{"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\/fr\/los-nuevos-poderes-del-farmaceutico\/","title":{"rendered":"Les nouveaux pouvoirs du pharmacien"},"content":{"rendered":"<div style=\"font-family: Arial,Helvetica,sans-serif; text-align: justify;\"><b><span style=\"font-size: small; line-height: 115%;\">Apr\u00e8s la crise \u00e9conomique actuelle et les coupes de plus en plus nombreuses dans les soins de sant\u00e9 r\u00e9alis\u00e9es ces derni\u00e8res ann\u00e9es, la situation des pharmacies se modifie.<\/span><\/b><\/div>\n<div style=\"font-family: Arial,Helvetica,sans-serif;\"><\/div>\n<div style=\"text-align: justify;\"><\/p>\n<div style=\"clear: both; text-align: center;\"><a href=\"http:\/\/2.bp.blogspot.com\/-BUT1HbgLzXQ\/T9cP6NyGBKI\/AAAAAAAAAKk\/gfsLXQeqDJ4\/s1600\/Imagen1.jpg\" style=\"margin-left: 1em; margin-right: 1em;\"><br \/><\/a><\/div>\n<p><a href=\"http:\/\/2.bp.blogspot.com\/-08BtO32-YgQ\/T9cIb08QPzI\/AAAAAAAAAJc\/6zbhanMjKZY\/s1600\/jen1.jpg\" style=\"clear: left; float: left; margin-bottom: 1em; margin-right: 1em;\"><img decoding=\"async\" border=\"0\" height=\"427\" src=\"http:\/\/2.bp.blogspot.com\/-08BtO32-YgQ\/T9cIb08QPzI\/AAAAAAAAAJc\/6zbhanMjKZY\/s640\/jen1.jpg\" width=\"640\" \/><\/a><span style=\"font-family: Arial,Helvetica,sans-serif; font-size: small; line-height: 115%;\">Les r\u00e9ductions des d\u00e9penses publiques et les retards de paiement de l&#039;administration publique ont port\u00e9 atteinte \u00e0 la sant\u00e9 des pharmacies espagnoles. M\u00eame si, apr\u00e8s le d\u00e9cret royal 9\/2011, cette situation pourrait, \u00e0 tout le moins, cesser de s&#039;aggraver.&nbsp;<\/span><\/div>\n<div style=\"font-family: Arial,Helvetica,sans-serif; text-align: justify;\"><\/div>\n<div style=\"font-family: Arial,Helvetica,sans-serif; text-align: justify;\"><span style=\"font-size: small; line-height: 115%;\">L&#039;une des premi\u00e8res cons\u00e9quences de la DR est le changement du r\u00f4le du pharmacien, passant d&#039;un maillon passif de la cha\u00eene \u00e0 un r\u00f4le d\u00e9terminant au moment de la d\u00e9livrance du m\u00e9dicament, pouvant choisir parmi une gamme de possibilit\u00e9s de m\u00e9dicaments de marque ou g\u00e9n\u00e9riques au m\u00eame prix de r\u00e9f\u00e9rence.<\/span><\/div>\n<div style=\"font-family: Arial,Helvetica,sans-serif; text-align: justify;\"><\/div>\n<div style=\"font-family: Arial,Helvetica,sans-serif; text-align: justify;\"><span style=\"font-size: small; line-height: 115%;\">Au contraire, le r\u00f4le du m\u00e9decin se limite \u00e0 prescrire le principe actif le plus adapt\u00e9 au profil de chaque patient ; Le pharmacien \u00e9tant celui qui ex\u00e9cute la d\u00e9cision finale.<\/span><\/div>\n<div style=\"font-family: Arial,Helvetica,sans-serif; text-align: justify;\"><\/div>\n<div style=\"font-family: Arial,Helvetica,sans-serif; text-align: justify;\"><span style=\"font-size: small; line-height: 115%;\">Une autre cons\u00e9quence de la crise des pharmacies est la cr\u00e9ation de nouveaux services dans le but de donner une valeur ajout\u00e9e \u00e0 leurs activit\u00e9s : actions de conseil pendant la grossesse, syst\u00e8mes de dosage personnalis\u00e9s, d\u00e9pistage de pathologies comme le VIH et le cancer du c\u00f4lon,\u2026 et ainsi souligner le r\u00f4le des pharmacies. de la pharmacie comme principal point d\u2019acc\u00e8s \u00e0 la sant\u00e9.<\/span><\/div>\n<div style=\"font-family: Arial,Helvetica,sans-serif; text-align: justify;\"><\/div>\n<div style=\"font-family: Arial,Helvetica,sans-serif; text-align: justify;\"><span style=\"font-size: small; line-height: 115%;\">Ce que l\u2019on commence d\u00e9j\u00e0 \u00e0 constater, c\u2019est que le RDL modifie les relations entre pharmacies et laboratoires. Ces derniers ont initi\u00e9 des mod\u00e8les de gestion commerciale avec le pharmacien pour d\u00e9fendre leurs marques en pharmacie et tenter de rivaliser avec le reste des options th\u00e9rapeutiques de la cat\u00e9gorie en cherchant une place dans l&#039;entrep\u00f4t pharmaceutique.<\/span><\/div>\n<div style=\"font-family: Arial,Helvetica,sans-serif; text-align: justify;\"><\/div>\n<div style=\"font-family: Arial,Helvetica,sans-serif; text-align: justify;\"><span style=\"font-size: small; line-height: 115%;\">Ce changement de situation repense l\u2019univers d\u2019\u00e9tude en \u00e9tudes de march\u00e9. Jusqu&#039;\u00e0 pr\u00e9sent, l&#039;objectif principal de la recherche \u00e9tait le m\u00e9decin. Aujourd&#039;hui, l&#039;apothicaire joue un r\u00f4le de plus en plus important.<\/span><\/div>\n<div style=\"text-align: justify;\">\n<div style=\"font-family: Arial,Helvetica,sans-serif; text-align: justify;\"><\/div>\n<div style=\"font-family: Arial,Helvetica,sans-serif;\"><\/div>\n<div style=\"font-family: Arial,Helvetica,sans-serif;\"><span style=\"font-size: small;\"><b><span style=\"line-height: 115%;\">Comment pouvons-nous, en tant que services d&#039;\u00e9tudes de march\u00e9, approcher le pharmacien et comprendre la r\u00e9alit\u00e9 de l&#039;officine ?<\/span><\/b><\/span><\/div>\n<p><\/p>\n<div style=\"clear: both; text-align: left;\"><\/div>\n<div style=\"clear: both; text-align: center;\"><a href=\"http:\/\/3.bp.blogspot.com\/-reQTn3_7rzc\/T9cO83k0rMI\/AAAAAAAAAKU\/7sSbXQEoAT0\/s1600\/jen2.jpg\" style=\"margin-left: 1em; margin-right: 1em;\"><img decoding=\"async\" border=\"0\" height=\"388\" src=\"http:\/\/3.bp.blogspot.com\/-reQTn3_7rzc\/T9cO83k0rMI\/AAAAAAAAAKU\/7sSbXQEoAT0\/s400\/jen2.jpg\" width=\"400\" \/><\/a><\/div>\n<p><a href=\"http:\/\/4.bp.blogspot.com\/--KbgRRietcU\/T9cLfhyd4XI\/AAAAAAAAAJ4\/m2HuIx5EdY8\/s1600\/jen2.jpg\" style=\"clear: right; float: right; margin-bottom: 1em; margin-left: 1em;\"><\/a><\/div>\n<p><\/p>\n<div style=\"font-family: Arial,Helvetica,sans-serif; text-align: justify;\"><span style=\"font-size: small; line-height: 115%;\">Entre autres, en plus d&#039;approfondir les strat\u00e9gies commerciales men\u00e9es par les laboratoires, il est tr\u00e8s important de conna\u00eetre les <b>satisfaction <\/b>du pharmacien et <b>image<\/b> que vous poss\u00e9dez aupr\u00e8s de chacun des laboratoires fournisseurs ou fournisseurs potentiels.<\/span><span style=\"font-size: small;\"><b><span style=\"line-height: 115%;\">&nbsp;<\/span><\/b><\/span><\/div>\n<div style=\"font-family: Arial,Helvetica,sans-serif; text-align: justify;\"><\/div>\n<div style=\"font-family: Arial,Helvetica,sans-serif; text-align: justify;\"><\/div>\n<div style=\"font-family: Arial,Helvetica,sans-serif; text-align: justify;\"><span style=\"font-size: small;\"><b><span style=\"line-height: 115%;\">Mod\u00e8le de satisfaction des pharmaciens<\/span><\/b><\/span><span style=\"font-size: small; line-height: 115%;\"> et comprendre chacun <b>facteur<\/b> de la satisfaction en tant qu&#039;ensemble d&#039;attributs (d\u00e9terminant l&#039;importance de chacun d&#039;eux <b>mani\u00e8re indirecte<\/b>) \u00e0 travers des techniques d&#039;analyse multivari\u00e9e bas\u00e9es sur des \u00e9quations structurelles, des r\u00e9seaux de neurones, ... permettront de construire une matrice de priorit\u00e9s strat\u00e9giques :<\/span><span style=\"font-size: small;\"><b><span style=\"line-height: 115%;\">&nbsp;<\/span><\/b><\/span><\/div>\n<table align=\"center\" cellpadding=\"0\" cellspacing=\"0\" style=\"margin-left: auto; margin-right: auto; text-align: center;\">\n<tbody>\n<tr>\n<td style=\"text-align: center;\"><a href=\"http:\/\/2.bp.blogspot.com\/--5y870jKZbo\/T9cQAmwYAiI\/AAAAAAAAAKs\/BA86yA85yiQ\/s1600\/Imagen1.jpg\" style=\"margin-left: auto; margin-right: auto;\"><img decoding=\"async\" border=\"0\" src=\"http:\/\/2.bp.blogspot.com\/--5y870jKZbo\/T9cQAmwYAiI\/AAAAAAAAAKs\/BA86yA85yiQ\/s1600\/Imagen1.jpg\" \/><\/a><\/td>\n<\/tr>\n<tr>\n<td style=\"text-align: center;\"><span style=\"font-family: Arial,Helvetica,sans-serif;\"><\/span><\/td>\n<\/tr>\n<\/tbody>\n<\/table>\n<p><\/p>\n<div style=\"font-family: Arial,Helvetica,sans-serif; text-align: justify;\"><span style=\"font-size: small;\"><b><span style=\"line-height: 115%;\">Et analysez le<\/span><\/b><\/span><span style=\"font-size: small; line-height: 115%;\"> <b>image et positionnement des laboratoires dans l&#039;officine et appliquer les outils d&#039;ing\u00e9nierie de positionnement <\/b>Pour d\u00e9terminer le positionnement optimal en son sein, il fournira les cl\u00e9s pour r\u00e9pondre aux questions suivantes : <i>Quel itin\u00e9raire ou chemin doit emprunter la marque en pharmacie ? Y a-t-il un \u00e9cart de perception sur le march\u00e9 ? Quels mouvements de positionnement ne sont pas cr\u00e9dibles en pharmacie pour mon m\u00e9dicament ? Que puis-je faire pour positionner ma marque dans l\u2019id\u00e9al de la communaut\u00e9 pharmaceutique ?<\/i>&nbsp;<\/span><\/div>\n<div style=\"font-family: Arial,Helvetica,sans-serif; text-align: justify;\"><\/div>\n<div style=\"font-family: Arial,Helvetica,sans-serif; text-align: justify;\"><\/div>\n<div style=\"font-family: Arial,Helvetica,sans-serif; text-align: justify;\"><span style=\"font-size: small; line-height: 115%;\">En bref, \u00e0 partir des \u00e9tudes de march\u00e9, nous devons appliquer des outils m\u00e9thodologiques strat\u00e9giques qui nous permettent d&#039;obtenir une photographie r\u00e9elle du march\u00e9 de la pharmacie et de d\u00e9finir les futures strat\u00e9gies du laboratoire en pharmacie.<\/span><span style=\"font-size: small;\">&nbsp;<\/span><\/div>\n<div style=\"font-family: Arial,Helvetica,sans-serif; text-align: justify;\"><\/div>\n<div style=\"font-family: Arial,Helvetica,sans-serif; text-align: justify;\"><\/div>\n<div style=\"font-family: Arial,Helvetica,sans-serif; text-align: justify;\"><span style=\"font-size: small;\">Du marketing \u00e0 la recherche, il faut r\u00e9fl\u00e9chir \u00e0 cette nouvelle donne et agir pour se faire une place dans l&#039;entrep\u00f4t de la pharmacie. Ou bien ne devient-il pas absolument indispensable d&#039;\u00eatre le premier interlocuteur du pharmacien ?<\/span><\/div>\n<div style=\"font-family: Arial,Helvetica,sans-serif; text-align: justify;\"><\/div>\n<div style=\"font-family: Arial,Helvetica,sans-serif;\"><\/div>\n<div style=\"font-family: Arial,Helvetica,sans-serif;\"><span style=\"font-size: small;\">Jennifer Varon <\/span><\/div>\n<span class=\"et_bloom_bottom_trigger\"><\/span>","protected":false},"excerpt":{"rendered":"<p>Suite \u00e0 la crise \u00e9conomique actuelle et aux coupes budg\u00e9taires croissantes dans les soins de sant\u00e9 ces derni\u00e8res ann\u00e9es, la situation des pharmacies \u00e9volue. Les coupes budg\u00e9taires et les retards de paiement de l&#039;administration publique nuisent \u00e0 la sant\u00e9 des [\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":"<!-- This site is optimized with the Yoast SEO plugin v21.5 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Los 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\/fr\/los-nuevos-poderes-del-farmaceutico\/\" \/>\n<meta property=\"og:locale\" content=\"fr_FR\" \/>\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. Los recortes en el gasto p\u00fablico y los retrasos en los pagos de la Administraci\u00f3n P\u00fablica han ido da\u00f1ando la salud de las [&hellip;]\" \/>\n<meta property=\"og:url\" content=\"https:\/\/hamilton.global\/fr\/los-nuevos-poderes-del-farmaceutico\/\" \/>\n<meta property=\"og:site_name\" content=\"Hamilton\" \/>\n<meta property=\"article:published_time\" content=\"2012-06-12T09:20:00+00:00\" \/>\n<meta property=\"og:image\" content=\"http:\/\/2.bp.blogspot.com\/-08BtO32-YgQ\/T9cIb08QPzI\/AAAAAAAAAJc\/6zbhanMjKZY\/s640\/jen1.jpg\" \/>\n<meta name=\"author\" content=\"Jorge Teixeira\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:label1\" content=\"\u00c9crit par\" \/>\n\t<meta name=\"twitter:data1\" content=\"Jorge Teixeira\" \/>\n\t<meta name=\"twitter:label2\" content=\"Dur\u00e9e de lecture estim\u00e9e\" \/>\n\t<meta name=\"twitter:data2\" content=\"3 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\/\/schema.org\",\"@graph\":[{\"@type\":\"WebPage\",\"@id\":\"https:\/\/hamilton.global\/es\/los-nuevos-poderes-del-farmaceutico\/\",\"url\":\"https:\/\/hamilton.global\/es\/los-nuevos-poderes-del-farmaceutico\/\",\"name\":\"Los nuevos poderes del farmac\u00e9utico -\",\"isPartOf\":{\"@id\":\"https:\/\/hamilton.global\/#website\"},\"datePublished\":\"2012-06-12T09:20:00+00:00\",\"dateModified\":\"2012-06-12T09:20:00+00:00\",\"author\":{\"@id\":\"https:\/\/hamilton.global\/#\/schema\/person\/69321faffe1268f4146b04146cef3a28\"},\"breadcrumb\":{\"@id\":\"https:\/\/hamilton.global\/es\/los-nuevos-poderes-del-farmaceutico\/#breadcrumb\"},\"inLanguage\":\"fr-FR\",\"potentialAction\":[{\"@type\":\"ReadAction\",\"target\":[\"https:\/\/hamilton.global\/es\/los-nuevos-poderes-del-farmaceutico\/\"]}]},{\"@type\":\"BreadcrumbList\",\"@id\":\"https:\/\/hamilton.global\/es\/los-nuevos-poderes-del-farmaceutico\/#breadcrumb\",\"itemListElement\":[{\"@type\":\"ListItem\",\"position\":1,\"name\":\"Home\",\"item\":\"https:\/\/hamilton.global\/\"},{\"@type\":\"ListItem\",\"position\":2,\"name\":\"Los nuevos poderes del farmac\u00e9utico\"}]},{\"@type\":\"WebSite\",\"@id\":\"https:\/\/hamilton.global\/#website\",\"url\":\"https:\/\/hamilton.global\/\",\"name\":\"Hamilton Global\",\"description\":\"Market Intelligence Consulting Company\",\"potentialAction\":[{\"@type\":\"SearchAction\",\"target\":{\"@type\":\"EntryPoint\",\"urlTemplate\":\"https:\/\/hamilton.global\/?s={search_term_string}\"},\"query-input\":\"required name=search_term_string\"}],\"inLanguage\":\"fr-FR\"},{\"@type\":\"Person\",\"@id\":\"https:\/\/hamilton.global\/#\/schema\/person\/69321faffe1268f4146b04146cef3a28\",\"name\":\"Jorge Teixeira\",\"image\":{\"@type\":\"ImageObject\",\"inLanguage\":\"fr-FR\",\"@id\":\"https:\/\/hamilton.global\/#\/schema\/person\/image\/\",\"url\":\"https:\/\/secure.gravatar.com\/avatar\/c7941050fe5d021d31934c122fbdbd1a?s=96&d=mm&r=g\",\"contentUrl\":\"https:\/\/secure.gravatar.com\/avatar\/c7941050fe5d021d31934c122fbdbd1a?s=96&d=mm&r=g\",\"caption\":\"Jorge Teixeira\"},\"url\":\"https:\/\/hamilton.global\/fr\/author\/jorge\/\"}]}<\/script>\n<!-- \/ Yoast SEO plugin. -->","yoast_head_json":{"title":"Los nuevos poderes del farmac\u00e9utico -","robots":{"index":"index","follow":"follow","max-snippet":"max-snippet:-1","max-image-preview":"max-image-preview:large","max-video-preview":"max-video-preview:-1"},"canonical":"https:\/\/hamilton.global\/fr\/los-nuevos-poderes-del-farmaceutico\/","og_locale":"fr_FR","og_type":"article","og_title":"Los nuevos poderes del farmac\u00e9utico -","og_description":"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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