{"id":84511,"date":"2026-03-26T15:55:00","date_gmt":"2026-03-26T15:55:00","guid":{"rendered":"https:\/\/www.cofb.org\/?p=84511"},"modified":"2026-03-30T11:05:32","modified_gmt":"2026-03-30T11:05:32","slug":"que-es-una-farmacia-ferran-adria-a-infarma-quan-la-innovacio-comenca-amb-una-pregunta-incomoda","status":"publish","type":"post","link":"https:\/\/www.cofb.org\/ca\/2026\/03\/26\/que-es-una-farmacia-ferran-adria-a-infarma-quan-la-innovacio-comenca-amb-una-pregunta-incomoda\/","title":{"rendered":"Qu\u00e8 \u00e9s una farm\u00e0cia? Ferran Adri\u00e0 a Infarma: quan la innovaci\u00f3 comen\u00e7a amb una pregunta inc\u00f2moda"},"content":{"rendered":"\n<figure class=\"wp-block-image size-large\"><a href=\"https:\/\/www.cofb.org\/wp-content\/uploads\/2026\/03\/COFB_INFARMA-MADRID-2026_FERRAN-ADRIA_26032026.jpg\" target=\"_blank\" rel=\" noreferrer noopener\"><img fetchpriority=\"high\" decoding=\"async\" width=\"1024\" height=\"683\" src=\"https:\/\/www.cofb.org\/wp-content\/uploads\/2026\/03\/COFB_INFARMA-MADRID-2026_FERRAN-ADRIA_26032026-1024x683.jpg\" alt=\"\" class=\"wp-image-84512\" srcset=\"https:\/\/www.cofb.org\/wp-content\/uploads\/2026\/03\/COFB_INFARMA-MADRID-2026_FERRAN-ADRIA_26032026-1024x683.jpg 1024w, https:\/\/www.cofb.org\/wp-content\/uploads\/2026\/03\/COFB_INFARMA-MADRID-2026_FERRAN-ADRIA_26032026-300x200.jpg 300w, https:\/\/www.cofb.org\/wp-content\/uploads\/2026\/03\/COFB_INFARMA-MADRID-2026_FERRAN-ADRIA_26032026-768x512.jpg 768w, https:\/\/www.cofb.org\/wp-content\/uploads\/2026\/03\/COFB_INFARMA-MADRID-2026_FERRAN-ADRIA_26032026-1536x1024.jpg 1536w, https:\/\/www.cofb.org\/wp-content\/uploads\/2026\/03\/COFB_INFARMA-MADRID-2026_FERRAN-ADRIA_26032026-18x12.jpg 18w, https:\/\/www.cofb.org\/wp-content\/uploads\/2026\/03\/COFB_INFARMA-MADRID-2026_FERRAN-ADRIA_26032026.jpg 2048w\" sizes=\"(max-width: 1024px) 100vw, 1024px\" \/><\/a><\/figure>\n\n\n\n<p>El passat 25 de mar\u00e7, la sala Inspiraci\u00f3 d&#8217;<a href=\"https:\/\/www.infarma.es\/\" target=\"_blank\" rel=\"noreferrer noopener\">Infarma <\/a>es va omplir (i amb cua). M\u00e9s de 400 persones esperaven escoltar i parlar <strong>d&#8217;innovaci\u00f3<\/strong> a <strong>Ferran Adri\u00e0<\/strong>, xef i ambaixador de Telef\u00f3nica, en una xerrada organitzada en col\u00b7laboraci\u00f3 amb Telef\u00f3nica. El que va trobar el p\u00fablic no va ser una xerrada a l&#8217;\u00fas.<\/p>\n\n\n\n<p>No hi va haver discurs lineal ni receptes aplicables. Hi va haver preguntes. Moltes.<\/p>\n\n\n\n<p>Qu\u00e8 \u00e9s una farm\u00e0cia? Qu\u00e8 \u00e9s una tomaca? Qu\u00e8 fa que una pastanaga s\u00e0piga a pastanaga?<\/p>\n\n\n\n<p>A partir d&#8217;aqu\u00ed, Adri\u00e0 va fer el que li agrada fer: desmuntar el que donem per fet. Des de la seva metodologia Sapiens, va defensar que no hi ha innovaci\u00f3 sense coneixement profund. Que abans de transformar, cal entendre. I que entendre comen\u00e7a per q\u00fcestionar. &#8220;Qu\u00e8 \u00e9s innovar? Buscar-se la vida i estar al loro&#8221;.<\/p>\n\n\n\n<p>La proposta no va ser c\u00f2moda. Part del p\u00fablic es removia davant un plantejament que exigia parar, pensar i recon\u00e8ixer que potser portem temps operant sense fer-nos les preguntes correctes.<\/p>\n\n\n\n<p>Perqu\u00e8 d&#8217;aix\u00f2 anava la xerrada: de desafiar l&#8217;statu quo. De deixar d&#8217;assumir que sabem qu\u00e8 \u00e9s una farm\u00e0cia i comen\u00e7ar a definir-ho de nou. De distingir entre les diferents experi\u00e8ncies de l&#8217;usuari i el pacient. De revisar el que oferim, no des de la in\u00e8rcia, sin\u00f3 des de la intenci\u00f3.<\/p>\n\n\n\n<p>I per aix\u00f2 aquesta xerrada tenia tot el sentit a la sala Inspiraci\u00f3.<\/p>\n\n\n\n<p>Perqu\u00e8 innovar no sempre \u00e9s avan\u00e7ar m\u00e9s r\u00e0pid, sin\u00f3 aturar-se a pensar-ho tot de nou.<\/p>\n\n\n\n<p>La trobada va acabar com va comen\u00e7ar, amb m\u00e9s preguntes que respostes, sense conclusions tancades i amb una clara invitaci\u00f3 flotant en l&#8217;aire.<\/p>\n\n\n\n<p><\/p>\n","protected":false},"excerpt":{"rendered":"<p>El passat 25 de mar\u00e7, la sala Inspiraci\u00f3 d&#8217;Infarma es va omplir (i amb cua). M\u00e9s de 400 persones esperaven escoltar i parlar d&#8217;innovaci\u00f3 a Ferran Adri\u00e0, xef i ambaixador de Telef\u00f3nica, en una xerrada organitzada en col\u00b7laboraci\u00f3 amb Telef\u00f3nica. El que va trobar el p\u00fablic no va ser una [&hellip;]<\/p>\n","protected":false},"author":3,"featured_media":84512,"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 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":[23,2165,1060,1066],"tags":[3989,53,68,5505,28,508,5433,575,4899],"class_list":["post-84511","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-destacats","category-infarma","category-notes-premsa","category-sense-categoria-ca","tag-congres-europeu-doficina-de-farmacia","tag-farmaceutics","tag-farmacia","tag-ferran-adria","tag-infarma","tag-infarma-madrid","tag-infarma-madrid-2026","tag-innovacio","tag-salo-de-medicaments-i-parafarmacia"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v22.4 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Qu\u00e8 \u00e9s una farm\u00e0cia? 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