They seek to learn more about patients and their online treatment purchasing needs.
The latest industry study looks at sales in the prescription drug category.
Mexico stands out in preference and confidence of marketplaces for the acquisition of health products.
At the eCommerce level, the different medical products and devices have gained a broader place in the preference, frequency and acceptance of the digital consumer, at least this is demonstrated by the latest study of Wunderman Thompson Health.
Through a survey of 28 thousand 426 people in the world, of which 6 thousand 8 were from Latin America, it was possible to establish a benchmark on the synergy established between electronic commerce and the pharmaceutical sectormaking visible a future closer to the segmentation of the health audience that consumes different groups of treatments and medical devices.
“Our vision is comprehensive and electronic commerce in the pharmaceutical industry is a pillar in the strategies of the companies with which we collaborate, for this reason it is necessary to activate this type of radar within the Latin American market, since they become sources or references for the strategies of our clients”, mentions Francisco Montoya, general director of Wunderman Thompson Health in Mexico.
Among the results that the studyVarious options are contemplated for the buy online health products, where each country has a different marketplace and the same eCommerce giants do not always stand out.
For example, although Amazon and Mercado Libre dominate the Argentine region, in Mexico there is a growing trend for retail sites and pharmaceutical brands with their own website… this is replicated in a similar way in Colombia.
“When it comes to buying medicines online, the trend is very marked in 3 sites: retailers (e-tailers), own brand sites and delivery applications (Rappi can be a great example for LATAM)”.
“In addition, the study contextualizes us with other players that drive purchases, such as social networks and influencers.” Says Julián Regis, Digital Director of Wunderman Thompson Health.
Mexico stands out, of course, for having a higher percentage of purchase among the Latin American countries studied; however, in all of them the therapeutic areas have a relevant weight, so much so that among the most sought after purchases in the health industry:
- 74% Drugs or supplements for disease prevention
- 74% Medical devices for health monitoring or treatment applicators
- 69% Symptom Control Medications (OTC)
- 68% Treatments for acute occasional illnesses
- 68% Treatments for chronic degenerative diseases
For the treatments for chronic-degenerative diseases, a trend of online purchases (68%) is maintained compared to treatments for occasional diseases. Argentina and Brazil are inclined to buy in e-tails; Mexico maintains its trend in marketplaces with online pharmacies and delivery apps.
“The information that Wunderman Thompson Health provides for the first time is intended to facilitate and bring closer the next steps for the activation or monitoring of an e-commerce relationship system in such a relevant category.”
“Today knowing the behavior of patients also has its science”, exposes Juan Regis.
This study shows that hehe prevention or delay of diseases becomes relevant in digital, where all those who like to prevent diseases as part of their lifestyle make part of their consumption habits to pages such as Amazon and Mercado Libre, as well as retailers, marketplaces and brand sites.
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