{"id":81033,"date":"2025-03-26T17:03:32","date_gmt":"2025-03-26T17:03:32","guid":{"rendered":"https:\/\/www.cofb.org\/?p=81033"},"modified":"2025-03-26T17:03:33","modified_gmt":"2025-03-26T17:03:33","slug":"genis-roca-la-ciutadania-progressivament-exigira-una-nova-generacio-de-serveis-que-sense-intelligencia-artificial-no-podran-oferir-se","status":"publish","type":"post","link":"https:\/\/www.cofb.org\/es\/2025\/03\/26\/genis-roca-la-ciutadania-progressivament-exigira-una-nova-generacio-de-serveis-que-sense-intelligencia-artificial-no-podran-oferir-se\/","title":{"rendered":"Gen\u00eds Roca: &quot;La ciudadan\u00eda progresivamente exigir\u00e1 una nueva generaci\u00f3n de servicios que, sin inteligencia artificial, no podr\u00e1n ofrecerse&quot;"},"content":{"rendered":"<ul class=\"wp-block-list\">\n<li>Gen\u00eds Roca analiza en Infarma Barcelona 2025 el impacto que la transformaci\u00f3n digital tendr\u00e1 en la oficina de farmacia y en el sector de la salud<\/li>\n\n\n\n<li>El experto apunta que estamos transitando desde un internet de opiniones hacia un sistema basado en datos constantes y fiables, que har\u00e1n surgir nuevos servicios de salud<\/li>\n\n\n\n<li>La oficina de farmacia puede desempe\u00f1ar un papel clave como mediador en la gesti\u00f3n de los datos<\/li>\n<\/ul>\n\n\n\n<p><em>Barcelona, 26 de marzo de 2025.- <\/em><strong>\u00bfC\u00f3mo modificar\u00e1 la tecnolog\u00eda el sector de la farmacia en los pr\u00f3ximos 10 a\u00f1os?<\/strong> \u00c9sta es una de las preguntas que m\u00e1s se hace el sector farmac\u00e9utico en los \u00faltimos a\u00f1os y que ha sido el tema de una de las <strong>conferencias de actualidad<\/strong> de la primera jornada de<a href=\"https:\/\/www.infarma.es\/\" target=\"_blank\" rel=\"noreferrer noopener\">Infarma 2025<\/a>, el Congreso Europeo de Oficina de Farmacia y el Sal\u00f3n de Medicamentos y Parafarmacia, que se celebra estos d\u00edas en Barcelona. La ponencia, moderada por <strong>Marta Gento<\/strong>, secretaria del Colegio de Farmac\u00e9uticos de Barcelona, cont\u00f3 con la participaci\u00f3n de\u00a0<strong>Gen\u00eds Roca<\/strong>, especialista en desarrollo de negocio y cultura digital considerado uno de los grandes especialistas en Internet y en transformaci\u00f3n digital, quien ha realizado un <strong>recorrido sobre c\u00f3mo la digitalizaci\u00f3n y la automatizaci\u00f3n han ido cambiando los servicios de salud en las \u00faltimas d\u00e9cadas y ha marcado los pasos que la inteligencia artificial seguir\u00e1 en los pr\u00f3ximos diez a\u00f1os.<\/strong><\/p>\n\n\n\n<figure class=\"wp-block-image size-large\"><a href=\"https:\/\/www.cofb.org\/wp-content\/uploads\/2025\/03\/COFB_INFARMA_TECNOLOGIA_26032025_1.jpg\"><img fetchpriority=\"high\" decoding=\"async\" width=\"1024\" height=\"683\" src=\"https:\/\/www.cofb.org\/wp-content\/uploads\/2025\/03\/COFB_INFARMA_TECNOLOGIA_26032025_1-1024x683.jpg\" alt=\"La secret\u00e0ria del COFB, Marta Gento, en un moment de la seva presentaci\u00f3.\" class=\"wp-image-81034\" srcset=\"https:\/\/www.cofb.org\/wp-content\/uploads\/2025\/03\/COFB_INFARMA_TECNOLOGIA_26032025_1-1024x683.jpg 1024w, https:\/\/www.cofb.org\/wp-content\/uploads\/2025\/03\/COFB_INFARMA_TECNOLOGIA_26032025_1-300x200.jpg 300w, https:\/\/www.cofb.org\/wp-content\/uploads\/2025\/03\/COFB_INFARMA_TECNOLOGIA_26032025_1-768x512.jpg 768w, https:\/\/www.cofb.org\/wp-content\/uploads\/2025\/03\/COFB_INFARMA_TECNOLOGIA_26032025_1-1536x1024.jpg 1536w, https:\/\/www.cofb.org\/wp-content\/uploads\/2025\/03\/COFB_INFARMA_TECNOLOGIA_26032025_1-2048x1366.jpg 2048w, https:\/\/www.cofb.org\/wp-content\/uploads\/2025\/03\/COFB_INFARMA_TECNOLOGIA_26032025_1-18x12.jpg 18w\" sizes=\"(max-width: 1024px) 100vw, 1024px\" \/><\/a><figcaption class=\"wp-element-caption\">La secretaria del COFB, Marta Gento, en un momento de su presentaci\u00f3n.<\/figcaption><\/figure>\n\n\n\n<h2 class=\"wp-block-heading\"><strong>Un recorrido por la evoluci\u00f3n tecnol\u00f3gica en la salud<\/strong><\/h2>\n\n\n\n<p>Roca ha iniciado su exposici\u00f3n con un repaso a la evoluci\u00f3n de la tecnolog\u00eda aplicada a la salud desde los a\u00f1os 80, cuando surgieron los primeros registros electr\u00f3nicos de salud (EHR). Desde entonces, el sector ha vivido metas como los primeros PC en consulta m\u00e9dica en los 90 y se empiezan a realizar los primeros registros de la historia cl\u00ednica electr\u00f3nica y de investigaci\u00f3n.<\/p>\n\n\n\n<p>En los inicios de internet los datos s\u00f3lo estaban generados por organizaciones, pero en los a\u00f1os 2000 empezaron a aparecer un segundo caudal de informaci\u00f3n, generado por los ciudadanos, ya partir de 2005 se empieza a hablar de web 2.0, cuando surgen las principales redes sociales. &quot;Nos parec\u00eda que la informaci\u00f3n ciudadana cambiar\u00eda mucho los servicios de salud, habr\u00eda rankings de m\u00e9dicos, la gente se automedicar\u00eda, pero eso no ha terminado de ocurrir&quot; ha opinado Roca.<\/p>\n\n\n\n<p>El experto ha se\u00f1alado que &quot;desde 2020 hay otro flujo de datos, los generados por los sensores, que son constantes, no dependen de la voluntad o motivaci\u00f3n de las personas que es impredecible&quot; y esto nos pone frente a un nuevo momento de cambio.<\/p>\n\n\n\n<p>\u201c<strong>Actualmente, nos encontramos en una fase de transformaci\u00f3n digital, caracterizada por la generaci\u00f3n de datos en tiempo real gracias a sensores y dispositivos conectados, que nos aportan informaci\u00f3n constante y fiable<\/strong>&quot;, ha afirmado Roca. En este sentido, el especialista en desarrollo de negocio y cultura digital ha puesto como ejemplo los sistemas que monitorean datos de salud (pulsaciones, pasos realizados al d\u00eda, etc.), y ha se\u00f1alado que esta evoluci\u00f3n nos llevar\u00e1 hacia la creaci\u00f3n de &quot;servicios proactivos, masivos, personalizados, basados en estos datos&quot;.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><strong>El papel de la inteligencia artificial en la farmacia del futuro<\/strong><\/h2>\n\n\n\n<p>Seg\u00fan Roca, las farmacias han experimentado ya <strong>tres grandes etapas de digitalizaci\u00f3n<\/strong>: la <strong>informatizaci\u00f3n corporativa<\/strong> (d\u00e9cada de los 80 y 90), con la llegada de software para gesti\u00f3n contable, inventarios o n\u00f3minas; m\u00e1s tarde lleg\u00f3 la <strong>digitalizaci\u00f3n de las tareas de\u00a0<em>frente office<\/em><\/strong> como atenci\u00f3n al cliente, captaci\u00f3n de talento, gesti\u00f3n de quejas, ventas, marketing; y ahora nos encontramos en<strong> la era del tiempo real<\/strong>, que se inicia ahora con el an\u00e1lisis masivo de datos para mejorar la eficiencia y personalizaci\u00f3n de los servicios farmac\u00e9uticos. El experto ha destacado que<strong> esta tercera fase cambiar\u00e1 radicalmente la forma en que las farmacias operan<\/strong>. <strong>&quot;La ciudadan\u00eda progresivamente exigir\u00e1 una nueva generaci\u00f3n de servicios que, sin inteligencia artificial, no podr\u00e1n ofrecerse&quot;, ha afirmado.<\/strong><\/p>\n\n\n\n<figure class=\"wp-block-image size-large\"><a href=\"https:\/\/www.cofb.org\/wp-content\/uploads\/2025\/03\/COFB_INFARMA_TECNOLOGIA_26032025_3.jpg\" target=\"_blank\" rel=\"noreferrer noopener\"><img decoding=\"async\" width=\"1024\" height=\"683\" src=\"https:\/\/www.cofb.org\/wp-content\/uploads\/2025\/03\/COFB_INFARMA_TECNOLOGIA_26032025_3-1024x683.jpg\" alt=\"Gen\u00eds Roca durante su exposici\u00f3n sobre el impacto de la tecnolog\u00eda.\" class=\"wp-image-81036\" srcset=\"https:\/\/www.cofb.org\/wp-content\/uploads\/2025\/03\/COFB_INFARMA_TECNOLOGIA_26032025_3-1024x683.jpg 1024w, https:\/\/www.cofb.org\/wp-content\/uploads\/2025\/03\/COFB_INFARMA_TECNOLOGIA_26032025_3-300x200.jpg 300w, https:\/\/www.cofb.org\/wp-content\/uploads\/2025\/03\/COFB_INFARMA_TECNOLOGIA_26032025_3-768x512.jpg 768w, https:\/\/www.cofb.org\/wp-content\/uploads\/2025\/03\/COFB_INFARMA_TECNOLOGIA_26032025_3-1536x1024.jpg 1536w, https:\/\/www.cofb.org\/wp-content\/uploads\/2025\/03\/COFB_INFARMA_TECNOLOGIA_26032025_3-2048x1366.jpg 2048w, https:\/\/www.cofb.org\/wp-content\/uploads\/2025\/03\/COFB_INFARMA_TECNOLOGIA_26032025_3-18x12.jpg 18w\" sizes=\"(max-width: 1024px) 100vw, 1024px\" \/><\/a><figcaption class=\"wp-element-caption\">Gen\u00eds Roca durante su exposici\u00f3n sobre el impacto de la tecnolog\u00eda. <\/figcaption><\/figure>\n\n\n\n<p>La clave estar\u00e1 en la capacidad de gestionar grandes vol\u00famenes de datos en tiempo real. <strong>\u201cEl software que conocemos hoy se actualizar\u00e1 con IA, lo que implicar\u00e1 un cambio en la forma de trabajar y surgir\u00e1 la necesidad de formaci\u00f3n continua para saber utilizar las nuevas herramientas\u201d<\/strong>, ha advertido Roca.<br>Uno de los grandes desaf\u00edos de la digitalizaci\u00f3n ser\u00e1 la gesti\u00f3n de los datos de salud. Roca ha se\u00f1alado que, en la actualidad existen tres tipos de usuarios de estos datos: el titular del dato, que suele ser el hospital o laboratorio que lo genera; el profesional que lo utiliza para su trabajo diario, y aparecer\u00e1 la figura de un mediador, que podr\u00eda surgir para regular el acceso y uso de la informaci\u00f3n sanitaria.<\/p>\n\n\n\n<p>\u201c<strong>El farmac\u00e9utico jugar\u00e1 un papel clave en este ecosistema, dado su acceso directo a los pacientes y su capacidad para recopilar datos valiosos sobre su estado de salud. En un futuro, quien tenga los datos de los ciudadanos ser\u00e1 el operador clave en salud\u201d<\/strong>, ha puntualizado Roca.<\/p>","protected":false},"excerpt":{"rendered":"<p>Barcelona, 26 de marzo de 2025.- \u00bfC\u00f3mo la tecnolog\u00eda modificar\u00e1 el sector de la farmacia en los pr\u00f3ximos 10 a\u00f1os? \u00c9sta es una de las preguntas que m\u00e1s se hace el sector farmac\u00e9utico en los \u00faltimos a\u00f1os y que ha sido el tema de una de las conferencias de actualidad de la [\u2026]<\/p>","protected":false},"author":3,"featured_media":81036,"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 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center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""}},"footnotes":""},"categories":[23,2165,1060],"tags":[],"class_list":["post-81033","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-destacats","category-infarma","category-notes-premsa"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v22.4 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Gen\u00eds\u00a0Roca: &quot;La ciutadania progressivament exigir\u00e0 una nova generaci\u00f3 de serveis que, sense intel\u00b7lig\u00e8ncia artificial, no podran oferir-se&quot; - Col\u00b7legi de Farmac\u00e8utics de Barcelona<\/title>\n<meta name=\"description\" content=\"La pon\u00e8ncia, moderada per Marta\u00a0Gento, secret\u00e0ria del COFB, va comptar amb la participaci\u00f3 de\u00a0Gen\u00eds\u00a0Roca qui ha realitzat un 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