{"id":9105,"date":"2018-06-21T13:00:18","date_gmt":"2018-06-21T13:00:18","guid":{"rendered":"http:\/\/fefac.cat\/empresarial\/?p=9105"},"modified":"2018-06-21T13:00:18","modified_gmt":"2018-06-21T13:00:18","slug":"merchandising-en-loficina-de-farmcia","status":"publish","type":"post","link":"https:\/\/fefac.cat\/empresarial\/merchandising-en-loficina-de-farmcia\/","title":{"rendered":"Merchandising en l&#8217;Oficina de Farm\u00e0cia"},"content":{"rendered":"<p>El merchandising en l&#39;oficina de farm&agrave;cia ha estat el tema que ha centrat la jornada<em> &quot;Merchandising en oficina de farm&agrave;cia, farm&agrave;cies i laboratoris ho veuen igual?&quot;<\/em>, organitzada per <strong>Beauty Cluster Barcelona<\/strong> en el Col&middot;legi de Farmac&egrave;utics de Barcelona i a la qual va assistir la Federaci&oacute; d&#39;Associacions de Farm&agrave;cies de Catalunya.<\/p>\n<p><strong>Miguel Membrado<\/strong>, soci de ShopperTec, va proporcionar als assistents el <strong>Top 10 oportunitats en el punt de venda de la farm&agrave;cia<\/strong>. La seva pon&egrave;ncia es va centrar en els aparadors, importants per a les marques i la imatge de marca; en el disseny de la farm&agrave;cia, que ha de diferenciar entre recepta m&egrave;dica i benestar; en la visibilitat de la marca perqu&egrave; la vegi el comprador; a realitzar una bona gesti&oacute; per categories i implementar-la en els lineals; la zona prop del mostrador i la caixa, una oportunitat; treure m&eacute;s categories del calaix al lineal i amb una bona gesti&oacute; de l&#39;espai; evitar la saturaci&oacute; de comunicaci&oacute; en el punt de venda; comunicar millor les promocions i els preus; la recomanaci&oacute; com a oportunitat per al farmac&egrave;utic; i fer servir els atributs diferencials de la farm&agrave;cia per desatacar.<\/p>\n<p><strong>Ram&oacute;n Gallardo<\/strong>, gerent de VPV (Visibilitat en el Punt de Venda), va oferir una pon&egrave;ncia sobre sell out visual i &uacute;ltimes tend&egrave;ncies en materials en l&#39;oficina de farm&agrave;cia, en la qual va plantejar q&uuml;estions com <strong>si el win win &eacute;s real en la relaci&oacute; farm&agrave;cia-ind&uacute;stria<\/strong>, si comptem amb estrat&egrave;gies d&#39;aparadorisme personalitzades, aprofitant les dermoconselleres i triant materials clars i nobles que s&#39;adaptin a les necessitats de la nostra farm&agrave;cia.<\/p>\n<p>En la segona part de la jornada es va dur a terme una<strong> taula rodona moderada per Juan Carlos Serra, CEO de Market in Red,<\/strong> en la qual van participar les farmac&egrave;utiques <strong>Marta Gento i Cristina Mu&ntilde;oz<\/strong> i dos professionals de la ind&uacute;stria farmac&egrave;utica,<strong> Emilio del Castillo, director de vendes de Peroxfarma, i Yolanda Sanch&iacute;s, directora de marketing de MartiDerm.<\/strong><\/p>\n<p>La principal conclusi&oacute; a la qual van arribar aquests professionals va ser que <strong>bona part del material no s&#39;aprofita a la farm&agrave;cia <\/strong>i que falta realitzar estrat&egrave;gies de comunicaci&oacute; conjuntes per aprofitar els recursos al m&agrave;xim. Les farm&agrave;cies van demanar ser m&eacute;s escoltades pels laboratoris, m&eacute;s formaci&oacute; per treballar les marques amb el consumidor i accions que permetin diferenciar-se.<\/p>\n<p>Els laboratoris, per la seva banda, <strong>van animar a les farm&agrave;cies a<\/strong> <strong>implicar-se en les accions i tallers <\/strong>que es realitzen, traslladar la seva opini&oacute; en el cas de les campanyes per adaptar-se millor a les seves necessitats, destacant el poder de recomanaci&oacute; de professional farmac&egrave;utic.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>El merchandising en l&#39;oficina de farm&agrave;cia ha estat el tema que ha centrat la jornada &quot;Merchandising en oficina de farm&agrave;cia, farm&agrave;cies i laboratoris ho veuen igual?&quot;, organitzada per Beauty Cluster [&hellip;]<\/p>\n","protected":false},"author":1,"featured_media":0,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_et_pb_use_builder":"","_et_pb_old_content":"","_et_gb_content_width":"","footnotes":""},"categories":[18,293,11,12,13,14,15],"tags":[424,644,645,820,1127,1687],"class_list":["post-9105","post","type-post","status-publish","format-standard","hentry","category-general","category-gestio","category-fefac","category-afb","category-afet","category-afell","category-agfe","tag-gestio","tag-marketing","tag-punt-de-venda","tag-merchandising","tag-farmacia","tag-campanyes"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.5 - 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