{"id":84861,"date":"2026-06-01T12:58:01","date_gmt":"2026-06-01T12:58:01","guid":{"rendered":"https:\/\/www.cofb.org\/?p=84861"},"modified":"2026-06-05T13:00:32","modified_gmt":"2026-06-05T13:00:32","slug":"com-crear-la-teva-marca-personal-farmaceutica-nova-tertulia-dactualitat-al-cofb","status":"publish","type":"post","link":"https:\/\/www.cofb.org\/ca\/2026\/06\/01\/com-crear-la-teva-marca-personal-farmaceutica-nova-tertulia-dactualitat-al-cofb\/","title":{"rendered":"Com crear la teva marca personal farmac\u00e8utica? Nova tert\u00falia d\u2019actualitat al COFB"},"content":{"rendered":"\n

El passat 5 de maig, el Col\u00b7legi de Farmac\u00e8utics de Barcelona (COFB)<\/strong> va organitzar la tert\u00falia d\u2019actualitat \u201cMarca personal farmac\u00e8utica: la clau per a diferenciar-te i fidelitzar els teus clients\u201d<\/strong>, amb el patrocini de Two Poles<\/a>. La tert\u00falia, adre\u00e7ada a farmac\u00e8utics i farmac\u00e8utiques de farm\u00e0cia comunit\u00e0ria, va ser coordinada per la vocal de Dermofarm\u00e0cia i Productes Sanitaris del COFB, Marta Alcalde<\/strong>, i presentada per la CEO i fundadora de Two Poles, Anna Fuster.<\/strong><\/p>\n\n\n\n

\"Anna<\/a>
Anna Fuster i Marta Alcalde en un moment de la tert\u00falia d’actualitat. <\/figcaption><\/figure>\n\n\n\n

Els objectius<\/strong> de la tert\u00falia d\u2019actualitat van ser comprendre el valor estrat\u00e8gic de la marca personal en farm\u00e0cia<\/strong> i com contribueix a diferenciar-se en un mercat altament competitiu, desenvolupar habilitats per construir una identitat professional s\u00f2lida<\/strong> i aplicar eines pr\u00e0ctiques per potenciar la visibilitat i credibilitat del farmac\u00e8utic<\/strong>.<\/p>\n\n\n\n

La vocal de Dermofarm\u00e0cia i Productes Sanitaris del COFB, Marta Alcalde<\/strong>, va presentar la sessi\u00f3 compartint una reflexi\u00f3 sobre el context actual: \u201cVivim en un m\u00f3n cada vegada m\u00e9s competitiu, on la farm\u00e0cia s’enfronta a la compet\u00e8ncia de diferents canals, com els supermercats o el comer\u00e7 online\u201d<\/em><\/strong>. Aix\u00ed doncs, va explicar que \u201ccadascun de nosaltres pot potenciar els seus trets diferencials i crear una marca personal que aporti valor a la interacci\u00f3 amb pacients i clients, adaptant-la a la seva realitat per fidelitzar-los millor\u201d.<\/p>\n\n\n\n

\u201cEn farm\u00e0cia el m\u00e9s important no \u00e9s el lineal, l\u2019assortiment o els descomptes. El m\u00e9s important \u00e9s la teva marca personal\u201d<\/strong>, va assegurar Anna Fuster a l\u2019inici de la seva presentaci\u00f3. La CEO de Two Poles va contextualitzar en quin punt es troba el sector farmac\u00e8utic. En aquest sentit, va indicar que l\u2019any 2025, la cosm\u00e8tica i la perfumeria van cr\u00e9ixer un 7,7%<\/strong> i van superar els 11.000 milions d\u2019euros de consum intern<\/strong>. Pel que fa al comer\u00e7 electr\u00f2nic de bellesa, va revelar que es preveu que passi d\u2019un 21% del valor total al 26% l\u2019any 2027. I va destacar que els serveis de diagn\u00f2stic de la pell<\/strong>, que s\u2019ofereix a un 7% de les farm\u00e0cies espanyoles, augmenten la confian\u00e7a i lleialtat del client.<\/p>\n\n\n\n

Marca personal i eines pr\u00e0ctiques<\/strong><\/h2>\n\n\n\n

A continuaci\u00f3, Fuster va compartir la f\u00f3rmula que mesura la marca personal<\/strong>, la qual ha de reflectir la suma de l\u2019experi\u00e8ncia, la credibilitat, la confian\u00e7a, la capacitat de comunicaci\u00f3, el lideratge, la inspiraci\u00f3 i la hist\u00f2ria de cadasc\u00fa<\/strong>. Per crear una marca personal potent \u00e9s necessari que sigui clara, coherent, amb estil propi i amb magnetisme i que generi confian\u00e7a i credibilitat.<\/p>\n\n\n\n

Per fer-ho, la CEO de Two Poles va fer refer\u00e8ncia a diferents eines pr\u00e0ctiques<\/strong>. En primer lloc, l\u2019estrat\u00e8gia digital<\/strong>, el fet de tenir una estrat\u00e8gia amb un objectiu i no \u201cpublicar per publicar\u201d. En segon lloc, la biografia<\/strong>, la \u201cteva targeta de presentaci\u00f3\u201d<\/strong>. Despr\u00e9s cal generar contingut que connecta<\/strong>, \u00e9s a dir, ci\u00e8ncia que emociona. En aquest sentit, \u201cels reels i els v\u00eddeos s\u00f3n el format m\u00e9s potent del canal farm\u00e0cia\u201d, va exposar, i \u201c\u00e9s recomanable barrejar emoci\u00f3 i explicaci\u00f3 cient\u00edfica i tenir clar l\u2019storytelling <\/em>amb casos reals, processos, errors i aprenentatges\u201d. Finalment, en quart lloc, va aconsellar multiplicar l\u2019impacte<\/strong> col\u00b7laborant amb altres professionals, participant en p\u00f2dcasts o formacions, creant miniebooks <\/em>o reptes, promovent el servei d\u2019assessoria personalitzada o utilitzant la intel\u00b7lig\u00e8ncia artificial com a suport.<\/p>\n\n\n\n

\"Anna<\/a>
Anna Fuster durant la seva presentaci\u00f3. <\/figcaption><\/figure>\n\n\n\n

\u201cJa no n\u2019hi ha prou amb captar clients, cal retenir-los. Per aix\u00f2 l\u2019experi\u00e8ncia f\u00edsica i digital ha d\u2019estar alineada\u201d<\/strong>, va assegurar. M\u00e9s enll\u00e0 del taulell, per fidelitzar a l\u2019usuari en l\u2019\u00e0mbit digital<\/strong>, va comentar que \u00e9s \u00fatil fer \u00fas de la tecnologia per acompanyar als pacients, aprofitar els lead magnets<\/em> i mantenir una comunicaci\u00f3 peri\u00f2dica. Tot plegat amb l\u2019objectiu que el client se senti acompanyat fins i tot quan no est\u00e0 a la farm\u00e0cia. Pel que fa a la fidelitzaci\u00f3 de forma f\u00edsica<\/strong>, va comentar que \u00e9s \u00fatil transformar la visibilitat en confian\u00e7a real amb assessories, tecnologia (dermoanalitzadors) i amb un espai f\u00edsic cuidat.<\/p>\n\n\n\n

En darrer lloc, Anna Fuster va exposar els errors m\u00e9s comuns a l\u2019hora de crear una marca personal<\/strong>, com \u00e9s el fet de nom\u00e9s parlar de productes, publicar sense estrat\u00e8gia, no mostrar la persona darrera la bata o no mantenir rigor sanitari.<\/p>\n\n\n\n

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

\"\"<\/a><\/figure>\n","protected":false},"excerpt":{"rendered":"

El passat 5 de maig, el Col\u00b7legi de Farmac\u00e8utics de Barcelona (COFB) va organitzar la tert\u00falia d\u2019actualitat \u201cMarca personal farmac\u00e8utica: la clau per a diferenciar-te i fidelitzar els teus clients\u201d, amb el patrocini de Two Poles. La tert\u00falia, adre\u00e7ada a farmac\u00e8utics i farmac\u00e8utiques de farm\u00e0cia comunit\u00e0ria, va ser coordinada per […]<\/p>\n","protected":false},"author":3,"featured_media":84862,"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":[23,57],"tags":[5554,872,53,171,68,69,666,3079,5553,140],"class_list":["post-84861","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-destacats","category-mon-collegial","tag-eines","tag-estrategia-digital","tag-farmaceutics","tag-farmaceutiques","tag-farmacia","tag-farmacia-comunitaria","tag-fidelitzacio","tag-marca-personal","tag-marca-personal-farmaceutica","tag-tertulia-dactualitat"],"yoast_head":"\nCom crear la teva marca personal farmac\u00e8utica? 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