Análisis del impacto competitivo en la adopción de medios digitales en farmacias de Playas Villamil.

Abstract

The context of this research is located in the high growth that the country's pharmacies have had and the adoption of digital media to be more competitive, reaching more consumers to satisfy their needs and thus obtain higher sales rates and better profitability. Therefore, the general objective was to analyze the competitive impact on the adoption of digital media in pharmacies in Playas Villamil. To carry out the study, an exploratory and descriptive research design was used, as well as a mixed investigation (qualitative and quantitative), through survey techniques with pharmacy representatives, interviews with consumers and experts in digital marketing, and observation in the media. digital pharmacies. The main findings were that there is a highly positive relationship between the adoption of digital media and the competitive impact of pharmacies, although there are few that have a presence in digital media, only 7 have a presence, 4 of these have the option of purchasing in online through WhatsApp and only 1 also the shopping option on its website, Farmacia Cruz Azul stands out in digital adoption with solid strategies, digital media present multiple benefits and opportunities for pharmacies that contribute to making them more competitive unlike of traditional media.