Propuesta de diseño de tienda online para la comercialización de medicamentos especializados por farmacia BioPharma, Honduras, 2024
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Date
2025-05-05
Journal Title
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Publisher
Universidad Tecnológica Centroamericana UNITEC
Abstract
El desarrollo de una tienda en línea para la comercialización de medicamentos especializados por Farmacia BioPharma Honduras surge como una solución ante la creciente demanda y preferencia de los consumidores en plataformas digitales. Esta investigación tiene como objetivo diseñar una tienda online efectiva, basado en el análisis de las preferencias de compra de los clientes y las estrategias de venta de farmacias locales. El estudio utilizó un enfoque mixto, combinando tanto métodos cuantitativos como cualitativos, con alcance descriptivo y diseño no experimental transversal, mediante entrevistas, benchmarking y encuestas. Los resultados muestran que los clientes ya adquieren medicamentos especializados en línea, sin embargo, se identificaron barreras significativas como la falta de información detallada y familiaridad con la plataforma. En respuesta, se propone un diseño que incluye mejoras en la atención al cliente, promociones y envío gratuito, aliadas con estrategias de marketing digital, con el fin de optimizar la experiencia de compra y aumentar la competitividad de la farmacia en el mercado digital.
The development of an online store for the commercialization of specialized medicines by Farmacia BioPharma Honduras emerges as a solution to the growing demand and preference of consumers on digital platforms. This research aims to design an effective online store, based on the analysis of customer buying preferences and sales strategies of local pharmacies. The study used a mixed approach, combining both quantitative and qualitative methods, with descriptive scope and non-experimental cross-sectional design, through interviews, benchmarking and surveys. The results show that customers already purchase specialty drugs online, however, significant barriers were identified such as lack of detailed information and familiarity with the platform. In response, a design is proposed that includes improvements in customer service, promotions and free shipping, allied with digital marketing strategies, in order to optimize the shopping experience and increase the pharmacy's competitiveness in the digital market.
The development of an online store for the commercialization of specialized medicines by Farmacia BioPharma Honduras emerges as a solution to the growing demand and preference of consumers on digital platforms. This research aims to design an effective online store, based on the analysis of customer buying preferences and sales strategies of local pharmacies. The study used a mixed approach, combining both quantitative and qualitative methods, with descriptive scope and non-experimental cross-sectional design, through interviews, benchmarking and surveys. The results show that customers already purchase specialty drugs online, however, significant barriers were identified such as lack of detailed information and familiarity with the platform. In response, a design is proposed that includes improvements in customer service, promotions and free shipping, allied with digital marketing strategies, in order to optimize the shopping experience and increase the pharmacy's competitiveness in the digital market.
Keywords
Compra, Farmacia, Marketing Digital, Medicamentos, Tienda Online