Optimización de la experiencia del cliente farmacéutico independiente a través de la convergencia de ecosistemas digitales, automatización de datos y marketing experiencial: Caso de estudio farmacia Los Álamos, Riobamba 2025-2026.

Abstract

Abstract: The Pharmacy Álamos is an independent pharmacy located in the city of Riobamba. The objective of this research is to develop a comprehensive digital transformation model aimed at optimizing the omnichannel experience of the patient customer, improving operational efficiency, and consolidating a sustainable competitive advantage in the local market. He study is grounded in the strategic convergence of digital ecosystems, data automation, and experiential marketing as key mechanisms to address changes in consumer behavior and the ongoing digitalization of the pharmaceutical sector. The methodology includes a critical analysis of relevant theoretical models, as well as a comprehensive diagnosis of the customer journey map across physical and digital channels using both quantitative and qualitative approaches. based on the findings, a digital ecosystem model tailored to the needs of pharmacy los Álamos is proposed, integrating automation tools, experience personalization, and experiential marketing strategies, with the aim of strengthening customer loyalty, promoting preventive health, and enhancing the pharmacy s strategic positioning.