{"id":6290,"date":"2017-10-19T14:01:06","date_gmt":"2017-10-19T12:01:06","guid":{"rendered":"https:\/\/blogs.imf-formacion.com\/blog\/marketing\/?p=6290"},"modified":"2020-06-22T11:58:56","modified_gmt":"2020-06-22T09:58:56","slug":"industria-farmaceutica-marketing-digital","status":"publish","type":"post","link":"https:\/\/blogs.imf-formacion.com\/blog\/marketing\/industria-farmaceutica-marketing-digital\/","title":{"rendered":"La t\u00edmida entrada de la industria farmac\u00e9utica en el marketing digital"},"content":{"rendered":"<div class=\"blogs-antes-del-contenido\" id=\"blogs-1425590937\"><a href=\"https:\/\/www.imf-formacion.com\/comunicacion\/descargar-gratis-guia-mejor-perfil-linkedin-perfecto\/\" target=\"_blank\">\r\n\t<img decoding=\"async\" src=\"https:\/\/d2xtbylwu97mzb.cloudfront.net\/\/blog\/prevencion-riesgos-laborales\/wp-content\/uploads\/2020\/06\/730x67-Guia-Linkedin.gif\";>\r\n<\/a><\/div><input type=\"hidden\" value=\"\" data-essbisPostContainer=\"\" data-essbisPostUrl=\"https:\/\/blogs.imf-formacion.com\/blog\/marketing\/industria-farmaceutica-marketing-digital\/\" data-essbisPostTitle=\"La t\u00edmida entrada de la industria farmac\u00e9utica en el marketing digital\" data-essbisHoverContainer=\"\"><p>&nbsp;<\/p>\n<p>El <strong>sector farmac\u00e9utico<\/strong> es uno de los sectores m\u00e1s vigorosos en la econom\u00eda mundial y contin\u00faa manteniendo unos crecimientos anuales sostenidos que han vuelto a los niveles de antes de la crisis financiera del 2008. A pesar de esta buena salud o, tal vez, debido a esta buena salud, las grandes multinacionales de la industria farmac\u00e9utica contin\u00faan siguiendo estrategias muy tradicionales, con un peso de las tecnolog\u00edas digitales relativamente bajo por lo que el <strong>Marketing Digital<\/strong> a\u00fan es una herramienta muy colateral en el conjunto de sus estrategias de marketing.<\/p><div class=\"blogs-contenido\" id=\"blogs-2412182462\"><a class=\"adi-banner-programa-imf adi-marco\" href=\"https:\/\/www.imf-formacion.com\/masters-profesionales\/master-marketing-comunicacion\" target=\"_blank\" title=\"Ir al M\u00e1ster en Marketing y Comunicaci\u00f3n Digital\">\r\n<img srcset=\"https:\/\/blogs.imf-formacion.com\/blog\/img\/banners\/marketing-digital-336x280.gif 1x, https:\/\/blogs.imf-formacion.com\/blog\/img\/banners\/marketing-digital-336x280@2x.gif 2x\"\r\nsrc=\"https:\/\/blogs.imf-formacion.com\/blog\/img\/banners\/marketing-digital-336x280.gif\"  alt=\"M\u00e1ster en Marketing y Comunicaci\u00f3n Digital\">\r\n<\/a><\/div>\n<h2><span class=\"ez-toc-section\" id=\"Regulaciones_en_la_industria_farmaceutica\"><\/span>Regulaciones en la industria farmac\u00e9utica<span class=\"ez-toc-section-end\"><\/span><\/h2><div id=\"ez-toc-container\" class=\"ez-toc-v2_0_76 counter-hierarchy ez-toc-counter ez-toc-grey ez-toc-container-direction\">\n<p class=\"ez-toc-title\" style=\"cursor:inherit\">Table of Contents<\/p>\n<label for=\"ez-toc-cssicon-toggle-item-6ab53d917a086\" class=\"ez-toc-cssicon-toggle-label\"><span class=\"\"><span class=\"eztoc-hide\" style=\"display:none;\">Toggle<\/span><span class=\"ez-toc-icon-toggle-span\"><svg style=\"fill: #999;color:#999\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" class=\"list-377408\" width=\"20px\" height=\"20px\" viewBox=\"0 0 24 24\" fill=\"none\"><path d=\"M6 6H4v2h2V6zm14 0H8v2h12V6zM4 11h2v2H4v-2zm16 0H8v2h12v-2zM4 16h2v2H4v-2zm16 0H8v2h12v-2z\" fill=\"currentColor\"><\/path><\/svg><svg style=\"fill: #999;color:#999\" class=\"arrow-unsorted-368013\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" width=\"10px\" height=\"10px\" viewBox=\"0 0 24 24\" version=\"1.2\" baseProfile=\"tiny\"><path d=\"M18.2 9.3l-6.2-6.3-6.2 6.3c-.2.2-.3.4-.3.7s.1.5.3.7c.2.2.4.3.7.3h11c.3 0 .5-.1.7-.3.2-.2.3-.5.3-.7s-.1-.5-.3-.7zM5.8 14.7l6.2 6.3 6.2-6.3c.2-.2.3-.5.3-.7s-.1-.5-.3-.7c-.2-.2-.4-.3-.7-.3h-11c-.3 0-.5.1-.7.3-.2.2-.3.5-.3.7s.1.5.3.7z\"\/><\/svg><\/span><\/span><\/label><input type=\"checkbox\"  id=\"ez-toc-cssicon-toggle-item-6ab53d917a086\"  aria-label=\"Alternar\" \/><nav><ul class='ez-toc-list ez-toc-list-level-1 ' ><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-1\" href=\"https:\/\/blogs.imf-formacion.com\/blog\/marketing\/industria-farmaceutica-marketing-digital\/#Regulaciones_en_la_industria_farmaceutica\" >Regulaciones en la industria farmac\u00e9utica<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-2\" href=\"https:\/\/blogs.imf-formacion.com\/blog\/marketing\/industria-farmaceutica-marketing-digital\/#Apego_a_lo_tradicional_frente_al_auge_digital\" >Apego a lo tradicional frente al auge digital<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-3\" href=\"https:\/\/blogs.imf-formacion.com\/blog\/marketing\/industria-farmaceutica-marketing-digital\/#Transformacion_digital_en_el_sector_farmaceutico\" >Transformaci\u00f3n digital en el sector farmac\u00e9utico<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-4\" href=\"https:\/\/blogs.imf-formacion.com\/blog\/marketing\/industria-farmaceutica-marketing-digital\/#Big_data_y_la_medicina\" >Big data y la medicina<\/a><\/li><\/ul><\/nav><\/div>\n\n<p>La principal raz\u00f3n a esta \u00abanomal\u00eda\u00bb dentro de la econom\u00eda mundial podr\u00eda estar relacionada con la alta regulaci\u00f3n del mercado farmac\u00e9utico por parte de las autoridades sanitarias de los pa\u00edses desarrollados:<\/p>\n<ul>\n<li>Precios regulados.<\/li>\n<li>Restricci\u00f3n de la comunicaci\u00f3n y publicidad de productos financiados por los sistemas sanitarios.<\/li>\n<li>Control y seguimiento de la investigaci\u00f3n y desarrollo de nuevas mol\u00e9culas por las agencias del medicamento como la FDA o EMA (European Medicines Agency).<\/li>\n<\/ul>\n<p>Estas regulaciones limitan el margen de movimiento de las empresas y hacen que la creatividad e innovaci\u00f3n en la distribuci\u00f3n, comercializaci\u00f3n y publicidad se vean reducidas.<\/p>\n<h2><span class=\"ez-toc-section\" id=\"Apego_a_lo_tradicional_frente_al_auge_digital\"><\/span>Apego a lo tradicional frente al auge digital<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>Por otra parte, el sector farmac\u00e9utico es un mundo tradicional gobernado por ejecutivos de la generaci\u00f3n X o preX, compuesta por <strong>inmigrantes digitales<\/strong> (utilizan la tecnolog\u00eda pero nacieron y crecieron con el Scalextric y los futbolines).<\/p>\n<p>Contin\u00faan confiando en una comercializaci\u00f3n con potentes redes de ventas especializadas y en un marketing dirigido a prescriptores y que sigue canales tradicionales (folletos, congresos, visitas personalizadas,\u2026). Tal vez la raz\u00f3n de este estancamiento sea la buena salud del sector: lo que funciona, no lo toques.<\/p><div class=\"blogs-contenido_3\" id=\"blogs-3406284962\"><!------------------------   M\u00e1ster Oficial en Direcci\u00f3n de Comercial y Marketing-336x280   ------------------------>\r\n<script type=\"text\/javascript\">\r\nvar bannersnack_embed = {\"hash\":\"bztk0c17y\",\"width\":336,\"height\":280,\"t\":1594306553,\"userId\":38949682,\"type\":\"html5\"};\r\n<\/script>\r\n<script type=\"text\/javascript\" src=\"\/\/cdn.bannersnack.com\/iframe\/embed.js\"><\/script><\/div>\n<p>Existen t\u00edmidos intentos de aumentar los canales digitales de comercializaci\u00f3n y publicidad pero no dejan de ser esfuerzos residuales dentro del gran volumen sus acciones promocionales.<\/p>\n<p>As\u00ed, las empresas farmac\u00e9uticas del \u00e1mbito hospitalario se han visto obligadas a rega\u00f1adientes aceptar centrales de compra de nivel regional o estatal que utilizan sistemas inform\u00e1ticos de control log\u00edstico e incluso de definici\u00f3n de precios (mediante subastas digitales).<\/p>\n<h2><span class=\"ez-toc-section\" id=\"Transformacion_digital_en_el_sector_farmaceutico\"><\/span>Transformaci\u00f3n digital en el sector farmac\u00e9utico<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>Hace a\u00f1os que se inici\u00f3 la senda de las p\u00e1ginas web y las aplicaciones de m\u00f3vil para la informaci\u00f3n de patolog\u00edas y el control de par\u00e1metros fisiol\u00f3gicos como el az\u00facar o el colesterol.<\/p>\n<p>Estas soluciones son patrocinadas por laboratorios farmac\u00e9uticos pero con la restricci\u00f3n de no publicitar marcas. Por esta raz\u00f3n, es de gran importancia la imagen corporativa (dise\u00f1os de logotipos, las tipograf\u00edas, los colores corporativos,\u2026) para generar una relaci\u00f3n inconsciente entre la imagen de la aplicaci\u00f3n con un producto determinado sin que sea mencionado.<\/p>\n<h2><span class=\"ez-toc-section\" id=\"Big_data_y_la_medicina\"><\/span>Big data y la medicina<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>Donde est\u00e1n empezando a asomar la cabeza es en el mundo del <a href=\"https:\/\/blogs.imf-formacion.com\/blog\/marketing\/big-data-estrategia-marketing\/\"><strong>Big Data<\/strong><\/a> con el uso de herramientas inform\u00e1ticas de gran potencia para el estudio de patolog\u00edas y sus tratamientos.<\/p>\n<p>Con estos estudios, se realizan estudios de mercado para la mejora de la satisfacci\u00f3n del cliente final, es decir, para una m\u00e1s r\u00e1pida y segura curaci\u00f3n de las enfermedades.<\/p>\n<p>Se trata de una interrelaci\u00f3n entre el marketing y la medicina en la que las t\u00e9cnicas de cada \u00e1mbito cooperan sin\u00e9rgicamente para alcanzar objetivos comunes.<\/p>\n<p>Recientemente, <a href=\"http:\/\/www.farmaindustria.es\/web\/prensa\/notas-de-prensa\/2017\/02\/16\/la-industria-farmaceutica-apuesta-big-data-optimizar-uso-la-informacion-salud\/\" target=\"_blank\" rel=\"noopener noreferrer\"><strong>FarmaIndustria<\/strong><\/a>, la patronal espa\u00f1ola de la industria farmac\u00e9utica, ha anunciado un proyecto del programa IMIBD4BO (<strong>Bid Data for Better Outcomes<\/strong>) en las \u00e1reas terap\u00e9uticas m\u00e1s prometedoras en el mundo occidental (Alzheimer, neoplasias hematol\u00f3gicas, esclerosis m\u00faltiple y enfermedades cardiovasculares) para dar respuestas a las necesidades m\u00e1s acuciantes, mejorar tratamientos y facilitar la toma de decisiones.<\/p>\n<p>En definitiva, la industria farmac\u00e9utica se est\u00e1 iniciando (con un poco de retraso) en el Marketing Digital y en el uso de Big Data.<\/p>\n<p>En esta evoluci\u00f3n de las organizaciones empresariales, es de gran importancia aunar las herramientas tradicionales del Marketing estrat\u00e9gico con las innovaciones tecnol\u00f3gicas.<\/p><div class=\"blogs-contenido_2\" id=\"blogs-310005289\"><a href=\"https:\/\/www.imf-formacion.com\/comunicacion\/masterclass-marca-personal-juanmaromero\/\/\" target=\"_blank\">\r\n\t<img decoding=\"async\" src=\"https:\/\/blogs.imf-formacion.com\/blog\/marketing\/wp-content\/uploads\/2020\/07\/guia-para-mejorar-tu-marca-personal.gif\"  alt=\"Gu\u00eda para mejorar tu marca personal\">\r\n<\/a><\/div>\n<p>Esta evoluci\u00f3n en todos los \u00e1mbitos empresariales es la raz\u00f3n por la que el <a href=\"http:\/\/www.coi.es\/masters\/master-universitario-direccion-comercial-marketing\/\"><strong>M\u00e1ster Universitario en Direcci\u00f3n Comercial y Marketing de COI<\/strong><\/a>&nbsp; ofrece un espacio de reflexi\u00f3n y trabajo en el que las nuevas tendencias de los mercados son tratadas exhaustivamente y, as\u00ed, asegurar que las habilidades y competencias de los futuros profesionales de la direcci\u00f3n comercial y del marketing les permita una m\u00e1xima eficiencia para aprovechar mejor las oportunidades que ofrecen &nbsp;los mercados en continuo cambio .<\/p>\n<p><strong><img loading=\"lazy\" decoding=\"async\" class=\"alignleft wp-image-6293 size-thumbnail\" src=\"https:\/\/blogs.imf-formacion.com\/blog\/marketing\/wp-content\/uploads\/2017\/10\/alex-tuca-cela-open-institute-150x150.jpg\" alt=\"\" width=\"150\" height=\"150\" srcset=\"https:\/\/blogs.imf-formacion.com\/blog\/marketing\/wp-content\/uploads\/2017\/10\/alex-tuca-cela-open-institute-150x150.jpg 150w, https:\/\/blogs.imf-formacion.com\/blog\/marketing\/wp-content\/uploads\/2017\/10\/alex-tuca-cela-open-institute-80x80.jpg 80w, https:\/\/blogs.imf-formacion.com\/blog\/marketing\/wp-content\/uploads\/2017\/10\/alex-tuca-cela-open-institute.jpg 200w\" sizes=\"auto, (max-width: 150px) 100vw, 150px\" \/><a href=\"https:\/\/www.linkedin.com\/in\/alex-tuca-56b25011\/\">Alex Tuca<\/a><\/strong>, Profesor del <a href=\"http:\/\/www.coi.es\/masters\/master-universitario-direccion-comercial-marketing\/\"><strong>M\u00e1ster Universitario en Direcci\u00f3n Comercial y Marketing<\/strong><\/a> de <strong><a href=\"http:\/\/www.coi.es\/\">Cela Open Institute<\/a><\/strong>.<\/p>\n<p>&nbsp;<\/p>\n","protected":false},"excerpt":{"rendered":"<input type=\"hidden\" value=\"\" data-essbisPostContainer=\"\" data-essbisPostUrl=\"https:\/\/blogs.imf-formacion.com\/blog\/marketing\/industria-farmaceutica-marketing-digital\/\" data-essbisPostTitle=\"La t\u00edmida entrada de la industria farmac\u00e9utica en el marketing digital\" data-essbisHoverContainer=\"\">","protected":false},"author":3,"featured_media":6292,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"kt_blocks_editor_width":"","footnotes":""},"categories":[4],"tags":[436,402,232],"class_list":["post-6290","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-marketing-online","tag-big-data","tag-innovacion","tag-marketing-digital"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v20.4 (Yoast SEO v26.2) - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>La t\u00edmida entrada de la industria farmac\u00e9utica en el marketing digital<\/title>\n<meta name=\"description\" content=\"La industria farmac\u00e9utica contin\u00faa manteniendo unos crecimientos anuales. Sin embargo, su entrada al marketing digital ha sido paulatina. \u00a1Conoce m\u00e1s!\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/blogs.imf-formacion.com\/blog\/marketing\/industria-farmaceutica-marketing-digital\/\" \/>\n<meta property=\"og:locale\" content=\"es_ES\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"La t\u00edmida entrada de la industria farmac\u00e9utica en el marketing digital\" \/>\n<meta property=\"og:description\" content=\"La industria farmac\u00e9utica contin\u00faa manteniendo unos crecimientos anuales. 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