Método de comercio electrónico para una distribuidora farmacéutica. Caso: Distribuidora Farmacéutica Roma S.A

Abstract

Distribuidora Farmacéutica Roma S.A is an Antioquia company founded more than 60 years ago that is dedicated to the distribution and commercialization of pharmaceutical products in the national territory. A little more than 10 years ago, the company created the subsidiary Línea Amiga Farmacéutica, thinking of directly attending drug users through a call center, focusing the added value on a deep knowledge of the clients and a personalized attention and advice service in the accompaniment of medical treatments. Given the small margins of the distribution of pharmaceutical products, the generation of value of the company has been focused on the development of the Amiga Farmaceutica Line. Based on a joint understanding of the business with the administration and an evaluation of the company's distribution channels, it was determined that the implementation of an electronic distribution model is in line with the business characteristics of the Amiga Farmaceutica Line. This is supported in the growth of this distribution model in Colombia and the world and taking into account the great advantages of being present in this channel.

Distribuidora Farmacéutica ROMA S.A is a company founded over 60 years ago in Antioquia. It is dedicated to the distribution and commercialization of pharmaceutical products around the country. Over 10 years ago, the company created a subsidiary called Línea Amiga Farmacéutica thinking directly to serve consumers of medical products through a call center. The value added to this model is focused on a deep knowledge of customers and personalized service in medical treatment accompaniment. Given the tight margins that the distribution of pharmaceutical products has, the generation of value of the company has been focused on the development of Línea Amiga Farmacéutica. From a joint work with the business administration and an assessment of the distribution channels of the company, it was determined that the implementation of an electronic distribution model fits the characteristics of Línea Amiga Farmacéutica. This is supported as well with the growth of this distribution model worldwide and the great advantages that this channel presents.