{"id":63358,"date":"2022-05-18T18:01:18","date_gmt":"2022-05-18T16:01:18","guid":{"rendered":"https:\/\/blog.cofb.cat\/?p=63358"},"modified":"2023-10-10T07:10:07","modified_gmt":"2023-10-10T07:10:07","slug":"marqueting-digital-a-les-farmacies-nova-edicio-del-seminari-mgof","status":"publish","type":"post","link":"https:\/\/www.cofb.org\/es\/2022\/05\/18\/marqueting-digital-a-les-farmacies-nova-edicio-del-seminari-mgof\/","title":{"rendered":"Marketing digital en la oficina de farmacia. Nueva edici\u00f3n del seminario #MGOF"},"content":{"rendered":"

El pasado 12 de mayo el COFB<\/strong> acogi\u00f3 una nueva edici\u00f3n del seminario<\/strong> de Marketing Digital<\/strong> en el marco del M\u00e1ster de Gesti\u00f3n de Oficina de Farmacia (MGOF)<\/strong>. Patrocinada por Alianza Healthcare<\/a>, la formaci\u00f3n corri\u00f3 a cargo de Francisco Cobo<\/strong>, farmac\u00e9utico, cotitular de la Farmacia Quintalegre (Granada) y fundador de Loyalty Pharmacy Laboratory. Juan Carlos Serra<\/strong>, director del MGOF, moder\u00f3 la sesi\u00f3n.<\/p>\n\n\n\n

\"\"<\/figure><\/div>\n\n\n\n

Los objetivos de la formaci\u00f3n fueron repasar las oportunidades que ofrece Internet<\/strong> y descubrir c\u00f3mo la digitalizaci\u00f3n<\/strong> cambia la din\u00e1mica del sector farmac\u00e9utico<\/strong>, as\u00ed como examinar el comportamiento del consumidor<\/strong> y las principales palancas de marketing digital<\/strong> para aplicarlas en elestrategia de la farmacia<\/strong>.<\/p>\n\n\n\n

El entorno digital y su influencia en la decisi\u00f3n de compra<\/strong><\/h2>\n\n\n\n

Francisco Cobo<\/strong> inici\u00f3 la sesi\u00f3n explicando la importancia que tiene Internet hoy en d\u00eda: \u201cInternet influye cada vez m\u00e1s en el proceso de compra de los usuarios<\/strong>, hecho que crea un nuevo consumidor <\/strong>con unos nuevos h\u00e1bitos<\/strong> que cambian a gran velocidad y es necesario detectar<\/strong>\u201c. Indic\u00f3 que \u201cnos encontramos ante un consumidor experto e hiperinformado que est\u00e1 en una b\u00fasqueda constante de experiencias \u00fanicas y memorables<\/strong>, sensaciones nuevas. Es incr\u00e9dulo, con baja capacidad de sorpresa, y se relaciona con marcas a trav\u00e9s de varios canales\u201d.<\/p>\n\n\n\n

El ponente remarc\u00f3 que \u201chay que estar presente en las redes sociales, pero con un motivo: debe saber por qu\u00e9 se tiene un perfil o una p\u00e1gina web. Es necesario entender el entorno digital como un medio para generar demanda en un nuevo entorno, y no como un fin en s\u00ed mismo<\/strong>“. <\/p>\n\n\n\n

La transformaci\u00f3n de la relaci\u00f3n de la farmacia con los usuarios<\/strong><\/h2>\n\n\n\n

Cobo <\/strong>hizo hincapi\u00e9 en los cambios de h\u00e1bitos del consumidor ante la influencia de Internet: \u201cEl mundo ya es digital y la farmacia no puede permanecer ajena a este hecho\u201d<\/strong>. A continuaci\u00f3n record\u00f3 que \u201csi los h\u00e1bitos del consumidor cambian, tambi\u00e9n lo hacen las reglas del juego. Por tanto, la farmacia debe saber adaptarse\u201d. Para lograrlo \u201ces necesario que haya un cambio cultural donde se transforme la relaci\u00f3n de la farmacia con los usuarios<\/strong>. El \u00e9xito de este cambio radica en una mayor orientaci\u00f3n del cliente<\/strong> a trav\u00e9s de varios canales<\/strong>, RRHH<\/strong> y tecnolog\u00eda de marketing<\/strong>, con un objetivo final: la satisfacci\u00f3n del usuario\u201d. <\/p>\n\n\n\n

\"Francisco
Francisco Cobo, farmac\u00e9utico y fundador de Loyalty Pharmacy Laboratory, en un momento de la charla.<\/figcaption><\/figure>\n\n\n\n

El docente recomend\u00f3 analizar previamente las debilidades y fortalezas<\/strong> para plantear la estrategia m\u00e1s adecuada para cada farmacia. \u201cEs de primordial importancia definir los objetivos<\/strong>\u201c, se\u00f1al\u00f3. Este nuevo entorno digital \u201cexige cada vez una estrategia m\u00e1s <\/span>centrada en la<\/span> <\/span><\/em>generaci\u00f3n de un contenido m\u00e1s atractivo y relevante<\/strong> que permita conectar con el usuario y alcance las metas previamente definidas\u201d.<\/p>\n\n\n\n

Aspectos claves para el \u00e9xito<\/strong><\/h2>\n\n\n\n

Finalizando la formaci\u00f3n, el ponente facilit\u00f3 una serie de recomendaciones personales. En primer lugar, es necesario disponer deasesor\u00eda profesional en marketing <\/strong>y nuevas tecnolog\u00edas, puesto que el farmac\u00e9utico es un profesional sanitario, no un especialista digital. Cobo <\/strong>record\u00f3 que \u201cse deben tener las ideas claras sobre lo que se quiere hacer con tu negocio y compartirlo para hacerlo crecer<\/strong>\u201c. Por otra parte, el farmac\u00e9utico debe tener "convicci\u00f3n y constancia para contagiar a su equipo". Es primordial ser paciente, puesto que los resultados no son instant\u00e1neos. Por \u00faltimo, destac\u00f3 que hay que preguntar y escuchar al cliente: "es la mejor forma de pulir la propuesta de valor".<\/p>\n\n\n\n

\n
<\/div>\n\n\n\n
<\/div>\n\n\n\n
\n

Con el patrocinio de:<\/strong><\/p>\n\n\n\n

\"\"<\/a><\/figure>\n\n\n\n

<\/strong><\/p>\n<\/div>\n<\/div>","protected":false},"excerpt":{"rendered":"

El pasado 12 de mayo, el COFB acogi\u00f3 una nueva edici\u00f3n del seminario de Marketing Digital en el marco del M\u00e1ster de Gesti\u00f3n de Oficina de Farmacia (MGOF). Patrocinada por Alliance Healthcare, la formaci\u00f3n corri\u00f3 a cargo de Francisco Cobo, farmac\u00e9utico, cotitular de la Farmacia Quintalegre (Granada) y fundador [\u2026]<\/p>","protected":false},"author":1,"featured_media":67908,"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":[700,18,19,144,701,53,68,70,702,703,704,705],"class_list":["post-63358","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-destacats","category-mon-collegial","tag-alliance-healthcare","tag-cofb","tag-collegi-de-farmaceutics-de-barcelona","tag-consumidor","tag-estrategia","tag-farmaceutics","tag-farmacia","tag-formacio","tag-internet","tag-marqueting-digital","tag-seminari","tag-usuari"],"yoast_head":"\nM\u00e0rqueting digital a l'oficina de farm\u00e0cia. 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