Análisis de estrategias de marketing empleadas a productos farmacéuticos genéricos para aumentar participación en el mercado ecuatoriano al 2019.

Abstract

Currently the pharmaceutical industry is very well received in the market, that is because its products are of paramount importance to society, so its products have to be of the best quality, therefore, pharmaceutical products are manufactured generics similar to patents, but with a lower price. The purpose of this work is to determine the marketing strategies used to give generic pharmaceuticals greater participation. For this we will do a deep research of sources such as bibliographies, articles, among other documents. Each strategy will be analysed in detail in order to discover how these medicines have been growing in market share, a summary of the history of pharmaceuticals landing on generics will be carried out today, we will also study supply and demand in terms of the market. The objective of this project will be the analysis of generic pharmaceutical drugs, on the acceptability that citizens give to these products, from the approach of pharmaceutical marketing that tries to meet the needs of the consumers of these drugs and above all to publicize their benefits and change the ideology that we have of these products, thus providing products at low cost and of good quality.