Farmacia y paciente, públicos clave en el plan de Marketing Farmacéutico
Cómo ha evolucionado la relación entre la farmacia y sus pacientes en el último tiempo.
Miquel Pascual, Director General en Merck Consumer Healthcare y profesor del Máster en Marketing Farmacéutico de la Barcelona School of Management de la UPF, analiza en una entrevista junto a Josep María Fàbregas la evolución de la relación entre la farmacia y el paciente en los últimos años.
En el escenario del sector farmacéutico tenemos dos actores principales:
– El consumidor o paciente, que ha evolucionado con el entorno atendiendo a sus necesidades.
– El farmacéutico, que antes era un elemento pasivo que se veía a si mismo como un mero intermediador, y que actualmente se ha dado cuenta de la necesidad que tiene de gestionar su negocio de forma diferente, para adaptarse a los cambios del entorno que comienzan a afectar sus márgenes.
En este contexto, es que aparece la noción de que el farmacéutico es justamente el valor diferencial.
De acuerdo a Miquel Pascual, este cambio se ha visto reflejado también el el programa académico del Máster de Marketing Farmacéutico, que ha pasado de tener el producto como eje central de las variables del marketing, a poner en el centro a la farmacia como punto de venta y vertebrador de todo el sistema.
Esto, porque aunque el cliente o paciente puede estar influenciado por diversos factores, el último contacto -y por cierto el más influenciador y determinante en la compra- es el farmacéutico.
De todas maneras, el académico asegura que ya se avecinan nuevos cambios en la industria. Es que al pensar de cara al futuro, este eje centrado en la farmacia parece tomar una nueva dirección hacia el consumidor y todo su mundo de relaciones, creándose nuevos retos, desafíos y oportunidades para los departamentos y profesionales del marketing farmacéutico.
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Soy hijo de farmacéutico, bisnieto de farmacéutico, hermano de farmacéutico y me dedico al desarrollo web y de apps. Lo digo porque creo conocer bien los dos mundos. No quiero vender nada sino simplemente felicitar a Miquel Pascual por su certero análisis. Oigo y leo muchas cosas manidas sobre marketing farmacéutico y no es fácil encontrar a alguien que aporte algo nuevo. Me quedo con la evolución que hay ahora desde la atención personalizada del farmacéutico hacia lo que en otros mercados se llama el “prosumer” que es un consumidor pro, o profesional. El paciente que emerge se informa en internet y compara lo que lee con lo que le dice el farmacéutico, especialmente en las OTC y parafarmacia. Luego opina por todas las redes sociales y recomienda o se queja del trato recibido, la bondad del producto o de lo que quiera. Y todo esto sin que el farmacéutico se entere de toda esta labor de recomendación o denigración. Interesante, ¿no crees?
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