{"id":961,"date":"2012-06-12T09:20:00","date_gmt":"2012-06-12T09:20:00","guid":{"rendered":"http:\/\/hamilton.global\/index.php\/2012\/06\/12\/los-nuevos-poderes-del-farmaceutico\/"},"modified":"2012-06-12T09:20:00","modified_gmt":"2012-06-12T09:20:00","slug":"los-nuevos-poderes-del-farmaceutico","status":"publish","type":"post","link":"https:\/\/hamilton.global\/ca\/los-nuevos-poderes-del-farmaceutico\/","title":{"rendered":"Els nous poders del farmac\u00e8utic"},"content":{"rendered":"
Despr\u00e9s de l'actual crisi econ\u00f2mica, i el m\u00e9s que creixent nombre de retallades sanit\u00e0ries dutes a terme els \u00faltims anys, la situaci\u00f3 a les oficines de farm\u00e0cia s'est\u00e0 veient modificada.<\/span><\/b><\/div>\n
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<\/a>Les retallades a la despesa p\u00fablica i els retards en els pagaments de l'Administraci\u00f3 P\u00fablica han anat danyant la salut de les farm\u00e0cies espanyoles. Tot i que despr\u00e9s del reial decret 9\/2011 aquesta situaci\u00f3 pot, com a m\u00ednim, deixar d'empitjorar. <\/span><\/div>\n

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Una de les primeres conseq\u00fc\u00e8ncies del RD \u00e9s el canvi de rol del farmac\u00e8utic, passant de ser una baula passiva de la cadena a prendre un rol determinant en el moment de la dispensaci\u00f3 del f\u00e0rmac podent triar entre un ventall de possibilitats de f\u00e0rmacs amb marca o gen\u00e8ric amb el mateix preu de refer\u00e8ncia.<\/span><\/div>\n
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Per contra, el paper del metge es limita a prescriure el principi actiu m\u00e9s adequat a cada perfil de pacient; sent el farmac\u00e8utic el que executa la decisi\u00f3 final.<\/span><\/div>\n
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Una altra de les conseq\u00fc\u00e8ncies de la crisi a les farm\u00e0cies \u00e9s la ideaci\u00f3 de nous serveis amb l'objectiu de donar valor afegit als seus negocis: accions d'assessorament durant l'embar\u00e0s, sistemes personalitzats de dosificaci\u00f3, cribratges de patologies com el VIH i el c\u00e0ncer de c\u00f2lon ,\u2026 i aix\u00ed aconseguir emfatitzar el rol de la farm\u00e0cia com a principal punt d'acc\u00e9s a la salut.<\/span><\/div>\n
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El que ja comencem a veure \u00e9s que el RDL est\u00e0 canviant la relaci\u00f3 entre les farm\u00e0cies i els laboratoris. Aquests \u00faltims han iniciat models de gesti\u00f3 comercial amb el farmac\u00e8utic per defensar les seves marques a la farm\u00e0cia i intentar competir amb la resta d'opcions terap\u00e8utiques de la categoria buscant un lloc al magatzem de la farm\u00e0cia.<\/span><\/div>\n
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Aquest canvi de situaci\u00f3 replanteja lunivers destudi en la investigaci\u00f3 de mercats. Fins ara el principal focus de recerca era el metge, ara pren un, m\u00e9s que creixent, rol el apotecari.<\/span><\/div>\n
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Com podem, des dels departaments de market research, apropar-nos al farmac\u00e8utic i entendre la realitat a l'oficina de farm\u00e0cia?<\/span><\/b><\/span><\/div>\n

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Entre altres, a m\u00e9s aprofundir en les estrat\u00e8gies comercials que duen a terme els laboratoris, resulta molt important con\u00e8ixer la satisfacci\u00f3 <\/b>del farmac\u00e8utic i la imatge<\/b> que t\u00e9 de cadascun dels laboratoris prove\u00efdors o prove\u00efdors potencials.<\/span> <\/span><\/b><\/span><\/div>\n
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Modelitzar la satisfacci\u00f3 del farmac\u00e8utic<\/span><\/b><\/span> i entendre cada factor<\/b> de satisfacci\u00f3 com un conjunt d'atributs (determinant la import\u00e0ncia de cadascun de manera indirecta<\/b>) mitjan\u00e7ant t\u00e8cniques d'an\u00e0lisi multivariable basades en equacions estructurals, xarxes neuronals, \u2026 ens permetr\u00e0 construir una matriu de prioritats estrat\u00e8giques:<\/span> <\/span><\/b><\/span><\/div>\n\n\n\n\n
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I, analitzar la<\/span><\/b><\/span> imatge i el posicionament dels laboratoris a l'oficina de farm\u00e0cia i aplicar eines d'enginyeria de posicionament <\/b>per determinar el posicionament \u00f2ptim dins d'aquesta aportar\u00e0 les claus per donar resposta a les preguntes seg\u00fcents: Quin recorregut o cam\u00ed hauria de fer la marca a la farm\u00e0cia? Hi ha algun forat perceptual al mercat? Quins moviments en posicionament no s\u00f3n cre\u00efbles a la farm\u00e0cia per al meu f\u00e0rmac? Qu\u00e8 puc fer per posicionar la meva marca a l'ideal del col\u00b7lectiu farmac\u00e8utic?<\/i> <\/span><\/div>\n
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En definitiva, des de market research cal aplicar eines metodol\u00f2giques estrat\u00e8giques que permetin obtenir una fotografia real del mercat de la farm\u00e0cia i permetin definir les estrat\u00e8gies futures del laboratori a l'oficina de farm\u00e0cia.<\/span> <\/span><\/div>\n
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Des de m\u00e0rqueting i investigaci\u00f3, cal pensar en aquesta nova situaci\u00f3 i actuar per guanyar un lloc al magatzem de l'oficina de farm\u00e0cia. O no comen\u00e7a a ser del tot indispensable ser la primera opci\u00f3 de dispensaci\u00f3 del farmac\u00e8utic?<\/span><\/div>\n
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Jennifer Home <\/span><\/div>\n<\/span>","protected":false},"excerpt":{"rendered":"

Despr\u00e9s de l'actual crisi econ\u00f2mica, i el m\u00e9s que creixent nombre de retallades sanit\u00e0ries dutes a terme els \u00faltims anys, la situaci\u00f3 a les oficines de farm\u00e0cia s'est\u00e0 veient modificada. Les retallades a la despesa p\u00fablica i els retards en els pagaments de l'Administraci\u00f3 P\u00fablica han anat danyant la salut de les [\u2026]<\/p>","protected":false},"author":2,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_et_pb_use_builder":"","_et_pb_old_content":"","_et_gb_content_width":""},"categories":[1],"tags":[],"yoast_head":"\nLos nuevos poderes del farmac\u00e9utico -<\/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\/los-nuevos-poderes-del-farmaceutico\/\" \/>\n<meta property=\"og:locale\" content=\"ca_ES\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Los nuevos poderes del farmac\u00e9utico -\" \/>\n<meta property=\"og:description\" content=\"Tras la actual crisis econ\u00f3mica, y el m\u00e1s que creciente n\u00famero de recortes sanitarios llevados a cabo en los \u00faltimos a\u00f1os, la situaci\u00f3n en las oficinas de farmacia se est\u00e1 viendo modificada. 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