{"id":38589,"date":"2018-05-02T19:30:40","date_gmt":"2018-05-02T17:30:40","guid":{"rendered":"https:\/\/blog.cofb.cat\/?p=38589"},"modified":"2018-05-02T19:30:40","modified_gmt":"2018-05-02T17:30:40","slug":"farmacia-ha-tenir-presencia-digital-pero-estrategia-paula-fernandez-ochoa-forum-mgof-video-entrevista","status":"publish","type":"post","link":"https:\/\/www.cofb.org\/ca\/2018\/05\/02\/farmacia-ha-tenir-presencia-digital-pero-estrategia-paula-fernandez-ochoa-forum-mgof-video-entrevista\/","title":{"rendered":"&#8220;La farm\u00e0cia ha de tenir pres\u00e8ncia digital, per\u00f2 amb estrat\u00e8gia&#8221;. Paula Fern\u00e1ndez-Ochoa al F\u00f2rum MGOF [V\u00eddeo entrevista]"},"content":{"rendered":"<p>La <strong>diferenciaci\u00f3<\/strong>, el <strong>disseny d&#8217;una estrat\u00e8gia<\/strong> i la<strong> gesti\u00f3 de la marca personal<\/strong> han esdevingut cada vegada m\u00e9s necess\u00e0ries en\u00a0 l&#8217;entorn global, competitiu i amb exc\u00e9s d&#8217;oferta i demanda en qu\u00e8 ens trobem immersos. Aquest va ser l&#8217;<strong>eix principal<\/strong> de la confer\u00e8ncia que va impartir recentment la consultora i docent de m\u00e0rqueting, marca personal i <em>branding<\/em>, Paula Fern\u00e1ndez-Ochoa, al <strong>Col\u00b7legi de Farmac\u00e8utics de Barcelona<\/strong>.<\/p>\n<h1><span style=\"color: #008080;\"><strong>Els avantatges de gestionar una marca personal<\/strong><\/span><\/h1>\n<p>Ser <strong>ambaixador d&#8217;una marca corporativa o estar-hi vinculat<\/strong> serveix per <strong>transmetre confian\u00e7a, multiplicar la for\u00e7a del missatge, potenciar la fidelitat <\/strong>(<em>engagement<\/em>)<strong> i generar confian\u00e7a<\/strong>.<\/p>\n<p>Durant la confer\u00e8ncia, Fern\u00e1ndez-Ochoa va donar algunes recomanacions per:<\/p>\n<ul>\n<li>Saber <strong>gestionar una marca personal.<\/strong><\/li>\n<li><strong>Transmetre la millor versi\u00f3 de nosaltres mateixos<\/strong> i aconseguir ser l&#8217;opci\u00f3 escollida entre totes les del mercat.<\/li>\n<li><strong>Millorar el posicionament<\/strong>, la reputaci\u00f3 i, en definitiva, el <strong>desenvolupament del negoci<\/strong>.<\/li>\n<\/ul>\n<p>En acabar, va concedir una entrevista a aquest blog, que recollim tot seguit:<\/p>\n<p><iframe src=\"https:\/\/player.vimeo.com\/video\/267604134\" width=\"640\" height=\"360\" frameborder=\"0\" allowfullscreen=\"allowfullscreen\"><\/iframe><\/p>\n<h1><span style=\"color: #008080;\"><strong>&#8220;Tots tenim una marca personal&#8221;<\/strong><\/span><\/h1>\n<p><strong>\u00a0&#8220;Tots tenim marca personal. El que hem de fer \u00e9s gestionar-la&#8221;<\/strong>. Durant l&#8217;entrevista, Paula Fern\u00e1ndez-Ochoa, va exposar <strong>com portar a terme aquesta gesti\u00f3<\/strong>. En concret, va detallar el<strong>\u00a0<\/strong>proc\u00e9s de <strong><em>personal-branding, <\/em><\/strong>que consta de les etapes seg\u00fcents: <strong>autoconeixement<\/strong>, <strong>estrat\u00e8gia<\/strong>, <strong>visibilitat<\/strong> i <strong>seguiment<\/strong> de totes les accions de les quals anem tenint retorn.<\/p>\n<h1><span style=\"color: #008080;\"><strong>Cinc atributs per l&#8217;\u00e8xit d&#8217;una marca personal<\/strong><\/span><\/h1>\n<p>A m\u00e9s, va definir els <strong>cinc atributs<\/strong> que ha de tenir una marca personal per ser exitosa:<strong> qualitat<\/strong> (ser bons en all\u00f2 que fem), <strong>autenticitat<\/strong> (ser aut\u00e8ntics per transmetre la confian\u00e7a que necessita el mercat), <strong>diferenciaci\u00f3<\/strong> (cal distingir-se i aconseguir estar per sobre de la resta amb l&#8217;avantatge competitiu), <strong>const\u00e0ncia <\/strong>(&#8220;calar com pluja fina&#8221; ja que &#8220;\u00e9s m\u00e9s una marat\u00f3 que un <em>sprint&#8221;<\/em>) i la <strong>connectivitat<\/strong> (cal comunicar i ressaltar les nostres caracter\u00edstiques dins del mercat).<\/p>\n<figure id=\"attachment_38892\" aria-describedby=\"caption-attachment-38892\" style=\"width: 620px\" class=\"wp-caption aligncenter\"><a href=\"https:\/\/blog.cofb.cat\/wp-content\/uploads\/2018\/05\/cofb.180131-11.jpg\"><img fetchpriority=\"high\" decoding=\"async\" class=\"wp-image-38892 size-large\" title=\"Paula Fern\u00e1ndez-Ochoa, durant la confer\u00e8ncia que va oferir sobre marca personal el passat 31 de gener al COFB. \" src=\"https:\/\/blog.cofb.cat\/wp-content\/uploads\/2018\/05\/cofb.180131-11-1024x683.jpg\" alt=\"Paula Fern\u00e1ndez-Ochoa, durant la confer\u00e8ncia sobre marca personal que va oferir el passat 31 de gener al COFB. \" width=\"620\" height=\"414\" \/><\/a><figcaption id=\"caption-attachment-38892\" class=\"wp-caption-text\">Paula Fern\u00e1ndez-Ochoa, durant la confer\u00e8ncia sobre marca personal, que va oferir el passat 31 de gener al COFB.<\/figcaption><\/figure>\n<h1><span style=\"color: #008080;\"><strong>La pres\u00e8ncia digital de la farm\u00e0cia<\/strong> <\/span><\/h1>\n<p>Fern\u00e1ndez-Ochoa tamb\u00e9 va explicar que <strong>el sector farmac\u00e8utic<\/strong> <strong>no \u00e9s ali\u00e8 a la necessitat de tenir una marca personal potent<\/strong>, que ha d&#8217;anar en conson\u00e0ncia amb la marca corporativa. I va destacar que aquest sector t\u00e9 &#8220;una tasca molt important en la <strong>vocaci\u00f3 de servei<\/strong> i en la <strong>preocupaci\u00f3 per la societat<\/strong> que combina amb la<strong> investigaci\u00f3 i desenvolupament<\/strong> de medicaments, d&#8217;una banda, i el client, de l&#8217;altra&#8221;.<\/p>\n<p>Des del seu punt de vista, cada vegada m\u00e9s, les farm\u00e0cies apliquen t\u00e8cniques de <strong>m\u00e0rqueting relacional<\/strong> (una nova manera de crear relacions m\u00e9s properes i duradores amb els clients basades en fidelitzaci\u00f3). &#8220;<strong>Al sector serveis estem venent confian\u00e7a<\/strong>. En m\u00e0rqueting tamb\u00e9 venem confian\u00e7a i aquesta ha de traduir-se en alguna cosa. Crec que t\u00e9 un pes molt important l&#8217;experi\u00e8ncia que viu el client&#8221;, va explicar.<\/p>\n<p>Aix\u00ed mateix, va destacar la import\u00e0ncia que les farm\u00e0cies tinguin <strong>pres\u00e8ncia digital<\/strong> i que aquesta <strong>es gestioni correctament<\/strong>. Ser a les xarxes implica &#8220;tenir una estrat\u00e8gia&#8221;, va apuntar. A m\u00e9s, Fern\u00e1ndez-Ochoa va posar d&#8217;exemple casos de farmac\u00e8utics a qui un blog ha ajudat a &#8220;tenir m\u00e9s clients, donar-se a con\u00e8ixer, ser ponents de certes formacions&#8230;&#8221;. En definitiva, a qui la <strong>pres\u00e8ncia digital<\/strong> ha fet que aconseguissin <strong>&#8220;sinergies professionals interessants&#8221;<\/strong>. <strong><br \/>\n<\/strong><\/p>\n<p><strong>Altres publicacions d&#8217;inter\u00e8s:<\/strong><\/p>\n<ul>\n<li><a href=\"https:\/\/blog.cofb.cat\/forum-mgof-eines-i-estrategies-per-incrementar-la-recomanacio-farmaceutica\/\" target=\"_blank\" rel=\"noopener\">F\u00f2rum MGOF: Eines i estrat\u00e8gies per incrementar la recomanaci\u00f3 farmac\u00e8utica (Juliol 2013)<\/a><\/li>\n<li><a href=\"https:\/\/blog.cofb.cat\/forum-mgof-10-trucs-per-motivar-el-teu-equip-i-orientar-lo-a-les-vendes\/\" target=\"_blank\" rel=\"noopener\">F\u00f2rum MGOF: 10 trucs per motivar el teu equip i orietnar-lo a les vendes (Juny 2014)<\/a><\/li>\n<li><a href=\"https:\/\/blog.cofb.cat\/conferencia-sobre-finances-al-forum-mgof\/\" target=\"_blank\" rel=\"noopener\">Confer\u00e8ncia sobre finances al F\u00f2rum MGOF (Agost 2017)<\/a><\/li>\n<li><a href=\"https:\/\/blog.cofb.cat\/aixi-va-ser-la-conferencia-del-forum-mgof-1-hora-de-marqueting-amb-joan-carles-serra\/\" target=\"_blank\" rel=\"noopener\">Aix\u00ed va ser la confer\u00e8ncia del F\u00f2rum MGOF &#8220;1 hora de m\u00e0rqueting amb Joan Carles Serra&#8221; (Setembre 2017)<\/a><\/li>\n<li><a href=\"https:\/\/blog.cofb.cat\/aixi-va-ser-la-conferencia-del-forum-mgof-1-hora-de-lideratge-amb-carme-ledesma\/\" target=\"_blank\" rel=\"noopener\">Aix\u00ed va ser la confer\u00e8ncia del F\u00f2rum MGOF &#8220;1 hora de lideratge amb Carme Ledesma&#8221; (Desembre 2017)<\/a><\/li>\n<\/ul>\n","protected":false},"excerpt":{"rendered":"<p>La diferenciaci\u00f3, el disseny d&#8217;una estrat\u00e8gia i la gesti\u00f3 de la marca personal han esdevingut cada vegada m\u00e9s necess\u00e0ries en\u00a0 l&#8217;entorn global, competitiu i amb exc\u00e9s d&#8217;oferta i demanda en qu\u00e8 ens trobem immersos. Aquest va ser l&#8217;eix principal de la confer\u00e8ncia que va impartir recentment la consultora i docent [&hellip;]<\/p>\n","protected":false},"author":1,"featured_media":38895,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_uag_custom_page_level_css":"","site-sidebar-layout":"default","site-content-layout":"","ast-site-content-layout":"default","site-content-style":"default","site-sidebar-style":"default","ast-global-header-display":"","ast-banner-title-visibility":"","ast-main-header-display":"","ast-hfb-above-header-display":"","ast-hfb-below-header-display":"","ast-hfb-mobile-header-display":"","site-post-title":"","ast-breadcrumbs-content":"","ast-featured-img":"disabled","footer-sml-layout":"","theme-transparent-header-meta":"","adv-header-id-meta":"","stick-header-meta":"","header-above-stick-meta":"","header-main-stick-meta":"","header-below-stick-meta":"","astra-migrate-meta-layouts":"default","ast-page-background-enabled":"default","ast-page-background-meta":{"desktop":{"background-color":"var(--ast-global-color-4)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"tablet":{"background-color":"","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"mobile":{"background-color":"","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""}},"ast-content-background-meta":{"desktop":{"background-color":"var(--ast-global-color-5)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"tablet":{"background-color":"var(--ast-global-color-5)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"mobile":{"background-color":"var(--ast-global-color-5)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""}},"footnotes":""},"categories":[57],"tags":[3074,2176,18,19,3075,3076,3077,872,666,2415,3078,3079,770,3080,877,3081,3082,436,881],"class_list":["post-38589","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-mon-collegial","tag-branding","tag-cartera-de-serveis","tag-cofb","tag-collegi-de-farmaceutics-de-barcelona","tag-desenvolupament-de-negoci","tag-diferenciacio","tag-especialitzacio","tag-estrategia-digital","tag-fidelitzacio","tag-forum-mgof","tag-imatge-corporativa","tag-marca-personal","tag-marqueting","tag-marqueting-relacional","tag-mgof","tag-posicionament","tag-reputacio-de-marca","tag-serveis","tag-xarxes-socials"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v22.4 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>&quot;La farm\u00e0cia ha de tenir pres\u00e8ncia digital, per\u00f2 amb estrat\u00e8gia&quot;. 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