{"id":887,"date":"2019-07-01T09:22:00","date_gmt":"2019-07-01T09:22:00","guid":{"rendered":""},"modified":"2025-11-03T11:42:13","modified_gmt":"2025-11-03T11:42:13","slug":"que-valora-el-farmaceutico-de-la-actividad-comercial-que-hacen-los-laboratorios-de-consumer-healthcare-en-su-farmacia","status":"publish","type":"post","link":"https:\/\/hamilton.global\/ca\/que-valora-el-farmaceutico-de-la-actividad-comercial-que-hacen-los-laboratorios-de-consumer-healthcare-en-su-farmacia\/","title":{"rendered":"Qu\u00e8 valora el farmac\u00e8utic de l&#039;activitat comercial que fan els laboratoris de consumir healthcare a la seva farm\u00e0cia?"},"content":{"rendered":"<div>Els farmac\u00e8utics <b>aproven amb notable<\/b> (7,5\/10) l&#039;a<b>ctivitat promocional que realitzen els laboratoris de Consumer Healthcare<\/b> sent els aspectes m\u00e9s satisfactoris a nivell general: els delegats de venda, el proc\u00e9s de compra\/gesti\u00f3 de comandes i l&#039;oferta de productes del laboratori. Aquestes s\u00f3n algunes de les conclusions obtingudes despr\u00e9s de la realitzaci\u00f3 de diversos estudis de mercat a m\u00e9s de 600 farmac\u00e8utics a nivell nacional per la consultora <a href=\"https:\/\/hamilton.global\/ca\/\">Hamilton Global Intelligence<\/a>.<\/div>\n<div><\/div>\n<div><b>\u00a0<\/b><\/div>\n<div><b><span style=\"font-size: large;\">Quines s\u00f3n les Best Practices dels laboratoris de CHC a l&#039;oficina de farm\u00e0cia?<\/span><\/b><\/div>\n<div><\/div>\n<div><\/div>\n<div>Els <b>delegats de venda<\/b> a farm\u00e0cia desenvolupen molt b\u00e9 la visita: la seva amabilitat, el nivell de coneixement dels productes, les seves habilitats de comunicaci\u00f3 i el seu nivell d&#039;implicaci\u00f3 s\u00f3n aspectes molt ben valorats pel farmac\u00e8utic.<\/div>\n<div><\/div>\n<div>Al <b>proc\u00e9s de compra i gesti\u00f3 de comandes<\/b> els \u00edtems que generen m\u00e9s satisfacci\u00f3 s\u00f3n la puntualitat en els lliuraments, la caducitat dels productes i el grau de rapidesa i agilitat en atendre urg\u00e8ncies i incid\u00e8ncies amb els productes.<\/div>\n<div><\/div>\n<div>La <b>oferta de productes<\/b> dels laboratoris es valora positivament pel que fa a la relaci\u00f3 qualitat-preu, al nivell d&#039;innovaci\u00f3 i al volum de nous llan\u00e7aments.<\/div>\n<div><\/div>\n<div><b><span style=\"font-size: large;\">Per\u00f2\u2026 qu\u00e8 necessiten millorar els laboratoris de CHC a la farm\u00e0cia?<\/span><\/b><\/div>\n<div><\/div>\n<div><\/div>\n<div>Les <b>condicions comercials han estat, s\u00f3n i seran el punt de disson\u00e0ncia en la relaci\u00f3 laboratori-farmac\u00e8utic<\/b>. Els aspectes que demanen prioritzar s\u00f3n: les ofertes especials, els descomptes i l&#039;import m\u00ednim per fer una comanda directa. Les <b>Accions de suport <\/b>al punt de venda i les <b>Accions publicit\u00e0ries dels productes<\/b>\u00a0s\u00f3n aspectes amb menor satisfacci\u00f3 encara que tamb\u00e9 cal destacar que no s\u00f3n aspectes tan <b>prioritaris<\/b> per als farmac\u00e8utics com la resta.<\/div>\n<div><\/div>\n<div><b><span style=\"font-size: large;\">Quin \u00e9s el paper del farmac\u00e8utic actualment? <\/span><\/b><\/div>\n<div><\/div>\n<div>A Consumer Healthcare el farmac\u00e8utic \u00e9s el gran prescriptor: el 30% de les compres a la farm\u00e0cia es realitzen per la seva recomanaci\u00f3 (10 punts per sobre del metge) sobre la base de m\u00e9s de 7.000 respostes de compradors de categories de Consumer Healthcare de venda a farm\u00e0cia i parafarm\u00e0cia. El farmac\u00e8utic projecta un rol de confian\u00e7a i seguretat per al consumidor i pacient i es converteix en el seu gran aliat en els dubtes relacionats amb salut, benestar i prevenci\u00f3 del dia a dia.<\/div>\n<div>Per tant, ens trobem davant d&#039;un mercat d&#039;autocura que creix mes a mes, amb un farmac\u00e8utic que t\u00e9 un paper molt important com a prescriptor i que, avui dia, creu que hi ha punts de millora en la seva relaci\u00f3 amb el laboratori.<\/div>\n<div><\/div>\n<div>Philip Kotler defineix la satisfacci\u00f3 com &#039;el nivell de l&#039;estat d&#039;\u00e0nim d&#039;una persona que resulta de comparar el <b>rendiment percebut<\/b> d&#039;un producte o servei amb els seus <b>expectatives<\/b>&#8216;:<\/div>\n<div><\/div>\n<div style=\"text-align: center;\"><i>Rendiment percebut \u2013 Expectatives = Nivell de Satisfacci\u00f3<\/i><\/div>\n<div style=\"text-align: center;\"><i>\u00a0<\/i><\/div>\n<div><\/div>\n<ul>\n<li>El <b>rendiment<\/b> es refereix a l&#039;exercici que el farmac\u00e8utic considera haver obtingut despr\u00e9s de la seva relaci\u00f3 amb el laboratori.<\/li>\n<li>Les <b>expectatives<\/b> s\u00f3n les &#039;esperances&#039; que es produeixen per l&#039;efecte d&#039;una o m\u00e9s de les situacions seg\u00fcents: promeses que fa el laboratori sobre possibles beneficis de producte i\/o servei, experi\u00e8ncies en compres anteriors, opinions de l&#039;entorn (altres farmac\u00e8utics, experts, etc. .) o promeses que ofereixen altres laboratoris competidors. El laboratori ha d&#039;anar amb compte d&#039;establir el nivell \u00f2ptim d&#039;expectatives que cal generar al farmac\u00e8utic; \u00e9s important no quedar curt ni sobrepassar el que ser\u00e0 despr\u00e9s la realitat.<\/li>\n<\/ul>\n<div><\/div>\n<div>Si aconseguim tenir un <b>farmac\u00e8utic satisfet<\/b> aconseguirem incrementar la seva <b>\u00edndex de recomanaci\u00f3<\/b>, per tant, resulta important analitzar qu\u00e8 valora i espera el farmac\u00e8utic de l&#039;activitat promocional del nostre laboratori i canalitzar els esfor\u00e7os a aquelles accions que li generaran una satisfacci\u00f3 m\u00e9s gran i el convertiran en un <b>fidel ap\u00f2stol prescriptor<\/b>.<\/div>\n<div><\/div>\n<div><\/div>\n<div><\/div>\n<div><\/div>\n<div><\/div>\n<div>Jennifer Home<\/div>\n<div><\/div>\n<div><\/div>\n<span class=\"et_bloom_bottom_trigger\"><\/span>","protected":false},"excerpt":{"rendered":"<p>Els farmac\u00e8utics aproven amb notable (7,5\/10) l&#039;activitat promocional que fan els laboratoris de Consumer Healthcare i s\u00f3n els aspectes m\u00e9s satisfactoris a nivell general: els delegats de venda, el proc\u00e9s de compra\/gesti\u00f3 de comandes i l&#039;oferta de productes del laboratori. Aquestes s\u00f3n algunes de les conclusions obtingudes despr\u00e9s de la realitzaci\u00f3 de diversos estudis de [\u2026 ]<\/p>","protected":false},"author":2,"featured_media":2889,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_et_pb_use_builder":"","_et_pb_old_content":"","_et_gb_content_width":""},"categories":[1],"tags":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v21.5 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>\u00bfQu\u00e9 valora el farmac\u00e9utico de la actividad comercial que hacen los laboratorios de consumer healthcare en su farmacia? -<\/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:\/\/hamilton.global\/ca\/que-valora-el-farmaceutico-de-la-actividad-comercial-que-hacen-los-laboratorios-de-consumer-healthcare-en-su-farmacia\/\" \/>\n<meta property=\"og:locale\" content=\"ca_ES\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"\u00bfQu\u00e9 valora el farmac\u00e9utico de la actividad comercial que hacen los laboratorios de consumer healthcare en su farmacia? -\" \/>\n<meta property=\"og:description\" content=\"Los farmac\u00e9uticos aprueban con notable (7,5\/10) la actividad promocional que realizan los laboratorios de Consumer Healthcare siendo los aspectos m\u00e1s satisfactorios a nivel general: los delegados de venta, el proceso de compra\/gesti\u00f3n de pedidos y la oferta de productos del laboratorio. 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