{"id":156039,"date":"2022-07-08T12:30:37","date_gmt":"2022-07-08T10:30:37","guid":{"rendered":"https:\/\/ipmark.com\/?p=156039"},"modified":"2022-07-08T13:28:40","modified_gmt":"2022-07-08T11:28:40","slug":"farmaceutico-figura-mas-influyente-dermocosmetica","status":"publish","type":"post","link":"https:\/\/ipmark.com\/?p=156039","title":{"rendered":"El farmac\u00e9utico, la figura m\u00e1s influyente para comprar dermocosm\u00e9tica"},"content":{"rendered":"<p><strong>En relaci\u00f3n al mercado de los productos de dermocosm\u00e9tica, ya son m\u00e1s de la mitad de consumidores residentes en Espa\u00f1a que buscan productos, ofertas y marcas cuando desean adquirir un art\u00edculo de esta categor\u00eda. Un h\u00e1bito, el de comprar online este tipo de bienes, que se ha elevado a ra\u00edz de la pandemia.\u00a0<\/strong><\/p>\n<p><span style=\"font-weight: 400;\">Son algunas de las principales conclusiones del II Estudio Patient Digital Touchpoints, desarrollado por Elogia Pharma, la divisi\u00f3n especializada en salud y marketing farmac\u00e9utico de la agencia de marketing digital Elogia.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Con una<strong> cuota del canal online que pasa del 19% en 2019 al 24% en 2022<\/strong>, de los usuarios que compran productos dermocosm\u00e9ticos online, <strong>el 69% suele acudir a diferentes p\u00e1ginas web que no son las de costumbre para comparar precios y buscar promociones y descuentos.\u00a0<\/strong><\/span><\/p>\n<p><span style=\"font-weight: 400;\">Se observa en que <strong>un 71% afirma comparar productos en internet,<\/strong> que un 50% busca descuentos o promociones y un 33%, que persigue diferentes opiniones sobre los productos. Siete de cada 10, adem\u00e1s, visitan dos o m\u00e1s p\u00e1ginas web para comparar, buscar ofertas o consultar opiniones antes de dar el paso para adquirir el producto.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Respecto a las categor\u00edas de dermocosm\u00e9tica m\u00e1s adquiridas a nivel online, destacan los productos de <strong>cuidado facial,<\/strong> protagonistas del 70% de las compras realizadas, seguidas de los productos cosm\u00e9ticos de <strong>protecci\u00f3n solar<\/strong> (67%) y los de <strong>higiene bucal y dental<\/strong> (65%). Por otro lado, un 45% de encuestados asegura comprar por internet productos cosm\u00e9ticos capilares, desodorantes y antitranspirantes.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">El mayor volumen de compras realizadas de forma digital tambi\u00e9n viene acompa\u00f1ado de una mayor frecuencia. Seg\u00fan el estudio, l<strong>os usuarios realizan hasta 1,8 pedidos online al mes<\/strong>, una cifra que se dispara <strong>hasta los 2,8 pedidos al mes entre la poblaci\u00f3n m\u00e1s joven y adulta (18-40 a\u00f1os).\u00a0<\/strong><\/span><\/p>\n<h2><span style=\"font-weight: 400;\">Farmac\u00e9utico, figura con mayor influencia<\/span><\/h2>\n<p><span style=\"font-weight: 400;\">El farmac\u00e9utico contin\u00faa siendo una referencia a la hora de recomendar productos de dermocosm\u00e9tica, tal y como reconocen seis de cada 10 encuestados. <strong>Esto sit\u00faa al farmac\u00e9utico por encima de profesionales como el m\u00e9dico, quien influye en la decisi\u00f3n de compra para el 36% de los consumidores o de influencers y conocidos.\u00a0<\/strong><\/span><\/p>\n<p><span style=\"font-weight: 400;\">Esta influencia tambi\u00e9n se deja ver en el hecho de que<strong> un 22% de las ocasiones, su recomendaci\u00f3n hizo cambiar de marca al consumidor cuando buscaba un producto.\u00a0<\/strong><\/span><\/p>\n<p><span style=\"font-weight: 400;\">El peso en la decisi\u00f3n de compra tambi\u00e9n est\u00e1 encabezado por el farmac\u00e9utico: <strong>un 38% de los encuestados toma la decisi\u00f3n final en base a lo que aporta su figura.<\/strong> Los ingredientes naturales son la segunda raz\u00f3n por la que el cliente se decanta por un producto (16%), seguido de la marca (12%).<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Sin embargo, se observa que los sectores de poblaci\u00f3n m\u00e1s j\u00f3venes comienzan a desligarse de la figura del farmac\u00e9utico como referencia en sus compras. <strong>La poblaci\u00f3n entre 40 y 55 a\u00f1os es la que m\u00e1s se f\u00eda del especialista con un 40% de los encuestados, que reconocen que el farmac\u00e9utico influye en su compra final.<\/strong> Un 31% de las personas de m\u00e1s de 55 a\u00f1os tambi\u00e9n se dejan guiar. Mientras que solo un 18% de compradores entre 18 y 25 a\u00f1os es influenciado por este profesional.\u00a0<\/span><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Un 36% de compradores eligen un producto de dermocosm\u00e9tica influidos por el farmac\u00e9utico. El canal online, adem\u00e1s, gana peso.<\/p>\n","protected":false},"author":29,"featured_media":156041,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[44],"tags":[2154],"class_list":["post-156039","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-marketing","tag-ecommerce"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.9 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>El farmac\u00e9utico, la figura m\u00e1s influyente para comprar dermocosm\u00e9tica<\/title>\n<meta name=\"description\" content=\"Un 36% de compradores eligen un producto de dermocosm\u00e9tica influidos por el farmac\u00e9utico. 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