What does it take to be a radio guide?

What is a broadcast guide? Therefore, directing is "directing". In the radio lecture on medical and health products, the guide broadcast is not only a bridge between the audience and the speaker, but also a link between the consumer and the speaker. At the same time, it is also an important role and link in the success or failure of radio lectures. Many medical and health care products marketing companies conduct unified management and training on "radio guide broadcasting". So what's the role of the radio broadcast of health care products? Section 1 Five Functions of Guide: In the radio lecture on medical and health products, "radio guide" plays a very important role, is the "remote controller and filter" of the radio lecture, and is the bridge between the audience and the lecture experts. We should not only guide and screen patients, but also provide information for teachers, find problems in teaching and communicate with teaching experts. If the lecture experts can't get the patient's information, they can't start. In addition, after the patient calls the consultation hotline, the "broadcast guide" should guide the patient to tell the hotline content we need in the broadcast lecture. For example, patients can complain on the hotline: what is the effect after use, which diseases have obvious effects and which diseases have no obvious effects. Moreover, it is best for patients to say that "the product is very effective, but it varies from person to person", which is convenient for lecturers to analyze it carefully. Take the opportunity to further highlight the unique curative effect of the product on some diseases in the lecture, and make a convincing conclusion that the treatment of other diseases must have a process, so that the audience next to the radio can have an objective understanding of the product and have a desire to buy. So, the director is actually the director. Therefore, the director must master some simple medical knowledge, have a good understanding of the function, curative effect, mechanism and usage of the product, and have a certain market awareness, so as to grasp the patient's psychology and conduct effective induction and communication. "Radio Guide" must always know the advertising trends of similar products, grasp the propaganda focus and theme of similar products, analyze its propaganda purpose, find out the weak links in its propaganda, and carry out targeted publicity. For the audience, which product is better and which product is more suitable for him, then he will accept which product. Therefore, "Radio Guide" must grasp the psychology of the audience and start with the weak links of similar products to further win over and let the audience. 1. filtering function: the broadcast spreads widely, and once there is a mistake in the lecture, its negative impact is very great and irreversible. Therefore, "radio guide" should provide and create convenient conditions for the lectures of lecture experts, filter out unfavorable calls, select calls with different contents in time, and promote a virtuous circle of lectures, so filtering is the basic requirement of guide; 2. Guiding function: There are two main points in guiding broadcasting. One is to guide lecture experts, and the other is to guide consumers. In lectures, sometimes the lecturers only emphasize the medical theory, or deviate from the lecture topic. Therefore, the pilot must guide the lecture experts to speak according to the overall planning idea of products and advertisements, and let the lecture experts skillfully combine medical theory and marketing consciousness in the lectures to better push the products to consumers, so as to achieve the expected results. The "radio guide" must first surpass and improve its marketing consciousness. Secondly, the guidance of consumers will create a good atmosphere for the lectures of lecture experts and play a strong comparative role. Therefore, shopping guides should be good at guiding consumers to say what we want them to express, such as thanking products and greeting experts. These contents are easy to close the distance between the audience and the lecture experts, push the lecture to a climax, and set up a good image for the lecture experts. 3. Communication function: "Radio guide" spends the longest time with lecture experts, and mistakes and deviations in the course of lectures are most easily found by the guide, so it must be corrected and reminded in time, because some lecture experts' thoughts are influenced by the previous work environment and social environment, so it is generally difficult to change their minds when they first engage in medical lectures, and they can't straighten their minds and enter the role quickly. At this time, it is very good to do a good job in the ideological work of lecture experts and carry it out well. 4. Coordination: The director should coordinate the internal and external. Internal coordination is some working methods and means. As many lecture experts are novices, there are inevitably subjective factors in their understanding of working methods and products, which need further coordination. However, we must pay attention to the ways and means of coordinating with the lecture experts, so that the lecture experts can enter the role as soon as possible. Secondly, the director should provide the host with some information that we require to broadcast every day, such as lecture time, sales address and so on. 5. Control function: (1) The pilot must be very familiar with the function, characteristics and curative effect of my product. During the pilot period, the patient's name, telephone number, address and inquiry content must be recorded, so as to track the service in the future and encourage consumers to buy; (2) The instructor must cooperate with the lecture experts and the host, such as gestures, to eliminate malicious interference for the lecture experts, ramble, digress, and consult the hotline for a long time; (3) Control the number of consultation hotlines. It is not advisable to introduce too many consultation hotlines at a time. Generally, it is better to control the number of consultation hotlines within six within half an hour, but the quality of consultation hotlines must be guaranteed, and the consultation telephone number of products must be left to other participants. If it's time to dial the hotline, the consultant must leave his phone number, and the lecture expert or director will call him after the program. The tacit cooperation between the director and the lecture experts can be called context, and the behind-the-scenes work serves the front desk. Therefore, the director must first have professionalism, strong sense of responsibility and patience. The director should not be impatient with the lecturers, but should calmly analyze, objectively evaluate and be persuasive. The guidance work must be meticulous and thorough, and it can't be done simply by putting the phone in. When to introduce, what kind of hotline to introduce, how to grasp the lecture process and how to connect the consultation hotline are all knowledge that must be mastered in guiding the work. In addition, the guidance work should keep abreast of the broadcast of similar products on the radio, improve their own understanding of the market, find the deviation of lecturers in lectures, go deep into the market to talk with consumers, understand the psychology of consumers and cultivate themselves in the market. Section 2: Guiding skills and answering the phone After receiving the phone call from the patient, we should first tell the patient what the program and product brand of the lecture are about. Before the hotline for consulting illness is introduced into the live broadcast room, you must remind him to consult XX experts, so that his first sentence after the call is connected is "Hello, Professor XX!" In order to further enhance the position of lecture experts in the audience's mind, if the patient has never used this product, you can tell him: "Did you call the hotline after listening to the lecture or did you listen to a friend?" After the call is connected to you, be sure to tell the lecture expert how you know about this product lecture, and then ask the professor for advice. Ok, don't put the phone down, please wait a moment. If the lecture has been going on for a long time, or the product has been sold in this area for a while, then ask, "Have you used this product?" Have your colleagues, relatives and friends used this product? How do you feel? "If consumers have used it, it depends on the effect after use." Effective "patient guidance method": "... Oh, your illness only took such a short time to get well. You must have used a lot of medicine before! (Encourage patients to talk) The products you use are recommended by experts. He cured you of your illness. I think you must be very excited now. Besides thanking the experts, do you have any questions to ask? Ok, after the call is connected, you can talk to the expert about your feelings. " Or: "Many people have cured you of this disease, and many people call to thank the experts every day. Now you call to thank the experts and say hello to them! "You have suffered a lot from this disease! Ok, please talk to the expert about your feelings first, and then ask other questions, ok? " "Some diseases are obvious and some diseases are unknown." Patient guidance method: "your illness has achieved certain results, but it will take some time to treat the disease, so you are too impatient." Well, tell the experts about the cured disease first, let them know about your current treatment effect, and then consult other diseases. When you get sick, tell the experts clearly and let them guide you to further treat the disease. " Or: "How did you know about this product before using it? Did you buy it after listening to the lecture of our product or after listening to others say it works well? If the consumer bought it after listening to the lecture, please tell him that you can talk to the experts about this idea after listening to the lecture. Now that you have a very good curative effect, you are already a beneficiary. Let him put the questions he wants to consult at the end. " "The effect is not obvious" patient guidance method: When the pilot receives such a call, he must ask carefully, such as "improper use" or "short use time". If it is these two factors, the pilot can directly explain to the patient, or put these universal questions into the live broadcast room: "Have you listened to the radio these days? Many people call to report good news every day, but through understanding, many people use the wrong method. Please explain to the experts the steps to use this product. " Or: "You used such a short course, and you also saw other people get well so quickly, because they have a short course of disease. After the phone connects you, tell the expert when you are sick and when you use the product, and the expert can guide you on how to treat it next. " If the pilot has no effect after using it by consumers, he must first understand other situations of consumers. If other conditions improve, he may take the opportunity to induce it to become a good therapeutic effect, and then consult other reactions. This is often more convincing, or tell the patient that the hotline is full now and let the expert call him personally after the program. However, one thing must be remembered, and this part of patients must be treated as promised. If you say when to call, you must do it. Even if you can't answer the other party on time because of special circumstances, you must call him again, tell him the time to answer, let him wait for the call with peace of mind, and believe our promise, otherwise he will think that he has been fooled and always try to call in in the future lecture programs. At that time, the result will be different. Patient guidance method: Sorry, the hotline is busy now. I'm afraid you'll have to wait for a long time, because this program is time-limited. If you can't wait, you can write down our after-sales consultation telephone number and call directly for consultation! Or: "There have been several calls waiting for a long time now. When these calls are answered, there may not be much time for lectures. Ok, please leave your phone number and call you back after the expert lecture. " You can also say, "I'm really sorry, there are not many hotlines arranged for today's lecture, and now there are several consumers waiting." So, please put down the phone first, and I'll put you through later. Please don't go away. During this time, the director can call the after-sales consultation office first and ask the staff of the consultation office to call the consumer back and answer it! " The third section: the pilot's language communication skills. After the patient's consultation phone is connected, the pilot needs to further guide the patient. For example, "an expert is well-known throughout the country. This is the first time to give a lecture in our city. You can often attend his lectures. Working late every day is very hard, and sometimes I have to take the initiative to see patients. His medical ethics touched many people, and the staff advised him to rest, but he didn't listen. As a patient, you advise him. " Your illness has recovered so quickly. I didn't expect it to be so effective before I thought you were useless! Did you buy it with a try attitude after hearing about it? Ok, will you tell our experts what you really thought when you bought the product, and then thank them? "Some patients buy products only after listening to neighbors or friends, so after asking, let patients emphasize that they are recommended by friends or others when consulting experts, which can further enhance the credibility of products and the authenticity of curative effects! The good presentation of the lecture experts determines that there will be more and more buyers. However, with the continuous improvement of people's purchasing consciousness, perhaps 99% of potential consumers are still hesitant, which requires the users of our products in the early stage to convince them and guide them. Therefore, it is very important to guide the hotline. Through pilot communication with users, trying to guide beneficiaries to speak on the hotline will produce very good results. As we all know, hotlines that introduce radio lectures generally contain exaggerated elements, because for consumers, as long as there is a little effect after use, they will say that your products are good and thank you from the heart for curing his illness. More importantly, they believe that tomorrow will be better. This is the psychology of every user, so we must grasp our own psychology before induction to achieve the ideal effect. In addition, when guiding consumers, the shopping guide can tell consumers bluntly: "Your greetings and thanks to the experts and your feedback on your benefits support our work. At the same time, you introduced and recommended a good treatment product to the majority of patients and friends, which actually helped us to publicize. "A good hotline can be used repeatedly. For example, if a mother in a family uses it well, she can get feedback from her children, her wife, her grandson, her mother and so on. , can achieve very good results. During the whole lecture, the experts and the host are actors, so the host is required to insert other advertising contents in the program, such as the time, place and content of the event announcement, the consultation telephone number or the brand advertisement of the product. In addition to preparing the manuscript in advance and communicating with the host, you can also hand the note to the host at any time and adjust the lecture content according to the lecture situation, such as the Mid-Autumn Festival lecture. Then the content of the lecture can be adjusted accordingly. We can make some brand advertisements of "family reunion, healthy gift giving, children giving love" in advance, or let the host intersperse some such contents during the lecture. In the special lectures on Mother's Day, we can highlight the hard work of mothers and the love and filial piety of children to their mothers. Mother's health is the greatest happiness of children. The price is too high. If a listener reports that the price of the product is too high on the hotline, then a user can say that he was skeptical when he bought it, and that the price was too high, but practice has proved that the disease has been cured. What is the price? How to deal with harassing phone calls: 1, malicious phone calls: Sometimes in lectures, similar products will use various means behind their backs in order to compete. Some means may not come from similar products, but for other reasons and purposes, and our products will also be slandered, insulted or vilified in the lecture hotline. This situation is very common in lectures, so this hotline must be strengthened. When answering the hotline, it is best for the director to appear as a radio worker and ask for the name and telephone number of the other party. If it is a malicious phone call from the same product, we can call him with another phone at the same time and make a judgment, so that we can have a bottom in our hearts and know how to treat experts. 2. Unfavorable phone calls: Sometimes in lectures, it often appears at the end of a consultation hotline. Consultants will suddenly say something unfavorable to lectures and products, such as the after-sales service of products or the poor service attitude of other staff, or the poor quality of products, which will directly affect the sales of products. In this case, the guide should try to introduce some targeted hotlines under appropriate circumstances. You said the service attitude was bad. We will let more consumers say that the service attitude is very good, and if you say that the quality is not very good, we will let more consumers say that the product quality is very good. For the audience who don't buy, maybe more users will be more credible. Section V: How to collect promotion cases in the pilot: Effective cases should be fed back from radio lectures at different times, so it is very important to collect feedback cases in the pilot. Therefore, it is necessary to make telephone contact with effective patients or pay a return visit to patients' homes. Before calling effective patients, we should do the ideological work of patients in advance to avoid negative effects. In order to facilitate good communication with patients, sometimes pilots can appear as radio workers or companies. For example, if the director calls the consumer back and does the work in advance, he can say, "I am from the after-sales service department of a product." We saw on the feedback card that your curative effect was very good, so we paid a special visit to you. We are glad that your body has recovered quickly. Do you have any questions to consult an expert now? Including the family's illness, you can consult. Now, we can put you through to the expert hotline. Please report the usage to the expert and ask him to give you detailed instructions so as to recover as soon as possible. "In addition, when guiding some good cases, the pilot must ask the experts for the patient's phone number, so that other listeners can enhance the authenticity of the case. When the pilot calls back the patient, he can render the image of the expert, such as introducing the medical level, professional title or medical ethics of the expert, and further establish the image of the lecture expert. The director is such an important role that connects the preceding with the following. With its unique function, it appears among patients, lecture experts and speakers. Especially in the market at the end of 1990s, directing plays a very important role in the market operation of many products, and once became an enviable occupation for many people. In the past few years, due to the prevalence of TV packaging advertisements and newspaper soft articles, many companies found it troublesome to run radio lectures, and radio advertisements were ignored for some time. However, with the continuous development of the market, China has gradually entered an aging society, and the cost of TV advertising has skyrocketed. Some middle-aged and elderly people's products are still an important media choice, because the elderly generally have a habit of listening to the radio, such as Lide therapeutic apparatus. Through the perennial teaching by experts from china national radio, the annual sales of products can reach more than one billion, which shows that the advertising effect of broadcast teaching is extraordinary.