Viral marketing strategies and brand positioning in the pharmaceutical sector

Abstract

The brand is the most favorable perception to influence the moment of acquisition in the minds of customers, where a link is created between the consumer and the organization. Therefore, the Swiss pharmacy chain located in the Cañar province, in Azogues city-Ecuador, is a company dedicated to the sale of pharmaceutical products. This research aims to develop viral marketing and brand positioning strategies in the pharmaceutical sector. The applied methodology is descriptive, transversal with a mixed-methods approach using the inductive-deductive method. The lack of strategies was found according to the new technology era regarding a digital consumer and always up to date in technology with an increasingly virtual buying trend. It is concluded that the contribution of viral marketing strategies is essential to improve positioning.

Keywords

• marketing
• publicidad
• administración
• operación administrativa.