Digital marketing plan proposal for promoting Umbral in Ecuador
DOI:
https://doi.org/10.5281/zenodo.16665329Keywords:
pharmaceutical marketing, migraine treatment, pharmaceutical advertisingAbstract
This project developed a digital marketing plan proposal to promote Umbral, a product recognized for its effectiveness in treating migraines and headaches. A thorough analysis of the Ecuadorian market revealed a significant increase in internet access, reaching 80% of the population, representing a key opportunity to promote the product through digital platforms. The strategy focuses on enhancing Umbral's visibility and recognition by emphasizing its quality and safety through educational content on social media platforms, including Facebook, Instagram, and TikTok, as well as collaborations with influencers and healthcare professionals. The diagnosis identified strengths, such as the variety 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 leader in the over-the-counter medication market in Ecuador, addressing the needs of an increasingly digitalized consumer.
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Data Availability Statement
The datasets used and/or analyzed during the current study are available from the corresponding author on reasonable request.
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Copyright (c) 2025 Darío F. Guacho, Alexandra M. Menéndez, Esteban F. Naranjo (Author)
This work is licensed under a Creative Commons Attribution-NonCommercial-ShareAlike 4.0 International License.
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