{"id":896,"date":"2018-09-26T07:48:00","date_gmt":"2018-09-26T07:48:00","guid":{"rendered":""},"modified":"2025-11-03T11:42:23","modified_gmt":"2025-11-03T11:42:23","slug":"que-factores-entran-en-juego-en-la-decision-del-comprador-de-consumer-healthcare-en-farmacia-y-parafarmacia","status":"publish","type":"post","link":"https:\/\/hamilton.global\/ca\/que-factores-entran-en-juego-en-la-decision-del-comprador-de-consumer-healthcare-en-farmacia-y-parafarmacia\/","title":{"rendered":"QUINS FACTORS ENTREN EN JOC EN LA DECISI\u00d3 DEL COMPRADOR DE CONSUMER HEALTHCARE A FARM\u00c0CIA I PARAFARM\u00c0CIA?"},"content":{"rendered":"

<\/p>\n

Segons estudis realitzats per la consultora de recerca de mercats HAMILTON GLOBAL INTELLIGENCE (www.hamilton.global) sobre la base de m\u00e9s de 6.000 respostes de compradors de categories de Consumer Healthcare de venda a farm\u00e0cia i parafarm\u00e0cia (productes i medicaments de venda lliure) podem concloure que, de mitjana, al 60% de les ocasions la compra de la marca principal es duu a terme per recomanaci\u00f3 i al 40% restant per decisi\u00f3 pr\u00f2pia<\/b>.<\/o:p><\/span><\/div>\n


<\/span><\/p>\n

Pel que fa al 60% <\/b>de les compres per recomanaci\u00f3<\/b>, el 40% d'elles es generen per la prescripci\u00f3 d'un professional<\/b> (metge o farmac\u00e8utic) i el 20% restant pel consell d'un familiar o conegut<\/b>. El farmac\u00e8utic<\/b> \u00e9s, en mitjana, el professional que t\u00e9 m\u00e9s pes en la decisi\u00f3 de compra,  <\/span>adquirint des de fa alguns anys un paper molt m\u00e9s actiu i convertint-se en prescriptor de marques. <\/o:p><\/span><\/div>\n

<\/span><\/div>\n
Pel que fa al 40%<\/b>de les compres per decisi\u00f3 pr\u00f2pia<\/b>, els elements que m\u00e9s influeixen s\u00f3n la fidelitat amb la marca<\/b>, escollir-la un mateix per<\/b>provar<\/b>,  <\/span>la publicitat a TV<\/b> i sentir parlar de la marca<\/b>altres persones (en total els quatre \u00edtems sumen un 30% del 40% total). I, en concret, la publicitat a la farm\u00e0cia <\/b>que influeix, de mitjana, en un 5% de les compres per decisi\u00f3 pr\u00f2pia.<\/o:p><\/span><\/div>\n

<\/span><\/div>\n
El perfil del comprador<\/b> \u00e9s en un 60%<\/b> dels casos dona<\/b> i en un home 40%, d'uns 43 anys<\/b> de mitjana. Al 70% de les ocasions compren a la farm\u00e0cia, al 15% en una parafarm\u00e0cia i, en menor mesura, el 9,5% en supermercat i un 6% a trav\u00e9s d'internet (principalment en farm\u00e0cies i parafarm\u00e0cies en l\u00ednia). 3 de cada 10<\/b> declaren utilitzar les xarxes socials <\/b>per mantenir-se informats<\/b>sobre temes relacionats amb la salut<\/b>.<\/o:p><\/span><\/div>\n

<\/span><\/div>\n
Ahir, 25 de setembre va ser el Dia Mundial del Farmac\u00e8utic, un farmac\u00e8utic que adquireix un paper cada cop m\u00e9s actiu en la recomanaci\u00f3 de categories de Consumer Healthcare, convertint-se en un dels principals influenciadors en la compra de la marca principal. Tal com avan\u00e7ava fa uns mesos la Federaci\u00f3 Internacional Farmac\u00e8utica<\/b> (FIP) les farm\u00e0cies estan sent vistes com \u201cuna porta formal d'entrada al sistema de salut on la  <\/span>interacci\u00f3 col\u00b7laborativa entre els pacients i els farmac\u00e8utics (amb o sense el subministrament d'una subst\u00e0ncia terap\u00e8utica) confereix beneficis indubtables en el sistema d'atenci\u00f3 total de la salut<\/span><\/i>\u201d. Aquestes afirmacions de la FIP fan preveure que el paper del farmac\u00e8utic continu\u00ef creixent els propers anys. <\/span><\/o:p><\/div>\n

Jennifer Home<\/span><\/span><\/h4>\n<\/span>","protected":false},"excerpt":{"rendered":"

Segons estudis realitzats per la consultora de recerca de mercats HAMILTON GLOBAL INTELLIGENCE (www.hamilton.global) sobre la base de m\u00e9s de 6.000 respostes de compradors de categories de Consumer Healthcare de venda en farm\u00e0cia i parafarm\u00e0cia (productes i medicaments de venda lliure) podem concloure que, de mitjana, en la [601TP]<\/p>","protected":false},"author":2,"featured_media":0,"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":"\n\u00bfQU\u00c9 FACTORES ENTRAN EN JUEGO EN LA DECISI\u00d3N DEL COMPRADOR DE CONSUMER HEALTHCARE EN FARMACIA Y PARAFARMACIA? -<\/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-factores-entran-en-juego-en-la-decision-del-comprador-de-consumer-healthcare-en-farmacia-y-parafarmacia\/\" \/>\n<meta property=\"og:locale\" content=\"ca_ES\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"\u00bfQU\u00c9 FACTORES ENTRAN EN JUEGO EN LA DECISI\u00d3N DEL COMPRADOR DE CONSUMER HEALTHCARE EN FARMACIA Y PARAFARMACIA? 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