Since the start of the COVID-19 pandemic, Team Colombia’s digital marketing strategy was strengthened to increase Glenmark’s share of voice among doctors, to maintain and protect brand awareness and to continue with the key messages for each of the brands.
The team developed new promotional tools and virtual campaigns to maintain the demand generation levels of the brand even with the current restrictions to do promotional activities. Among the materials used are ten short videos of less than 1 minute where each one transmits a key message to position Glenmark products.
These videos are sent via email and WhatsApp weekly to the target audience. The response has been very positive, 50% of doctors respond with messages of recognition and approval of how to convey the value of each brand.