Predictive marketing as a tool for anticipating consumer needs in real time in pharmacies

Abstract

This article was written with the aim of implementing predictive marketing to anticipate consumer demands and behaviors, thereby optimizing marketing strategies. A mixed methodology was used, combining quantitative and qualitative approaches through surveys, document review, and direct observation. The results show that personalized recommendations improve the shopping experience, increase product relevance, and strengthen the relationship of trust with the pharmacy. It is concluded that predictive marketing allows establishments to differentiate themselves in a competitive market, optimize inventory management, and encourage loyalty through more effective and personalized sales strategies. In conclusion, predictive marketing provides a competitive advantage to pharmacies. By adopting these strategies, establishments or stores can differentiate themselves in a saturated market, combining personalized offerings with efficient inventory management and excellent customer service.