Plan estratégico de ideación y producción de contenidos con inteligencia artificial para Farmacia Superahorro

Abstract

Abstract: This work develops a marketing and communication plan applied to Farmacia Superahorro, with the objective of creating a digital positioning and above all giving the customer experience in a context of high competition and digitalization of the pharmaceutical sector. Based on a situational diagnosis that included a PESTEL analysis, digital audit, definition of audiences, buyer persona and user experience, opportunities were identified to improve communication and interaction processes with customers. The research showed that the target audience prioritizes speed, clarity of information, savings and above all the proximity of the service, mainly using social networks to get information and make purchasing decisions. Based on these findings, a strategy was designed focusing on Facebook as the main channel, integrating a marketing funnel, a value ladder, and the production of informative and preventative content. The expected results are aimed at improving the conversion of digital interactions into branch visits, strengthening customer loyalty, and consolidating Farmacia Superahorro as a nearby, reliable, and accessible neighborhood pharmacy.