Estrategias de marketing aplicado a la comercialización del aceite medicinal de cannabis
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Abstract
La comercialización del aceite medicinal de cannabis representa un desafío estratégico clave en la articulación entre salud, regulación y marketing; en este contexto, el objetivo fue analizar el impacto de las estrategias de marketing en la introducción al mercado del aceite medicinal de cannabis en Perú. Con un enfoque cualitativo, se aplicaron entrevistas semiestructuradas a especialistas vinculados a la droguería Green Farma, permitiendo identificar percepciones sobre segmentación de mercado, posicionamiento, marketing mix y marco regulatorio. Los resultados revelan coincidencias en la necesidad de educar al público, fortalecer la distribución, y promover la confianza mediante información clara y basada en evidencia. Se concluye que, aunque el mercado muestra potencial de expansión, enfrenta desafíos regulatorios y sociales que deben ser abordados con estrategias de marketing informativo, alianzas con profesionales de salud y mejora del marco normativo. El estudio aporta un marco estratégico replicable para productos de salud emergentes en contextos regulados.
The commercialization of medicinal cannabis oil represents a key strategic challenge in the articulation between health, regulation, and marketing. In this context, the objective was to analyze the impact of marketing strategies on the market introduction of medicinal cannabis oil in Peru. Using a qualitative approach, semi-structured interviews were conducted with specialists associated with the Green Farma drugstore, allowing for the identification of perceptions regarding market segmentation, positioning, the marketing mix, and the regulatory framework. The results reveal a consensus on the need to educate the public, strengthen distribution, and promote trust through clear, evidence-based information. It is concluded that, although the market shows potential for expansion, it faces regulatory and social challenges that must be addressed with informational marketing strategies, partnerships with healthcare professionals, and improved regulatory frameworks. The study provides a replicable strategic framework for emerging health products in regulated contexts.
The commercialization of medicinal cannabis oil represents a key strategic challenge in the articulation between health, regulation, and marketing. In this context, the objective was to analyze the impact of marketing strategies on the market introduction of medicinal cannabis oil in Peru. Using a qualitative approach, semi-structured interviews were conducted with specialists associated with the Green Farma drugstore, allowing for the identification of perceptions regarding market segmentation, positioning, the marketing mix, and the regulatory framework. The results reveal a consensus on the need to educate the public, strengthen distribution, and promote trust through clear, evidence-based information. It is concluded that, although the market shows potential for expansion, it faces regulatory and social challenges that must be addressed with informational marketing strategies, partnerships with healthcare professionals, and improved regulatory frameworks. The study provides a replicable strategic framework for emerging health products in regulated contexts.
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Vol. 5, No. 10