Nowadays, more than half of the population already spends a considerable part of their time using technology, either through computers or mobile devices, thus promoting permanence on digital platforms (Digital 2022), as is the case of social networks and thus managing to play an important role in the pharmaceutical sector, as mentioned by Adriana Valdés.
“What happens in the wake of the pandemic? We put ourselves in the eye of the hurricane. On the one hand, we had already begun to integrate several pharmaceutical companies to this much more social communication, the revolution of social networks”.
“From then on, until now, it had been a slow learning curve for us, many regulatory barriers, but coming to social networks, suddenly the pandemic arrives and people say: “Who has the answer for what is happening to us? Pharmaceuticals” and then people begin to identify us”.
The growing number of cases as a result of the pandemic managed to cause a certain panic in the world population, since they saw in the different media the complications that this disease could entail, both in those who presented slight symptoms with the loss of their sense of smell and in those less fortunate who were one more number on the list of deaths.
Given this and with a high rate of concern, digital consumers began their search to protect themselves (or treat themselves) as much as possible, thus finding the solution to their problems thanks to the delivery service, where motivation and restrictions ceased to be a problem. impediment to the growth of pharmaceutical companies.
“We had to be more agile, we began to generate delivery programs and medicines at home in 15 days, something that for us in the pharmaceutical industry could take years of approvals, reviews, authorizations from Mexico, from the global, from Cofepris, a world of complications that in the face of the pandemic we have pressured ourselves to simplify and be as agile as possible to care for patients.”
“The issue of the pandemic was a watershed for us at the industry level, not only in operation but also at the reputational level.”
Taking into account the digitalization adopted by the majority of the planet, more and more companies focused on different sectors find themselves in the need to stay in the world of digital communication, since today it is no longer enough to just be a means of information , but to achieve greater engagement with the population, we must bet on being in constant communication with users and having feedback to ensure its reception.
“Today the communication is in a “live” of Facebook, it is the audio in a podcast, and we have to be there”.
“We continue to believe in traditional media because today more than ever and with the rise of fake news during the pandemic, we know that many people want to return to traditional media because they have authorized people, journalists know how to investigate, they know write a note and they know how to present verified information”, mentions Adriana Valdés.
Undoubtedly, specialized media are essential to reach an audience that has more specific knowledge about certain topics.