Un acercamiento al branding en la industria farmacéutica: análisis bibliométrico y revisión de la literatura
DOI:
https://doi.org/10.18270/cuaderlam.4763Palabras clave:
Branding, industria farmacéutica, análisis bibliométrico, revisión de la literaturaResumen
Esta investigación tiene como objetivo caracterizar la producción científica sobre branding en la industria farmacéutica mediante un análisis bibliométrico en la base de datos Scopus, complementado con una revisión sistemática cualitativa basada en el protocolo PRISMA. Los principales clústeres temáticos identificados son: “estrategias de branding y marketing”, “marketing y regulación”, “perspectivas humanas y seguridad de medicamentos”, “estrategias de packaging y posicionamiento de genéricos”, “dinámicas del consumidor y factores económicos”, “percepción del paciente y factores psicológicos”, y “comunicación y relaciones públicas en branding farmacéutico”. Las estrategias más efectivas incluyen la optimización del envase, la adaptación a normas culturales y religiosas, y la reputación nacional. La integración de la farmacovigilancia, el uso de branding sombrilla para expansión de mercados, y el equilibrio entre señales globales y locales son esenciales para mejorar la percepción y aceptación de la marca. Se concluye que la implementación de estas estrategias puede aumentar la efectividad del branding en la industria farmacéutica.
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