Digital marketing as a tool to position a pharmacy in the local market

Abstract

Pharmacies are establishments dedicated mainly to the sale of drugs with which fight diseases, however, in recent times its marketing has varied in terms of the products offered to the public, becoming necessary a marketing action to increase their income to be commercially sustainable. That is why the study aims to develop a Marketing Plan for the recognition of a pharmacy located in the city of Guayaquil. Basing himself on the quantitative vision of the investigation, presenting a feasible project, reinforced with field research, being of the type descriptive. The population was constituted by 1,050,826 inhabitants of the city of Guayaquil. Being the sample integrated by 578 inhabitants, who were selected randomly. The data collection was developed through the technique of the survey, being the questionnaire the instrument used, the statistical study was the chosen to run the analysis of the results. It was found that eighty-three percent percent (83%) of the surveyed population, stating that the pharmacy they trust does not offers home delivery service, while according to seventeen percent (17%) indicated yes. It concludes with the need to carry out a digital marketing plan, to make the pharmacy known and position it as the most preferred that the pharmacy has city of Guayaquil.