{"id":977,"date":"2011-05-31T07:35:00","date_gmt":"2011-05-31T07:35:00","guid":{"rendered":"http:\/\/hamilton.global\/index.php\/2011\/05\/31\/como-determinar-la-comercializacion-optima-y-mas-rentable-de-un-farmaco-tras-el-recorte-sanitario\/"},"modified":"2025-12-02T09:44:12","modified_gmt":"2025-12-02T09:44:12","slug":"como-determinar-la-comercializacion-optima-y-mas-rentable-de-un-farmaco-tras-el-recorte-sanitario","status":"publish","type":"post","link":"https:\/\/hamilton.global\/ca\/como-determinar-la-comercializacion-optima-y-mas-rentable-de-un-farmaco-tras-el-recorte-sanitario\/","title":{"rendered":"Com determinar la comercialitzaci\u00f3 \u00f2ptima i m\u00e9s rendible d'un f\u00e0rmac despr\u00e9s de la retallada sanit\u00e0ria"},"content":{"rendered":"

Les retallades al<\/span><\/b> despesa sanit\u00e0ria p\u00fablica estan obligant que les companyies farmac\u00e8utiques busquin altres vies de desenvolupament de negocis com la sortida de la cobertura de determinats medicaments de la seguretat social.<\/span><\/b><\/span><\/p>\n

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Davant d'aquesta situaci\u00f3, cal determinar la repercussi\u00f3 en els h\u00e0bits de prescripci\u00f3 de metges especialistes aix\u00ed com el nombre de clients disposats a comprar el f\u00e0rmac, el preu i la presentaci\u00f3 \u00f2ptima que permeti la maximitzaci\u00f3 del benefici.<\/span><\/b><\/span><\/p>\n

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Despr\u00e9s de la retallada sanit\u00e0ria, molts laboratoris, es plantegen la possibilitat de sortir de la cobertura de la seguretat social<\/b> i comercialitzar els medicaments de manera independent. \u00c9s en aquest moment, quan cal con\u00e8ixer com impactar\u00e0 aquesta decisi\u00f3 al col\u00b7lectiu prescriptor ia l'usuari final.<\/span><\/p>\n

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Est\u00e0 \u00e0mpliament acceptat que, al m\u00f3n real, els prescriptors\/compradors no prenen decisions basant-se exclusivament en un sol atribut, com pot ser el f\u00e0rmac o el laboratori, sin\u00f3 que, abans de prendre una decisi\u00f3 de prescripci\u00f3 o compra, analitzen els f\u00e0rmacs amb totes les possibles combinacions de caracter\u00edstiques (presentaci\u00f3, preu, reemborsament seguretat social, gen\u00e8ric\u2026).<\/span><\/p>\n

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El an\u00e0lisi Conjoint<\/b> <\/span>(an\u00e0lisi de mitges conjuntes), \u00e9s una t\u00e8cnica d'an\u00e0lisi multivariable que reprodueix aquestes decisions complexes<\/b> dels consumidors\/prescriptors i els seus resultats ajuden al disseny \u00f2ptim de comercialitzaci\u00f3 del f\u00e0rmac.<\/span><\/p>\n

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A nivell estad\u00edstic, el que determina el Conjoint \u00e9s la utilitat i import\u00e0ncia<\/b> que el prescriptor\/comprador atorga a cadascun dels elements de l'oferta analitzats per decidir prescriure-la\/comprar-la (presentaci\u00f3, format, preu, laboratori associat\u2026). <\/span><\/p>\n

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L'an\u00e0lisi es dissenya determinant els elements o factors <\/b>claus en la decisi\u00f3 de compra i els diferents valors que aquests poden prendre al mercat.<\/span><\/p>\n

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Aquesta an\u00e0lisi determina com impacta la sortida de la cobertura de la seguretat social proporcionant al laboratori una eina objectiva<\/b> que permet ajustar l'oferta de f\u00e0rmacs al nivell \u00f2ptim que demana el mercat<\/b> tenint en compte l'entorn competitiu en qu\u00e8 es mouen els productes i determinant la import\u00e0ncia de variables com el preu en la prescripci\u00f3.<\/span><\/p>\n

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El CBC<\/b> <\/span>(Choice Based Conjoint<\/b>) <\/span>\u00e9s un dels models conjoint m\u00e9s utilitzats<\/b> per la seva efic\u00e0cia en l'extracci\u00f3 i l'an\u00e0lisi del comportament i prefer\u00e8ncies del prescriptor\/consumidor. <\/span><\/p>\n

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\u00c9s una eina que porta prestant, durant anys, serveis inestimables per analitzar processos de \u201cdecisi\u00f3 making<\/b>\u201d, demandes i volums de mercat<\/b>.<\/span><\/p>\n

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Amb el CBC, els canvis als mercats o productes<\/b> poden ser incorporats a la simulaci\u00f3 (per exemple, sortida de reemborsament, nous llan\u00e7aments, baixada o pujada de preus, canvis de format, presentacions\u2026)<\/b> per predir com els prescriptors\/compradors reaccionaran davant d'ells i ajustar el seu preu al c\u00e8ntim.<\/span><\/p>\n

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La metodologia<\/b> es basa que a cada entrevistat se li mostren diferents pantalles on, a cadascuna d'elles, hi ha representats els diferents f\u00e0rmacs del mercat tant propis com de la compet\u00e8ncia.<\/span><\/p>\n

\"\"<\/a><\/span><\/p>\n


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A cada pantalla van canviant els f\u00e0rmacs, els envasos i els preus i en cadascuna el metge o comprador entrevistat ha de triar quina opci\u00f3 prescriuria\/compraria.<\/span><\/p>\n

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Gran part de la pot\u00e8ncia estad\u00edstica d'aquest exercici rau en el fet que \u00e9s molt senzill de contestar<\/b> per part dels entrevistats i que proporciona informaci\u00f3 molt rica i indirecta<\/b>, molt m\u00e9s real que qualsevol exercici o t\u00e8cnica directa.<\/span> <\/span><\/p>\n

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Aquesta metodologia ofereix molt bons resultats estad\u00edstics ja que representa amb excel\u00b7lent exactitud la realitat de la consulta m\u00e8dica o la realitat a la farm\u00e0cia<\/b> on els metges o compradors nom\u00e9s trien prescriure\/comprar (en OTC) un dels f\u00e0rmacs que se'ls presenta<\/span>.<\/span><\/p>\n


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

Jennifer Home<\/span>
<\/span><\/p>\n

Key Account Manager a Hamilton<\/span><\/p>\n

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

<\/span><\/p>\n<\/span>","protected":false},"excerpt":{"rendered":"

Les retallades en la despesa sanit\u00e0ria p\u00fablica estan obligant a fer que les companyies farmac\u00e8utiques busquin altres vies de desenvolupament de negocis com la sortida de la cobertura de determinats medicaments de la seguretat social.<\/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":"\nC\u00f3mo determinar la comercializaci\u00f3n \u00f3ptima y m\u00e1s rentable de un f\u00e1rmaco tras el recorte sanitario -<\/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\/como-determinar-la-comercializacion-optima-y-mas-rentable-de-un-farmaco-tras-el-recorte-sanitario\/\" \/>\n<meta property=\"og:locale\" content=\"ca_ES\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"C\u00f3mo determinar la comercializaci\u00f3n \u00f3ptima y m\u00e1s rentable de un f\u00e1rmaco tras el recorte sanitario -\" \/>\n<meta property=\"og:description\" content=\"Los recortes en el gasto sanitario p\u00fablico est\u00e1n obligando a que las compa\u00f1\u00edas farmac\u00e9uticas busquen otras v\u00edas de desarrollo de negocios como la salida de la cobertura de determinados medicamentos de la seguridad social. 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