Aportes del marketing digital a la comercializacion de farmaceuticos producidos en colombia durante la pandemia covid 19

Abstract

The objective of this research is to analyze the competitiveness of the pharmaceutical sector in Colombia, which was drastically affected by the COVID-19 pandemic, to identify, analyze and propose improvement strategies, the theoretical framework of competitiveness was applied towards the organizational scientific approach. Exposed by Kotler, supported by an investigative methodology which allows detailing in a structured, compiled and argumentative way before the pharmaceutical sector and scientific laboratories in Colombia, how an improvement plan in the face of this economic crisis applied a strategy which is marketing. digital pharmaceutical, therefore, this is the sum of strategies to achieve the sale of health-related products using tactical planning and data collection to achieve the market trend that was achieved, the focus is to cover all information needs and offer solutions to specific customer problems, information on pharmaceutical companies, products and the entire pharmaceutical sector. The research determines the shortcomings that occur within the productive chain of the pharmaceutical sector, the general problems within the pharmaceutical industry and its manufacturing, therefore, strategies are proposed to improve the competitiveness of the pharmaceutical sector in Colombia post coronavirus, both in the productive chain, export and import, as in the manufacturing area of management in the pharmaceutical industries in Colombia, in such a way that public policies are generated to optimize the result with the objective proposed in the present investigation.