医疗是关系中国民生的大问题，是人民安康、国家长治的基础。近年来，科技飞速进步，医疗环境频繁变化，再加上2020年新冠疫情的突然爆发，传统的医疗模式已经不能满足人民对健康的需求，这些都是互联网+医疗飞速发展的基础。A公司传统医疗推广模式受到前所未有的挑战，2020年二季度开始进军互联网+医疗，投资互联网医院，开始了创新推广模式的尝试。然而不同的销售模式对医药代表的胜任力具有不同的要求，随着A公司创新战略的推出，需要重新构建互联网+医疗下医药代表的胜任力模型。

本研究对A公司医药代表的工作内容及职责、绩效考核标准及应用、互联网医疗新模式下的新要求和挑战等进行了分析，通过对37位绩优人员的访谈初步萃取了医药代表的胜任力特征，之后通过问卷调查扩大覆盖人群，使用SAS分析系统中的非参数检验和SPSS分析系统中的信度分析、分层聚类、层次分析法等对绩优和绩差人员的特征数据进行编码、分析、归类并计算权重，再结合专家小组的意见初步构建了A公司医药代表的胜任力模型，并且对每一项胜任力特征进行了定义和关键行为的描述，最后进行了模型的验证，该模型在验证中展现出了绩优组和绩差组的区别，有效性好。

经过以上系列的研究最终构建的互联网+医疗下A公司医药代表的胜任力模型包含一级要素三个，分别是“业务规划、个人特征、知识技能”，每一要素下又包含3到6项细化的胜任力特征，共13项。其中，业务规划维度下包括“策划销售方法与解决方案、销售机会分析、坚忍不拔、建立互信关系”；个人特征维度下包括“敬业投入、适应能力、主动学习”；知识技能维度下包括“冲突管理、积极主动、高效沟通、维持客户满意度、专业知识、持续改善”。

此模型可为互联网+医疗下A公司医药代表的选、用、育、留提供依据，通过医药代表的筛选和能力培养带动A公司创新模式的落地，实现长期战略目标，造福更多患者。

Medical treatment is a major issue related to China's people's livelihood and the foundation of people's well-being and national long-term governance. In recent years, with the rapid progress of science and technology, the frequent changes of medical environment, and the sudden outbreak of COVID-19 in 2020. The traditional medical model can no longer meet people's needs for health.  These are the basis of the rapid development of Internet medicine. Hitherto unknown challenges have been faced by A's traditional medical promotion model. In the two quarter of 2020, it began to enter Internet plus medical treatment and invest in Internet hospitals, and began an attempt to innovate and popularize models. However, different sales modes have different requirements for the competency of medical representatives. With the introduction of A's innovation strategy, we need to reconstruct the competency model of medical representatives under the Internet plus medical system.

This study analyzed the work contents and responsibilities, performance appraisal standards and applications, new requirements and challenges under the new mode of internet medical care of company A. through the interview with 37 high achievers, the competency characteristics of medical representatives were preliminarily extracted, and then the coverage population was expanded through questionnaire survey, using nonparametric test in SAS analysis system and reliability analysis, hierarchical clustering and analytic hierarchy process in SPSSAU analysis system are used to encode, analyze, classify and calculate the weight of the characteristic data of excellent and poor performance personnel. Combined with the opinions of the expert group, the competency model of the medical representative of company a is preliminarily constructed, And each competency feature is defined and the key behaviors are described, and finally verifies the model. In the verification, the model shows the difference between the excellent performance group and the poor performance group, and has good effectiveness.

After the above series of research, the competency model of the Internet plus medical A company's Medical Representatives has three elements, one is "business planning, personal characteristics, knowledge and skills". Each competency includes 3 to 6 detailed competency characteristics, 13 items. Among them, the business planning dimension includes "planning sales methods and solutions, sales opportunity analysis, perseverance and building mutual trust"; The dimension of personal characteristics includes "dedication, adaptability and active learning"; The dimension of knowledge and skills includes "conflict management, initiative, efficient communication, maintaining customer satisfaction, professional knowledge and continuous improvement". 

This model can provide the basis for Internet plus medical A company's medical representative selection, use, education and retention. Through the screening and ability training of medical representatives, the A company's innovation mode will be landed, and long-term strategic goals will be achieved to benefit more patients.