Estrategias de Marketing Digital para Incrementar la Visibilidad y Expansión de la Red PTL de Farmacias Independientes en Ecuador, utilizando la Revista Digital www.Leterago.com, como Plataforma Base e integrando Herramientas Digitales

Abstract

Abstract: This work presents a digital marketing plan focused on the digital transformation of the PTL Network, with the goal of improving the visibility and competitiveness of independent pharmacies in Ecuador. The strategy is based on the digital magazine Leterago as the central hub for content dissemination and the adoption of key digital tools, such as social media, Google My Business, and WhatsApp Business, strengthening communication and interaction with consumers. Through a mixed-methodological approach, which included surveys and interviews, the needs of the sector were identified and the effectiveness of the designed strategies was evaluated. The results underscore the importance of digitalization for independent pharmacies to face challenges such as chain expansion and changing consumer preferences. This project not only boosts the competitiveness of pharmacies but also contributes to a more inclusive and sustainable healthcare ecosystem, improving access to quality pharmaceutical services.