Impacto en la implementación del marketing digital en el sector retailing de farmacias. Caso : Su Farmacia Rossy Esther.

Abstract

The main objective of this research project is to analyze the impact on the implementation of Digital Marketing in “SU FARMACIA Rossy Esther” Today, the pharmaceutical industry concentrates its efforts on keeping its customers, providing quality products and services, trying to be closer to the customer, keeping them informed of promotions and special shopping days, however there are small businesses that do not They understand the benefits of moving into the digital world. The pharmaceutical market is saturated by large pharmacy chains, with multiple benefits for the customer, as the adaptation of technology has been able to affect the pharmacy. The methodology is supported by a descriptive exploratory research, through in-depth and comparative sales interviews in which it is intended to analyze the situation before and after implementing digital marketing. The business and social scope of this project is that it provides knowledge so that small independent pharmacies and franchisees can improve their positioning, reputation, sales, applying digital marketing strategies focused on customer satisfaction, thus creating a strong brand and nationally recognized, which generate jobs in Ecuadorian families with the work provided to each pharmacy. In the educational field, it is intended to provide foundations for future lines of study in research on digital marketing in the Ecuadorian pharmaceutical industry, in order to generate strategies and provide solutions to studies that benefit society.