{"id":6128,"date":"2022-02-15T14:20:00","date_gmt":"2022-02-15T19:20:00","guid":{"rendered":"https:\/\/www.perform-ly.com\/blog\/?p=6128"},"modified":"2022-04-22T16:33:21","modified_gmt":"2022-04-22T21:33:21","slug":"marketing-farmaceutico","status":"publish","type":"post","link":"https:\/\/www.perform-ly.com\/blog\/marketing-farmaceutico\/","title":{"rendered":"Caso de \u00e9xito farmac\u00e9utico"},"content":{"rendered":"<h2>Servier adquiri\u00f3 un alcance masivo con estrategias de marketing farmac\u00e9utico<\/h2>\n<p>Servier es la primera farmace\u00fatica francesa independiente fundada en 1954, que cuenta con presencia en m\u00e1s de 149 pa\u00edses alrededor del mundo.Durante el a\u00f1o 2015, se embarc\u00f3 en una transformaci\u00f3n profunda, al integrar la innovaci\u00f3n y nuevas tecnolog\u00edas dentro de sus procesos industriales.<\/p>\n<p>Al inicio de nuestras alianzas comerciales, Servier no estaba logrando el alcance esperado en Centroam\u00e9rica, debido a las restricciones internacionales sobre el marketing para farmacias en medios digitales.<\/p>\n<p><img decoding=\"async\" loading=\"lazy\" class=\"aligncenter\" src=\"https:\/\/www.perform-ly.com\/blog\/wp-content\/uploads\/2022\/02\/Servier-Nueva--1024x684.png\" alt=\"Marketing farmace\u00fatico\" width=\"640\" height=\"428\" \/><\/p>\n<p>El reto de la agencia consisti\u00f3 en lograr alcance a trav\u00e9s de la ejecuci\u00f3n de campa\u00f1as de marketing para farmacias hacia Centroam\u00e9rica y el Caribe, al educar sobre las enfermedades que los medicamentos de Servier curan.<\/p>\n<h2>\u00bfQuieres saber c\u00f3mo lo hicimos?,te contamos:<\/h2>\n<ol>\n<li>Definici\u00f3n de indicadores clave estrat\u00e9gicos<\/li>\n<li>Elaboraci\u00f3n de campa\u00f1as de anuncios<\/li>\n<li>Estrategias de aumento de suscriptores<\/li>\n<li>\u00bfC\u00f3mo logramos un CPC inferior?<\/li>\n<li>Resultados exitosos con Performly<\/li>\n<\/ol>\n<h3><em>01.<br \/>\n<\/em>Definimos indicadores clave estrat\u00e9gicos de marketing para farmacias:<\/h3>\n<p>El objetivo de Servier se enfoc\u00f3 en generar suscriptores y una base de datos sobre las preferencias de las audiencias, para ejecutar estrategias de remarketing. Con la finalidad de alcanzar las metas propuestas, se evaluaron los siguientes KPI\u2019S:<\/p>\n<ul>\n<li><strong>Impresiones:<\/strong> determinar el n\u00famero de veces que los potenciales pacientes vieron las campa\u00f1as publicitarias sobre las distintas enfermedades.<\/li>\n<li><strong>CTR:<\/strong> evaluar el volumen de tr\u00e1fico generado a partir de las campa\u00f1as<\/li>\n<li><strong>Alcance:<\/strong> cantidad de personas impactadas gracias a la estrategia implementada.<\/li>\n<li><strong>Clics:<\/strong> porcentaje de usuarios que hacen clic en los anuncios<\/li>\n<li><strong>Vistas:<\/strong> cantidad de veces que un potencial paciente visualiza los anuncios en Facebook y Google.<\/li>\n<li><strong>Visitas: <\/strong>Volumen de tr\u00e1fico que ingresa al sitio de forma mensual al sitio web<\/li>\n<li aria-level=\"1\"><strong>Suscriptores: <\/strong>usuarios que se suscriben al Pop &#8211; Up de las websites de Servier, para conocer m\u00e1s sobre sus padecimientos.<\/li>\n<\/ul>\n<p><img decoding=\"async\" loading=\"lazy\" class=\"aligncenter\" src=\"https:\/\/www.perform-ly.com\/blog\/wp-content\/uploads\/2021\/11\/KPI-1.png\" alt=\"Marketing para laboratorios\" width=\"630\" height=\"420\" \/><\/p>\n<h3><em>02.<br \/>\n<\/em>Elaboramos campa\u00f1as de marketing farmac\u00e9utico segmentadas:<\/h3>\n<p>Como parte de las acciones de marketing para farmacias, se ejecutaron campa\u00f1as 360 en Google y Facebook Ads, con la finalidad de impactar de forma exitosa al p\u00fablico objetivo de Centroam\u00e9rica y el Caribe.<\/p>\n<p>Servier elabor\u00f3 cuatro sitios web tanto en espa\u00f1ol como en ingl\u00e9s, los cuales incluyen contenido sobre las enfermedades que se enfoca en tratar: hemorroides y varices.<\/p>\n<p>Cada p\u00e1gina contiene un formulario pop-up, donde los usuarios comparten sus datos para conocer m\u00e1s sobre su tipo de enfermedad.<\/p>\n<p>Las campa\u00f1as de marketing para farmacias se configuraron con la finalidad de impactar a usuarios de 8 pa\u00edses diferentes: Panam\u00e1, Honduras, Guatemala, El Salvador, Jamaica, Nicaragua, Costa Rica y Rep\u00fablica Dominicana.<\/p>\n<p><img decoding=\"async\" loading=\"lazy\" class=\"aligncenter\" src=\"https:\/\/www.perform-ly.com\/blog\/wp-content\/uploads\/2022\/02\/digital-marketing-campaing-1024x682.png\" alt=\"Marketing Digital farmac\u00e9utico \" width=\"640\" height=\"426\" \/><\/p>\n<h3><em>03.<br \/>\n<\/em>Aumentamos los suscriptores para generar campa\u00f1as de remarketing:<\/h3>\n<p>Luego de que los pacientes potenciales son impactados a trav\u00e9s de los anuncios y dejan sus datos en los formularios de los sitios web, se generan campa\u00f1as de remarketing en Google y Facebook Ads, con la finalidad de impactar a esos mismos usuarios.<\/p>\n<p>De esta forma, aumentamos el volumen de tr\u00e1fico y alcance entre personas que mostraron inter\u00e9s con anterioridad, al mismo tiempo que incrementamos las posibilidades de que asistan al m\u00e9dico y este les recete el medicamento de Servier indicado para su condici\u00f3n.<\/p>\n<p><img decoding=\"async\" loading=\"lazy\" class=\"aligncenter\" src=\"https:\/\/www.perform-ly.com\/blog\/wp-content\/uploads\/2022\/02\/remarketing-1024x571.png\" alt=\"Marketing campa\u00f1as farmac\u00e9utico \" width=\"630\" height=\"351\" \/><\/p>\n<h3><em>04.<br \/>\n<\/em>Logramos un CPC inferior al promedio en la industria:<\/h3>\n<p>En la actualidad, gracias a la definici\u00f3n de estrat\u00e9gica de keywords, dise\u00f1os de campa\u00f1as enfocados en Performance, y textos con alto engagement, hemos obtenido un CPC en campa\u00f1as, inferior al promedio en la industria.<\/p>\n<h3><img decoding=\"async\" loading=\"lazy\" class=\"aligncenter\" src=\"https:\/\/www.perform-ly.com\/blog\/wp-content\/uploads\/2022\/02\/AVERAGE-CPC-1024x741.png\" alt=\"Marketing CPC para laboratorios\" width=\"629\" height=\"455\" \/><\/h3>\n<h3><em>05.<br \/>\n<\/em>Resultados exitosos gracias a Performly:<\/h3>\n<p>La adecuada gesti\u00f3n de campa\u00f1as, evaluaci\u00f3n sobre el comportamiento de la audiencia y una comunicaci\u00f3n eficaz con el cliente, nos ha permitido obtener resultados impecables:<\/p>\n<ul>\n<li>Logramos <a href=\"https:\/\/www.perform-ly.com\/blog\/generar-leads\/\">generar leads<\/a> de forma mensual: 46 en promedio.<\/li>\n<li>CPC: $0.03, inferior al promedio en la industria ($0.63).<\/li>\n<li>CTR de 2.26% en anuncios, por encima del promedio en la industria (1%)<\/li>\n<li>78,723 clics en los anuncios atribuido a la estrategia de campa\u00f1as.<\/li>\n<li aria-level=\"1\">Incremento mensual del 6% de nuevos usarios que visitan el sitio web atribuido a la gesti\u00f3n de campa\u00f1as en Google.<\/li>\n<\/ul>\n<h2><span style=\"color: #ffffff;\"><em><span style=\"font-weight: 400;\">Me gusta\u00a0 trabajar con Performly, porque entrega todo de manera muy organizada, lo que permite acelerar el proceso de aprobaci\u00f3n interno\u201d<\/span><\/em><\/span><\/h2>\n<p>Melissa Souici. Digital Marketing Project Manager, Servier<\/p>\n<div class=\"black-box\">\n<p>&#8220;Como agencia de marketing digital en Latinoam\u00e9rica, <a href=\"https:\/\/www.perform-ly.com\/\">Performly<\/a> cuenta con la capacidad de crear estrategias triunfadoras enfocadas en Performance, para asegurar un ROI positivo en los esfuerzos publicitarios. En la actualidad, nuestra experiencia nos permite obtener un CRT 5x mayor al promedio de la industria en las campa\u00f1as de anuncios&#8221;<\/p>\n<hr \/>\n<div><\/div>\n<div class=\"flex justify-content-between\"><a class=\"cta-button\" href=\"https:\/\/www.perform-ly.com\/\" target=\"_blank\" rel=\"noopener\">Hablemos ahora<\/a> <img decoding=\"async\" src=\"https:\/\/www.perform-ly.com\/blog\/wp-content\/uploads\/2022\/01\/performly-logo.svg\" alt=\"Performly Logo\" width=\"150\" \/><\/div>\n<\/div>\n<div><\/div>\n","protected":false},"excerpt":{"rendered":"<p>Servier adquiri\u00f3 un alcance masivo con estrategias de marketing farmac\u00e9utico Servier es la primera farmace\u00fatica francesa independiente fundada en 1954, que cuenta con presencia en m\u00e1s de 149 pa\u00edses alrededor del mundo.Durante el a\u00f1o 2015, se embarc\u00f3 en una transformaci\u00f3n profunda, al integrar la innovaci\u00f3n y nuevas tecnolog\u00edas dentro de sus procesos industriales. Al inicio [&hellip;]<\/p>\n","protected":false},"author":3,"featured_media":6150,"comment_status":"closed","ping_status":"open","sticky":false,"template":"performly.php","format":"standard","meta":[],"categories":[203,238],"tags":[156,158,162,297,164,166],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v20.12 (Yoast SEO v20.12) - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Marketing farmac\u00e9utico |\u00a0Caso de \u00e9xito Servier<\/title>\n<meta name=\"description\" content=\"Marketing farmac\u00e9utico | Conoce c\u00f3mo logramos generar 46 leads mensuales con estrategias de campa\u00f1as 360 en Google y Facebook |\u00a0Conoce m\u00e1s\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.perform-ly.com\/blog\/marketing-farmaceutico\/\" \/>\n<meta property=\"og:locale\" content=\"es_ES\" \/>\n<meta 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