{"id":9402,"date":"2018-12-13T17:09:40","date_gmt":"2018-12-13T17:09:40","guid":{"rendered":"http:\/\/fefac.cat\/empresarial\/?p=9402"},"modified":"2018-12-13T17:09:40","modified_gmt":"2018-12-13T17:09:40","slug":"el-mercat-farmacutic-mostra-una-tendncia-positiv","status":"publish","type":"post","link":"https:\/\/fefac.cat\/empresarial\/el-mercat-farmacutic-mostra-una-tendncia-positiv\/","title":{"rendered":"El mercat farmac\u00e8utic mostra una tend\u00e8ncia positiva"},"content":{"rendered":"<p>El mercat farmac&egrave;utic (medicaments subjectes a prescripci&oacute; i Consumer Health) mostra una tend&egrave;ncia positiva, segons <strong>Miguel Mart&iacute;nez Jorge, director Offering and Supply Management d&#39;IQVIA<\/strong>, que aquest mat&iacute; ha participat en la presentaci&oacute; de l&#39;estudi FarmaShopper 2018 a Barcelona, a la qual ha assistit la Federaci&oacute; d&#39;Associacions de Farm&agrave;cies de Catalunya (FEFAC).<\/p>\n<p><strong>El mercat farmac&egrave;utic presenta un creixement del +2,4% en valors i del +1,2% en unitats <\/strong>en l&#39;acumulat dels &uacute;ltims 12 mesos. En aquest per&iacute;ode, <strong>Consumer Health<\/strong> mostra tend&egrave;ncies positives en <strong>volum (+0,7%) <\/strong>i, a m&eacute;s, ha accelerat el seu creixement en <strong>valors (+3%).<\/strong> Tot i que s&#39;ha produ&iuml;t aquesta acceleraci&oacute;, el pes del mercat Consumer Health se situa entorn del <strong>30%, <\/strong>similar al del &uacute;ltim per&iacute;ode. El creixement del mercat de Consumer Health en els &uacute;ltims 12 mesos prov&eacute; del segment d&#39;OTC.<\/p>\n<p><strong>Quin tipus de productes el llancen?<\/strong><\/p>\n<p>Un nou producte, segons la seva naturalesa, pot incorporar-se a una categoria ja existent, incorporar una variant o generar una nova. Durant l&#39;&uacute;ltim any s&#39;han llan&ccedil;at aproximadament 5.000 refer&egrave;ncies.<\/p>\n<ul>\n<li><strong>Nous productes<\/strong>: freq&uuml;&egrave;ncia alta. No generen nou mercat, perqu&egrave; la poblaci&oacute; t&eacute; cobertes les seves necessitats amb productes antics, substitueixen productes anteriors. La innovaci&oacute; radica en la millora de l&#39;efic&agrave;cia, marques paraig&uuml;es, diversificaci&oacute; de la cartera i extensions de l&iacute;nia. Acostumen a tenir suport cient&iacute;fic.<\/li>\n<li><strong>Noves tipologies<\/strong>: freq&uuml;&egrave;ncia mitjana. Generen mercat, perqu&egrave; tot i que ja existeixen, s&oacute;n de tipologia diferent. La innovaci&oacute; radica en noves indicacions, segment Pr&egrave;mium, nous productes\/tipus.<\/li>\n<li><strong>Noves categories<\/strong>: freq&uuml;&egrave;ncia baixa. Responen a necessitats no cobertes, generen mercat, es tracta de productes no existents en el canal farm&agrave;cia. La innovaci&oacute; radica en presentacions innovadores, desenvolupament, segmentaci&oacute; de categories, noves tecnologies i devices.<\/li>\n<\/ul>\n<p>Els nous llan&ccedil;aments han d&#39;anar acompanyats, segons Miguel Mart&iacute;nez Jorge, d&#39;una <strong>identitat de marca forta<\/strong> que generi un alt record en el consumidor. Per aconseguir-ho es realitzen:<\/p>\n<ul>\n<li><strong>Campanyes emocionals per arribar al consumidor:<\/strong> imatge de marca global, focalitzades en la gamma, claims orientats al client, &uacute;s de canals d&#39;interactuaci&oacute; amb el client.<\/li>\n<li><strong>Branding consistent:<\/strong> en cadascun dels elements, memorable, el m&eacute;s f&agrave;cil de recordar &eacute;s el color, adaptable al marcat, simple, pr&agrave;ctic i &uacute;nic.<\/li>\n<li><strong>Publicitat en el punt de venda: <\/strong>ha guanyat import&agrave;ncia amb el creixement del Consumer Health, ajuda a millorar la taxa de conversi&oacute;, fer servir els elements necessaris de l&#39;aparador a l&#39;interior.<\/li>\n<li><strong>Multicanalitat<\/strong>: nous canals, en funci&oacute; dels compradors del producte, entendre el mix &ograve;ptim en funci&oacute; del p&uacute;blic objectiu.<\/li>\n<li><strong>Altres models<\/strong>: botigues ins&iacute;gnia, com a imatge de marca.<\/li>\n<\/ul>\n<p>FONT d&#39;informaci&oacute;:&nbsp;<strong>IQVIA<\/strong><\/p>\n","protected":false},"excerpt":{"rendered":"<p>El mercat farmac&egrave;utic (medicaments subjectes a prescripci&oacute; i Consumer Health) mostra una tend&egrave;ncia positiva, segons Miguel Mart&iacute;nez Jorge, director Offering and Supply Management d&#39;IQVIA, que aquest mat&iacute; ha participat en [&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":[293,11,12,13,14,15],"tags":[538,715,1103,1468,1929,1930,1931,1932,1933],"class_list":["post-9402","post","type-post","status-publish","format-standard","hentry","category-gestio","category-fefac","category-afb","category-afet","category-afell","category-agfe","tag-consumer-health","tag-mercat-farmaceutic","tag-iqvia","tag-productes","tag-llancaments","tag-referencies","tag-unitats","tag-volum","tag-valors"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.5 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>El mercat farmac\u00e8utic mostra una tend\u00e8ncia positiva - FEFAC<\/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:\/\/fefac.cat\/empresarial\/el-mercat-farmacutic-mostra-una-tendncia-positiv\/\" \/>\n<meta property=\"og:locale\" content=\"ca_ES\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"El mercat farmac\u00e8utic mostra una tend\u00e8ncia positiva - FEFAC\" \/>\n<meta property=\"og:description\" content=\"El mercat farmac&egrave;utic (medicaments subjectes a prescripci&oacute; 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