tickets for a New York musical. But on any given day, what Schaefer can offer is typical for today’s drugs rep — a car trunk full of promotional gifts and gadgets, a budget that could buy lunches and dinners for a small country, hundreds of free drug samples and the freedom to give a physician $200 to prescribe her new product to the next six patients who fit the drug’s profile. And she also has a few $1,000 honoraria to offer in exchange for doctors’ attendance at her company’s next educational lecture.

  那天給醫(yī)生提供的是紐約一場音樂喜劇的雙人套票。但是通常，Schaeffer所能提供的只是當(dāng)今的醫(yī)藥代表一般能夠提供的東西— 一車廂用于促銷的禮物和小玩意，能支付一個(gè)小地區(qū)買午餐和晚餐的預(yù)算，數(shù)百個(gè)藥物免費(fèi)試用品，并可以支付給醫(yī)生200美元，用以給其接下來的六個(gè)適宜使用她帶來的新藥品的患者開藥。同時(shí)，她還可以給醫(yī)生1000美元的謝禮作為醫(yī)生參加公司下次教育講座的費(fèi)用。

  Selling pharmaceuticals is a daily exercise in ethical judgement. Salespeople like Schaefer walk the line between the common practice of buying a prospect’s time with a free meal, and bribing doctors to prescribe their drugs. They work in an industry highly criticized for its sales and marketing practices, but find themselves in the middle of the age-old chicken-or-egg question — businesses won’t use strategies that don’t work, so are doctors to blame for the escalating extravagance of pharmaceutical marketing Or is it the industry’s responsibility to decide the boundaries

  做醫(yī)藥銷售工作其實(shí)每天是在做倫理評判。像Schaefer這樣的銷售人員通常游走于兩條路請可能購買藥品的人吃一頓飯，向醫(yī)生行賄以使其為病人開自己公司的藥品。他們從事因銷售和營銷方式備受批評的行業(yè)，卻發(fā)現(xiàn)自己陷于一個(gè)蛋生雞、雞生蛋的老問題中——商業(yè)不會采取沒有效用的策略，那么醫(yī)生是否應(yīng)該為藥品銷售的過度鋪張受到譴責(zé)呢抑或是劃定界限的責(zé)任應(yīng)該由制藥行業(yè)承擔(dān)

  The explosion in the sheer number of salespeople in the field — and the amount of funding used to promote their causes — forces close examination of the pressures, influences and relationships between drug reps and doctors. Salespeople provide much-needed information and education to physicians. In many cases the glossy brochures, article reprints and prescriptions they deliver are primary sources of drug education for healthcare givers. With the huge investment the industry has placed in face-to-face selling, salespeople have essentially become specialists in one drug or group of drugs — a tremendous advantage in getting the attention of busy doctors in need of quick information.

  這個(gè)行業(yè)中行銷人員數(shù)目的增長以及推銷該產(chǎn)品所用資金的增加，都使得有必要進(jìn)一步審視醫(yī)藥銷售人員和醫(yī)生之間存在的壓力關(guān)系、相互影響和相互作用。銷售人員向醫(yī)生提供急需的信息和教育。很多情況下，光鮮的小冊子、打印的文章和處方是銷售人員向醫(yī)療護(hù)理人員提供的主要資源。通過巨大的投資，這個(gè)行業(yè)建立了面對面的銷售方式，銷售人員本質(zhì)上已經(jīng)成為某一種藥品或者某些藥品的專家，這樣他們就有很大的優(yōu)勢來獲取那些工作忙碌并需要快速了解信息的醫(yī)生的關(guān)注。

  But the sales push rarely stops in the office. The flashy brochures and pamphlets left by the sales reps are often followed up with meals at expensive restaurants, meetings in warm and sunny places, and an inundation of promotional gadgets. Rarely do patients watch a doctor write with a pen that isn’t emblazoned with a drug’s name, or see a nurse use a tablet not bearing a pharmaceutical company’s logo. Millions of dollars are spent by pharmaceutical companies on promotional products like coffee mugs, shirts, umbrellas, and golf balls. Money well spent It’s hard to tell. ‘ I’ve been the recipient of golf balls from one company and I use them, but it doesn’t make me prescribe their medicine,’ says one doctor. ‘I tend to think I’m not influenced by what they give me.’

  但是這些促銷很少僅僅止于辦公室。通常緊隨被銷售代表留在辦公室的制作精美的小冊子之后的，是昂貴餐廳里的宴會、在溫暖而又充滿陽光的地方舉行的會議，以及洪水般涌來的促銷小禮品。病人總能看到醫(yī)生使用標(biāo)有藥品名稱的筆、護(hù)士使用印有公司標(biāo)識的小藥片。制藥公司在諸如咖啡杯、T恤、雨傘和高爾夫球之類的促銷品上花費(fèi)了數(shù)百萬美元。這些錢花得有意義嗎這一點(diǎn)很難說。“我一直接受一家公司的高爾夫球，我也使用這些球，但是這并不意味著我會在處方中開這家公司的藥品，”一名醫(yī)生這樣說，“我更傾向于認(rèn)為自己并沒有受到他們給我提供的物品的影響。”

  Free samples of new and expensive drugs might be the single most effective way of getting doctors and patients to become loyal to a product. Salespeople hand out hundreds of dollars’ worth of samples each week — $7.2 billion worth of them in one year. Though few comprehensive studies have been conducted, one by the University of Washington investigated how drug sample availability affected what physicians prescribe. A total of 131 doctors self-reported their prescribing patterns — the conclusion was that the availability of samples led them to dispense and prescribe drugs that differed from their preferred drug choice.

  那些昂貴的新藥的免費(fèi)試用品或許是使醫(yī)生和病人堅(jiān)持選擇某一藥品的最有效的方式。銷售人員每周都會分發(fā)數(shù)百美元的試用品——年分發(fā)的試用品價(jià)值達(dá)到72億美元。雖然在這方面很少有綜合研究，但是華盛頓大學(xué)的一項(xiàng)研究調(diào)查了藥品試用品的可獲取性是如何影響醫(yī)生開處方的。總計(jì)131名醫(yī)生記錄了他們自己開處方的方式，其結(jié)論是試用品的可獲得性使他們作出分發(fā)和開出不同于他們首選的藥品的選擇。

  The bottom line is that pharmaceutical companies as a whole invest more in marketing than they do in research and development. And patients are the ones who pay — in the form of sky-rocketing prescription prices — for every pen that’s handed out, every free theatre ticket, and every steak dinner eaten. In the end the fact remains that pharmaceutical companies have every right to make a profit and will continue to find new ways to increase sales. But as the medical world continues to grapple with what’s acceptable and what’s not, it is dear that companies must continue to be heavily scrutinized for their sales and marketing strategies.

  結(jié)果就是，制藥公司就整體而言，在市場上的投人遠(yuǎn)遠(yuǎn)大于在研發(fā)上的投人。最終在飛漲的處方價(jià)格中，病人會為分發(fā)的每一支筆、每一張免費(fèi)戲票、每一頓牛排晚餐買單。最終，事實(shí)就是制藥公司總能從中獲利，并不斷發(fā)現(xiàn)促進(jìn)銷售的新方法。但是隨著醫(yī)學(xué)界不斷爭論什么可接受、什么不可接受的底線問題，有一點(diǎn)是很清楚的，那就是制藥公司的銷售和市場策略必須繼續(xù)受到嚴(yán)格的監(jiān)控。

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