{"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\/es\/2018\/05\/02\/farmacia-ha-tenir-presencia-digital-pero-estrategia-paula-fernandez-ochoa-forum-mgof-video-entrevista\/","title":{"rendered":"&quot;La farmacia debe tener presencia digital, pero con estrategia&quot;. Paula Fern\u00e1ndez-Ochoa en el Foro MGOF [V\u00eddeo entrevista]"},"content":{"rendered":"<p>La <strong>diferenciaci\u00f3n<\/strong>, el <strong>dise\u00f1o de una estrategia<\/strong> y la<strong> gesti\u00f3n de la marca personal<\/strong> se han convertido cada vez m\u00e1s en el entorno global, competitivo y con exceso de oferta y demanda en el que nos encontramos inmersos. \u00c9ste fue el<strong>eje principal<\/strong> de la conferencia que imparti\u00f3 recientemente la consultora y docente de marketing, marca personal y <em>branding<\/em>, Paula Fern\u00e1ndez-Ochoa, en <strong>Col\u00b7legi de Farmac\u00e8utics de Barcelona<\/strong>.<\/p>\n<h1><span style=\"color: #008080;\"><strong>Las ventajas de gestionar una marca personal<\/strong><\/span><\/h1>\n<p>Ser <strong>embajador de una marca corporativa o estar vinculado a ella<\/strong> sirve para <strong>transmitir confianza, multiplicar la fuerza del mensaje, potenciar la fidelidad <\/strong>(<em>engagement<\/em>)<strong> y generar confianza<\/strong>.<\/p>\n<p>Durante la conferencia, Fern\u00e1ndez-Ochoa dio algunas recomendaciones por:<\/p>\n<ul>\n<li>Saber <strong>gestionar una marca personal.<\/strong><\/li>\n<li><strong>Transmitir la mejor versi\u00f3n de nosotros mismos<\/strong> y conseguir ser la opci\u00f3n elegida entre todas las del mercado.<\/li>\n<li><strong>Mejorar el posicionamiento<\/strong>, la reputaci\u00f3n y, en definitiva, el <strong>desarrollo del negocio<\/strong>.<\/li>\n<\/ul>\n<p>Al finalizar, concedi\u00f3 una entrevista a este blog, que recogemos a continuaci\u00f3n:<\/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>&quot;Todos tenemos una marca personal&quot;<\/strong><\/span><\/h1>\n<p><strong>\u00a0\u201cTodos tenemos marca personal. Lo que debemos hacer es gestionarla\u201d<\/strong>. Durante la entrevista, Paula Fern\u00e1ndez-Ochoa, expuso <strong>c\u00f3mo llevar a cabo esta gesti\u00f3n<\/strong>. En concreto, detall\u00f3 el<strong>\u00a0<\/strong>proceso de <strong><em>personal-branding, <\/em><\/strong>que consta de las siguientes etapas: <strong>autoconocimiento<\/strong>, <strong>estrategia<\/strong>, <strong>visibilidad<\/strong> y <strong>seguimiento<\/strong> de todas las acciones de las que vamos teniendo retorno.<\/p>\n<h1><span style=\"color: #008080;\"><strong>Cinco atributos por el \u00e9xito de una marca personal<\/strong><\/span><\/h1>\n<p>Adem\u00e1s, defini\u00f3 los <strong>cinco atributos<\/strong> que debe tener una marca personal para ser exitosa:<strong> calidad<\/strong> (ser buenos en lo que hacemos), <strong>autenticidad<\/strong> (ser aut\u00e9nticos para transmitir la confianza que necesita el mercado), <strong>diferenciaci\u00f3n<\/strong> (hay que distinguirse y conseguir estar por encima del resto con la ventaja competitiva), <strong>constancia <\/strong>(\u201ccalar como lluvia fina\u201d ya que \u201ces m\u00e1s un marat\u00f3n que uno <em>sprint\u201d<\/em>) y la <strong>conectividad<\/strong> (hay que comunicar y resaltar nuestras caracter\u00edsticas dentro del mercado).<\/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, durante la conferencia que ofreci\u00f3 sobre marca personal el pasado 31 de enero en el 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, durante la conferencia sobre marca personal, que ofreci\u00f3 el pasado 31 de enero en el COFB.<\/figcaption><\/figure>\n<h1><span style=\"color: #008080;\"><strong>La presencia digital de la farmacia<\/strong> <\/span><\/h1>\n<p>Fern\u00e1ndez-Ochoa tambi\u00e9n explic\u00f3 que <strong>el sector farmac\u00e9utico<\/strong> <strong>no es ajeno a la necesidad de tener una marca personal potente<\/strong>, que debe ir en consonancia con la marca corporativa. Y destac\u00f3 que este sector tiene \u201cuna tarea muy importante en la <strong>vocaci\u00f3n de servicio<\/strong> y en la <strong>preocupaci\u00f3n por la sociedad<\/strong> que combina con la<strong> investigaci\u00f3n y desarrollo<\/strong> de medicamentos, por un lado, y el cliente, por otro\u201d.<\/p>\n<p>Desde su punto de vista, cada vez m\u00e1s, las farmacias aplican t\u00e9cnicas de <strong>marketing relacional<\/strong> (una nueva forma de crear relaciones m\u00e1s cercanas y duraderas con los clientes basadas en fidelizaci\u00f3n). \u201c<strong>En el sector servicios estamos vendiendo confianza<\/strong>. En marketing tambi\u00e9n vendemos confianza y \u00e9sta debe traducirse en algo. Creo que tiene un peso muy importante la experiencia que vive el cliente\u201d, explic\u00f3.<\/p>\n<p>Asimismo, destac\u00f3 la importancia que las farmacias tengan <strong>presencia digital<\/strong> y que \u00e9sta <strong>se gestione correctamente<\/strong>. Estar en las redes implica \u201ctener una estrategia\u201d, apunt\u00f3. Adem\u00e1s, Fern\u00e1ndez-Ochoa puso de ejemplo casos de farmac\u00e9uticos a los que un blog ha ayudado a \u201ctener m\u00e1s clientes, darse a conocer, ser ponentes de ciertas formaciones\u2026\u201d. En definitiva, a quien la <strong>presencia digital<\/strong> ha hecho que consiguieran <strong>&quot;sinergias profesionales interesantes&quot;<\/strong>. <strong><br \/>\n<\/strong><\/p>\n<p><strong>Otras publicaciones de inter\u00e9s:<\/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\">Foro MGOF: Herramientas y estrategias para incrementar la recomendaci\u00f3n farmac\u00e9utica (Julio 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\">Foro MGOF: 10 trucos para motivar a tu equipo y orietnarlo en las ventas (Junio 2014)<\/a><\/li>\n<li><a href=\"https:\/\/blog.cofb.cat\/conferencia-sobre-finances-al-forum-mgof\/\" target=\"_blank\" rel=\"noopener\">Conferencia sobre finanzas en el Foro MGOF (Agosto 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\">As\u00ed fue la conferencia del F\u00f3rum MGOF \u201c1 hora de marketing con Joan Carles Serra\u201d (Septiembre 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\">As\u00ed fue la conferencia del Foro MGOF \u201c1 hora de liderazgo con Carme Ledesma\u201d (Diciembre 2017)<\/a><\/li>\n<\/ul>","protected":false},"excerpt":{"rendered":"<p>La diferenciaci\u00f3n, el dise\u00f1o de una estrategia y la gesti\u00f3n de la marca personal se han vuelto cada vez m\u00e1s necesarias en el entorno global, competitivo y con exceso de oferta y demanda en el que nos encontramos inmersos. \u00c9ste fue el eje principal de la conferencia que imparti\u00f3 recientemente la consultora y docente [\u2026]<\/p>","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 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