{"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\/fr\/que-factores-entran-en-juego-en-la-decision-del-comprador-de-consumer-healthcare-en-farmacia-y-parafarmacia\/","title":{"rendered":"QUELS FACTEURS ENTRE EN JEU DANS LA D\u00c9CISION DE L&#039;ACHETEUR DE SANT\u00c9 GRAND PUBLIC EN PHARMACIE ET PARAPHARMACIE ?"},"content":{"rendered":"<p><\/p>\n<div><span style=\"font-family: Arial, Helvetica, sans-serif;\">Selon des \u00e9tudes r\u00e9alis\u00e9es par le cabinet d&#039;\u00e9tudes de march\u00e9 HAMILTON GLOBAL INTELLIGENCE (www.hamilton.global) \u00e0 partir de plus de 6 000 r\u00e9ponses d&#039;acheteurs des cat\u00e9gories Consumer Healthcare vendues en pharmacie et parapharmacie (produits et m\u00e9dicaments en vente libre), nous pouvons conclure qu&#039;en moyenne, <b>Dans le 60%, l&#039;achat de la marque principale est parfois effectu\u00e9 sur recommandation et dans le 40% restant, par d\u00e9cision personnelle.<\/b>.<o:p><\/o:p><\/span><\/div>\n<p><span style=\"font-family: Arial, Helvetica, sans-serif;\"><br \/><\/span><\/p>\n<div><span style=\"font-family: Arial, Helvetica, sans-serif;\">Quant \u00e0 <b style=\"mso-bidi-font-weight: normal;\">60% <\/b>d&#039;achats par <b style=\"mso-bidi-font-weight: normal;\">recommandation<\/b>, les 40% d&#039;entre eux sont g\u00e9n\u00e9r\u00e9s par le <b style=\"mso-bidi-font-weight: normal;\">prescription d&#039;un professionnel<\/b> (m\u00e9decin ou pharmacien) et le 20% restant pour le <b style=\"mso-bidi-font-weight: normal;\">conseils d&#039;un membre de la famille ou d&#039;une connaissance<\/b>. Il <b style=\"mso-bidi-font-weight: normal;\">pharmacien<\/b> est, en moyenne, le professionnel qui a le plus de poids dans la d\u00e9cision d&#039;achat, <span style=\"mso-spacerun: yes;\">&nbsp;<\/span>Acqu\u00e9rir un r\u00f4le beaucoup plus actif ces derni\u00e8res ann\u00e9es et devenir prescripteur de marques. <o:p><\/o:p><\/span><\/div>\n<div><span style=\"font-family: Arial, Helvetica, sans-serif;\"><br \/><\/span><\/div>\n<div><span style=\"font-family: Arial, Helvetica, sans-serif;\">En ce qui concerne le <b style=\"mso-bidi-font-weight: normal;\">40%<\/b>d&#039;achats par <b style=\"mso-bidi-font-weight: normal;\">propre d\u00e9cision<\/b>, les \u00e9l\u00e9ments qui influencent le plus sont les <b style=\"mso-bidi-font-weight: normal;\">fid\u00e9lit\u00e9 \u00e0 la marque<\/b>, en le choisissant vous-m\u00eame <b style=\"mso-bidi-font-weight: normal;\">pour<\/b><b style=\"mso-bidi-font-weight: normal;\">tester<\/b>, <span style=\"mso-spacerun: yes;\">&nbsp;<\/span>la <b style=\"mso-bidi-font-weight: normal;\">Publicit\u00e9 t\u00e9l\u00e9vis\u00e9e<\/b> et <b style=\"mso-bidi-font-weight: normal;\">entendre parler de la marque<\/b>\u00e0 d&#039;autres personnes (au total, les quatre \u00e9l\u00e9ments totalisent 30% sur un total de 40%). Et, plus pr\u00e9cis\u00e9ment, le <b style=\"mso-bidi-font-weight: normal;\">publicit\u00e9 en pharmacie <\/b>ce qui influence, en moyenne, 5% d&#039;achats par propre d\u00e9cision.<o:p><\/o:p><\/span><\/div>\n<div><span style=\"font-family: Arial, Helvetica, sans-serif;\"><br \/><\/span><\/div>\n<div><span style=\"font-family: Arial, Helvetica, sans-serif;\">Il <b style=\"mso-bidi-font-weight: normal;\">profil d&#039;acheteur<\/b> est dans un <b style=\"mso-bidi-font-weight: normal;\">60%<\/b> des cas <b style=\"mso-bidi-font-weight: normal;\">Femme<\/b> et chez un homme 40%, environ <b style=\"mso-bidi-font-weight: normal;\">43 ans<\/b> en moyenne. Ils ach\u00e8tent parfois 70% en pharmacie, 15% en parapharmacie et, dans une moindre mesure, 9,5% en grande surface et 6% par Internet (principalement dans les pharmacies et parapharmacies en ligne). <b style=\"mso-bidi-font-weight: normal;\">3 sur 10<\/b> Ils d\u00e9clarent utiliser le <b style=\"mso-bidi-font-weight: normal;\">r\u00e9seaux sociaux <\/b>pour <b style=\"mso-bidi-font-weight: normal;\">rester inform\u00e9<\/b>sur des sujets li\u00e9s \u00e0 <b style=\"mso-bidi-font-weight: normal;\">sant\u00e9<\/b>.<o:p><\/o:p><\/span><\/div>\n<div><span style=\"font-family: Arial, Helvetica, sans-serif;\"><br \/><\/span><\/div>\n<div><span style=\"font-family: Arial, Helvetica, sans-serif;\">Hier, le 25 septembre, c&#039;\u00e9tait la Journ\u00e9e Mondiale du Pharmacien, un pharmacien qui joue un r\u00f4le de plus en plus actif dans la recommandation des cat\u00e9gories Consumer Healthcare, devenant ainsi l&#039;un des principaux influenceurs dans l&#039;achat de la marque principale. Comme cela a progress\u00e9 il y a quelques mois, <b>F\u00e9d\u00e9ration pharmaceutique internationale<\/b> (FIP) les pharmacies sont consid\u00e9r\u00e9es comme \u00ab<i>une passerelle formelle vers le syst\u00e8me de sant\u00e9 o\u00f9 <span style=\"mso-bidi-font-style: italic;\">la<span style=\"mso-spacerun: yes;\">&nbsp; <\/span>L&#039;interaction collaborative entre les patients et les pharmaciens (avec ou sans d\u00e9livrance d&#039;une substance th\u00e9rapeutique) conf\u00e8re des avantages incontestables dans l&#039;ensemble du syst\u00e8me de sant\u00e9<\/span><\/i>\u00bb. Ces d\u00e9clarations de la FIP laissent penser que le r\u00f4le du pharmacien va continuer \u00e0 se d\u00e9velopper dans les ann\u00e9es \u00e0 venir. <\/span><o:p><\/o:p><\/div>\n<h4><span style=\"font-weight: normal;\"><span style=\"font-family: Arial, Helvetica, sans-serif;\">Jennifer Varon<\/span><\/span><\/h4>\n<span class=\"et_bloom_bottom_trigger\"><\/span>","protected":false},"excerpt":{"rendered":"<p>Fran\u00e7ais Selon des \u00e9tudes men\u00e9es par le cabinet d&#039;\u00e9tudes de march\u00e9 HAMILTON GLOBAL INTELLIGENCE (www.hamilton.global) sur la base de plus de 6 000 r\u00e9ponses d&#039;acheteurs de cat\u00e9gories de soins de sant\u00e9 grand public vendues en pharmacie et parapharmacie (produits et m\u00e9dicaments en vente libre), nous pouvons conclure qu&#039;en moyenne, 601 % \u00e0 300 % du temps, l&#039;achat 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":"<!-- This site is optimized with the Yoast SEO plugin v21.5 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>\u00bfQU\u00c9 FACTORES ENTRAN EN JUEGO EN LA DECISI\u00d3N DEL COMPRADOR DE CONSUMER HEALTHCARE EN FARMACIA Y PARAFARMACIA? 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