Farmacias Plaza is an integral component of the Alivia Health network, a distinguished healthcare organization in Puerto Rico committed to delivering healthcare services. Positioned as a leading community pharmacy chain, Farmacias Plaza boasts a widespread presence across the island, operating 12 retail pharmacies strategically located in Bayamón, Carolina, Guaynabo, San Juan, and Toa Baja. With a dedicated team of over 280 employees, Farmacias Plaza plays a pivotal role in addressing the diverse healthcare needs of the local community.
At the heart of the Alivia Health network's mission is a commitment to enhancing the quality and efficacy of the healthcare experience for patients, healthcare professionals, managed care partners, and manufacturers. Farmacias Plaza assumes a critical role within this overarching mission, serving as a vital touchpoint for individuals seeking pharmaceutical products and services. As an integral part of the network, Farmacias Plaza is deeply embedded in the collective effort to elevate the standards of healthcare delivery in Puerto Rico.
Diversifying Engagement in a Competitive Retail Environment
Farmacias Plaza, positioned as a holistic healthcare destination for the community, faces a dynamic business landscape marked by several intricacies:
Revitalizing In-Store Engagement in a Post-COVID Era
The aftermath of the COVID-19 pandemic has seen a dip in sales growth across all pharmacies, posing a formidable challenge to Farmacias Plaza. To reverse the trend, the company must pioneer innovative approaches to rekindle physical store engagement, emphasizing the need for a personalized shopping experience that extends beyond prescription needs.
Thriving Amidst Fierce Retail Competition
The fiercely competitive retail market in Puerto Rico presents a complex hurdle for Farmacias Plaza. To stand out against national chains dominating the scene, the company must craft inventive strategies to amplify sales, foster cross-selling initiatives, and elevate brand recognition.
Navigating the Influence of Social Media
The paradigm shift towards influencer-driven purchase decisions signifies both an opportunity and a challenge for Farmacias Plaza. Recognizing the sway of social media influencers on consumer choices, the company aims to capitalize on this trend. However, the challenge lies in fostering authentic and inclusive influencer partnerships, steering clear of tokenism, and ensuring genuine representation that resonates with the diverse local community.
In addressing these challenges, Farmacias Plaza endeavors to adapt to the evolving retail landscape and redefine the role of a community-centric healthcare destination, solidifying its position as an indispensable part of the Puerto Rican healthcare landscape.
Embarking a Diverse and Inclusive Influencer Marketing Program
The communities’ rich and diverse cultural heritage played a vital role in shaping Farmacias Plaza's influencer marketing strategy. So, understanding and respecting local nuances were crucial. Influencers needed to connect with Puerto Rican consumers in culturally sensitive ways. Puerto Rican culture places a strong emphasis on community and trust. Farmacias Plaza aimed to align its influencer marketing efforts with these cultural values. Reflecting the diversity of the community's population was a strategic choice and a cultural imperative. Diversity and inclusion are fundamental values in the Puerto Rican community.
Farmacias Plaza identified a market opportunity in the highly competitive retail pharmacy sector, leveraging research methods such as surveys and competitive analysis. Critical trends like influencer marketing, authenticity, community building, diversity, and inclusion influenced their decision. The cultural aspects of Puerto Rico, including community-centric values and inclusive representation, played a significant role in shaping their influencer marketing strategy.
The market size of the local pharmacy chain necessitated a strategic approach to stand out and engage customers effectively. By using influencer marketing to highlight in-store shopping experiences and product variety, Farmacias Plaza aimed to drive more foot traffic to its 12 retail pharmacies. Also, influencers were leveraged to promote cross-selling efforts across different product categories, increasing overall sales. The marketing program aimed to enhance brand awareness in the primary market and close the gap with national chains.
Farmacias Plaza caters to diverse communities in Bayamón, Carolina, Guaynabo, San Juan, and Toa Baja, with two primary target audiences:
Bienvividos (aged 60+): This segment comprises 60% of women who seek variety and individualized service in their shopping experience.
Siempre Bella (Aged 35-50): Comprising 85% of women, this segment values variety and convenience in their pharmacy needs.
The influencer marketing program was designed to reflect the community by incorporating top Diversity, Equity, and Inclusion (DEI) best practices. This framework seeks to ensure the fair and equal treatment of all people, especially those who have historically been underrepresented or subject to discrimination.
According to the 2022 Racial and Gender Inequalities Influencer Report by Werner Geyser, many influencers face discrimination in the industry. The report highlights that 58.3% of influencers feel they have experienced discrimination, with gender, physical features, and race discrimination being significant concerns.
To ensure authenticity and representation of diversity in each influencer partnership, an internal audit of the content was conducted, including talent lists and creative briefs to reflect the community's demographics. Farmacias Plaza collaborated with influencers from diverse backgrounds and communities to promote inclusivity and broaden their audience. They conscientiously avoided tokenism, ensuring their DEI efforts were authentic rather than mere symbolic gestures.
The company is dedicated to cultivating lasting partnerships with influencers who align with their values. Recognizing the lasting impact of consistent messaging and representation, Farmacias Plaza prioritizes alliances that resonate with its mission. Additionally, they ensure that the spokespersons featured in their content represent diversity, reinforcing an authentic approach.
Effectiveness of Influencer Marketing Program
The marketing program implemented by Farmacias Plaza yielded outstanding results:
5% boosted store traffic and sales compared to the previous year, exceeding initial expectations.
91% increase in brand awareness. The market share for Bienvividos is 22%, tying with the leading pharmacy chain. This also captured 18% of the market segment in the island's metropolitan area.
194% enhance in digital engagement, including more Facebook followers, content interactions, and overall engagement, leading to over competitors in the industry.
The success of Farmacias Plaza's innovative selection of influencers and content creation tailored to their audience has resulted in a significant increase in market share with the target audience. In the 2023 market research conducted with Gaither, Farmacias Plaza observed an increased market share with Bienvividos (ages 65+), their primary target audience, and Siempre Bella (ages 45-64).
The marketing program of Farmacias Plaza is recognized as a notable achievement, effectively reflecting the diversity of the local community. Unlike token gestures, the approach to influencer marketing by Farmacias Plaza, involving partnerships with influencers from diverse backgrounds and underrepresented communities, is commendable. This strategy has facilitated the creation of authentic and relatable content that resonates with a broad audience. Additionally, consistency in messaging and representation has played a crucial role in establishing the brand's authenticity and trustworthiness.
In conclusion, Farmacias Plaza's influencer marketing program achieved and exceeded its primary objectives, significantly enhancing store traffic, sales, brand awareness, and digital engagement. Furthermore, the marketing program demonstrated the company's commitment to DEI in influencer marketing, contributing to its overall success and positive reception within the community. The results of this initiative underscore the effectiveness of Farmacias Plaza's innovative and impactful influencer marketing approach.