{"id":929,"date":"2014-06-26T08:24:00","date_gmt":"2014-06-26T08:24:00","guid":{"rendered":"http:\/\/hamilton.global\/index.php\/2014\/06\/26\/keys-to-optimize-the-position-of-the-laboratory-in-the-pharmacy\/"},"modified":"2025-11-03T11:43:25","modified_gmt":"2025-11-03T11:43:25","slug":"keys-to-optimize-the-position-of-the-laboratory-in-the-pharmacy","status":"publish","type":"post","link":"https:\/\/hamilton.global\/fr\/keys-to-optimize-the-position-of-the-laboratory-in-the-pharmacy\/","title":{"rendered":"Cl\u00e9s pour optimiser le positionnement du laboratoire en pharmacie"},"content":{"rendered":"
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Selon le Association pour l'autosoin de la sant\u00e9<\/i> (ANEFP) et IMS, le march\u00e9 espagnol de la pharmacie affiche une tendance \u00e0 la hausse depuis le troisi\u00e8me trimestre 2013. Le march\u00e9 priv\u00e9 de la prescription et des soins personnels ou de la sant\u00e9 grand public est en croissance et repr\u00e9sente d\u00e9sormais 40% du volume total et 26'8% en valeur.<\/b>. Le march\u00e9 de la sant\u00e9 grand public est le deuxi\u00e8me segment qui g\u00e9n\u00e8re le plus de ventes \u00e0 la pharmacie, apr\u00e8s le march\u00e9 des m\u00e9dicaments sur ordonnance, agissant comme un moyen de survie et un grand soutien pour la pharmacie.<\/o:p><\/span><\/span><\/div>\n

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Compte tenu de cette situation, il est tr\u00e8s int\u00e9ressant pour le laboratoire d'avoir une relation plus \u00e9troite avec la cible pharmaceutique<\/b> afin d'obtenir une meilleure position de leurs produits dans les pharmacies, d'inclure de la publicit\u00e9 dans les points de vente et, entre autres, de faire monter leurs marques dans l'esprit des pharmaciens au moment o\u00f9 ils recommandent de le consommateur\/patient<\/span><\/span><\/div>\n
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Plusieurs \u00e9tudes r\u00e9alis\u00e9es au cours des derniers mois par le cabinet d'\u00e9tudes de march\u00e9 Hamilton ont r\u00e9v\u00e9l\u00e9 que le la cible pharmaceutique appr\u00e9cierait grandement d\u2019autres ressources favorisant son activit\u00e9 quotidienne au-del\u00e0 des politiques commerciales<\/b> appliqu\u00e9 par les laboratoires<\/span><\/span><\/div>\n

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Afin de d\u00e9terminer ce que les laboratoires peuvent offrir, bien au-del\u00e0 de la variable prix, il est essentiel de utiliser des techniques de recherche de march\u00e9 qui nous permettent d'approfondir leur vie quotidienne<\/b>, d\u00e9tectant connaissances<\/b> et des besoins qui aident le pharmacien \u00e0 optimiser la gestion de son cabinet pharmaceutique. <\/span><\/o:p><\/span><\/div>\n<\/div>\n
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\u00bf<\/span>Comment les laboratoires peuvent-ils se rapprocher de l'activit\u00e9 quotidienne du pharmacien<\/span><\/span>?<\/span><\/b><\/div>\n<\/div>\n
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Il est n\u00e9cessaire de r\u00e9inventer les techniques traditionnelles de recherche de march\u00e9 \u00e0 appliquer dans le travail quotidien du pharmacien et des auxiliaires pharmaceutiques, en d\u00e9tectant quelles incitations sont la cl\u00e9 dans la d\u00e9cision d'achat au point de vente.<\/span><\/div>\n<\/div>\n

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Pour cela nous appliquons m\u00e9langer les techniques d'approfondissement <\/b>dans lesquels sont mis en \u0153uvre m\u00e9thodologies ethnographiques et techniques approfondies<\/b> afin d'observer in situ les strat\u00e9gies officinales, comprendre la mission, les fonctions, les attitudes, les motivations et les besoins des pharmaciens dans leurs principales activit\u00e9s. L'objectif est d'identifier ce que le laboratoire peut apporter dans leurs situations quotidiennes pour \u00eatre plus proche d'eux, et indirectement, mieux se positionner dans la liste des recommandations et des ventes.<\/span><\/span><\/div>\n

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Parfois <\/span>dynamique cr\u00e9ative<\/b> sont \u00e9galement propos\u00e9s afin de surmonter les barri\u00e8res rationnelles, d'aller plus profond\u00e9ment \u00e0 un niveau plus latent et inconscient et d'ancrer les id\u00e9es\/id\u00e9es du pharmacien dans des concepts de nouveaux produits et\/ou services qui d\u00e9finissent un <\/span>mod\u00e8le \u00ab gagnant-gagnant \u00bb<\/b> entre le laboratoire et la pharmacie.<\/span><\/div>\n
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Aider les pharmaciens dans la gestion de l'officine implique, \u00e9galement, <\/span>les conseiller dans le marketing mix<\/b>, en leur donnant des astuces sur les produits, les services, la distribution, la communication et la promotion, entre autres outils. Pour le laboratoire, cela signifie d\u00e9finir une meilleure strat\u00e9gie de gestion des cat\u00e9gories en pharmacie, optimiser l'investissement en publicit\u00e9 et en communication et, \u00e9galement, approfondir les \u00e9l\u00e9ments rationnels et \u00e9motionnels qui influencent la recommandation du pharmacien.<\/span><\/div>\n<\/div>\n
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Pour cela il faut analyser les possibles itin\u00e9raires<\/b> du consommateur dans la pharmacie, d\u00e9terminant le le froid et la zone chaude<\/b> dans le m\u00eame et dans le lin\u00e9aire et, en outre, mesurer quels \u00e9l\u00e9ments et quels les stimulus sont susceptibles au point de vente d\u2019attirer l\u2019attention et de devenir un d\u00e9clencheur d\u2019achat<\/b>. Etablir une quantification de ces \u00e9l\u00e9ments permettra de conna\u00eetre les arbre de d\u00e9cision du consommateur<\/b> et d\u00e9tecter sur quel bouton nous devons appuyer pour optimiser nos strat\u00e9gies marketing et le trade marketing.<\/span><\/span><\/div>\n

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Int\u00e9ressons-nous un instant au r\u00f4le du pharmacien\u2026 qui d'entre nous n'aimerait pas \u00eatre aid\u00e9 dans ses activit\u00e9s quotidiennes ? Qui n\u2019aimerait pas que d\u2019autres se soucient de notre entreprise ? Qui n\u2019aimerait pas vendre plus ? <\/b><\/div>\n<\/div>\n
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Le pharmacien est plus r\u00e9ceptif \u00e0 \u00e9couter de nouvelles propositions, \u00e0 appliquer des strat\u00e9gies marketing et \u00e0 am\u00e9liorer son point de vente. <\/o:p><\/b><\/span><\/span><\/div>\n
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\u00catre les premiers et les meilleurs \u00e0 donner ces conseils nous permettra d'obtenir une meilleure position de nos marques et de nos produits aupr\u00e8s de leur pharmacien et, \u00e9galement, dans leur esprit.  <\/o:p><\/b><\/span><\/span><\/div>\n<\/div>\n

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Jennifer Varon<\/span><\/div>\n
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Selon l'Association pour l'Autosoin de la Sant\u00e9 (ANEFP) et l'IMS, le march\u00e9 pharmaceutique espagnol montre une tendance \u00e0 la hausse depuis le troisi\u00e8me trimestre 2013. Le march\u00e9 priv\u00e9 de la prescription et de l'autosoin ou de la sant\u00e9 grand public est en augmentation et repr\u00e9sente d\u00e9sormais 40% du volume total et 26'8% en [\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":[26,24,25,22,23],"tags":[],"yoast_head":"\nKeys to optimize the position of the laboratory in the pharmacy -<\/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\/fr\/keys-to-optimize-the-position-of-the-laboratory-in-the-pharmacy\/\" \/>\n<meta property=\"og:locale\" content=\"fr_FR\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Keys to optimize the position of the laboratory in the pharmacy -\" \/>\n<meta property=\"og:description\" content=\"According to the Asociaci\u00f3n para el Autocuidado de la Salud (ANEFP) and IMS the pharmacy Spanish market is showing an increasing tendency since the third trimester of 2013. 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