{"id":150127,"date":"2022-04-12T08:54:17","date_gmt":"2022-04-12T06:54:17","guid":{"rendered":"https:\/\/ipmark.com\/?p=150127"},"modified":"2022-04-12T08:54:17","modified_gmt":"2022-04-12T06:54:17","slug":"estrategias-digitales-paciente-motor-sector-farmaceutico","status":"publish","type":"post","link":"https:\/\/ipmark.com\/?p=150127","title":{"rendered":"Las estrategias digitales hacen del paciente el motor del sector farmac\u00e9utico"},"content":{"rendered":"<p>Un 53% de los participantes en el estudio<strong> \u00abPrioridades digitales 2022\u00bb<\/strong> de\u00a0<strong>Multiplica<\/strong>, han aumentado en 2022 sus partidas presupuestarias para desarrollar su estrategia digital. Un\u00a0<strong>26% declara mantenerse igual<\/strong> y s\u00f3lo un\u00a0<strong>21% destinar\u00e1 menos dinero a este prop\u00f3sito<\/strong>.<\/p>\n<p>Respecto a las prioridades en inversi\u00f3n digital, destaca el\u00a0<strong>desarrollo de estrategias centradas en pacientes y sanitarios<\/strong>, para la que se necesita obtener una\u00a0<strong>visi\u00f3n m\u00e1s profunda del cliente integrando los datos para generar modelos de toma de decisiones<\/strong> basadas en ellos, y adem\u00e1s obtener modelos predictivos. \u00bfSu objetivo?\u00a0<strong>Ofrecer experiencias personalizadas<\/strong>.<\/p>\n<h2>Cambio de paradigma<\/h2>\n<p>En el evento \u00abInnovaci\u00f3n: \u00bfuna nueva realidad en Farma?\u00bb expertos en el \u00e1rea digital de los laboratorios\u00a0<strong>Angelini Pharma, Ferrer, Gebro y Merk<\/strong> han ofrecido sus puntos de vista sobre c\u00f3mo, a trav\u00e9s de la tecnolog\u00eda, la industria farmac\u00e9utica est\u00e1 innovando para crear ventajas competitivas para sus ecosistemas.<\/p>\n<p>Los dos \u00faltimos a\u00f1os han sido decisivos para la aceleraci\u00f3n en la transformaci\u00f3n digital de la industria. \u00abEstamos sumando un nuevo modelo de innovaci\u00f3n m\u00e1s colaborativa, inclusiva y centrada en el paciente y en el profesional\u00bb, declara\u00a0<strong>Sergio Cort\u00e9s<\/strong>, director de la unidad de\u00a0negocio en\u00a0<strong>Ferrer<\/strong>. \u00abCuando colocamos este tipo de innovaci\u00f3n en el centro, las soluciones digitales son clave\u00bb.<\/p>\n<p>Seg\u00fan\u00a0<strong>Ricart Castellet<\/strong>,\u00a0<em>head of digital transformation<\/em> en\u00a0<strong>Gebro Pharma<\/strong>, esta aceleraci\u00f3n ha sido un cambio de paradigma para toda la industria. \u00abEste sector ha sido muy enfocado al B2B y, ahora, a tecnolog\u00edas exponenciales, nos permiten romper esta din\u00e1mica para ir a un B2B2C o un B2C. Al paciente\u00a0<strong>lo vision\u00e1bamos a trav\u00e9s de intermediarios<\/strong>, como el m\u00e9dico o profesional sanitario. Ahora podemos tener datos del paciente, cambiar la interacci\u00f3n y parte de la l\u00f3gica del negocio\u00bb.<\/p>\n<h2>El paciente: el motor del sector<\/h2>\n<p>Seg\u00fan los participantes, el motor de la transformaci\u00f3n de la industria\u00a0<strong>est\u00e1 en el paciente<\/strong>. \u00c9ste lleva a\u00f1os digitalizado y ahora es imposible cambiar la transformaci\u00f3n digital de un sector cuando el usuario final cambia. Por eso, la experiencia del paciente y del profesional sanitario\u00a0<strong>est\u00e1 en lo m\u00e1s alto de la lista de prioridades de los laboratorios farmac\u00e9uticos<\/strong>.<\/p>\n<p>\u00abLa experiencia debe ser personalizada, lo m\u00e1s as\u00edncrona posible, respetuosa con la privacidad, con su derecho a decidir las cosas y que aproxime el tratamiento y al profesional sanitario con el paciente\u00bb, declara\u00a0<strong>Sergio Cort\u00e9s.\u00a0<\/strong><\/p>\n<p>A lo largo de 2022, el sector farmac\u00e9utico potenciar\u00e1 sus iniciativas digitales\u00a0<strong>integrando los datos para generar modelos de tomas de decisiones basadas en ello<\/strong> y optimizar la entrega de experiencias digitales personalizadas.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>En 2021, las empresas del sector farmac\u00e9utico han avanzado sus modelos digitales y les ha supuesto un aumento del 73% de sus ingresos digitales. En 2022, la mayor parte de los laboratorios continuar\u00e1n impulsando estas estrategias, para lo que est\u00e1n destinando un mayor presupuesto y avanzar en sus estrategias digitales.\u00a0<\/p>\n","protected":false},"author":6924,"featured_media":150151,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[5895],"tags":[],"class_list":["post-150127","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-marketing-digital"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.9 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Las estrategias digitales hacen del paciente el motor del sector 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:\/\/ipmark.com\/?p=150127\" \/>\n<meta property=\"og:locale\" content=\"es_ES\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Las estrategias digitales hacen del paciente el motor del sector farmac\u00e9utico\" \/>\n<meta property=\"og:description\" content=\"En 2021, las empresas del sector farmac\u00e9utico han avanzado sus modelos digitales y les ha supuesto un aumento del 73% de sus ingresos digitales. En 2022, la mayor parte de los laboratorios continuar\u00e1n impulsando estas estrategias, para lo que est\u00e1n destinando un mayor presupuesto y avanzar en sus estrategias digitales.\u00a0\" \/>\n<meta property=\"og:url\" content=\"https:\/\/ipmark.com\/?p=150127\" \/>\n<meta property=\"og:site_name\" content=\"IPMARK | Informaci\u00f3n de valor sobre marketing, publicidad, comunicaci\u00f3n y tendencias digitales\" \/>\n<meta property=\"article:published_time\" content=\"2022-04-12T06:54:17+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/ipmark.com\/wp-content\/uploads\/Imagen-evento-1.jpg\" \/>\n\t<meta property=\"og:image:width\" content=\"1140\" \/>\n\t<meta property=\"og:image:height\" content=\"760\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/jpeg\" \/>\n<meta name=\"author\" content=\"Laura Briones\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:label1\" content=\"Escrito por\" \/>\n\t<meta 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