{"id":914,"date":"2016-05-06T09:09:00","date_gmt":"2016-05-06T09:09:00","guid":{"rendered":"http:\/\/hamilton.global\/index.php\/2016\/05\/06\/el-farmaceutico-como-prescriptor-de-las-marcas-de-consumer-healthcare\/"},"modified":"2025-11-03T11:42:30","modified_gmt":"2025-11-03T11:42:30","slug":"el-farmaceutico-como-prescriptor-de-las-marcas-de-consumer-healthcare","status":"publish","type":"post","link":"https:\/\/hamilton.global\/ca\/el-farmaceutico-como-prescriptor-de-las-marcas-de-consumer-healthcare\/","title":{"rendered":"El farmac\u00e8utic com a prescriptor de les marques de Consumer Healthcare"},"content":{"rendered":"

El Consumer Healthcare (CH) ha experimentat un creixement notable en les \u00faltimes d\u00e8cades i, com ja s'apunta des de fa anys, el farmac\u00e8utic ha adquirit un paper important en el proc\u00e9s de decisi\u00f3 de compra de les categories de CH. A continuaci\u00f3 se'n mostren algunes <\/span>claus interessants respecte al farmac\u00e8utic i l'oficina de farm\u00e0cia<\/b>.<\/span>

<\/span>De les diferents fonts de negoci de les categories CH, la farm\u00e0cia la m\u00e9s poderosa<\/span><\/b>

<\/span>Segons dades internes de HAMILTON, el canal farm\u00e0cia \u00e9s el que genera m\u00e9s confian\u00e7a<\/b> en els consumidors de les principals categories de CH, especialment entre pares amb fills i persones de mitjana edat i grans.<\/span>
Els consumidors que acudeixen a la farm\u00e0cia confien en les recomanacions del farmac\u00e8utic que coneix b\u00e9 tots els productes i sap quin \u00e9s el que es pot ajustar millor a les necessitats. Cal destacar tamb\u00e9 que el consumidor<\/b> de categories CH \u00e9s cada vegada m\u00e9s exigent<\/b> i est\u00e0 millor informat pel que veu el farmac\u00e8utic com a font de consell expert.<\/span>

<\/span>En canvi, sorgeix com a debilitat la associaci\u00f3 que el consumidor fa de la farm\u00e0cia<\/b> amb el m\u00f3n medicament\u00f3s<\/b> i simb\u00f2licament veu reflectida la seva \u00abil\u00b7lusi\u00f3\u00bb de consumir productes amb la m\u00e0xima naturalitat possible.<\/span>

<\/span>Cal assenyalar que hi ha un incipient h\u00e0bit de compra al canal online<\/b> principalment basat en la variable preu com a driver de compra; encara que la inseguretat en la compra de segons quins productes (complements alimentaris, suplements nutricionals, etc.) queda per sobre de qualsevol altre driver i la compra fora de l\u00ednia a l'oficina de farm\u00e0cia sorgeix com una alternativa molt m\u00e9s segura.<\/span><\/p>\n


<\/span>En algunes categories de CH el farmac\u00e8utic adquireix el mateix pes a la compra final que el metge prescriptor<\/span><\/b>

<\/span>Segons estudis realitzats per HAMILTON en categories de productes CH de venda a farm\u00e0cies (no aplica a medicaments), aproximadament 1 de cada 3 consumidors arriba a la farm\u00e0cia amb la decisi\u00f3 de comprar una marca determinada per recomanaci\u00f3 del metge<\/b> (dermat\u00f2leg, pediatre, dietista, nutricionista\u2026), un altre ter\u00e7 de consumidors decideix la marca per si mateix<\/b> (influenciat per la publicitat a televisi\u00f3, r\u00e0dio, premsa, internet\u2026o influenciat per familiars i amics), i el farmac\u00e8utic \u00e9s el responsable de lelecci\u00f3 de marca del 30%<\/b> restant.<\/span>

<\/span>A tot aix\u00f2 hem d'afegir que nom\u00e9s entre un 30 i un 40% dels consumidors afirmen ser fidels a la seva marca<\/b>. De la resta de consumidors que canvien de marca, declaren que en un 30% de les ocasions que van canviar de marca va ser per recomanaci\u00f3 del farmac\u00e8utic<\/b>.<\/span>

<\/span>Dentre els factors que influeixen en la recomanaci\u00f3<\/b> que d\u00f3na el farmac\u00e8utic destaca principalment el coneixement que tinguin dels productes<\/b>. D'acord amb estudis realitzats per Hamilton els principals drivers de recomanaci\u00f3<\/b> del farmac\u00e8utic s\u00f3n:<\/span>

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

<\/a><\/span><\/div>\n

Qu\u00e8 espera i demana el farmac\u00e8utic dels laboratoris?<\/span><\/b>

<\/span>El farmac\u00e8utic representa una oportunitat clara per als laboratoris que s\u00e0piguen escoltar les demandes.<\/span>
A partir de dades internes de HAMILTON veiem que les demandes dels farmac\u00e8utics se centren en:<\/span>

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

<\/a><\/span><\/div>\n


<\/span>Davant d'aix\u00f2, la figura del delegat adquireix una import\u00e0ncia especial, ja que constitueix l'element m\u00e9s diferenciador entre uns laboratoris i els altres. La relaci\u00f3 que es t\u00e9 amb el delegat \u00e9s la relaci\u00f3 que es projecta amb el laboratori i amb la marca.<\/span>

<\/span>
<\/span>
<\/span>Idoya S\u00e1nchez<\/span>
Jennifer Home<\/span><\/p>\n<\/span>","protected":false},"excerpt":{"rendered":"

El Consumer Healthcare (CH) ha experimentat un creixement notable en les \u00faltimes d\u00e8cades i, com ja s'apunta des de fa anys, el farmac\u00e8utic ha adquirit un paper important en el proc\u00e9s de decisi\u00f3 de compra de les categories de CH. A continuaci\u00f3 es mostren algunes claus interessants respecte al farmac\u00e8utic i l'oficina de [\u2026]<\/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":"\nEl farmac\u00e9utico como prescriptor de las marcas de Consumer Healthcare -<\/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\/el-farmaceutico-como-prescriptor-de-las-marcas-de-consumer-healthcare\/\" \/>\n<meta property=\"og:locale\" content=\"ca_ES\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"El farmac\u00e9utico como prescriptor de las marcas de Consumer Healthcare -\" \/>\n<meta property=\"og:description\" content=\"El Consumer Healthcare (CH) ha experimentado un crecimiento notable en las \u00faltimas d\u00e9cadas y, como ya se viene apuntando desde hace a\u00f1os, el farmac\u00e9utico ha adquirido un importante papel en el proceso de decisi\u00f3n de compra de las categor\u00edas de CH. 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