{"id":7410,"date":"2025-02-19T09:50:00","date_gmt":"2025-02-19T09:50:00","guid":{"rendered":"https:\/\/fdirect.it\/?p=7410"},"modified":"2026-03-20T15:47:06","modified_gmt":"2026-03-20T15:47:06","slug":"il-digitale-che-ti-riporta-al-centro-il-farmacista-protagonista-del-cambiamento","status":"publish","type":"post","link":"https:\/\/fdirect.it\/il-digitale-che-ti-riporta-al-centro-il-farmacista-protagonista-del-cambiamento\/","title":{"rendered":"Il digitale che ti riporta al centro: il Farmacista protagonista del cambiamento"},"content":{"rendered":"\t\t<div data-elementor-type=\"wp-post\" data-elementor-id=\"7410\" class=\"elementor elementor-7410\" data-elementor-post-type=\"post\">\n\t\t\t\t<div class=\"elementor-element elementor-element-acb64af e-flex e-con-boxed e-con e-parent\" data-id=\"acb64af\" data-element_type=\"container\" data-e-type=\"container\">\n\t\t\t\t\t<div class=\"e-con-inner\">\n\t\t\t\t<div class=\"elementor-element elementor-element-8264acf elementor-widget elementor-widget-theme-post-featured-image elementor-widget-image\" data-id=\"8264acf\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"theme-post-featured-image.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<img fetchpriority=\"high\" decoding=\"async\" width=\"1024\" height=\"576\" src=\"https:\/\/fdirect.it\/%77%70%2d%63%6f%6e%74%65%6e%74\/uploads\/2026\/03\/679cdecce628e-1024x576.png\" class=\"attachment-large size-large wp-image-7412\" alt=\"Modifica Il digitale che ti riporta al centro: il Farmacista protagonista del cambiamento\" srcset=\"https:\/\/fdirect.it\/%77%70%2d%63%6f%6e%74%65%6e%74\/uploads\/2026\/03\/679cdecce628e-1024x576.png 1024w, https:\/\/fdirect.it\/%77%70%2d%63%6f%6e%74%65%6e%74\/uploads\/2026\/03\/679cdecce628e-300x169.png 300w, https:\/\/fdirect.it\/%77%70%2d%63%6f%6e%74%65%6e%74\/uploads\/2026\/03\/679cdecce628e-768x432.png 768w, https:\/\/fdirect.it\/%77%70%2d%63%6f%6e%74%65%6e%74\/uploads\/2026\/03\/679cdecce628e.png 1044w\" sizes=\"(max-width: 1024px) 100vw, 1024px\" \/>\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t<div class=\"elementor-element elementor-element-51eedf59 e-flex e-con-boxed e-con e-parent\" data-id=\"51eedf59\" data-element_type=\"container\" data-e-type=\"container\">\n\t\t\t\t\t<div class=\"e-con-inner\">\n\t\t\t\t<div class=\"elementor-element elementor-element-309e429a elementor-widget elementor-widget-text-editor\" data-id=\"309e429a\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<p class=\"MsoNormal\" style=\"margin: 0cm; font-size: 11pt; font-family: Aptos, sans-serif; color: rgb(0, 0, 0);\">\n  <span style=\"font-weight: bolder; font-size: 11pt; text-align: justify;\">\n    <i>\n      <span style=\"font-size: 16pt; font-family: &quot;Source Sans Pro&quot;, sans-serif; color: rgb(0, 161, 131);\">\n        Tempo di lettura&nbsp;\n      <\/span>\n    <\/i>\n  <\/span>\n  <i style=\"font-size: 11pt; text-align: justify;\">\n    <span style=\"font-size: 16pt; font-family: &quot;Source Sans Pro&quot;, sans-serif; color: rgb(0, 161, 131);\">\n      : 5&nbsp;\n      <span style=\"font-weight: bolder;\">\n        &nbsp;min\n      <\/span>\n    <\/span>\n  <\/i>\n<\/p>\n<p class=\"MsoNormal\" style=\"margin: 0cm; font-size: 11pt; font-family: Aptos, sans-serif; color: rgb(0, 0, 0); text-align: justify; background-size: initial;\">\n  <span style=\"font-weight: bolder;\">\n    <span style=\"font-size: 16pt; font-family: &quot;Source Sans Pro&quot;, sans-serif; color: rgb(0, 161, 131);\">\n      Indice&nbsp;\n    <\/span>\n  <\/span>\n  <span style=\"font-size: 16pt; font-family: &quot;Source Sans Pro&quot;, sans-serif; color: rgb(0, 161, 131);\">\n    :\n  <\/span>\n<\/p>\n<ul>\n  <li style=\"margin: 0cm; text-align: justify; background-size: initial;\">\n    <span style=\"text-align: left;\">\n      <font color=\"#233b63\" face=\"Source Sans Pro, sans-serif\">\n        <b style=\"\">\n          <span style=\"font-size: 20px;\">\n            Affrontare le sfide del mercato: soluzioni strategiche per innovare\n            <br>\n              <\/span>\n            <\/b>\n          <\/font>\n        <\/span>\n      <span style=\"text-align: left;\">\n        <font color=\"#233b63\" style=\"\">\n          <font face=\"Source Sans Pro, sans-serif\" style=\"font-weight: bold;\">\n            <span style=\"font-size: 20px;\">\n              1. Retail mix: costruire un posizionamento strategico\n            <\/span>\n          <\/font>\n          <br>\n            <span style=\"font-weight: bold; font-family: &quot;Source Sans Pro&quot;, sans-serif; font-size: 20px;\">\n              2. Il Category Management e le Leve della Marginalit\u00e0: La gestione di un assortimento vincent\n            <\/span>\n            <font face=\"Source Sans Pro, sans-serif\" style=\"font-weight: bold;\">\n              <span style=\"font-size: 21.3333px;\">\n                e.\n                <br>\n                  <\/span>\n                <\/font>\n              <b>\n                <span style=\"font-size: 20px;\">\n                  3.&nbsp; Sinergia tra fisico e digitale: un ecosistema integrato\n                <\/span>\n              <\/b>\n              <br>\n                <div style=\"font-weight: bold; text-align: left;\">\n                  <span style=\"font-family: &quot;Source Sans Pro&quot;, sans-serif; font-size: 16pt; color: rgb(0, 0, 0); font-weight: bolder;\">\n                    &nbsp;\n                  <\/span>\n                <\/div>\n                <\/font>\n              <\/span>\n            <\/li>\n          <\/ul>\n        <p style=\"margin-right:0cm;margin-left:0cm;font-size:12pt;font-family:'Times New Roman', serif;color:rgb(0,0,0);\">\n          <img decoding=\"async\" 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data-filename=\"Risorsa 4.png\" style=\"font-size: 1rem; font-weight: bolder; caret-color: rgb(33, 33, 33); color: rgb(35, 59, 100); width: 1305.17px;\">\n            &nbsp;\n            <\/p>\n          <p style=\"margin-right:0cm;margin-left:0cm;font-size:12pt;font-family:'Times New Roman', serif;color:rgb(0,0,0);\">\n            <span style=\"font-size:16pt;font-family:'Source Sans Pro', sans-serif;\">\n              Ormai \u00e8 noto che il settore farmaceutico stia attraversando una fase di profonda trasformazione, spinto da&nbsp;\n              <span style=\"font-weight:bolder;\">\n                dinamiche\n              <\/span>\n              &nbsp;di mercato che richiedono un adattamento rapido e strategico.\n              <br>\n                Le Farmacie, in particolare, si trovano ad affrontare sfide complesse, come la crescente competizione dei canali online, le aspettative sempre pi\u00f9 elevate dei pazienti-clienti (per servizi personalizzati e tempestivi) e il delicato equilibrio tra i ruoli di dispensatore, retailer e presidio sanitario che \u00e8 chiamato a ricoprire.\n                <br>\n                  Questi cambiamenti rendono indispensabile un ripensamento del modello di business e della professionalit\u00e0 del Farmacista.\n                  <\/span>\n                <\/p>\n              <p>\n              <\/p>\n              <p style=\"margin-right:0cm;margin-left:0cm;font-size:12pt;font-family:'Times New Roman', serif;color:rgb(0,0,0);\">\n                <span style=\"font-size:16pt;font-family:'Source Sans Pro', sans-serif;\">\n                  In questo articolo esploreremo alcune delle leve strategiche approfondite negli ultimi mesi nei nostri articoli di blog, con l\u2019obiettivo di supportare i Farmacisti nel tornare ad essere protagonisti&nbsp;\n                  <span style=\"font-weight:bolder;\">\n                    attivi&nbsp;\n                  <\/span>\n                  del mercato, acquisire consapevolezza del&nbsp;\n                  <span style=\"font-weight:bolder;\">\n                    potenziale inespresso della propria Farmacia\n                  <\/span>\n                  &nbsp;e riconoscere il nuovo ruolo strategico che sono chiamati a ricoprire:\n                  <span style=\"font-weight:bolder;\">\n                    &nbsp;\n                  <\/span>\n                  &#8221;\n                  <span style=\"font-weight:bolder;\">\n                    Farmacisti prescrittori&#8221;\n                  <\/span>\n                  , professionisti capaci di guidare i pazienti-clienti verso soluzioni in linea con i loro reali bisogni di salute e benessere.\n                  <br>\n                    <br>\n                      Un supporto strategico per affrontare queste sfide risiede nell\u2019innovazione digitale:\n                      <br>\n                        non un concetto astratto, ma un insieme di strumenti in grado di&nbsp;\n                        <span style=\"font-weight:bolder;\">\n                          liberare&nbsp;\n                        <\/span>\n                        tempo, semplificare la gestione operativa della Farmacia e consentire ai Farmacisti di innovare e progredire senza dover trascurare il proprio ruolo professionale.\n                        <br>\n                          <br>\n                            <\/span>\n                          <span style=\"font-weight:bolder;\">\n                            <span style=\"font-size:20pt;font-family:'Source Sans Pro', sans-serif;color:rgb(21,96,130);\">\n                              Affrontare le sfide del mercato: soluzioni strategiche per innovare\n                            <\/span>\n                          <\/span>\n                          <span style=\"font-size:16pt;font-family:'Source Sans Pro', sans-serif;\">\n                          <\/span>\n                          <\/p>\n                        <p>\n                        <\/p>\n                        <p class=\"MsoNormal\" style=\"margin:0cm;font-size:11pt;font-family:Aptos, sans-serif;color:rgb(0,0,0);\">\n                          <span style=\"font-size:16pt;font-family:'Source Sans Pro', sans-serif;\">\n                            Nel corso degli ultimi mesi, abbiamo visto come, con il supporto delle giuste tecnologie, ogni Farmacia pu\u00f2:\n                            <span style=\"font-weight:bolder;\">\n                            <\/span>\n                          <\/span>\n                        <\/p>\n                        <p>\n                        <\/p>\n                        <ul type=\"disc\" style=\"margin-bottom:0cm;color:rgb(0,0,0);font-size:medium;\">\n                          <li>\n                            <span style=\"font-size:16pt;font-family:'Source Sans Pro', sans-serif;\">\n                              Riconoscere la propria\n                              <span style=\"font-weight:bolder;\">\n                                &nbsp;identit\u00e0 strategica&nbsp;\n                              <\/span>\n                              e rafforzare la propria posizione nel mercato\n                            <\/span>\n                          <\/li>\n                          <li>\n                            <span style=\"font-size:16pt;font-family:'Source Sans Pro', sans-serif;\">\n                              Migliorare la&nbsp;\n                              <span style=\"font-weight:bolder;\">\n                                redditivit\u00e0&nbsp;\n                              <\/span>\n                              generale dell\u2019attivit\u00e0\n                            <\/span>\n                          <\/li>\n                          <li>\n                            <span style=\"font-size:16pt;font-family:'Source Sans Pro', sans-serif;\">\n                              Aumentare le propria&nbsp;\n                              <span style=\"font-family: &quot;Source Sans Pro&quot;, -apple-system, &quot;system-ui&quot;, &quot;Segoe UI&quot;, Roboto, &quot;Helvetica Neue&quot;, Arial, sans-serif, &quot;Apple Color Emoji&quot;, &quot;Segoe UI Emoji&quot;, &quot;Segoe UI Symbol&quot;; font-size: medium;\">\n                                &nbsp;\n                              <\/span>\n                              <span style=\"font-size: 16pt; font-weight: bolder;\">\n                                efficienza operativa\n                              <\/span>\n                              <span style=\"font-size: 16pt;\">\n                                &nbsp;e la qualit\u00e0 del servizio alla clientela\n                              <\/span>\n                            <\/span>\n                          <\/li>\n                        <\/ul>\n                        <p>\n                          <span style=\"font-size:16pt;font-family:'Source Sans Pro', sans-serif;\">\n                            <span style=\"font-size: 16pt;\">\n                              <br>\n                                <\/span>\n                              <font color=\"#000000\">\n                                Di seguito alcuni esempi approfonditi nel corso dell\u2019ultimo anno insieme a Fdirect:\n                              <\/font>\n                            <\/span>\n                            <\/p>\n                          <p>\n                            <span style=\"color: rgb(0, 0, 0); font-family: &quot;Source Sans Pro&quot;, sans-serif; font-size: 21.3333px; font-weight: 700;\">\n                              1. Retail mix: costruire un posizionamento strategico\n                            <\/span>\n                            <span style=\"font-size:16pt;font-family:'Source Sans Pro', sans-serif;\">\n                            <\/span>\n                          <\/p>\n                          <p>\n                          <\/p>\n                          <p style=\"margin-right:0cm;margin-left:0cm;font-size:12pt;font-family:'Times New Roman', serif;color:rgb(0,0,0);\">\n                            <span style=\"font-size:16pt;font-family:'Source Sans Pro', sans-serif;\">\n                              Una delle leve pi\u00f9 efficaci \u00e8 il&nbsp;\n                              <span style=\"font-weight:bolder;\">\n                                retail mix,&nbsp;\n                              <\/span>\n                              un approccio strategico che permette di identificare e valorizzare il potenziale inespresso della Farmacia.\n                              <br>\n                                Nel corso della nostra\n                                <span style=\"font-weight:bolder;\">\n                                  &nbsp;\n                                  <a href=\"https:\/\/fdirect.it\/news\/retail-mix-location\" style=\"color:rgb(70,120,134);\">\n                                    rubrica dedicata all\u2019argomento\n                                  <\/a>\n                                <\/span>\n                                &nbsp;abbiamo visto come, a fare la differenza in un mercato sempre pi\u00f9 affollato, sia la capacit\u00e0 di anticipare le aspettative dei clienti e costruire un posizionamento focalizzato sulle reali necessit\u00e0 del proprio mercato, distinguendosi in modo netto dai competitor. Inoltre, adottare un approccio consapevole che tenga conto delle specificit\u00e0 di ogni punto vendita, permette alle Farmacie di sfruttare al massimo le proprie risorse e competenze ed\n                                <span style=\"font-weight:bolder;\">\n                                  &nbsp;ottimizzare la performance economica complessiva del punto vendita.\n                                <\/span>\n                                <\/span>\n                              <\/p>\n                            <p>\n                            <\/p>\n                            <p style=\"margin-right:0cm;margin-left:0cm;font-size:12pt;font-family:'Times New Roman', serif;color:rgb(0,0,0);\">\n                              <span style=\"font-size:16pt;font-family:'Source Sans Pro', sans-serif;\">\n                                Grazie a un utilizzo strategico delle leve del&nbsp;\n                                <span style=\"font-weight:bolder;\">\n                                  <a href=\"https:\/\/fdirect.it\/news\/retail-mix-costruzione-assortimento-farmacia-pt3\" style=\"color:rgb(70,120,134);\">\n                                    retail mix\n                                    <span style=\"font-weight:normal;\">\n                                      ,\n                                    <\/span>\n                                  <\/a>\n                                <\/span>\n                                &nbsp;ogni Farmacia pu\u00f2 rafforzare il proprio ruolo di punto di riferimento per i pazienti-clienti, offrendo loro non solo prodotti, ma un\u2019esperienza di consulenza e supporto personalizzato. Ad esempio, implementare strategie promozionali con una comunicazione mirata, pu\u00f2 trasformare il punto vendita in un ambiente dinamico, capace di costruire relazioni pi\u00f9 solide e rispondere con precisione alle reali esigenze dei clienti.\n                              <\/span>\n                            <\/p>\n                            <p>\n                            <\/p>\n                            <p style=\"margin-right:0cm;margin-left:0cm;font-size:12pt;font-family:'Times New Roman', serif;color:rgb(0,0,0);\">\n                              <span style=\"font-size:16pt;font-family:'Source Sans Pro', sans-serif;\">\n                                Questo approccio non solo valorizza la professionalit\u00e0 del Farmacista, consolidandone il ruolo di consulente della salute e del benessere, ma consente anche di migliorare la marginalit\u00e0 dell\u2019assortimento attraverso una gestione pi\u00f9 attenta alle specificit\u00e0 del punto vendita.\n                                <br>\n                                  <br>\n                                    <\/span>\n                                  <\/p>\n                                <p>\n                                <\/p>\n                                <p style=\"margin-right:0cm;margin-left:0cm;font-size:12pt;font-family:'Times New Roman', serif;color:rgb(0,0,0);\">\n                                  <span style=\"font-weight:bolder;\">\n                                    <span style=\"font-size:16pt;font-family:'Source Sans Pro', sans-serif;\">\n                                      2. Il Category Management e le Leve della Marginalit\u00e0: La gestione di un assortimento vincente.\n                                      <br>\n                                        <br>\n                                          <\/span>\n                                        <\/span>\n                                      <span style=\"font-size:16pt;font-family:'Source Sans Pro', sans-serif;\">\n                                        Abbiamo poi esplorato come analizzare e soddisfare appieno le esigenze dei clienti proponendo loro soluzioni mirate.\n                                        <br>\n                                          Come spiegato&nbsp;\n                                          <span style=\"font-weight:bolder;\">\n                                            <a href=\"https:\/\/fdirect.it\/news\/il-category-management-in-farmacia\" style=\"color:rgb(70,120,134);\">\n                                              <span style=\"color:#000000;\">\n                                                nell\u2019articolo dedicato\n                                              <\/span>\n                                            <\/a>\n                                          <\/span>\n                                          ,&nbsp;\n                                          <span style=\"font-weight:bolder;\">\n                                            il Category Management\n                                          <\/span>\n                                          &nbsp;\u00e8 un approccio strategico alla gestione dell\u2019assortimento, che va oltre la semplice selezione delle referenze.\n                                          <br>\n                                            Ci\u00f2 comporta l\u2019adozione di&nbsp;\n                                            <span style=\"font-weight:bolder;\">\n                                              categorizzazioni\n                                            <\/span>\n                                            &nbsp;delle referenze progettate per rispecchiare le reali necessit\u00e0 dei pazienti-clienti, anticipare quelle inesplorate, e ripensare l\u2019intero processo di acquisto, rendendolo pi\u00f9 efficace e in grado di rispondere in modo puntuale ai bisogni emergenti.\n                                            <span style=\"color:#FF0000;\">\n                                              <br>\n                                                <br>\n                                                  <\/span>\n                                                Costruire un assortimento ben strutturato significa analizzare le performance di ogni categoria e pianificare con attenzione gli ordini, concentrandosi sulle referenze pi\u00f9 strategiche.\n                                                <br>\n                                                  Questo permette di migliorare la rotazione delle referenze in magazzino, aumentare la redditivit\u00e0 complessiva della Farmacia e offrire un\u2019esperienza al cliente pi\u00f9 completa,\n                                                  <span style=\"font-weight:bolder;\">\n                                                    &nbsp;posizionando la farmacia come un punto di riferimento per la salute e il benessere.\n                                                  <\/span>\n                                                  <\/span>\n                                                <\/p>\n                                              <p>\n                                              <\/p>\n                                              <p class=\"MsoNormal\" style=\"margin:0cm;font-size:11pt;font-family:Aptos, sans-serif;color:rgb(0,0,0);\">\n                                                <span style=\"font-size:16pt;font-family:'Source Sans Pro', sans-serif;\">\n                                                  Per raggiungere questi obiettivi \u00e8 importante\n                                                  <span style=\"font-weight:bolder;\">\n                                                    &nbsp;\n                                                  <\/span>\n                                                  avere solida padronanza nella gestione strategica delle&nbsp;\n                                                  <span style=\"font-weight:bolder;\">\n                                                    <span style=\"color:rgb(21,96,130);\">\n                                                      <a href=\"https:\/\/fdirect.it\/news\/black-friday-in-farmacia\" style=\"color:rgb(70,120,134);\">\n                                                        tre leve della marginalit\u00e0\n                                                      <\/a>\n                                                      &nbsp;\n                                                    <\/span>\n                                                    (prezzo di vendita, costo di acquisto e volumi di vendita).\n                                                    <br>\n                                                      <\/span>\n                                                    Queste tre variabili sono strettamente interconnesse e influenzano direttamente la redditivit\u00e0 complessiva della Farmacia, bilanciarle efficacemente richiede&nbsp;\n                                                    <span style=\"font-weight:bolder;\">\n                                                      analisi attente\n                                                    <\/span>\n                                                    &nbsp;e&nbsp;\n                                                    <span style=\"font-weight:bolder;\">\n                                                      decisioni ponderate\n                                                    <\/span>\n                                                  <\/span>\n                                                  <span style=\"font-weight:bolder;\">\n                                                    <span style=\"font-size:16pt;font-family:'Source Sans Pro', sans-serif;color:rgb(14,13,12);\">\n                                                      .\n                                                      <br>\n                                                        <\/span>\n                                                    <\/span>\n                                                    <span style=\"font-size:16pt;font-family:'Source Sans Pro', sans-serif;\">\n                                                      <br>\n                                                        L\u2019adozione di strumenti digitali avanzati rende possibile monitorare in tempo reale le performance della Farmacia, tenendo sotto controllo i&nbsp;\n                                                        <span style=\"font-weight:bolder;\">\n                                                          KPI\n                                                        <\/span>\n                                                        &nbsp;delle categorie e delle referenze.\n                                                        <br>\n                                                          Attraverso un\u2019analisi accurata dei dati, \u00e8 possibile ottenere insight utili per&nbsp;\n                                                          <span style=\"font-weight:bolder;\">\n                                                            negoziare condizioni commerciali pi\u00f9 vantaggiose con i fornitori\n                                                          <\/span>\n                                                          , ottimizzare la gestione degli investimenti e trasformare le attivit\u00e0 promozionali in leve di crescita sostenibile, favorendo la fidelizzazione della clientela e un maggiore ritorno sugli investimenti.\n                                                          <br>\n                                                            <br>\n                                                              Ne abbiamo parlato in\n                                                              <a href=\"https:\/\/fdirect.it\/news\/black-friday-in-farmacia\" style=\"color:rgb(70,120,134);\">\n                                                                &nbsp;\n                                                                <span style=\"font-weight:bolder;\">\n                                                                  &#8220;Black Friday in farmacia&#8221;,\n                                                                <\/span>\n                                                              <\/a>\n                                                              <span style=\"font-weight:bolder;\">\n                                                                <u>\n                                                                  <span style=\"color:rgb(21,96,130);\">\n                                                                    &nbsp;\n                                                                  <\/span>\n                                                                <\/u>\n                                                              <\/span>\n                                                              dove \u00e8 emersa l\u2019importanza di pianificare promozioni in modo strategico per salvaguardare la marginalit\u00e0 delle categorie di prodotto coinvolte.\n                                                              <br>\n                                                                Allo stesso modo, in&nbsp;\n                                                                <a href=\"https:\/\/fdirect.it\/news\/comunicare-durante-le-festivita-natalizie\" style=\"color:rgb(70,120,134);\">\n                                                                  \u201c\n                                                                  <span style=\"font-weight:bolder;\">\n                                                                    Comunicare durante le festivit\u00e0 natalizie&#8221;,\n                                                                  <\/span>\n                                                                <\/a>\n                                                                &nbsp;abbiamo sottolineato l\u2019importanza di una comunicazione promozionale che metta al centro l\u2019esperienza cliente, costruendo fiducia e coinvolgimento.\n                                                                <br>\n                                                                  In questo caso, gli strumenti digitali forniscono un valido supporto per segmentare il pubblico e veicolare messaggi in modo specifico, migliorando sensibilmente l\u2019efficacia delle iniziative di marketing e potenziando i risultati delle strategie promozionali.\n                                                                  <\/span>\n                                                                <span style=\"font-size:16pt;font-family:'Source Sans Pro', sans-serif;color:rgb(14,13,12);\">\n                                                                <\/span>\n                                                                <\/p>\n                                                              <p>\n                                                              <\/p>\n                                                              <h3 style=\"margin: 8pt 0cm 4pt; font-size: 14pt; font-family: &quot;Times New Roman&quot;, serif;\">\n                                                                <font color=\"#000000\">\n                                                                  <span style=\"font-weight: bolder;\">\n                                                                    <span style=\"font-size: 16pt; font-family: &quot;Source Sans Pro&quot;, sans-serif;\">\n                                                                      3.&nbsp;&nbsp;\n                                                                    <\/span>\n                                                                  <\/span>\n                                                                  <span style=\"font-weight: bolder;\">\n                                                                    <span style=\"font-size:16pt;font-family:'Source Sans Pro', sans-serif;\">\n                                                                      Sinergia tra fisico e digitale: un ecosistema integrato\n                                                                    <\/span>\n                                                                  <\/span>\n                                                                <\/font>\n                                                              <\/h3>\n                                                              <p>\n                                                              <\/p>\n                                                              <p class=\"MsoNormal\" style=\"margin:0cm;font-size:11pt;font-family:Aptos, sans-serif;color:rgb(0,0,0);\">\n                                                                <span style=\"font-size:16pt;font-family:'Source Sans Pro', sans-serif;\">\n                                                                  L\u2019articolo&nbsp;\n                                                                  <span style=\"font-weight:bolder;\">\n                                                                    <u>\n                                                                      <span style=\"color:rgb(21,96,130);\">\n                                                                        <a href=\"https:\/\/fdirect.it\/news\/l-evoluzione-della-distribuzione-farmaceutica-b2b-un-futuro-di-sinergia-tra-canali-fisici-e-digitale\" style=\"color:rgb(70,120,134);\">\n                                                                          \u201cL\u2019evoluzione della distribuzione farmaceutica B2B\u201d\n                                                                        <\/a>\n                                                                      <\/span>\n                                                                    <\/u>\n                                                                    <span style=\"color:rgb(21,96,130);\">\n                                                                      &nbsp;\n                                                                    <\/span>\n                                                                  <\/span>\n                                                                  infine, ha evidenziato come l\u2019adozione di sistemi digitali, rappresenti una soluzione innovativa per semplificare le interazioni tra tutti i player del mercato.\n                                                                  <br>\n                                                                    Fdirect, ad esempio, \u00e8 la prima piattaforma digitale che consente a Farmacie, Aziende Farmaceutiche e Partner Logistici di collaborare in modo pi\u00f9&nbsp;\n                                                                    <span style=\"font-weight:bolder;\">\n                                                                      semplice, dinamico e meno oneroso,&nbsp;\n                                                                    <\/span>\n                                                                    facilitando le interazioni e riducendo le complessit\u00e0 operative grazie a processi pi\u00f9 fluidi e integrati.\n                                                                    <br>\n                                                                      <br>\n                                                                        Un ecosistema integrato che, attraverso\n                                                                        <\/span>\n                                                                      <span style=\"font-size:16pt;font-family:'Source Sans Pro', sans-serif;color:rgb(14,13,12);\">\n                                                                        &nbsp;tecnologie avanzate di&nbsp;\n                                                                        <span style=\"font-weight:bolder;\">\n                                                                          analisi dei dati\n                                                                        <\/span>\n                                                                        ,&nbsp;\n                                                                        <span style=\"font-weight:bolder;\">\n                                                                          algoritmi predittivi\n                                                                        <\/span>\n                                                                        &nbsp;e sistemi&nbsp;\n                                                                        <span style=\"font-weight:bolder;\">\n                                                                          di intelligenza artificiale\n                                                                        <\/span>\n                                                                        ,&nbsp;\n                                                                      <\/span>\n                                                                      <span style=\"font-size:16pt;font-family:'Source Sans Pro', sans-serif;\">\n                                                                        consente di semplificare le attivit\u00e0 quotidiane, ottimizzare la gestione degli ordini e monitorare le performance del proprio assortimento, in un unico ambiente digitale, con semplicit\u00e0 in qualunque momento e luogo.&nbsp;\n                                                                        <br>\n                                                                          <br>\n                                                                            <\/span>\n                                                                          <span style=\"font-size:16pt;font-family:'Source Sans Pro', sans-serif;\">\n                                                                          <\/span>\n                                                                          <\/p>\n                                                                        <p>\n                                                                        <\/p>\n                                                                        <p class=\"MsoNormal\" style=\"margin:0cm;font-size:11pt;font-family:Aptos, sans-serif;color:rgb(0,0,0);\">\n                                                                          <span style=\"font-size:16pt;font-family:'Source Sans Pro', sans-serif;\">\n                                                                            Il vero valore di un ecosistema digitale risiede nella sua capacit\u00e0 di unire tutti gli attori in un\u2019unica rete, in cui tutti possono operare con maggiore&nbsp;\n                                                                            <span style=\"font-weight:bolder;\">\n                                                                              efficienza\n                                                                            <\/span>\n                                                                            ,&nbsp;\n                                                                            <span style=\"font-weight:bolder;\">\n                                                                              trasparenza\n                                                                            <\/span>\n                                                                            &nbsp;verso il raggiungimento di un unico obiettivo:&nbsp;\n                                                                            <span style=\"font-weight:bolder;\">\n                                                                              garantire la sostenibilit\u00e0 \u201cdell\u2019azienda Farmacia.\u201d\n                                                                              <br>\n                                                                                <\/span>\n                                                                              <br>\n                                                                                I numeri ed i&nbsp;\n                                                                                <span style=\"font-weight:bolder;\">\n                                                                                  risultati\n                                                                                <\/span>\n                                                                                &nbsp;raggiunti da Fdirect in un solo anno:\n                                                                                <br>\n                                                                                  <br>\n                                                                                    <\/span>\n                                                                                  <\/p>\n                                                                                <p>\n                                                                                <\/p>\n                                                                                <ul type=\"disc\" style=\"margin-bottom:0cm;color:rgb(0,0,0);font-size:medium;\">\n                                                                                  <li style=\"color:rgb(0,161,131);\">\n                                                                                    <span style=\"font-size:16pt;font-family:'Source Sans Pro', sans-serif;\">\n                                                                                      Pi\u00f9 di\n                                                                                      <b>\n                                                                                        2.000 \n                                                                                      <\/b>\n                                                                                      farmacie iscritte, distribuite uniformemente su tutto il territorio nazionale;\n                                                                                    <\/span>\n                                                                                    <p>\n                                                                                    <\/p>\n                                                                                  <\/li>\n                                                                                  <li style=\"color:rgb(0,161,131);\">\n                                                                                    <span style=\"font-size:16pt;font-family:'Source Sans Pro', sans-serif;\">\n                                                                                      Gli ordini processati sono cresciuti da \n                                                                                      <b>\n                                                                                        4\n                                                                                      <\/b>\n                                                                                      a \n                                                                                      <b>\n                                                                                        543\n                                                                                      <\/b>\n                                                                                      ;\n                                                                                    <\/span>\n                                                                                    <p>\n                                                                                    <\/p>\n                                                                                  <\/li>\n                                                                                  <li style=\"color:rgb(0,161,131);\">\n                                                                                    <span style=\"font-size:16pt;font-family:'Source Sans Pro', sans-serif;\">\n                                                                                      Il valore medio di un ordine \u00e8 passato da \n                                                                                      <b>\n                                                                                        287\n                                                                                      <\/b>\n                                                                                      \u20ac a \n                                                                                      <b>\n                                                                                        1.437\n                                                                                      <\/b>\n                                                                                      \u20ac, con picchi superiori ai \n                                                                                      <b>\n                                                                                        12.000\n                                                                                      <\/b>\n                                                                                      \u20ac per singolo ordine.\n                                                                                      <br>\n                                                                                        <br>\n                                                                                          <\/span>\n                                                                                        <p>\n                                                                                        <\/p>\n                                                                                        <\/li>\n                                                                                      <\/ul>\n                                                                                    <p style=\"margin-right:0cm;margin-left:0cm;font-size:12pt;font-family:'Times New Roman', serif;color:rgb(0,0,0);\">\n                                                                                      <span style=\"font-size:16pt;font-family:'Source Sans Pro', sans-serif;\">\n                                                                                        Questi risultati dimostrano che attraverso strategie mirate e strumenti digitali, \u00e8 possibile affrontare le complessit\u00e0 del mercato e trasformarle in opportunit\u00e0 tangibili.\n                                                                                        <br>\n                                                                                          <br>\n                                                                                            Tuttavia, raggiungere tali traguardi richiede una sinergia tra i protagonisti della filiera, basata su&nbsp;\n                                                                                            <span style=\"font-weight:bolder;\">\n                                                                                              fiducia razionale\n                                                                                            <\/span>\n                                                                                            ,&nbsp;\n                                                                                            <span style=\"font-weight:bolder;\">\n                                                                                              coesione\n                                                                                            <\/span>\n                                                                                            &nbsp;e una&nbsp;\n                                                                                            <span style=\"font-weight:bolder;\">\n                                                                                              visione condivisa degli obiettivi.\n                                                                                            <\/span>\n                                                                                            &nbsp;Solo attraverso questa collaborazione \u00e8 possibile garantire&nbsp;\n                                                                                            <span style=\"font-weight:bolder;\">\n                                                                                              valore incrementale&nbsp;\n                                                                                            <\/span>\n                                                                                            per tutte le parti coinvolte, ponendo le basi per un modello di successo sostenibile nel tempo.\n                                                                                            <\/span>\n                                                                                          <\/p>\n                                                                                        <p>\n                                                                                        <\/p>\n                                                                                        <p style=\"margin-right:0cm;margin-left:0cm;font-size:12pt;font-family:'Times New Roman', serif;color:rgb(0,0,0);\">\n                                                                                          <span style=\"font-weight:bolder;\">\n                                                                                            <span style=\"font-size:16pt;font-family:'Source Sans Pro', sans-serif;\">\n                                                                                              Un nuovo anno, nuove opportunit\u00e0\n                                                                                            <\/span>\n                                                                                          <\/span>\n                                                                                        <\/p>\n                                                                                        <p>\n                                                                                        <\/p>\n                                                                                        <p class=\"MsoNormal\" style=\"margin:0cm;font-size:11pt;font-family:Aptos, sans-serif;color:rgb(0,0,0);\">\n                                                                                          <span style=\"font-size:16pt;font-family:'Source Sans Pro', sans-serif;\">\n                                                                                            Con gennaio si apre un nuovo anno, portando con s\u00e9 sfide e opportunit\u00e0.\n                                                                                            <br>\n                                                                                              Le sfide che si prospettano possono essere affrontate e trasformate in vantaggi competitivi, ma solo assumendo un atteggiamento&nbsp;\n                                                                                              <span style=\"font-weight:bolder;\">\n                                                                                                proattivo\n                                                                                              <\/span>\n                                                                                              : non basta adattarsi ai cambiamenti, \u00e8 necessario anticiparli e guidarli con determinazione.\n                                                                                              <br>\n                                                                                                <br>\n                                                                                                  Noi di Fdirect continueremo a sviluppare strumenti innovativi e contenuti formativi per aiutare tutti gli attori del mercato a crescere insieme, con un unico obiettivo: creare un ecosistema digitale orientato al soddisfacimento dei bisogni dei clienti-pazienti.\n                                                                                                  <br>\n                                                                                                    <br>\n                                                                                                      <b>\n                                                                                                        Continuate a seguirci: insieme possiamo fare la differenza.\n                                                                                                      <\/b>\n                                                                                                      <\/span>\n                                                                                                    <\/p>\n                                                                                                  <p>\n                                                                                                  <\/p>\n                                                                                                  <p class=\"MsoNormal\" style=\"margin:0cm;font-size:11pt;font-family:Aptos, sans-serif;color:rgb(0,0,0);\">\n                                                                                                    <br>\n                                                                                                      <\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t","protected":false},"excerpt":{"rendered":"<p>Come equilibrare il ruolo di consulente, imprenditore e primo presidio sanitario attraverso l&#8217;innovazione digitale.<\/p>\n","protected":false},"author":10,"featured_media":7412,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"site-sidebar-layout":"default","site-content-layout":"","ast-site-content-layout":"default","site-content-style":"default","site-sidebar-style":"default","ast-global-header-display":"","ast-banner-title-visibility":"","ast-main-header-display":"","ast-hfb-above-header-display":"","ast-hfb-below-header-display":"","ast-hfb-mobile-header-display":"","site-post-title":"","ast-breadcrumbs-content":"","ast-featured-img":"","footer-sml-layout":"","theme-transparent-header-meta":"","adv-header-id-meta":"","stick-header-meta":"","header-above-stick-meta":"","header-main-stick-meta":"","header-below-stick-meta":"","astra-migrate-meta-layouts":"set","ast-page-background-enabled":"default","ast-page-background-meta":{"desktop":{"background-color":"","background-image":"","background-repeat":"repeat","background-position":"center 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