{"id":81033,"date":"2025-03-26T17:03:32","date_gmt":"2025-03-26T17:03:32","guid":{"rendered":"https:\/\/www.cofb.org\/?p=81033"},"modified":"2025-03-26T17:03:33","modified_gmt":"2025-03-26T17:03:33","slug":"genis-roca-la-ciutadania-progressivament-exigira-una-nova-generacio-de-serveis-que-sense-intelligencia-artificial-no-podran-oferir-se","status":"publish","type":"post","link":"https:\/\/www.cofb.org\/ca\/2025\/03\/26\/genis-roca-la-ciutadania-progressivament-exigira-una-nova-generacio-de-serveis-que-sense-intelligencia-artificial-no-podran-oferir-se\/","title":{"rendered":"Gen\u00eds\u00a0Roca: &#8220;La ciutadania progressivament exigir\u00e0 una nova generaci\u00f3 de serveis que, sense intel\u00b7lig\u00e8ncia artificial, no podran oferir-se&#8221;"},"content":{"rendered":"\n<ul class=\"wp-block-list\">\n<li>Gen\u00eds\u00a0Roca analitza a\u00a0Infarma\u00a0Barcelona 2025 l&#8217;impacte que la transformaci\u00f3 digital tindr\u00e0 en l&#8217;oficina de farm\u00e0cia i en el sector de la salut<\/li>\n\n\n\n<li>L&#8217;expert apunta que estem transitant des d&#8217;un internet d&#8217;opinions cap a un sistema basat en dades constants i fiables, que faran sorgir nous serveis de salut<\/li>\n\n\n\n<li>L&#8217;oficina de farm\u00e0cia pot tenir un paper clau com a mediador en la gesti\u00f3 de les dades<\/li>\n<\/ul>\n\n\n\n<p><em>Barcelona, 26 de mar\u00e7 de 2025.- <\/em><strong>Com la tecnologia modificar\u00e0 el sector de la farm\u00e0cia en els pr\u00f2xims 10 anys?<\/strong> Aquesta \u00e9s una de les preguntes que m\u00e9s es fa el sector farmac\u00e8utic en els \u00faltims anys i que ha estat el tema d&#8217;una de les <strong>confer\u00e8ncies d&#8217;actualitat<\/strong> de la primera jornada d&#8217;<a href=\"https:\/\/www.infarma.es\/\" target=\"_blank\" rel=\"noreferrer noopener\">Infarma\u00a02025<\/a>, el Congr\u00e9s Europeu d&#8217;Oficina de Farm\u00e0cia i el Sal\u00f3 de Medicaments i Parafarm\u00e0cia, que se celebra aquests dies a Barcelona. La pon\u00e8ncia, moderada per <strong>Marta\u00a0Gento<\/strong>, secret\u00e0ria del Col\u00b7legi de Farmac\u00e8utics de Barcelona, va comptar amb la participaci\u00f3 de\u00a0<strong>Gen\u00eds\u00a0Roca<\/strong>, especialista en desenvolupament de negoci i cultura digital considerat un dels grans especialistes en Internet i en transformaci\u00f3 digital, qui ha realitzat un <strong>recorregut sobre com la digitalitzaci\u00f3 i l&#8217;automatitzaci\u00f3 han anat canviant els serveis de salut en les \u00faltimes d\u00e8cades i ha marcat els passos que la intel\u00b7lig\u00e8ncia artificial seguir\u00e0 en els pr\u00f2xims deu anys.<\/strong><\/p>\n\n\n\n<figure class=\"wp-block-image size-large\"><a href=\"https:\/\/www.cofb.org\/wp-content\/uploads\/2025\/03\/COFB_INFARMA_TECNOLOGIA_26032025_1.jpg\"><img fetchpriority=\"high\" decoding=\"async\" width=\"1024\" height=\"683\" src=\"https:\/\/www.cofb.org\/wp-content\/uploads\/2025\/03\/COFB_INFARMA_TECNOLOGIA_26032025_1-1024x683.jpg\" alt=\"La secret\u00e0ria del COFB, Marta Gento, en un moment de la seva presentaci\u00f3.\" class=\"wp-image-81034\" srcset=\"https:\/\/www.cofb.org\/wp-content\/uploads\/2025\/03\/COFB_INFARMA_TECNOLOGIA_26032025_1-1024x683.jpg 1024w, https:\/\/www.cofb.org\/wp-content\/uploads\/2025\/03\/COFB_INFARMA_TECNOLOGIA_26032025_1-300x200.jpg 300w, https:\/\/www.cofb.org\/wp-content\/uploads\/2025\/03\/COFB_INFARMA_TECNOLOGIA_26032025_1-768x512.jpg 768w, https:\/\/www.cofb.org\/wp-content\/uploads\/2025\/03\/COFB_INFARMA_TECNOLOGIA_26032025_1-1536x1024.jpg 1536w, https:\/\/www.cofb.org\/wp-content\/uploads\/2025\/03\/COFB_INFARMA_TECNOLOGIA_26032025_1-2048x1366.jpg 2048w, https:\/\/www.cofb.org\/wp-content\/uploads\/2025\/03\/COFB_INFARMA_TECNOLOGIA_26032025_1-18x12.jpg 18w\" sizes=\"(max-width: 1024px) 100vw, 1024px\" \/><\/a><figcaption class=\"wp-element-caption\">La secret\u00e0ria del COFB, Marta Gento, en un moment de la seva presentaci\u00f3.<\/figcaption><\/figure>\n\n\n\n<h2 class=\"wp-block-heading\"><strong>Un recorregut per l&#8217;evoluci\u00f3 tecnol\u00f2gica en la salut<\/strong><\/h2>\n\n\n\n<p>Roca ha iniciat la seva exposici\u00f3 amb un rep\u00e0s de l&#8217;evoluci\u00f3 de la tecnologia aplicada a la salut des dels anys 80, quan van sorgir els primers registres electr\u00f2nics de salut (EHR). Des d&#8217;aleshores, el sector ha viscut fites com els primers PC en consulta m\u00e8dica en els 90 i es comencen a fer els primers registres de la hist\u00f2ria cl\u00ednica electr\u00f2nica i de recerca.<\/p>\n\n\n\n<p>En els inicis d&#8217;internet les dades nom\u00e9s estaven generats per organitzacions, per\u00f2 en els anys 2000 van comen\u00e7ar a apar\u00e8ixer un segon cabal d&#8217;informaci\u00f3, generat pels ciutadans, i a partir de 2005 es comen\u00e7a a parlar de web 2.0, quan sorgeixen les principals xarxes socials. \u201cEns semblava que la informaci\u00f3 ciutadana canviaria molt els serveis de salut, hi hauria r\u00e0nquings de metges, la gent s&#8217;automedicaria, per\u00f2 aix\u00f2 no ha acabat de passar\u201d ha opinat Roca.<\/p>\n\n\n\n<p>L&#8217;expert ha assenyalat que \u201cdes de 2020 hi ha un altre flux de dades, els generats pels sensors, que s\u00f3n constants, no depenen de la voluntat o motivaci\u00f3 de les persones que \u00e9s impredictible\u201d i aix\u00f2 ens posa enfront d&#8217;un nou moment de canvi.<\/p>\n\n\n\n<p>\u201c<strong>Actualment, ens trobem en una fase de transformaci\u00f3 digital, caracteritzada per la generaci\u00f3 de dades en temps real gr\u00e0cies a sensors i dispositius connectats, que ens aporten informaci\u00f3 constant i fiable<\/strong>&#8220;, ha afirmat Roca. En aquest sentit, l&#8217;especialista en desenvolupament de negoci i cultura digital ha posat com a exemple els sistemes que monitoregen dades de salut (pulsacions, passos realitzats al dia, etc.), i ha assenyalat que aquesta evoluci\u00f3 ens portar\u00e0 cap a la creaci\u00f3 de \u201cserveis proactius, massius, personalitzats, basats en aquestes dades\u201d.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><strong>El paper de la intel\u00b7lig\u00e8ncia artificial en la farm\u00e0cia del futur<\/strong><\/h2>\n\n\n\n<p>Segons Roca, les farm\u00e0cies han experimentat ja <strong>tres grans etapes de digitalitzaci\u00f3<\/strong>: la <strong>informatitzaci\u00f3 corporativa<\/strong> (d\u00e8cada dels 80 i 90), amb l&#8217;arribada de programari per a gesti\u00f3 comptable, inventaris o n\u00f2mines; m\u00e9s tard va arribar la <strong>digitalitzaci\u00f3 de les tasques de\u00a0<em>front\u00a0office<\/em><\/strong> com a atenci\u00f3 al client, captaci\u00f3 de talent, gesti\u00f3 de queixes, vendes, m\u00e0rqueting; i ara ens trobem en<strong> l&#8217;era del temps real<\/strong>, que s&#8217;inicia ara amb l&#8217;an\u00e0lisi massiva de dades per millorar l&#8217;efici\u00e8ncia i personalitzaci\u00f3 dels serveis farmac\u00e8utics. L&#8217;expert ha destacat que<strong> aquesta tercera fase canviar\u00e0 radicalment la forma en qu\u00e8 les farm\u00e0cies operen<\/strong>. <strong>&#8220;La ciutadania progressivament exigir\u00e0 una nova generaci\u00f3 de serveis que, sense intel\u00b7lig\u00e8ncia artificial, no podran oferir-se&#8221;, ha afirmat.<\/strong><\/p>\n\n\n\n<figure class=\"wp-block-image size-large\"><a href=\"https:\/\/www.cofb.org\/wp-content\/uploads\/2025\/03\/COFB_INFARMA_TECNOLOGIA_26032025_3.jpg\" target=\"_blank\" rel=\"noreferrer noopener\"><img decoding=\"async\" width=\"1024\" height=\"683\" src=\"https:\/\/www.cofb.org\/wp-content\/uploads\/2025\/03\/COFB_INFARMA_TECNOLOGIA_26032025_3-1024x683.jpg\" alt=\"Gen\u00eds Roca durante su exposici\u00f3n sobre el impacto de la tecnolog\u00eda.\" class=\"wp-image-81036\" srcset=\"https:\/\/www.cofb.org\/wp-content\/uploads\/2025\/03\/COFB_INFARMA_TECNOLOGIA_26032025_3-1024x683.jpg 1024w, https:\/\/www.cofb.org\/wp-content\/uploads\/2025\/03\/COFB_INFARMA_TECNOLOGIA_26032025_3-300x200.jpg 300w, https:\/\/www.cofb.org\/wp-content\/uploads\/2025\/03\/COFB_INFARMA_TECNOLOGIA_26032025_3-768x512.jpg 768w, https:\/\/www.cofb.org\/wp-content\/uploads\/2025\/03\/COFB_INFARMA_TECNOLOGIA_26032025_3-1536x1024.jpg 1536w, https:\/\/www.cofb.org\/wp-content\/uploads\/2025\/03\/COFB_INFARMA_TECNOLOGIA_26032025_3-2048x1366.jpg 2048w, https:\/\/www.cofb.org\/wp-content\/uploads\/2025\/03\/COFB_INFARMA_TECNOLOGIA_26032025_3-18x12.jpg 18w\" sizes=\"(max-width: 1024px) 100vw, 1024px\" \/><\/a><figcaption class=\"wp-element-caption\">Gen\u00eds Roca durante su exposici\u00f3n sobre el impacto de la tecnolog\u00eda. <\/figcaption><\/figure>\n\n\n\n<p>La clau estar\u00e0 en la capacitat de gestionar grans volums de dades en temps real. <strong>&#8220;El programari que coneixem avui s&#8217;actualitzar\u00e0 amb\u00a0IA, la qual cosa implicar\u00e0 un canvi en la manera de treballar i sorgir\u00e0 la necessitat de formaci\u00f3 cont\u00ednua per a saber utilitzar les noves eines&#8221;<\/strong>, ha advertit Roca.<br>Un dels grans desafiaments de la digitalitzaci\u00f3 ser\u00e0 la gesti\u00f3 de les dades de salut. Roca ha assenyalat que, en l&#8217;actualitat existeixen tres tipus d&#8217;usuaris d&#8217;aquestes dades: el titular de la dada, que sol ser l&#8217;hospital o el laboratori que el genera; el professional que l&#8217;utilitza per al seu treball diari, i apareixer\u00e0 la figura d&#8217;un mediador, que podria sorgir per a regular l&#8217;acc\u00e9s i \u00fas de la informaci\u00f3 sanit\u00e0ria.<\/p>\n\n\n\n<p>\u201c<strong>El farmac\u00e8utic jugar\u00e0 un paper clau en aquest ecosistema, donat el seu acc\u00e9s directe als pacients i la seva capacitat per a recopilar dades valuoses sobre el seu estat de salut. En un futur, qui tingui les dades dels ciutadans ser\u00e0 l&#8217;operador clau en salut&#8221;<\/strong>, ha puntualitzat Roca.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Barcelona, 26 de mar\u00e7 de 2025.- Com la tecnologia modificar\u00e0 el sector de la farm\u00e0cia en els pr\u00f2xims 10 anys? Aquesta \u00e9s una de les preguntes que m\u00e9s es fa el sector farmac\u00e8utic en els \u00faltims anys i que ha estat el tema d&#8217;una de les confer\u00e8ncies d&#8217;actualitat de la [&hellip;]<\/p>\n","protected":false},"author":3,"featured_media":81036,"comment_status":"closed","ping_status":"closed","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":"set","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 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center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""}},"footnotes":""},"categories":[23,2165,1060],"tags":[],"class_list":["post-81033","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-destacats","category-infarma","category-notes-premsa"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v22.4 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Gen\u00eds\u00a0Roca: &quot;La ciutadania progressivament exigir\u00e0 una nova generaci\u00f3 de serveis que, sense intel\u00b7lig\u00e8ncia artificial, no podran oferir-se&quot; - Col\u00b7legi de Farmac\u00e8utics de Barcelona<\/title>\n<meta name=\"description\" content=\"La pon\u00e8ncia, moderada per Marta\u00a0Gento, secret\u00e0ria del COFB, va comptar amb la participaci\u00f3 de\u00a0Gen\u00eds\u00a0Roca qui ha realitzat un 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