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Nota de prensa

Foro IQVIA y Correo Farmacéutico: "Conectar con el cliente: más allá de la multicanalidad"

jul. 06, 2018

El pasado 5 de julio, se llevó a cabo en Madrid el Foro IQVIA y Correo Farmacéutico “Conectar con el cliente: más allá de la multicanalidad”. 

Al evento asistieron más de 60 profesionales de diferentes empresas como ADAMED, Allergan, Arkopharma, Cofares, Esteve, Dentaid, Faes Farma, Gilead, GSK, Inmunotek, Johnson & Johnson, MSD, Norgine, Normon, Mylan, Pfizer, Uriach, Vidal, Reig Jofre, Pharmalink y Zambon. 

El objetivo del foro era ayudar a los laboratorios a entender los retos y las palancas necesarias para abordar con éxito las nuevas formas de conectar y relacionarse con el público de manera integral.

La jornada comenzó con una bienvenida a cargo de Carmen Fernández, Directora de Correo Farmacéutico y Diario Médico, y Concha Almarza, General Manager de IQVIA Spain. 

El programa del foro se centró en tres bloques, el primero se tituló “La transformación digital en la industria farmacéutica” en el que Pablo Foncillas, Docente e Investigador en Innovación Empresarial, explicó cómo la disrupción digital está transformando los modelos comerciales en la industria farmacéutica y resaltó que los clientes son onmichannel en su forma de pensar y en su comportamiento, por lo que los vendedores también deben serlo. 

El segundo bloque se trató de una mesa redonda moderada por Karen Ticozzi, Directora de Multichannel Strategy de IQVIA que se tituló “Comunicarse con el profesional sanitario. Una visión holística”. En esta mesa, expertos de diferentes laboratorios como ROCHE, TEVA, NOVARTIS y GRUNENTHAL discutieron sobre el nuevo perfil para afrontar con éxito una estrategia multicanal, la relación con el cliente como nuevo enfoque y la transformación digital en todo el laboratorio. Todos los participantes estuvieron de acuerdo en que los delegados deben adaptarse a los nuevos canales y ya lo están haciendo. 

Por último, Julio Portabella, Director de Tecnología de IQVIA, y David Sierra, Engagement Mgr de Tecnología de IQVIA, presentaron un ejemplo vivo de una estrategia comercial multicanal. 

El foro fue retransmitido en directo por Twitter utilizando el hashtag #MulticanalidadCF.

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