{"id":128,"date":"2021-04-25T20:33:47","date_gmt":"2021-04-25T23:33:47","guid":{"rendered":"https:\/\/verocontents.com.br\/?p=128"},"modified":"2024-06-02T19:16:38","modified_gmt":"2024-06-02T22:16:38","slug":"la-industria-farmaceutica-y-el-contenido","status":"publish","type":"post","link":"https:\/\/verocontents.com.br\/es\/blog\/la-industria-farmaceutica-y-el-contenido\/","title":{"rendered":"La industria farmac\u00e9utica y el marketing de contenidos"},"content":{"rendered":"<div id=\"ez-toc-container\" class=\"ez-toc-v2_0_81 counter-hierarchy ez-toc-counter ez-toc-black ez-toc-container-direction\">\n<div class=\"ez-toc-title-container\">\n<p class=\"ez-toc-title\" style=\"cursor:inherit\">\u00cdndice<\/p>\n<span class=\"ez-toc-title-toggle\"><a href=\"#\" class=\"ez-toc-pull-right ez-toc-btn ez-toc-btn-xs ez-toc-btn-default ez-toc-toggle\" aria-label=\"Alternar tabla de contenido\"><span class=\"ez-toc-js-icon-con\"><span class=\"\"><span class=\"eztoc-hide\" style=\"display:none;\">Palanca<\/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><\/span><\/a><\/span><\/div>\n<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:\/\/verocontents.com.br\/es\/blog\/la-industria-farmaceutica-y-el-contenido\/#A_propaganda_farmaceutica\" >Publicidad 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:\/\/verocontents.com.br\/es\/blog\/la-industria-farmaceutica-y-el-contenido\/#A_industria_farmaceutica_mudou_depois_de_2015\" >La industria farmac\u00e9utica cambi\u00f3 despu\u00e9s de 2015<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-3\" href=\"https:\/\/verocontents.com.br\/es\/blog\/la-industria-farmaceutica-y-el-contenido\/#O_marketing_de_conteudo\" >marketing de contenidos<\/a><\/li><\/ul><\/nav><\/div>\n<h2><span class=\"ez-toc-section\" id=\"A_propaganda_farmaceutica\"><\/span><span style=\"font-size: large; color: #ff9900;\"><strong>Publicidad farmac\u00e9utica<\/strong><\/span><span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>La libertad de creaci\u00f3n en la industria farmac\u00e9utica hace unos a\u00f1os era similar a la de otros \u00e1mbitos de la publicidad. Trabajamos de muchas maneras, manteniendo siempre el foco en la informaci\u00f3n cient\u00edfica. En el a\u00f1o 2000, el mercado sufri\u00f3 una fuerte regulaci\u00f3n en la comunicaci\u00f3n con los profesionales sanitarios. Se han incluido algunas restricciones, que han ido aumentando con el paso de los a\u00f1os.<\/p>\n<p>As\u00ed, el mercado experiment\u00f3 su primera gran transformaci\u00f3n en t\u00e9rminos de comunicaci\u00f3n. La publicidad qued\u00f3 restringida en muchos aspectos.<\/p>\n<p>Como todo sector importante, la industria farmac\u00e9utica se adapt\u00f3 bien y todas las agencias y clientes acabaron encontrando su camino. El objetivo de seguir informando las principales diferencias de sus productos, resultado de muchas investigaciones e inversiones, siempre con un enfoque en la informaci\u00f3n cient\u00edfica, continu\u00f3 como centro de comunicaci\u00f3n.<\/p>\n<p>Hace unos a\u00f1os se produjo la segunda gran transformaci\u00f3n en la publicidad farmac\u00e9utica. El contacto entre el equipo comercial y el m\u00e9dico ha evolucionado, con la inclusi\u00f3n de los medios digitales y el cambio de las ayudas visuales impresas a las tabletas. El enfoque sigui\u00f3 siendo el mismo: informaci\u00f3n cient\u00edfica. Y, sin embargo, el mayor desaf\u00edo sigui\u00f3 siendo retener a los profesionales de la salud con informaci\u00f3n de calidad.<\/p>\n<h2><span class=\"ez-toc-section\" id=\"A_industria_farmaceutica_mudou_depois_de_2015\"><\/span><span style=\"font-size: large; color: #ff9900;\"><strong>La industria farmac\u00e9utica cambi\u00f3 despu\u00e9s de 2015<\/strong><\/span><span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>Seg\u00fan datos de IMS Health, los ingresos de la industria farmac\u00e9utica en Brasil cayeron alrededor de R$ 9,3 mil millones, alcanzando US$ 28,1 mil millones, de 2013 a 2015. Brasil pas\u00f3 del sexto lugar en 2013 al s\u00e9ptimo en el ranking del segmento. El tipo de cambio desfavorable impuls\u00f3 la ca\u00edda.<\/p>\n<p>Si bien el mercado interno a\u00fan registr\u00f3 crecimiento, la apreciaci\u00f3n del d\u00f3lar forz\u00f3 el resultado negativo. Estos impactos se sintieron en los presupuestos de marketing, con recortes y reducciones de materiales. Las cifras en d\u00f3lares hicieron que Brasil cayera en el ranking en 2015, pero las ventas en 2016 aumentaron 13,1%, totalizando R$ 85,35 mil millones, seg\u00fan Interfarma.<\/p>\n<p>Pero el mercado volvi\u00f3 a crecer, seg\u00fan Interfarma, con un crecimiento de 11% en 2018, alcanzando una facturaci\u00f3n de R$ 90 mil millones y con estimaciones de que podr\u00eda llegar a R$ 173 mil millones en 2023, lo que colocar\u00eda a Brasil en la quinta posici\u00f3n del ranking mundial.<\/p>\n<h2><span class=\"ez-toc-section\" id=\"O_marketing_de_conteudo\"><\/span><span style=\"font-size: large; color: #ff9900;\"><strong>marketing de contenidos<\/strong><\/span><span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>En el \u00e1mbito del marketing, el nuevo panorama de 2015 marc\u00f3 un nuevo camino: <em>marketing de contenidos,\u00a0<\/em>o simplemente\u00a0<em>marketing de contenidos<\/em>. La nueva forma de trabajar, al presentar m\u00e1s eficiencia en la medici\u00f3n, ha ganado protagonismo en algunos segmentos, principalmente los vinculados a la alimentaci\u00f3n y la nutrici\u00f3n. La forma de entregar contenidos a los l\u00edderes de opini\u00f3n ha cambiado, pero la base de la relaci\u00f3n dentro de la industria farmac\u00e9utica sigue siendo la informaci\u00f3n cient\u00edfica.<\/p>\n<p>Los materiales digitales y otros formatos de prestaci\u00f3n de servicios han pasado a formar parte de las estrategias de comunicaci\u00f3n. Centr\u00e1ndose en la informaci\u00f3n, la industria comenz\u00f3 a informar, ayudar e involucrar cada vez m\u00e1s a los profesionales de la salud. Y ahora m\u00e1s con el uso de la tecnolog\u00eda no s\u00f3lo en los dispositivos, sino tambi\u00e9n en su forma de distribuci\u00f3n, siempre centr\u00e1ndose en los contenidos.<\/p>\n<p>Por\u00a0<strong><em>Marcelo Castilho<\/em><\/strong><\/p>","protected":false},"excerpt":{"rendered":"<p>Publicidad farmac\u00e9utica La libertad de creaci\u00f3n en la industria farmac\u00e9utica hace unos a\u00f1os era similar a la de otros sectores de la publicidad. Trabajamos de muchas maneras, manteniendo siempre el foco en la informaci\u00f3n cient\u00edfica. En 2000, el mercado sufri\u00f3 una fuerte regulaci\u00f3n en<\/p>","protected":false},"author":1,"featured_media":2267,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_monsterinsights_skip_tracking":false,"_monsterinsights_sitenote_active":false,"_monsterinsights_sitenote_note":"","_monsterinsights_sitenote_category":0,"footnotes":""},"categories":[19],"tags":[21,20,13,22],"class_list":["post-128","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-inbound-marketing-e-conteudo","tag-inbound-marketing","tag-industria-farmaceutica","tag-marketing-de-conteudo","tag-propaganda-farmaceutica"],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v26.9 (Yoast SEO v27.0) - https:\/\/yoast.com\/product\/yoast-seo-premium-wordpress\/ -->\n<title>Ind\u00fastria farmac\u00eautica e o marketing de conte\u00fado - Vero Contents<\/title>\n<meta name=\"description\" content=\"A ind\u00fastria farmac\u00eautica passa por um per\u00edodo de mudan\u00e7a e adapta\u00e7\u00e3o, com o uso de ferramentas mais eficientes e mensur\u00e1veis, como o marketing de conte\u00fado.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/verocontents.com.br\/es\/blog\/la-industria-farmaceutica-y-el-contenido\/\" \/>\n<meta property=\"og:locale\" content=\"es_MX\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"A ind\u00fastria farmac\u00eautica e o marketing de conte\u00fado\" \/>\n<meta property=\"og:description\" content=\"A ind\u00fastria farmac\u00eautica passa por um per\u00edodo de mudan\u00e7a e adapta\u00e7\u00e3o, com o uso de ferramentas mais eficientes e mensur\u00e1veis, como o marketing de conte\u00fado.\" \/>\n<meta property=\"og:url\" content=\"https:\/\/verocontents.com.br\/es\/blog\/la-industria-farmaceutica-y-el-contenido\/\" \/>\n<meta property=\"og:site_name\" content=\"Vero Contents\" \/>\n<meta property=\"article:publisher\" content=\"https:\/\/www.facebook.com\/verocontents\/\" \/>\n<meta property=\"article:published_time\" content=\"2021-04-25T23:33:47+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2024-06-02T22:16:38+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/verocontents.com.br\/wp-content\/uploads\/2017\/03\/industria-farmaceutica-e-o-marketing-de-conteudo-blog-vero-contents1.jpg\" \/>\n\t<meta property=\"og:image:width\" content=\"750\" \/>\n\t<meta property=\"og:image:height\" content=\"350\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/jpeg\" \/>\n<meta name=\"author\" content=\"Marcel Castilho\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:creator\" content=\"@marcelcast\" \/>\n<meta name=\"twitter:site\" content=\"@marcelcast\" \/>\n<meta name=\"twitter:label1\" content=\"Escrito por\" \/>\n\t<meta name=\"twitter:data1\" content=\"Marcel Castilho\" \/>\n\t<meta name=\"twitter:label2\" content=\"Tiempo de lectura\" \/>\n\t<meta name=\"twitter:data2\" content=\"3 minutos\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\/\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\/\/verocontents.com.br\/blog\/a-industria-farmaceutica-e-o-conteudo\/#article\",\"isPartOf\":{\"@id\":\"https:\/\/verocontents.com.br\/blog\/a-industria-farmaceutica-e-o-conteudo\/\"},\"author\":{\"name\":\"Marcel Castilho\",\"@id\":\"https:\/\/verocontents.com.br\/#\/schema\/person\/bd2c94994384cf33451ed8cd98b183a9\"},\"headline\":\"A ind\u00fastria farmac\u00eautica e o marketing de conte\u00fado\",\"datePublished\":\"2021-04-25T23:33:47+00:00\",\"dateModified\":\"2024-06-02T22:16:38+00:00\",\"mainEntityOfPage\":{\"@id\":\"https:\/\/verocontents.com.br\/blog\/a-industria-farmaceutica-e-o-conteudo\/\"},\"wordCount\":560,\"publisher\":{\"@id\":\"https:\/\/verocontents.com.br\/#organization\"},\"image\":{\"@id\":\"https:\/\/verocontents.com.br\/blog\/a-industria-farmaceutica-e-o-conteudo\/#primaryimage\"},\"thumbnailUrl\":\"https:\/\/verocontents.com.br\/wp-content\/uploads\/2017\/03\/industria-farmaceutica-e-o-marketing-de-conteudo-blog-vero-contents1.jpg\",\"keywords\":[\"inbound marketing\",\"industria farmaceutica\",\"marketing de conte\u00fado\",\"propaganda farmaceutica\"],\"articleSection\":[\"Inbound Marketing e Conte\u00fado\"],\"inLanguage\":\"es\"},{\"@type\":\"WebPage\",\"@id\":\"https:\/\/verocontents.com.br\/blog\/a-industria-farmaceutica-e-o-conteudo\/\",\"url\":\"https:\/\/verocontents.com.br\/blog\/a-industria-farmaceutica-e-o-conteudo\/\",\"name\":\"Ind\u00fastria farmac\u00eautica e o marketing de conte\u00fado - 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