Plan de marketing digital y comunicación estratégica para la empresa Farmacia El Descuento Mary

Abstract

Abstract: This work presents a digital marketing and strategic communication plan for Farmacia El Descuento Mary, located in a competitive environment with limited digital presence. Using a mixed-method approach, the current management was diagnosed and weaknesses in the use of social media and advertising were identified, affecting customer acquisition and loyalty. An integral strategy was proposed to optimize digital channels, improve public interaction, and strengthen the brand s positioning in the local market. The plan considers the pharmacy s budgetary and operational particularities, ensuring its feasibility and sustainability. Results show that professional management of communication and digital marketing can increase visibility, expand the client base, and contribute to business growth. This work provides a practical and adaptable guide for small pharmacies seeking to compete in digitalized markets.