The importance of pharmacies has grown a lot for people in the pandemic. The communication of companies will change from now on: how to remain relevant to customers?
This week’s Media and Marketing program welcomes Priscila Barbosa, head of marketing at Grupo Panvel, a leader in the sector in the South of the country, with more than 520 stores in the region —see the full interview above.
“[A pandemia] It brought us closer to the future of the pharmacy: to carry out primary care, where people will do disease prevention. The pharmacy evolves to be a health ecosystem”, says the executive (as of 4:09).
Priscila was at the beginning of the year at NRF – one of the biggest retail fairs in the world. What can we expect from changes around here? Will physical retail end?
“Physical retail is not going to end. It will increasingly be a hub for where the digital operation takes place. Another major concern is who will be the workforce in pharmacies, future professionals. Being inclusive, being diverse, goes through this”, says (as of 9:553).
And how to deal with the increase in customer dispersion, in the new marketing?
“Our rhythm is very guided by the bombardment of messages every day. In the midst of this, brands navigate. What space do they have for the consumer? Therefore, we need to think every day: who are we talking to? The great challenge today is the fragmentation” (as of 20:28).
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