“Strategies, insights, and creative approaches behind my marketing campaigns, each one designed to drive measurable results and meaningful connections.”
Strategy
Pharma Marketing
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Tools Used: Employ SWOT for internal strengths and weaknesses, and external opportunities and threats; PESTEL for political, economic, social, technological, environmental, and legal factors; and Buyer Persona development to deeply understand target customers.
Purpose: This comprehensive analysis identifies key demographics, influential factors, and customer behaviors, enabling tailored marketing strategies that address specific market needs.
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Tools Used: Utilize the BCG matrix to determine market growth and product position, Porter’s Five Forces to analyze competitive dynamics, and benchmarking to compare with competitors.
Purpose: Assess the product’s strengths and market position, identify unique selling propositions, and establish competitive advantages to differentiate from competitors.
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Tools Used: Implement the Business Model Canvas to map out the business's value propositions, customer relationships, channels, revenue streams, and key resources.
Purpose: Incorporate digital technologies for targeted campaigns and enhanced customer interactions, while aligning the business model with current market dynamics for optimized operational execution.
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Tools Used: Develop a Customer Journey Map to visualize the entire customer experience from initial awareness to loyalty, ensuring every touchpoint is optimized for engagement and conversion.
Purpose: Directly engage the target market through tailored interactions, refine the customer experience across all phases of the customer lifecycle, and implement strategic actions based on the product's lifecycle stage to extend its market presence and effectiveness.
Leads Generation
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Initiate every campaign with thorough strategic planning to ensure all marketing activities align with industry-specific regulations. This involves securing all necessary pre-approvals and focusing on creating content that educates while adhering to compliance standards
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Engagement and Education
Develop diverse educational materials such as webinars, interactive Q&A sessions, informative eBooks, and engaging challenges or contests. This strategy focuses on providing value, fostering trust, and educating the target audience effectively.
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Utilize a combination of digital platforms, including social media, dedicated landing pages, and targeted email marketing to engage with the audience and generate leads. Optimize content delivery to capture interest and encourage audience interaction, leading to higher conversion rates.
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Employ analytics to measure the effectiveness of the campaign, focusing on key performance indicators such as engagement rates, lead conversion, and overall campaign reach. Use these insights to continuously refine and optimize the marketing strategies.
Case Studies
Pirimir : Brand Visibility
Medication used to alleviate the symptoms of urinary tract infections (UTIs), with Phenazopyridine as its main component.
This case study outlines my strategic approach to enhancing brand visibility and market share for a UTI treatment in a competitive landscape. I tackled key challenges with a robust digital and promotional campaign, leveraging in-depth market analysis and targeted communication strategies.
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Description: Pirimir is a medication used to alleviate the symptoms of urinary tract infections (UTIs), with Phenazopyridine as its main component.
Challenge: Increase product awareness and strengthen its market position in a highly competitive environment focused on treating UTIs in Mexico
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Goals: Increase the market share value from 24.9% to 27% by the end of 2024 by implementing strategies to bolster brand presence
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Strategic Approach: Use situational market analysis and macroeconomic environment assessments, along with competitive environment and product evaluations.
Tactics: Develop presence through websites and social media, launch advertising campaigns highlighting discounts and product benefits, and strengthen relationships with distributors and points of sale
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Implementation: Tactics include direct engagement in medical offices, continuing medical education, use of promotional materials, and discount campaigns.
Timeline: Expected to increase market share in the private market during 2024 and prepare for the launch of a combined product (Pirimir Duet) in 2026
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Key Metrics: Monitor market share, evaluate the effectiveness of social media and website campaigns, and measure the impact of promotional activities on sales.
Expected Outcomes: Aim to achieve a 27% market share increase by the end of 2024, and a significant success in launching Pirimir Duet in 2026
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Evaluation: Continuous evaluation of strategies and tactics based on market performance and consumer response.
Next Steps: Prepare for the launch of Pirimir Duet, and continue exploring new market opportunities, especially combining Pirimir with other antibiotic agents to strengthen the product's value proposition
2. Resfri-Out : Launching a Star Product in an New Market
The Resfri-Out case describe my strategic approach to launching a natural ingredient-based respiratory treatment in the competitive pharmaceutical market. It highlights the key challenges and the focused methodologies used in market research and competitive analysis to ensure successful market entry.
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Description: Resfri-Out is a generic medication for treating symptoms of respiratory illnesses, recently acquired by FARMAMIEL, a Mexican company specializing in natural honey-derived products.
Challenge: To introduce and position Resfri-Out in the competitive Mexican pharmaceutical market, leveraging the product's successful history in Peru.
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Goals: Establish Resfri-Out as a leading option for respiratory illness treatments in Mexico, maximizing its market acceptance and share.
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Market Study Brief: A detailed brief was prepared for an ATU (Awareness, Trial, and Usage) study to assess the Mexican market's perception and willingness towards a naturally ingredient-based product like Resfri-Out. This brief aimed to gather data on awareness, trial, and usage of the product.
Competition Analysis: Detailed sales and competitor analysis, identifying FLUXOL as the main competitor due to similar market characteristics.
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Market Research: Conducting ATU surveys and focus groups to understand the attitudes and perceptions of consumers and health professionals regarding natural medicines.
Marketing and Communications: Developing key messages and selecting marketing channels based on market study results to optimize the launch and uptake of Resfri-Out.
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Market Study Result Evaluation: Analyzing the outcomes from the ATU surveys and focus groups to adjust marketing and product strategies in response to the needs and preferences of Mexican consumers.
Initial Sales Analysis: Monitoring the impact of initial campaigns and product acceptance compared to key competitors.
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Strategic Adjustments: Continuous refinement of marketing strategy based on market feedback and initial sales performance.
Expansion and Diversification: Planning future product extensions and strategies to increase market penetration based on initial success and opportunities identified during the launch phase.
3. EPURIS : The Smart Way to Promote a Restricted Medication on Social Media
The EPURIS case exemplifies an innovative approach to digital marketing within stringent regulations. By focusing on education and support, we successfully enhanced product visibility without direct advertising, paving the way for new marketing strategies in the pharmaceutical sector.
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Description: EPURIS Capsule 20 mg is a regulated medication for severe acne types, distributed by Farmacia Hada, part of the Skintopia dermatological clinic in Mexico City.
Challenge: Navigating stringent COFEPRIS regulations to effectively market a controlled medication without direct promotion of the product name or image on digital platforms.
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Goals: To enhance awareness and sales of EPURIS through a digital strategy that complies with regulatory constraints, focusing on education and support rather than direct product promotion.
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Marketing Without Direct Promotion: Developed a digital campaign centered around education and emotional support for individuals with severe acne, using indirect methods to increase visibility and engagement.
Key Activities: Webinars with dermatologists, educational eBooks, individual Q&A sessions, and a 30-day skincare regimen challenge, all without directly mentioning or showing EPURIS.
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Execution and Timeline
Digital Platforms Utilized: Facebook, Instagram, and a targeted campaign landing page, alongside email marketing for follow-ups and reminders.
Content Strategy: Provided value through access to expert information and support, establishing EPURIS and Farmacia Hada as trusted authorities in severe acne management.
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Outcome Measurement: Utilized KPIs like increase in trust and likability, lead generation and conversions, and engagement and loyalty to evaluate the campaign's impact.
Regulatory Compliance: Ensured all promotional activities were approved by COFEPRIS and adhered to the guidelines for controlled substances.
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Strategic Adjustments: Insights gained from the campaign's reception led to adjustments in digital strategy, focusing more on interactive and engaging content.
Future Plans: Plans to expand the educational components and support network, potentially introducing more personalized engagement strategies like live Q&A sessions or more in-depth webinars.