Estrategias de marketing para los medicamentos de tratamientos de anticoagulación para Covid.

Abstract

This research work consists of analyzing what marketing strategies can be applied for the commercialization of anticoagulant drugs in a context that helps patients with COVID19, understanding and understanding the behavior of the sale and promotion of these drugs in the local market during the first months of the pandemic. The main problem with the sale of anticoagulants during the pandemic and the following months is the shortage caused by the high demand (almost 400% more) from the different health houses to be able to administer to patients, this considering that anticoagulants can help to combat certain symptoms caused by COVID19 and combat the probability of suffering cardiovascular accidents or thrombosis. Subsequently, when understanding the behavior of the pharmaceutical market for anticoagulants, the pharmaceutical industry has considered marketing mechanisms that benefit both parties and that guarantee adequate awareness of the product so that it reaches the target market and is positioned in the market. With a correct understanding of the market and product situation, marketing strategies are proposed that involve omnichannel, digital transformation concepts and certain strategies of conventional methods to generate the best possible user experience for the customer during their purchase.