Business Development Institute

Then see what’s in this weak 1% of social networking presence. The apothecaries Archangel MiFarma, BTL and Inkafarma add up to only 1320 people gave “like” on Facebook.

digital presence boticasTeniendo note that a pharmacy chain directly employs 3000 people an average of these numbers are imperceptible. This shows a lack of integration of action and communication within the company with the same digital presence. In short no one is investing in digital strategy and are using new technologies effectively.

number of facebook fans

Neither made an active Community Management, for example, has more than 600 fans Inkafarma without having begun to publish. This could be due to the strong brand positioning. There are currently 4 million Peruvians in Facebook, representing 50% of Internet Peruvians so that companies with higher ranks will have greater advantages when creating your digital presence.

The strength of the drug, ie the possibility that they are mentioned in social networking is very low and therefore the feeling, influence and passion is not relevant, since it is a small group of prosumers that talk about these brands.

The feeling toward the brand indicates the ratio of positive vs. references. Negative during the period of the study. As you can see from the chart this is reflected in the case Inkafarma and Fasa, where the first received some positive comments on Twitter and the second negative mentions on You Tube.

social media buzz chart

In conclusion, the pharmacy chains in Lima and Peru have a great challenge in terms of improving communication with their customers. The industry aims its advertising spending on traditional media like television, print, point of sale and mainly these campaigns aim to maintain brand image and increase sales using promotions or sweepstakes. However, none has yet entered the digital arena with firm footing. They have only ventured timidly with a page on Facebook or uploading videos of the TV spots we’ve seen on TV.

This study was carried out with different analytical tools for digital Aware Peru. If you want access to the full study please send an email for free.

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