Propuesta de plan de marketing digital para promocionar Umbral en Ecuador J. Adv. Educ. Sci. Humanit. (July - December 2025) 3(2): 16-26 https://doi.org/10.5281/zenodo.16665329 ISSN 3091-1583 ORIGINAL ARTICLE Digital marketing plan proposal for promoting Umbral in Ecuador  Alexandra M. Menéndez alexandra.menendez5220@gmail.com Received: 21 April 2025 / Accepted: 4 July 2025 / Published online: 31 July 2025 © The Author(s) 2025 Darío F. Guacho · Alexandra M. Menéndez · Esteban F. Naranjo Abstract This project developed a digital marketing plan proposal to promote Umbral, a product recognized for its eﬀectiveness in treating migraines and headaches. A thor- ough analysis of the Ecuadorian market revealed a signiﬁ- cant increase in internet access, reaching 80% of the popula- tion, representing a key opportunity to promote the product through digital platforms. The strategy focuses on enhancing Umbral’s visibility and recognition by emphasizing its qual- ity and safety through educational content on social media platforms, including Facebook, Instagram, and TikTok, as well as collaborations with inﬂuencers and healthcare pro- fessionals. The diagnosis identiﬁed strengths, such as the va- riety of pharmaceutical presentations, and threats, including generic competition and strict regulations. Actions include digital content production, promotions, retailer training, and educational campaigns, aiming to position Umbral as a lead- er in the over-the-counter medication market in Ecuador, ad- dressing the needs of an increasingly digitalized consumer. Keywords pharmaceutical marketing, migraine treatment, pharmaceutical advertising. Resumen El presente proyecto desarrolló una propuesta de plan de marketing digital para la promoción del medica- mento Umbral, reconocido por su eﬁcacia en el tratamien- to de migrañas y dolores de cabeza. A través de un análisis exhaustivo del mercado ecuatoriano, se identiﬁcó un creci- miento signiﬁcativo en el acceso a internet, alcanzando al 80% de la población, lo que representa una oportunidad clave para promover el producto mediante plataformas di- gitales. La estrategia se centra en mejorar la visibilidad y el reconocimiento de Umbral, enfatizando su calidad y se- guridad a través de contenido educativo en redes sociales como Facebook, Instagram y TikTok, y colaboraciones con inﬂuencers y profesionales de la salud. El diagnóstico reveló fortalezas como la variedad de presentaciones farmacéuticas y amenazas como la competencia de genéricos y regulacio- nes estrictas. Las acciones incluyen producción de conteni- do digital, promociones, capacitación a minoristas y campa- ñas educativas, buscando posicionar a Umbral como líder en el mercado de medicamentos de venta libre en Ecuador, respondiendo a las necesidades de un consumidor cada vez más digitalizado. Palabras clave marketing farmacéutico, tratamiento de mi- grañas, publicidad farmacéutica. How to cite Guacho, D. F., Menéndez, A. M., Naranjo, E. F. (2025). Digital marketing plan proposal for promoting Umbral in Ecuador. Journal of Advances in Education, Sciences and Humanities, 3(2), 16-26. https://doi.org/10.5281/zenodo.16665329 Master’s Degree in Pharmaceutical Marketing, Faculty of Business and Communication, International University of La Rioja, Spain.

J. Adv. Educ. Sci. Humanit. (July - December 2025) 3(2): 16-26 17 Introduction Today, digital marketing has revolutionized the pharma- ceutical sector by transforming the way companies interact with consumers. This transformation has driven more direct, personalized, and eﬀective communication, allowing com- panies to reach speciﬁc audiences with messages tailored to their needs (Bonilla et al., 2020). One of the products is Umbral, a drug formulated with a combination of sodium metamizole, caﬀeine, and ergota- mine. This combination has been proven eﬀective in trea- ting migraines, headaches, and other types of pain, provi- ding complementary analgesic and vasoconstrictive beneﬁts (Fortes-González et al., 2023). The presence of this drug in the Ecuadorian market represents a strategic opportunity to strengthen its positioning through digital marketing strate- gies. Promoting medicines through digital platforms entails speciﬁc challenges, including strict regulatory compliance and the need to promote rational product use. As the number of consumers seeking health solutions online grows, phar- maceutical companies have had to adapt their strategies to leverage these channels while maintaining high ethical and regulatory standards (Dominici, 2019; Chen, 2022). In this context, a digital marketing plan for Umbral in Ecuador can enhance its visibility, foster user trust, and establish it as a preferred option for migraine treatment. The digital ecosystem in Ecuador has undergone rapid evolution. Traditional promotional strategies are being com- plemented and, in some cases, replaced by targeted digital campaigns that prioritize message personalization, the strate- gic use of social media, and a presence on specialized health platforms (Jill & Israeli, 2020). According to recent studies, a signiﬁcant proportion of Ecuadorian consumers consult medical information online before purchasing pharmaceuti- cal products, reﬂecting a shift in health consumption habits (Lozano-Torres et al., 2021). This trend presents a window of opportunity for brands that eﬀectively connect with their audiences through accessible and relevant content (Marín & Lozano, 2018). A digital marketing plan for Umbral should encompass both positioning strategies and educational initiatives desig- ned to promote the responsible use of the medication. The use of platforms such as Facebook, Instagram, YouTube, Ti- kTok, and WhatsApp enables not only the promotion of the product’s therapeutic properties but also the raising of awa- reness about the risks of self-medication and the importance of adhering to medical instructions. In this way, the company strives to strike a balance between promotion and corporate social responsibility. To design this plan, it is essential to analyze Ecuadorian consumer behavior. According to data from the National Ins- titute of Statistics and Census (2023), internet access exceeds 80% of the population, which facilitates the implementation of eﬀective digital campaigns. Furthermore, the COVID-19 pandemic accelerated the digitalization of healthcare servi- ces and e-commerce, consolidating digital marketing as an indispensable tool for the pharmaceutical sector (Rodríguez et al., 2020). However, preferences vary by age and region. For example, young adults (18–35 years old) are the most ac- tive in searching for medical information online, while those over 50 years old tend to trust direct recommendations from healthcare professionals (Nerio, 2021). One of the primary objectives of Umbral’s digital marke- ting plan is to enhance its visibility and foster user enga- gement through educational content, including infographics, explanatory videos, and real-life testimonials. This approach helps clarify frequently asked questions about the medica- tion’s dosage, side eﬀects, and contraindications. Social me- dia will be a key channel. With more than 13 million Face- book users in Ecuador (Pruvost, 2015), targeted campaigns can be designed for migraine suﬀerers. Instagram is also a useful platform thanks to its visual approach, which allows audiences to be captured through attractive graphics and re- directed to purchase or consultation sites. In terms of price, Umbral is positioned in the mid-range of the Ecuadorian analgesic market, giving it a competiti- ve advantage by oﬀering a favorable cost-beneﬁt ratio. This pricing strategy responds to three main factors: production costs, which include high-quality raw materials; demand, as- sociated with the frequent use of analgesics to relieve pain and fever; and competition with generic and brand-name drugs available on the local market. In Ecuador, legislation establishes that medicines must be sold exclusively through authorized distributors. Therefore, the distribution structure most commonly used by the indus- try includes wholesale intermediaries who handle logistics and storage, and retailers (pharmacies and pharmacy chains) who sell directly to the end consumer. This structure ena- bles reaching both large chains and independent pharmacies through direct negotiations or specialized logistics distribu- tors. In this scenario, Umbral is available in pharmacies and retail chains nationwide. To strengthen its presence, digital strategies are being considered to facilitate online purcha- sing, improve product accessibility, and reinforce its market

J. Adv. Educ. Sci. Humanit. (July - December 2025) 3(2): 16-26 18 positioning. However, drug promotion is subject to strict re- gulations that seek to prevent irresponsible self-medication. Only over-the-counter medications can be promoted direct- ly to the end consumer, while those requiring a prescription must focus on professional communication (Pruvost, 2015). Umbral’s promotional eﬀorts have aligned with these gui- delines, including informational campaigns on social media, the production of educational materials such as infographics and videos, the distribution of free samples in select pharma- cies, and collaborations with healthcare professionals who provide testimonials and recommendations. From a technical perspective, Umbral is an acetaminophen (paracetamol)-based medication with analgesic and anti- pyretic properties, indicated for the relief of mild to mode- rate pain, such as headaches, muscle aches, toothaches, and fever. The various formulations (tablets, capsules, syrup, and drops) allow for dosages tailored to the needs of various po- pulation groups, including children and adults. Umbral’s production process begins with the acquisition of high-quality raw materials, such as acetaminophen, from certiﬁed suppliers who comply with international regula- tions. Once approved, the raw materials undergo weighing and dosing processes according to the established formula- tion. The components are mixed to obtain a homogeneous preparation and, depending on the presentation, undergo granulation, drying, compression, or encapsulation. For li- quid presentations, such as syrups or drops, the solution is prepared and packaged under aseptic conditions. Physical, chemical, and microbiological quality controls are applied at all stages to ensure the product’s safety and eﬃcacy. Finished products are stored under conditions that ensure their stability and are distributed through specialized chan- nels, both nationally and internationally. The laboratory ad- ministration ensures that logistics meet eﬃciency and safety standards. Regarding its microstructural factors, Umbral is characte- rized by a formulation that guarantees the uniformity of the active ingredient in each unit. The tablet coating, for exam- ple, contributes to its stability against environmental factors. Furthermore, rigorous testing ensures that each batch meets strict pharmacological speciﬁcations. In summary, the pur- pose of this study was to design a digital marketing plan to position Umbral in the Ecuadorian market, taking into ac- count both the product’s technical aspects and current health consumer trends. Methodology The research presents a contextual analysis of the Ecuado- rian pharmaceutical market to establish a digital marketing plan aimed at promoting Umbral. Using the PESTEL mo- del, factors such as restrictive regulations on pharmaceutical advertising, economic conditions that inﬂuence consumer purchasing power, and increasing internet access, which has transformed the way people search for health information, are identiﬁed. These variables shape both the opportunities and challenges of digital marketing in the sector. Consumer behavior has also changed. Social media and digital platforms have become key sources of health infor- mation, although medical advice remains essential in the purchasing decision. In this context, it is considered essential that campaigns include professional support and educational content. Furthermore, it is recognized that technological ad- vances, such as the use of artiﬁcial intelligence for audience segmentation, have expanded the possibilities of pharmaceu- tical marketing. However, they require investment and adap- tation by companies. From a strategic perspective, Umbral is well-positioned in terms of product quality and variety of presentations, but faces weaknesses related to its limited visibility in digital media and low brand recognition. The SWOT and CAME analysis allow us to draw a roadmap that proposes investing in digital marketing, collaborating with healthcare profes- sionals and inﬂuencers, and reinforcing the message about product safety and eﬃcacy. Sustainability is also seen as a competitive advantage in a context where consumers value environmentally responsible practices. The digital environment presents a signiﬁcant opportuni- ty for Umbral, provided responsible communication strate- gies are implemented, technology is leveraged eﬀectively, and modern consumer preferences are eﬀectively addressed. The key lies in combining promotion, education, and acces- sibility, strengthening public conﬁdence in a medication that seeks to position itself as a safe and eﬀective option for pain relief in Ecuador. Results and discussion Figure 1 shows a balanced gender distribution among the study participants, with a slight majority of men (52%) ver- sus women (48%). This diﬀerence is not statistically signi- ﬁcant, suggesting equal representation between the sexes, which enhances the validity of the results by allowing for gender-neutral comparisons. Regarding age groups, the highest concentration of partici- pants was observed in the 25-34 age group (30%), followed by the 18-24 and 45 and older age groups, both with 25%. In contrast, the 35-44 age group is the least represented, with

J. Adv. Educ. Sci. Humanit. (July - December 2025) 3(2): 16-26 19 only 20% of the total. This distribution indicates a greater participation of young people and young adults, which may be related to the type of study, the data collection method, or the interest of certain age groups in the topic addressed. Figure 1. Distribution of participants by sex and age. The lower representation of middle-aged adults could su- ggest access barriers, lack of interest, or less availability of time in this population segment, which should be considered when interpreting the overall results and in future sampling strategies. The signiﬁcant presence of the 45 and older age group is also noteworthy, as it partially oﬀsets the youthful concentration and allows for greater diversity of perspecti- ves. The PESTEL analysis (Figure 2) revealed that political and technological factors had the most signiﬁcant impact on the viability of the marketing plan for Umbral in Ecuador, hi- ghlighting the strict regulations and digital advances. Social and ecological aspects oﬀer opportunities, while the econo- mic and legal factors present challenges related to costs and regulations. Figure 2. Results from the PESTEL analysis. Table 1 facilitates a comparative analysis of the positio- ning of Bayer and GSK laboratories about a market thres- hold, considering variables such as price, quality, distribu- tion channels, and promotional strategies. In terms of pricing, Bayer positions itself at a low pri- ce point, suggesting a strategy of accessibility and market penetration. At the same time, GSK opts for a high price point, possibly aligned with a perception of added value or targeting higher-income audiences. The threshold is set at a mid-range price, placing the two brands at opposite ends of the price spectrum. Both laboratories maintain high product quality, reinfor- cing their position as trusted brands within the pharmaceu- tical sector. However, GSK appears to have average quality, which could inﬂuence consumer perception if not accompa- nied by tangible additional beneﬁts. Regarding distribution channels, both laboratories utilize pharmacies; however, GSK expands its presence through digital platforms and hospitals, thereby increasing its reach Table 1. Analysis of benchmarking Presentation Umbral Laboratories Bayer Laboratories GSK (GlaxoSmithKline) Price Half Low High Quality of the product High Average High Channels of distribution Pharmacies Platforms digital Pharmacies Pharmacies Hospitals Presence in social networks Low Very low High Promotions Limited Coupons Discounts Promotions directed Recommendation of professionals High Average High Advertising in media Social networks Content digital TV Radio TV Networks social And events

J. Adv. Educ. Sci. Humanit. (July - December 2025) 3(2): 16-26 20 and diversity of product access. By remaining solely in phar- macies, Bayer could limit its exposure to speciﬁc market segments, especially those seeking more immediate or di- gital solutions. Social media presence is another diﬀerentiating factor: GSK is highly active in this area, which enables interaction with younger, digitally savvy consumers. Bayer, on the other hand, has a low presence, which may limit its ability to en- gage with new audiences. This diﬀerence is also reﬂected in their advertising strategies, where GSK combines traditional media, such as TV and radio, with social media and events, thereby diversifying its reach. In contrast, Bayer focuses al- most exclusively on social media and digital content. Regarding promotions, Bayer oﬀers coupons and dis- counts, which is consistent with its low-price strategy. GSK, for its part, implements targeted promotions, suggesting a more selective and strategic approach. This can improve the eﬀectiveness of its promotional campaigns, mainly if su- pported by consumer behavior analysis. The recommendation from healthcare professionals is high in both cases, lending conﬁdence to their products. However, the average recommendation in Bayer’s case could reﬂect a lower level of direct interaction with the medical community or a lower perception of scientiﬁc support. The comparison revealed that GSK is positioned as a hi- gh-value brand, with a comprehensive communications stra- tegy, multiple distribution channels, and a strong digital pre- sence. In contrast, Bayer focuses on aﬀordability, supported by promotions and recognized quality, but with less dyna- mism in digital marketing and professional visibility. This information is crucial for understanding their distinct stra- tegic approaches and the target market segments they serve. Lack of product awareness is a barrier to market positio- ning. Faced with this situation, a marketing plan is proposed to address this limitation by strengthening campaigns aimed at increasing both brand visibility and recognition. To this end, we propose integrating digital communication strate- gies, with a special emphasis on social media, along with targeted promotional actions designed to attract consumer attention and facilitate a gradual process of product fami- liarity. According to the results in Table 2, all respondents (100%) stated they were familiar with the Umbral product, sugges- ting a strong brand presence in the target market. This wi- despread awareness can be attributed to the eﬀectiveness of current dissemination channels, particularly social media and medical advice, each accounting for 40% of the primary source of information. In comparison, traditional advertising remains at 20%. The absence of responses in the “Other” category indicates a focus on established formal and digital media. Eﬀective product use reveals a signiﬁcant diﬀerence in awareness, as only 50% of respondents have used Umbral, highlighting a gap between knowledge and user experien- ce. This ﬁnding highlights the need for conversion strategies that encourage product trial, such as promotions or content that reinforces the perception of safety and eﬃcacy. Regarding the source of information about medications, the internet and healthcare professionals (doctors and phar- macists) share the same level of preference (40% each), while recommendations from friends or family (20%) are in second place. This highlights the importance of maintaining an active presence on both digital platforms and professional contact points. Regarding the use of digital platforms to search for infor- mation, TikTok is the most used (37%), followed by Insta- gram (25%) and Facebook (20%), which demonstrates the centrality of visual and short-form social media for the sur- veyed audience. YouTube and specialized websites are un- derrepresented (8% each), while alternative channels barely reach 2%, reinforcing the need to optimize communication strategies on dynamic social media. The most inﬂuential factor in medication selection was medical advice (60%), followed by online reviews (20%) and price (11%), suggesting that professional validation re- mains key in decision-making. However, there is a growing openness to informal digital sources. This pattern is reinfor- ced by the high preference for content generated by heal- thcare professionals (52%) as the most helpful format for learning about medications like Umbral, followed by user testimonials (25%). Regarding the willingness to use social media to learn about pharmaceutical products, 80% of respondents are very or somewhat likely to do so, and a signiﬁcant 80% expres- sed interest in receiving informative content about Umbral, especially focused on beneﬁts and usage recommendations. This underscores the potential of social media as a channel for communication and health education. Among the suggested improvements to product promo- tion, the most notable are the need for clearer information on beneﬁts (35%) and greater transparency about side eﬀects (45%). The suggestion to use inﬂuencers or well-known ﬁ- gures (5%) is not widely accepted, reinforcing the preference for scientiﬁc and professional content over celebrity-based approaches.

J. Adv. Educ. Sci. Humanit. (July - December 2025) 3(2): 16-26 21 Table 2. Knowledge, use, and inﬂuence of digital channels on the perception and promotion of the Umbral product Category Frequency Percentage Are you familiar with the Umbral product? Yes 384 100 No 0 0 How did you ﬁnd out about Umbral? Networks social (Facebook, Instagram, TikTok) 154 40 Traditional advertising (TV, radio, magazines) 77 20 Recommendation medical 154 40 Other 0 0 Have you ever used Umbral to treat headaches or fever? Yes 192 50 No 154 40 What is your primary source of information about medications? Internet (blogs, websites of health, social networks) 154 40 Doctors or pharmacies 154 40 Recommendations of friends or relatives 77 20 Others 0 0 What digital platforms do you use to search for information about medications? Facebook 77 20 Instagram 96 25 TikTok 142 37 YouTube 31 8 Pages web specialized 31 8 Others 8 2 What factors do you consider most important when choosing a medication like Umbral? Price 42 11 Recommendation medical 230 60 Opinions on the Internet 77 20 Information about the security of the product 27 7 Other 8 2 How likely are you to use social media to learn more about pharmaceutical products and their beneﬁts? Very likely 173 45 Something likely 134 35 Bit likely 58 15 Nothing likely 19 5 Would you like to receive more informative content about Umbral through social media? Yes, I would like to receive information about beneﬁts and recommendations for use. 307 80 Yes, but I would rather receive only promotional information (discounts, oﬀers). 58 15 No, prefer other forms of communication. 19 5

J. Adv. Educ. Sci. Humanit. (July - December 2025) 3(2): 16-26 22 Category Frequency Percentage What type of digital content do you ﬁnd most helpful in learning about medications like Umbral? Videos explaining the use and beneﬁts 50 13 Testimonials of users 96 25 Publications informative (articles, infographics) 38 10 Content of professionals in the health ﬁeld 200 52 Other 0 0 What would you improve about the way Umbral is promoted in digital media? Elderly presence in social networks 27 7 Advertising further clariﬁes their beneﬁts 134 35 Detailed information about the secondary eﬀects 173 45 Use of inﬂuencers or known ﬁgures for promoting the product 19 5 Other 31 8 Table 3 presents the SWOT analysis of the pharmaceu- tical product Umbral, identifying its internal strengths and weaknesses, as well as its environmental opportunities and threats. This diagnosis provides a basis for decision-making regarding the design and execution of marketing, positio- ning, and digital communication strategies for the product, in the context of the growing use of online platforms and evolving consumer behavior in Ecuador. Among the strengths highlighted were the product’s qua- lity and proven eﬀectiveness, supported by medical recom- mendations and a positive perception among users who have tried it. These characteristics represent a key competitive advantage, especially compared to similar products. Addi- tionally, the existence of formal distribution channels and a satisﬁed user base lays the foundation for sustained growth, provided brand recognition and communication are streng- thened. The digital environment oﬀers a signiﬁcant set of oppor- tunities for Umbral. First, the sustained growth of internet access in Ecuador, coupled with consumer preference for health-related content on social media, creates a favorable environment for developing eﬀective digital marketing stra- tegies. Likewise, there are opportunities to establish strate- gic alliances with healthcare professionals and inﬂuencers, which could expand the brand’s reach and build trust among new users. Collaboration with retailers also represents a means to achieve broader distribution, facilitating access to the product in diﬀerent parts of the country. However, the internal analysis reveals signiﬁcant weak- nesses that must be addressed. One of the most signiﬁcant is the company’s limited digital presence, which restricts Umbral’s visibility in a highly competitive and digitalized environment. Additionally, the company’s low brand re- cognition may inﬂuence purchasing decisions, particularly among users who have no prior experience with the product. Furthermore, the limited promotional oﬀering limits the pro- duct’s ability to attract new users through trial or repurchase incentives. In the external environment, signiﬁcant threats are iden- tiﬁed, such as intense competition from generic products, which tend to have lower prices and a consolidated presence. Strict regulations on drug promotion in digital media repre- Table 3. SWOT matrix Strengths Weaknesses Opportunities Growth of access to the Internet in Ecuador Limited digital presence Preferences of consumers for the content of health in networks Low recognition of the brand Alliances with professionals in the health and inﬂuencers Limited oﬀer of promotions Collaboration with retailers for massive distribution Threats Competence of product generics Regulations are strict about advertising Regulations are strict in the promotion of medications Possible distrust of self-medication

J. Adv. Educ. Sci. Humanit. (July - December 2025) 3(2): 16-26 23 sent another challenge, as they limit communication possibi- lities and require a strategy based on educational content ra- ther than advertising. Finally, potential distrust in self-medi- cation can negatively impact product perception, especially if its medical backing and safety proﬁle are not adequately communicated. Table 4 presents a set of strategic actions aligned with the SWOT analysis previously conducted for Umbral. Each action aims to tactically address the product’s internal and external challenges, establishing a comprehensive interven- tion framework that guides the development of its marketing plan. Strategies aimed at overcoming internal weaknesses pri- marily focus on enhancing the product’s digital presence through social media campaigns and inﬂuencer partners- hips. These measures aim to reduce the previously limited visibility and increase reach among young, digitally active audiences. Similarly, increasing brand awareness through promotions and discounts is a key tactic for encouraging pro- duct trial and facilitating the conversion of knowledge into practical use. Retailer training is another important measure, as it stren- gthens the physical distribution channel and increases the li- kelihood of direct recommendations at the point of sale. This action also contributes to reducing the gap between product knowledge and eﬀective use, identiﬁed in previous analyses. To respond to external threats, such as generic competition and distrust in self-medication, partnerships with pharmacies and healthcare professionals are proposed, strengthening the product’s legitimacy with consumers. Likewise, the impor- tance of responsible communication, focused on the safety of using Umbral, is emphasized, allowing consumer educa- tion without violating regulatory standards. Collaboration with retailers, in addition to ensuring product availability, strengthens its competitive positioning compared to other brands, particularly in areas with high competition or limited pharmaceutical supply. Strategies aimed at preserving strengths focus on reaﬃr- ming the product’s quality and compliance with internatio- nal regulations, aspects that enhance medical conﬁdence and consumer perceptions of safety. Furthermore, the company aims to communicate the product’s convenience, positioning Umbral as a practical solution for the rapid relief of common Table 4. CAME matrix Action Strategy Correct weaknesses · Improve the digital presence through campaigns on social networks and collaborations with inﬂuencers. · Increase the recognition of the brand with promotions, attractive discounts, and special oﬀers. · Train retailers who know the beneﬁts of Umbral and can recommend it to consumers. Facing threats · Establish alliances with pharmacies and professionals in the health ﬁeld to strengthen the trust of the consumer. · Communicate in a manner that is responsible about the use of medicine to reduce distrust in self-medication. · Strengthen the collaboration with retailers to ensure the availability of the product. Maintain strengths · Stand out the high quality of the product and he compliance with international regulations in the marketing, ensuring that the consumers understand the security and eﬀectiveness of Umbral. · Emphasize the convenience of carrying the Umbral in the pocket for the relief of unexpected pains. Exploit opportunities · Leverage the growth of access to the Internet to intensify the digital campaigns and make alliances with inﬂuencers and professionals in health to improve the credibility and visibility of the product. · Use videos of professionals in the health ﬁeld on social networks to educate the youth about the beneﬁts of Umbral.

J. Adv. Educ. Sci. Humanit. (July - December 2025) 3(2): 16-26 24 symptoms, such as headaches or fever, reinforcing its every- day usefulness. Regarding opportunities, the plan highlights leveraging growing internet access and the preference for health content on social media. The creation of digital campaigns featuring testimonials from healthcare professionals aims to capitalize on this context, thereby enhancing the product’s credibility and visibility. In particular, the plan proposes the use of edu- cational videos on social media, adapted to the language and dynamics of young audiences, which fosters engagement and understanding of the product’s therapeutic beneﬁts. The articulation of these strategies constitutes a compre- hensive action plan, based on a strategic marketing approach and empirical evidence, that enables a response to environ- mental and market challenges with concrete measures. The combination of digital tactics, strengthening of in-person channels, consumer education, and professional support oﬀers a solid foundation for repositioning and consolida- ting Umbral as a reliable, safe, and visible alternative in the Ecuadorian pharmaceutical market. The strategic analysis identiﬁed the main internal and ex- ternal factors that inﬂuenced the development of Umbral’s marketing plan in Ecuador. The national environment oﬀered signiﬁcant opportunities, particularly the sustained growth in internet access and increased consumer interest in health-re- lated digital content. These conditions created a favorable environment for implementing digital communication and brand positioning strategies. Signiﬁcant weaknesses were identiﬁed, such as the pro- duct’s limited digital presence, low consumer recognition, and regulatory restrictions on drug promotion. These factors necessitated the development of a strategy aimed at stren- gthening the brand’s identity through educational and pro- motional campaigns, as well as strategic collaborations with healthcare professionals and inﬂuencers. In this regard, the plan was structured based on the pro- duct’s strengths, including its proven quality, compliance with international regulations, and variety of presentations (tablets, capsules, syrups, and drops), which allowed it to respond to the speciﬁc needs of diﬀerent consumer seg- ments. However, the brand’s limited positioning was an obs- tacle to market penetration, so it was proposed to intensify investment in digital marketing and strengthen its presence in strategic points of sale. External threats, particularly competition from generic products and distrust of self-medication, were addressed through responsible communication proposals and the su- pport of medical professionals, to reinforce the product’s credibility and ensure its appropriate prescription. The ac- tive participation of retailers and pharmacies, supported by training programs, was proposed as a means to enhance the product’s visibility and nationwide availability. In the digital realm, the growing use of platforms like Fa- cebook, Instagram, and TikTok by consumers aged 18 to 55 has provided a favorable environment for the development of targeted campaigns. The use of educational and visually compelling content featuring healthcare professionals was identiﬁed as an eﬀective tool for capturing audience atten- tion, raising awareness of the product, and promoting res- ponsible use. From a logistical perspective, the importance of establi- shing agreements with distribution chains and retailers to expand the product’s geographic reach was recognized. Li- kewise, the use of e-commerce platforms was proposed to facilitate access to the medication in areas with limited phy- sical availability. The plan incorporated data analysis technology tools to monitor and optimize marketing strategies. Key performance indicators (KPIs) were established to evaluate variables such as brand awareness, digital engagement, promotional cam- paign conversion, and point-of-sale coverage. This structure enabled dynamic and adaptive management of the strategy, aligning with the brand’s growth and positioning objectives in the Ecuadorian market. Figure 3 presents the Gantt chart corresponding to the exe- cution schedule of the main activities of Umbral’s marketing plan, scheduled between January and November 2025. This visual resource allows observing the temporal sequence, du- ration, and overlap of the strategic tasks that make up the campaign. Figure 3. Diagram of Gantt chart for Umbral’s marketing plan. Initial activities include the production of educational vi- deos, scheduled for January and February 2025, followed by

J. Adv. Educ. Sci. Humanit. (July - December 2025) 3(2): 16-26 25 ﬂyer distribution, which will extend from February to April. Both tasks were viewed as key preparatory steps for creating content and promotional materials designed to capture the target audience’s attention. The launch of promotions begins in March and continues until the end of May. This phase partially coincided with re- tailer training, which started in April and ended in June. This allowed us to leverage the synergies between direct-to-con- sumer promotion and the strengthening of the distribution network through the involvement of pharmacies and points of sale. The implementation of digital campaigns, considered the plan’s core strategy, was projected to run from May to Oc- tober 2025, spanning six months. This long-range initiative aims to consolidate Umbral’s digital presence through edu- cational content and targeted promotional activities. The partial overlap of activities demonstrates comprehen- sive and coordinated planning, which sought to optimize the brand message’s impact at each stage. Furthermore, the progression from preparatory tasks (production and distribu- tion) to action (promotions and training), and ﬁnally to digi- tal consolidation, demonstrates a phased strategy consistent with the proposed objectives. This timeline is essential to ensuring the eﬀectiveness of the marketing plan, enabling the accurate measurement of progress throughout the year and making adjustments to ac- tions based on the results observed through key performance indicators. Conclusions Umbral’s product positioning can be strengthened through a strategic marketing plan that combines digital actions, ins- titutional partnerships, and responsible communication. The identiﬁcation of strengths, weaknesses, threats, and oppor- tunities enabled the establishment of a concrete roadmap focused on enhancing brand visibility, improving consumer conﬁdence, and ensuring product availability in the retail channel. The proposed strategies, including social media campaigns, collaboration with inﬂuencers and healthcare professionals, and reinforcing the message about the drug’s quality and safety, address both market trends and the needs of the target audience. The Gantt chart presented summari- zes and organizes these actions over time, facilitating their orderly and eﬀective implementation. References Bonilla, D. M., Delgado, N. D. R., & Fajardo, G. M. (2020). Branding, un elemento necesario del marketing es- tratégico en la Cámara de Comercio de Ambato. Re- vista Eruditus, 1(2), 9–26. https://doi.org/10.35290/ re.v1n2.2020.278 Chen, T. (2022). 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Revista Espacios, 41(42), 100–118. https://revistaespa- cios.com/a20v41n42/a20v41n42p09.pdf Conﬂicts of interest The authors declare that they have no conﬂicts of interest. Author contributions Conceptualization: Darío F. Guacho, Alexandra M. Me- néndez, Esteban F. Naranjo. Data curation: Alexandra M. Menéndez, Esteban F. Naranjo. Formal analysis: Darío F. Guacho, Alexandra M. Menéndez. Research: Darío F. Guacho, Alexandra M. Menéndez, Esteban F. Naranjo. Me- thodology: Darío F. Guacho, Esteban F. Naranjo. Visuali-

J. Adv. Educ. Sci. Humanit. (July - December 2025) 3(2): 16-26 26 zation: Darío F. Guacho, Alexandra M. Menéndez, Esteban F. Naranjo. Writing the original draft: Darío F. Guacho, Alexandra M. Menéndez, Esteban F. Naranjo. Writing, re- view and editing: Darío F. Guacho, Alexandra M. Menén- dez, Esteban F. Naranjo. Data availability statement The datasets used and/or analyzed during the current study are available from the corresponding author upon reasonable request. Statement on the use of AI The authors acknowledge the use of generative AI and AI-assisted technologies to improve the readability and cla- rity of the article. Disclaimer/Editor’s note The statements, opinions, and data contained in all publi- cations are solely those of the individual authors and contri- butors and not of Journal of Advances in Education, Scien- ces and Humanities. Journal of Advances in Education, Sciences and Humani- ties and/or the editors disclaim any responsibility for any in- jury to people or property resulting from any ideas, methods, instructions, or products mentioned in the content.