{"id":9130,"date":"2014-10-31T14:23:58","date_gmt":"2014-10-31T13:23:58","guid":{"rendered":"http:\/\/blog.cofb.cat\/?p=9130"},"modified":"2014-10-31T14:23:58","modified_gmt":"2014-10-31T13:23:58","slug":"informe-farmacia-digital-6-de-cada-10-farmacies-no-existeixen-de-cara-a-google","status":"publish","type":"post","link":"https:\/\/www.cofb.org\/es\/2014\/10\/31\/informe-farmacia-digital-6-de-cada-10-farmacies-no-existeixen-de-cara-a-google\/","title":{"rendered":"Informe farmacia digital: 6 de cada 10 farmacias no existen de cara a Google"},"content":{"rendered":"<p>Cuando faltan unos meses por qu\u00e9<span style=\"text-decoration: underline;\"> <a href=\"http:\/\/blog.cofb.cat\/venda-de-medicaments-online-a-les-farmacies\/\" target=\"_blank\" rel=\"noopener\">entre en funcionamiento en Espa\u00f1a la red de farmacias autorizada para vender a trav\u00e9s de internet medicamentos que no requieren receta m\u00e9dica<\/a><\/span>, <span style=\"text-decoration: underline;\"><a href=\"http:\/\/www.evolufarma.com\/\" target=\"_blank\" rel=\"noopener\">Evolufarma<\/a><\/span> revela que <strong>6 de cada 10 farmacias no existe de cara a Google<\/strong>. Se trata del primer estudio de mercado de la presencia digital de la farmacia en Espa\u00f1a que se ha llevado a cabo entre los meses de marzo y septiembre de 2014. En este per\u00edodo, se han identificado m\u00e1s de dos mil p\u00e1ginas web relacionadas con el sector de la farmacia, entre las que se ha cogido una <strong>muestra de 1.904 farmacias<\/strong>\u00a0para analizar su presencia en la red.<\/p>\n<p>Del estudio se desprende que el primer paso por tener presencia online es disponer de una p\u00e1gina web. Sin embargo, aunque se est\u00e1 implantando la tecnolog\u00eda en la farmacia, \u00e9sta no se usa de forma correcta. Por lo general, hay <strong>escasa profesionalizaci\u00f3n del sector farmac\u00e9utico en el entorno digital<\/strong>. Algunas de las causas son:<\/p>\n<p style=\"padding-left: 30px;\">\u2013 Obst\u00e1culos legales: cerca de un 40% de la muestra estar\u00eda en una situaci\u00f3n irregular seg\u00fan el estudio, donde se afirma que \u201chasta ahora los ecommerce de farmacia estaban en situaci\u00f3n no regulada (alegal) o ilegal, seg\u00fan la comunidad aut\u00f3noma donde se hicieran\u201d mientras que el nuevo \u201cReal Decreto [870\/2013] regula la venta telem\u00e1tica de medicamentos no sujetos a prescripci\u00f3n m\u00e9dica y, por tanto, ofrece un marco legal\u201d para \u00e9stas.<\/p>\n<p style=\"padding-left: 30px;\">\u2013 Desconocimiento de la red. Un gran n\u00famero de farmacias no sigue criterios de posicionamiento y desconoce el correcto uso de las redes sociales.<div class=\"box shadow\"><strong>En cuanto a las redes sociales\u2026<\/strong><\/p>\n<p style=\"padding-left: 30px;\"><a href=\"http:\/\/blog.cofb.cat\/wp-content\/uploads\/2014\/10\/evolufarma-taula-xarxes.bmp\"><img fetchpriority=\"high\" decoding=\"async\" class=\"alignright  wp-image-9141\" alt=\"evolufarma taula xarxes\" src=\"http:\/\/blog.cofb.cat\/wp-content\/uploads\/2014\/10\/evolufarma-taula-xarxes.bmp\" width=\"227\" height=\"335\" \/><\/a>\u2022 <strong>1.790 farmacias, <\/strong>el 94% de la muestra<strong>, tienen p\u00e1gina web propia<\/strong>. Esta cifra equivale al 8,31 TP3T del total de las farmacias f\u00edsicas en Espa\u00f1a.<\/p>\n<p style=\"padding-left: 30px;\">\u2022 <strong>413 farmacias<\/strong>, el 23 % de la muestra, <strong>tienen un blog<\/strong>.<\/p>\n<p style=\"padding-left: 30px;\">\u2022 <strong>350 farmacias<\/strong>, el 19% de la muestra,<strong> tienen una tienda online<\/strong> (<em>ecommerce<\/em>)<\/p>\n<p style=\"padding-left: 30px;\">\u2022 <strong>604 farmacias<\/strong>, el 31% de la muestra, <strong>tienen una cuenta de Twitter<\/strong>. Sin embargo, 31 de ellos est\u00e1 inactivo, y ninguna cuenta est\u00e1 verificada. Geogr\u00e1ficamente, Catalu\u00f1a es la comunidad con mayor presencia en Twitter, con un 20% de las cuentas, y Barcelona, en la novena posici\u00f3n de las provincias, tiene un 17%.<\/p>\n<p style=\"padding-left: 30px;\">\u2022 <strong>822 farmacias<\/strong>, el 43% de la muestra, <strong>tienen una p\u00e1gina de Facebook<\/strong>. De este 43%, seg\u00fan el estudio, cerca del 38% est\u00e1 en Facebook de forma ilegal seg\u00fan las pol\u00edticas de uso de esta red social que exige, por ejemplo, que las empresas cuenten con un tipo de presencia diferente a la de los perfiles personales. La comunidad m\u00e1s representada es Catalu\u00f1a, con el 26% de las cuentas, mientras que la provincia con mayor presencia es Barcelona, con el 21%. <\/div><\/p>\n<p><strong>\u00bfDe d\u00f3nde provienen los usuarios que visitan webs de farmacias?<\/strong><\/p>\n<p style=\"padding-left: 30px;\">\u2013 El 75% de los buscadores (Google, Safari, etc)<\/p>\n<p style=\"padding-left: 30px;\">\u2013 El 14% del tr\u00e1fico directo<\/p>\n<p style=\"padding-left: 30px;\">\u2013 El 10% del tr\u00e1fico de referencia<\/p>\n<p style=\"padding-left: 30px;\">\u2013 El 1% del tr\u00e1fico social (a trav\u00e9s de las redes sociales)<\/p>\n<p style=\"padding-left: 30px;\">\u2013 El 0,1% de campa\u00f1as publicitarias en la red<\/p>\n<p><strong>\u00bfC\u00f3mo mejorar la visibilidad en la red?<\/strong> Es importante indexar la web en los principales buscadores. Para mejorar el posicionamiento en la red, se pueden realizar diferentes acciones:<\/p>\n<ul>\n<li><strong>Key words<\/strong>. Una forma de ganar visibilidad es utilizando, en la p\u00e1gina web, las palabras clave que m\u00e1s tr\u00e1fico generan en una web online de farmacia.<\/li>\n<li><strong>Marketing online: SEM<\/strong>. Realizar campa\u00f1as de publicidad para posicionar el propio resultado por encima de la competencia. El estudio revela que s\u00f3lo el 2,4% de la muestra realiza SEM.<\/li>\n<\/ul>\n<p>El <span style=\"text-decoration: underline;\"><a href=\"http:\/\/www.mipagerank.com\/\" target=\"_blank\" rel=\"noopener\"><strong>Page Rank<\/strong><\/a><\/span> es un indicador que mide la popularidad que tienes en internet, mediante valores del 0 al 10. Actualmente, cerca del 93% de la muestra tiene un Page Rank inferior a 1, y un 7% de la muestra est\u00e1 entre el 2 y el 5. recomienda, como m\u00ednimo, tener un valor de 3. Seg\u00fan el estudio,<strong> 6 de cada 10 farmacias no existe de cara a Google<\/strong>. Puedes descargarte el estudio entero en <span style=\"text-decoration: underline;\"><a href=\"http:\/\/www.evolufarma.com\/informe-farmadigital\/?_source=cs2\" target=\"_blank\" rel=\"noopener\">este enlace<\/a>.<\/span><\/p>\n<p>&nbsp;<\/p>\n<div class=\"box shadow\">Tener un buen posicionamiento en la red en adelante puede suponer una ventaja: \u201c<strong>en el momento en que se autorice la dispensaci\u00f3n por internet, las farmacias preparadas t\u00e9cnica y legalmente para ello, dispondr\u00e1n de muchas m\u00e1s oportunidades que el resto<\/strong>\u201c, asegura Luis Arimany, director de Evolufarma.\u00a0<\/div>\n<p>&nbsp;<\/p>","protected":false},"excerpt":{"rendered":"<p>A unos meses para que entre en funcionamiento en Espa\u00f1a la red de farmacias autorizada para vender a trav\u00e9s de internet medicamentos que no requieren receta m\u00e9dica, Evolufarma revela que 6 de cada 10 farmacias no existe de cara a Google. Se trata del primer estudio de mercado de la [\u2026]<\/p>","protected":false},"author":1,"featured_media":14932,"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":[32],"tags":[2158,147,76,878],"class_list":["post-9130","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-noticies-farmacia","tag-2-0","tag-medicament","tag-oficina-de-farmacia","tag-online"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v22.4 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Informe farm\u00e0cia digital: 6 de cada 10 farm\u00e0cies no existeixen de cara a Google - Col\u00b7legi de Farmac\u00e8utics de Barcelona<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/novaorg.cofb.net\/2014\/10\/31\/informe-farmacia-digital-6-de-cada-10-farmacies-no-existeixen-de-cara-a-google\/\" \/>\n<meta property=\"og:locale\" content=\"es_ES\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Informe farm\u00e0cia digital: 6 de cada 10 farm\u00e0cies no existeixen de cara a Google - Col\u00b7legi de Farmac\u00e8utics de Barcelona\" \/>\n<meta property=\"og:description\" content=\"Quan falten uns mesos per qu\u00e8 entri en funcionament a Espanya la xarxa de farm\u00e0cies autoritzada per vendre a trav\u00e9s d\u2019internet medicaments que no requereixen recepta m\u00e8dica, Evolufarma revela que 6 de cada 10 farm\u00e0cies no existeix de cara a Google. 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