{"id":46620,"date":"2019-07-26T13:19:50","date_gmt":"2019-07-26T11:19:50","guid":{"rendered":"https:\/\/blog.cofb.cat\/?p=46620"},"modified":"2019-07-26T13:19:50","modified_gmt":"2019-07-26T11:19:50","slug":"presentacio-nova-formacio-cofb-anefp-sobre-processos-venda-consell-actiu-conferencia-nou-consumidor-lera-digital","status":"publish","type":"post","link":"https:\/\/www.cofb.org\/es\/2019\/07\/26\/presentacio-nova-formacio-cofb-anefp-sobre-processos-venda-consell-actiu-conferencia-nou-consumidor-lera-digital\/","title":{"rendered":"Presentaci\u00f3n de la nueva formaci\u00f3n del COFB y anefp sobre procesos de venta y consejo activo, con la conferencia &quot;El nuevo consumidor en la era digital&quot;"},"content":{"rendered":"<p>El pasado 26 de junio el COFB acogi\u00f3 la conferencia <strong>\u201cEl nuevo consumidor en la era digital. Un nuevo modelo de relaci\u00f3n con un consumidor informado y c\u00f3mplice\u201d <\/strong>a cargo de Pau Virgili, experto en nuevas tecnolog\u00edas y marketing y colaborador acad\u00e9mico del Departamento de Marketing de ESADE.<\/p>\n<p>En el marco del acto -que cont\u00f3 con la presencia de<strong>Aina Surroca<\/strong>, vocal de la Junta de Gobierno del COFB y responsable de la Comisi\u00f3n Delegada de Formaci\u00f3n Continuada y de <strong>Maite L\u00f3pez-Gil<\/strong>, directora del \u00e1rea internacional del<a href=\"https:\/\/anefp.org\/\" target=\"_blank\" rel=\"noopener\">Asociaci\u00f3n para el Autocuidado de la Salud (anefp)<\/a>\u2013 se va <strong>presentar un nuevo programa formativo<\/strong>, impulsado por el COFB y anefp, sobre <strong>procesos de venta<\/strong> y <strong>consejo activo<\/strong> que se impartir\u00e1 el pr\u00f3ximo curso. El objetivo de esta formaci\u00f3n es contribuir al<strong>adaptaci\u00f3n de la oficina de farmacia a los nuevos modelos de relaci\u00f3n con los consumidores<\/strong>.<\/p>\n<h1><span style=\"color: #008080;\"><strong>Presentaci\u00f3n de la nueva formaci\u00f3n del COFB y anefp<br \/>\n<\/strong><\/span><\/h1>\n<p>Las encargadas de presentar la formaci\u00f3n fueron <strong>Cristina Rodr\u00edguez<\/strong>, jefe del Departamento de Formaci\u00f3n y Desarrollo Profesional del Colegio; y las farmac\u00e9uticas <strong>Anna Gil<\/strong>, consultora operativa freelance, m\u00e1ster en International Retail por la UPF y formadora del curso; y <strong>Patricia Pons<\/strong>, que curs\u00f3 el a\u00f1o pasado la formaci\u00f3n y expuso a los asistentes su experiencia. Todas ellas profundizaron en las caracter\u00edsticas de esta nueva formaci\u00f3n, que permitir\u00e1 a los farmac\u00e9uticos que decidan cursarla <strong>desarrollar procesos de venta y consejo activo de calidad<\/strong>, situando al cliente en el centro.<\/p>\n<figure id=\"attachment_46648\" aria-describedby=\"caption-attachment-46648\" style=\"width: 620px\" class=\"wp-caption aligncenter\"><a href=\"https:\/\/blog.cofb.cat\/wp-content\/uploads\/2019\/07\/cofb.190626-71.jpg\"><img fetchpriority=\"high\" decoding=\"async\" class=\"wp-image-46648 size-large\" title=\"Cristina Rodr\u00edguez, jefa del Departamento de Formaci\u00f3n y Desarrollo Profesional del COFB, durante la presentaci\u00f3n de la nueva formaci\u00f3n. \" src=\"https:\/\/blog.cofb.cat\/wp-content\/uploads\/2019\/07\/cofb.190626-71-1024x683.jpg\" alt=\"Cristina Rodr\u00edguez, cap del Departament de Formaci\u00f3 i Desenvolupament Professional del COFB, durant la presentaci\u00f3 de la nova formaci\u00f3. \" width=\"620\" height=\"414\" \/><\/a><figcaption id=\"caption-attachment-46648\" class=\"wp-caption-text\">Cristina Rodr\u00edguez, jefa del Departamento de Formaci\u00f3n y Desarrollo Profesional del COFB, durante la presentaci\u00f3n de la nueva formaci\u00f3n.<\/figcaption><\/figure>\n<p>Y es que actualmente <strong>el sector de la salud<\/strong> vive uno <strong>momento de mucha transformaci\u00f3n<\/strong>: nuevos modelos de relaci\u00f3n profesionales sanitarios\/pacientes, cambios en los h\u00e1bitos de compra y consumo y la irrupci\u00f3n de nuevos operadores de retail con modelos de negocio digitales.<\/p>\n<p>Estos factores sit\u00faan a las oficinas de farmacia en un entorno complejo. Para adaptarse con \u00e9xito a estas nuevas reglas del juego, <strong>la oficina de farmacia debe reforzar el consejo activo<\/strong>, caracter\u00edstica intr\u00ednseca que <strong>marca la diferencia con sus competidores<\/strong>.<\/p>\n<div class=\"box info\"><\/p>\n<h2><span style=\"color: #008080;\"><strong>Informaci\u00f3n pr\u00e1ctica del curso<\/strong> <\/span><\/h2>\n<p>El programa formativo <strong>2019-2020<\/strong> tendr\u00e1 dos ediciones del curso <strong>&quot;Procesos de venta y consejo activo: las necesidades del cliente como punto de partida&quot;, <\/strong>con inicios previstos en octubre y enero. Cada edici\u00f3n constar\u00e1 de<strong>una sesi\u00f3n te\u00f3rica<\/strong> (presencial), <strong>4 sesiones pr\u00e1cticas<\/strong> (presenciales) y <strong>3 sesiones Webinar<\/strong>. En total, <strong>24 horas lectivas<\/strong> que se distribuyen en:<\/p>\n<ul>\n<li><strong>Una sesi\u00f3n te\u00f3rica <\/strong>presencial de <strong>5 horas\u00a0<\/strong><\/li>\n<li><strong> Cuatro sesiones pr\u00e1cticas presenciales <\/strong>de <strong>4 horas<\/strong> cada una, utilizando la t\u00e9cnica del <em>role play<\/em> o teatralizaci\u00f3n<\/li>\n<li><strong>Tres sesiones de 1 hora<\/strong> -que se podr\u00e1n seguir de forma presencial oa distancia mediante Webinar- para consolidar el aprendizaje y despejar dudas relacionadas con la aplicaci\u00f3n de conocimientos.<\/li>\n<\/ul>\n<p style=\"text-align: center;\"><strong>M\u00e1s informaci\u00f3n sobre fechas, horarios de las 2 ediciones e inscripciones <a href=\"https:\/\/farmaceutics.cofb.net\/group\/guest\/activitats-col-legials?p_p_id=webportletLlistatActivitats_WAR_webportletLlistatActivitats_INSTANCE_WZQxC3lwMku3&amp;p_p_lifecycle=0&amp;p_p_state=normal&amp;p_p_mode=view&amp;p_p_col_id=layout-column_column-1&amp;p_p_col_count=1&amp;_webportletLlistatActivitats_WAR_webportletLlistatActivitats_INSTANCE_WZQxC3lwMku3_strutsAction=%2Fview%2Fdetall&amp;_webportletLlistatActivitats_WAR_webportletLlistatActivitats_INSTANCE_WZQxC3lwMku3_id=2636\" target=\"_blank\" rel=\"noopener\">aqu\u00ed<\/a> (exclusivo colegiados).<\/strong><\/p>\n<p><\/div>\n<h1><span style=\"color: #008080;\"><strong>Conferencia &quot;El nuevo consumidor en la era digital&quot;<\/strong><\/span><\/h1>\n<p>Pau Virgili centr\u00f3 su conferencia en la <strong>nueva forma de relacionarse con los consumidores, <\/strong>el <strong>tema central<\/strong> de la formaci\u00f3n que proponen el COFB y la anefp. Desde su punto de vista, en el<strong>era digital<\/strong>, el consumidor se transforma tanto a lo largo del proceso de compra como en su relaci\u00f3n con las empresas. Seg\u00fan Virgilio, <strong>pasamos de un consumo irracional a uno m\u00e1s racional<\/strong>, en la que la informaci\u00f3n procedente de la familia y de los amigos y las cr\u00edticas de los dem\u00e1s consumidores son m\u00e1s relevantes que lo que digan los expertos. Actualmente, si un consumidor quiere saber si un producto funciona, lo busca en Internet. Y es que en palabras del profesor de ESADE le<strong>ecosistema digital<\/strong> ha provocado <strong>dos cambios significativos<\/strong>: se han multiplicado los escenarios por los que transitan los usuarios y las interacciones de la marca se pueden medir.<\/p>\n<figure id=\"attachment_46645\" aria-describedby=\"caption-attachment-46645\" style=\"width: 620px\" class=\"wp-caption aligncenter\"><a href=\"https:\/\/blog.cofb.cat\/wp-content\/uploads\/2019\/07\/cofb.190626-36.jpg\"><img decoding=\"async\" class=\"wp-image-46645 size-large\" title=\"Un momento de la conferencia de Pau Virgili, experto en nuevas tecnolog\u00edas y marketing, acompa\u00f1ado de Aina Surroca, vocal del COFB y responsable de la Comisi\u00f3n Delegada de Formaci\u00f3n continuada y de Maite L\u00f3pez-Gil, directora del \u00e1rea internacional de anefp . \" src=\"https:\/\/blog.cofb.cat\/wp-content\/uploads\/2019\/07\/cofb.190626-36-1024x683.jpg\" alt=\"Un moment de la confer\u00e8ncia de Pau Virgili, expert en noves tecnologies i m\u00e0rqueting, acompanyat d'Aina Surroca, vocal del COFB i responsable de la Comissi\u00f3 Delegada de Formaci\u00f3 continuada i de Maite L\u00f3pez-Gil, directora de l'\u00e0rea internacional d'anefp. \" width=\"620\" height=\"414\" \/><\/a><figcaption id=\"caption-attachment-46645\" class=\"wp-caption-text\">Un momento de la conferencia de Pau Virgili, experto en nuevas tecnolog\u00edas y marketing, acompa\u00f1ado de Aina Surroca, vocal del COFB y responsable de la Comisi\u00f3n Delegada de Formaci\u00f3n continuada y de Maite L\u00f3pez-Gil, directora del \u00e1rea internacional de anefp .<\/figcaption><\/figure>\n<h2><span style=\"color: #008080;\"><strong>Revoluci\u00f3n tecnol\u00f3gica<\/strong><\/span><\/h2>\n<p>Virgilio tambi\u00e9n hizo una reflexi\u00f3n en torno a los <strong>mitos<\/strong> que acompa\u00f1an a la <strong>revoluci\u00f3n tecnol\u00f3gica<\/strong>. Para \u00e9l no es necesario estar en el medio digital si no lo consideramos relevante, delegar la gesti\u00f3n de redes sociales a los m\u00e1s j\u00f3venes no es ninguna garant\u00eda de \u00e9xito y en el \u00e1mbito digital no todo es cambio, sino que existen unas reglas que siempre contin\u00faan funcionando. Por \u00e9l, pues, es fundamental entender qu\u00e9 hay aqu\u00ed y ahora (centrarse en el presente), <strong>cu\u00e1les son las nuevas estrategias del marketing<\/strong> y <strong>c\u00f3mo se ha transformado el comportamiento del consumidor<\/strong>.<\/p>\n<p style=\"text-align: right;\"><strong>Organizado conjuntamente con:<\/strong><\/p>\n<p style=\"text-align: right;\"><a href=\"https:\/\/anefp.org\/\" target=\"_blank\" rel=\"noopener\"><img decoding=\"async\" class=\"wp-image-46630 alignright\" src=\"https:\/\/blog.cofb.cat\/wp-content\/uploads\/2019\/07\/anefp-1024x883.png\" alt=\"\" width=\"131\" height=\"113\" \/><\/a><\/p>\n<p>&nbsp;<\/p>\n<p>&nbsp;<\/p>\n<p><strong>Otras publicaciones de inter\u00e9s:<\/strong><\/p>\n<ul>\n<li><a href=\"https:\/\/blog.cofb.cat\/reptes-i-oportunitats-de-lecommerce-en-una-nova-edicio-del-forum-mgof\/\" target=\"_blank\" rel=\"noopener\">Retos y oportunidades del eCommerce en una nueva edici\u00f3n del Foro MGOF (Julio 2019)<\/a><\/li>\n<li><a href=\"https:\/\/blog.cofb.cat\/pas-endavant-carrera-professional-dels-farmaceutics-corporate-mba-desade\/\" target=\"_blank\" rel=\"noopener\">Un paso adelante en la carrera profesional de los farmac\u00e9uticos con el Corporate MBA de ESADE (Noviembre 2018)<\/a><\/li>\n<li><a href=\"https:\/\/blog.cofb.cat\/merchandising-a-loficina-de-farmacia\/\" target=\"_blank\" rel=\"noopener\">Jornada sobre merchandising en la oficina de farmacia en el COFB (Julio 2018)<\/a><\/li>\n<\/ul>","protected":false},"excerpt":{"rendered":"<p>El pasado 26 de junio, el COFB acogi\u00f3 la conferencia \u201cEl nuevo consumidor en la era digital. Un nuevo modelo de relaci\u00f3n con un consumidor informado y c\u00f3mplice\u201d a cargo de Pau Virgili, experto en nuevas tecnolog\u00edas y marketing y colaborador acad\u00e9mico del Departamento de Marketing de ESADE. En el marco [\u2026]<\/p>","protected":false},"author":1,"featured_media":46645,"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":[908,19,3629,37,3630,153,81,3626,3631,53,68,70,3632,76,3633],"class_list":["post-46620","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-destacats","category-mon-collegial","tag-autocura","tag-collegi-de-farmaceutics-de-barcelona","tag-consell-actiu","tag-consell-farmaceutic","tag-consumidors","tag-cosmetica","tag-dermofarmacia","tag-ecommerce","tag-era-digital","tag-farmaceutics","tag-farmacia","tag-formacio","tag-nova-formacio","tag-oficina-de-farmacia","tag-processos-de-venda"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v22.4 - 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