From Colombia to the world

This paper describes how La Santé, a pharmaceutical company, built a methodological model to better understand and target consumers in Colombia, Ecuador and Venezuela.

From Colombia to the world

Carolina Mejía PosadaInspired Active Knowledge, ColombiaCristina GarcésLaboratorios La Sante, Colombia

Introduction

Consumers are exposed to global aspects that are present in more and various media. Internet penetration augments in our countries and news and ideas transcend frontiers.

The Latin American consumer has gained access to global media and far more sources of information, making it a more educated consumer. Globalization has given consumers access to technological developments and innovations that they didn't have before, transforming them into a modern, illustrated, educated and even more demanding consumer.

Cultures in the different countries have...

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