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Nota de prensa

IQVIA y Shoppertec acuerdan elaborar un estudio para conocer al comprador de Consumer Health en la farmacia

dic. 21, 2017
  • Se trata de la cuarta  edición del estudio Farma Shopper
  • El acuerdo de colaboración busca reunir las fortalezas de ambas compañías y su conocimiento sobre la farmacia y los hábitos de consumo

Shoppertec y IQVIA lanzarán en 2018 la cuarta edición del estudio Farma Shopper. Este estudio está basado en conocer al comprador de Consumer Health en la farmacia, cubriendo todas las etapas del proceso de compra, desde que toma la decisión de compra en su casa hasta que sale de la farmacia con la compra realizada. El objetivo es entender quién compra, cómo, dónde y por qué.

En 2011, Shoppertec lanzó su primer estudio Farma Shopper con el objetivo de ayudar a los laboratorios a aumentar el conocimiento detallado de su cliente y de mejorar sus acciones en el punto de venta, influyendo desde la Farmacia en la decisión final del comprador. “Estamos seguros de que con esta alianza seremos capaces de llevar el desarrollo de nuestro estudio un paso más allá. Nuestra experiencia (esta es la cuarta edición) y su estrecha relación con las farmacias y la información que estas generan, son una combinación perfecta”, asegura José Antonio Andreu, Managing Partner de Shoppertec. La segunda edición de Farma Shopper se lanzó en 2014 y por último, en 2016 se realizó un especial en el canal parafarmacia. Por su parte, Concha Almarza, General Manager de IQVIA España, afirma que “el comprador de Consumer Health está cambiando de una manera muy rápida; este estudio ayudará a conocer mejor los hábitos y tendencias actuales de compra del consumidor, en un momento donde se evalúan cada vez más distintos canales para el autocuidado”.  

Los estudios Farma Shopper combinan diferentes metodologías tanto cuantitativas como cualitativas, con más de 35 categorías analizadas. Estas metodologías permiten obtener información sobre el comportamiento y los hábitos de compra del comprador de Consumer Health en la farmacia.

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