Plan de marketing y comunicación para la empresa DIFARE

Abstract

Abstract: This project aims to develop a digital marketing and communication plan for Grupo DIFARE, an Ecuadorian company leading the pharmaceutical distribution sector. Despite its solid track record and recognized prestige in the health sector, it faces challenges related to its digital presence and audience engagement. To better understand these challenges, a mixed-methods research approach was carried out, combining qualitative and quantitative techniques such as interviews, direct observation, and web analytics. The results revealed weaknesses such as digital fragmentation, internal communication deficiencies, and limited social media interaction. Additionally, key factors like consumer protection and the national distribution network were identified. Through a SWOT analysis and surveys of the target audience, opportunities were found to enhance customer loyalty, promote digitalization, and create more experiential content. The plan aims to position DIFARE as a competitive digital health ecosystem, emotionally connected with its audiences.