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剑桥雅思6Test4阅读Passage1原文翻译 Dotoring Sales 医药营销 剑桥雅思6阅读第四套 […]

“老烤鸭雅思阅读真题还原”

剑桥雅思6Test4阅读Passage1原文翻译 Dotoring Sales 医药营销

剑桥雅思6阅读第四套题目第一篇文章的主题为医药营销。文章分为7段,从医生期望得到医药公司的回报展开,分别介绍了药品推销的预算,负责人群,积极方面,相关研究,以及政策建议等。下面是具体每一段的翻译。

点击查看这篇雅思阅读中需要大家掌握的重点词汇以及具体题目的答案解析

雅思真题阅读词汇 剑桥雅思 6 test 4 passage 1 医药营销

剑桥雅思6Test4阅读Passage1答案解析 Doctoring sales 医药营销

剑桥雅思6 Test 4 Passage 1阅读原文翻译

前言

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

制药业是北美最赚钱的产业之一。但是,制药行业的销售和营销策略是否太过分了?

自然段A

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.

几个月前金·舍费尔,一名全球主要制药公司的销售代表,走进纽约一个医疗中心带来其公司最新产品的信息和免费样本。那天她很幸运-有一个医生有空见她。医生问:“上一位医药代表为我提供了去佛罗里达的旅行。你有什么?’ 。他不仅仅是开玩笑。

自然段B

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.

那天提供的物品是纽约音乐剧的两张门票 。但是在任何一天,舍费尔所能提文章来自老烤鸭雅思供的都是当今药品代表的典型举动-装满促销礼品和小配件的汽车后备箱,可以为一个小国购买午餐和晚餐的预算,数百个免费药品样品以及给予一名医生200美元的自由,只要他愿意将她的新产品开给接下来六名符合该药物资料的患者。她还提供几千美元的酬金,以换取医生参加她公司下一次的教育讲座。

自然段C

Selling pharmaceuticals is a daily exercise in ethical judgment. 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?

销售药品的工作每天都处于道德审判之下。像舍费尔这样的推销员的行为从用免费午餐购买潜在客户的时间,到贿赂医生让他来开自己的药。他们在一个因销售和市场营销行为而备受批评的行业中工作,但发现自己陷入了古老的“先有鸡还是先有蛋”的问题。企业不会使用无效的策略,因此,难道说医生也应为药品销售日益猖獗的行为负责?还是说决定行为边界完全是该行业自己的责任?

自然段D

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.

行业中销售人员数量和用于推动他们行为的资金的爆炸性增长,迫使我们仔细审查其压力,影响,以及医生和药品代表之间的关系。销售人员向医生提供他们急需的信息和教育。许多情况下,它们送出的有光泽的小册子,再版的文章和处方是医疗保健人员有关药物教育的主要来源。由于该行业在面对面销售方面的巨额投资,销售人员本质上已经成为一种药物或一组药物的专家-这在吸引需要快速信息的繁忙医生的注意力方面具有巨大优势。

自然段E

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,销售很少止于办公室内。销售代表留下的浮华的小册子通常伴随着在昂贵的餐厅用餐,在温暖和阳光充足的地方开会,以及大量小物品。很少有患者看到医生用不带药物名称的笔写字,或者看到护士使用不带有制药公司标志的平板电脑。制药公司在诸如咖啡杯,衬衫,雨伞和高尔夫球等促销产品上花费数百万美元。钱花得好吗?很难说。一位医生说:“我收到一家医药公司的高尔夫球,我使用它们,但这并不能使我开出它们的药。我倾向于认为我不受他们给我的东西的影响。”

自然段F

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.

免费获得昂贵新药的样本可能是使医生和患者忠于某种产品的最有效方法。销售人员每周派发价值数百美元的样品-一年就是72亿美元。尽管很少有全面的研究,但华盛顿大学的一项研究调查了药物样本的可获得性如何影响医生的处方。共有131位医生主动报告了他们开处方的方式-结论是样品的可获得性导致他们开出与自己偏爱的药物不同的处方。

自然段G

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 clear that companies must continue to be heavily scrutinized for their sales and marketing strategies.

底线是,制药公司作为一个整体在市场营销方面的投资超过了研发方面的投资。而且,患者以支付高昂的处方价格的形式为每支钢笔,每张免费剧院票和每顿牛排晚餐付费。最终,事实仍然是制药公司完全有权利获得利润,并将继续寻找增加销售额的新方法。但是,随着医学界继续努力确定哪些行为可接受,哪些行为不可接受,公司显然必须继续对其销售和营销策略进行严格审查。

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