{"id":63358,"date":"2022-05-18T18:01:18","date_gmt":"2022-05-18T16:01:18","guid":{"rendered":"https:\/\/blog.cofb.cat\/?p=63358"},"modified":"2023-10-10T07:10:07","modified_gmt":"2023-10-10T07:10:07","slug":"marqueting-digital-a-les-farmacies-nova-edicio-del-seminari-mgof","status":"publish","type":"post","link":"https:\/\/www.cofb.org\/ca\/2022\/05\/18\/marqueting-digital-a-les-farmacies-nova-edicio-del-seminari-mgof\/","title":{"rendered":"M\u00e0rqueting digital a l’oficina de farm\u00e0cia. Nova edici\u00f3 del seminari #MGOF"},"content":{"rendered":"\n

El passat 12 de maig el COFB<\/strong> va acollir una nova edici\u00f3 del seminari<\/strong> de M\u00e0rqueting Digital<\/strong> en el marc del M\u00e0ster de Gesti\u00f3 d’Oficina de Farm\u00e0cia (MGOF)<\/strong>. Patrocinada per Alliance Healthcare<\/a>, la formaci\u00f3 va anar a c\u00e0rrec de Francisco Cobo<\/strong>, farmac\u00e8utic, cotitular de la Farm\u00e0cia Quintalegre (Granada) i fundador de Loyalty Pharmacy Laboratory. Juan Carlos Serra<\/strong>, director del MGOF, va moderar la sessi\u00f3.<\/p>\n\n\n\n

\"\"<\/figure><\/div>\n\n\n\n

Els objectius de la formaci\u00f3 van ser repassar les oportunitats que ofereix Internet<\/strong> i descobrir de quina manera la digitalitzaci\u00f3<\/strong> canvia la din\u00e0mica del sector farmac\u00e8utic<\/strong>, aix\u00ed com examinar el comportament del consumidor<\/strong> i les principals palanques de m\u00e0rqueting digital<\/strong> per aplicar-les a l’estrat\u00e8gia de la farm\u00e0cia<\/strong>.<\/p>\n\n\n\n

L’entorn digital i la seva influ\u00e8ncia en la decisi\u00f3 de compra<\/strong><\/h2>\n\n\n\n

Francisco Cobo<\/strong> va iniciar la sessi\u00f3 explicant la import\u00e0ncia que t\u00e9 Internet avui dia: “Internet influeix cada vegada m\u00e9s en el proc\u00e9s de compra dels usuaris<\/strong>, fet que crea un nou consumidor <\/strong>amb uns nous h\u00e0bits<\/strong> que canvien a gran velocitat i cal detectar<\/strong>“. Va indicar que “ens trobem davant d’un consumidor expert i hiperinformat que est\u00e0 en una cerca constant d’experi\u00e8ncies \u00faniques i memorables<\/strong>, sensacions noves. \u00c9s incr\u00e8dul, amb una baixa capacitat de sorpresa, i es relaciona amb marques a trav\u00e9s de diversos canals”.<\/p>\n\n\n\n

El ponent va remarcar que “s’ha d’estar present a les xarxes socials, per\u00f2 amb un motiu: s’ha de saber per qu\u00e8 es t\u00e9 un perfil o una p\u00e0gina web. Cal entendre l’entorn digital com un mitj\u00e0 per generar demanda en un nou entorn, i no com un fi en si mateix<\/strong>“. <\/p>\n\n\n\n

La transformaci\u00f3 de la relaci\u00f3 de la farm\u00e0cia amb els usuaris<\/strong><\/h2>\n\n\n\n

Cobo <\/strong>va posar \u00e8mfasi en els canvis d’h\u00e0bits del consumidor davant la influ\u00e8ncia d’Internet: “El m\u00f3n ja \u00e9s digital i la farm\u00e0cia no pot romandre aliena a aquest fet”<\/strong>. Tot seguit, va recordar que “si els h\u00e0bits del consumidor canvien, tamb\u00e9 ho fan les regles del joc. Per tant, la farm\u00e0cia s’ha de saber adaptar”. Per assolir-ho “cal que hi hagi un canvi cultural on es transformi la relaci\u00f3 de la farm\u00e0cia amb els usuaris<\/strong>. L’\u00e8xit d’aquest canvi radica en una major orientaci\u00f3 del client<\/strong> a trav\u00e9s de diversos canals<\/strong>, RRHH<\/strong> i tecnologia de m\u00e0rqueting<\/strong>, amb un objectiu final: la satisfacci\u00f3 de l’usuari”. <\/p>\n\n\n\n

\"Francisco
Francisco Cobo, farmac\u00e8utic i fundador de Loyalty Pharmacy Laboratory, en un moment de la xerrada.<\/figcaption><\/figure>\n\n\n\n

El docent va recomanar analitzar pr\u00e8viament les debilitats i fortaleses<\/strong> per plantejar l’estrat\u00e8gia m\u00e9s adequada per a cada farm\u00e0cia. “\u00c9s de primordial import\u00e0ncia definir els objectius<\/strong>“, va assenyalar. Aquest nou entorn digital “exigeix cada vegada una estrat\u00e8gia m\u00e9s <\/span>centrada en la<\/span> <\/span><\/em>generaci\u00f3 d’un contingut m\u00e9s atractiu i rellevant<\/strong> que permeti connectar amb l’usuari i assoleixi les metes pr\u00e8viament definides”.<\/p>\n\n\n\n

Aspectes claus per a l’\u00e8xit<\/strong><\/h2>\n\n\n\n

Finalitzant la formaci\u00f3, el ponent va facilitar una s\u00e8rie de recomanacions personals. En primer lloc, cal disposar d’assessoria professional en m\u00e0rqueting <\/strong>i noves tecnologies, ja que el farmac\u00e8utic \u00e9s un professional sanitari, no un especialista digital. Cobo <\/strong>va recordar que “s’han de tenir les idees clares sobre que es vol fer amb el teu negoci i compartir-ho per fer-lo cr\u00e9ixer<\/strong>“. D’altra banda, el farmac\u00e8utic ha de tenir “convicci\u00f3 i const\u00e0ncia per contagiar al seu equip”. \u00c9s primordial ser pacient, ja que els resultats no s\u00f3n instantanis. Per acabar, va destacar que s’ha de preguntar i escoltar al client: “\u00e9s la millor forma de polir la proposta de valor”.<\/p>\n\n\n\n

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<\/div>\n\n\n\n
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Amb el patrocini de:<\/strong><\/p>\n\n\n\n

\"\"<\/a><\/figure>\n\n\n\n

<\/strong><\/p>\n<\/div>\n<\/div>\n","protected":false},"excerpt":{"rendered":"

El passat 12 de maig el COFB va acollir una nova edici\u00f3 del seminari de M\u00e0rqueting Digital en el marc del M\u00e0ster de Gesti\u00f3 d’Oficina de Farm\u00e0cia (MGOF). Patrocinada per Alliance Healthcare, la formaci\u00f3 va anar a c\u00e0rrec de Francisco Cobo, farmac\u00e8utic, cotitular de la Farm\u00e0cia Quintalegre (Granada) i fundador […]<\/p>\n","protected":false},"author":1,"featured_media":67908,"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":[23,57],"tags":[700,18,19,144,701,53,68,70,702,703,704,705],"class_list":["post-63358","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-destacats","category-mon-collegial","tag-alliance-healthcare","tag-cofb","tag-collegi-de-farmaceutics-de-barcelona","tag-consumidor","tag-estrategia","tag-farmaceutics","tag-farmacia","tag-formacio","tag-internet","tag-marqueting-digital","tag-seminari","tag-usuari"],"yoast_head":"\nM\u00e0rqueting digital a l'oficina de farm\u00e0cia. 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