{"id":2476701,"date":"2023-04-03T15:51:18","date_gmt":"2023-04-03T15:51:18","guid":{"rendered":"https:\/\/prgn.com\/?post_type=case_study&#038;p=2476701"},"modified":"2024-11-19T19:38:12","modified_gmt":"2024-11-19T19:38:12","slug":"genomma-lab-agency-collaboration","status":"publish","type":"case_study","link":"https:\/\/prgn.com\/es_es\/case_study\/genomma-lab-agency-collaboration\/","title":{"rendered":"Genomma Lab: Posicionamiento en Chile"},"content":{"rendered":"<p><b>Categor\u00eda: <\/b><span style=\"font-weight: 400;\">Agency Collaboration<\/span><\/p>\n<p><b>Cliente:<\/b><span style=\"font-weight: 400;\"> Genomma Lab<\/span><\/p>\n<p><b>Resumen:<\/b><\/p>\n<p><span style=\"font-weight: 400;\">Eje Comunicaci\u00f3n, la agencia regional de Genomma Lab,\u00a0 compa\u00f1\u00eda farmac\u00e9utica y de cuidado personal con presencia en 18 pa\u00edses de Am\u00e9rica, desarroll\u00f3 una estrategia de comunicaci\u00f3n y reputaci\u00f3n para posicionar a Genomma Lab en Latinoam\u00e9rica. Debido al contexto pol\u00edtico y social en Chile, fue dif\u00edcil operar el contenido medi\u00e1tico tanto para difundir a la marca corporativa como sus productos.\u00a0 De hecho, Eje trabaj\u00f3 anteriormente con dos agencias con las cuales\u00a0 los resultados esperados no se alcanzaron. Fue hasta que Eje trabaj\u00f3 con Rumbo Cierto, agencia que tambi\u00e9n es miembro de PRGN,\u00a0 que se consigui\u00f3 ejecutar la estrategia .\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">\u2014&#8212;&#8212;&#8212;&#8212;&#8212;&#8212;&#8212;&#8212;&#8212;&#8212;&#8212;&#8212;&#8212;&#8212;&#8212;&#8212;&#8212;&#8211;<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Genomma Lab es una compa\u00f1\u00eda mexicana\u00a0 fundada en 1996, tiene operaciones en 18 pa\u00edses del continente americano. La firma, que desarrolla productos farmace\u00faticos y de cuidado personal, cuenta con m\u00e1s de 40 marcas.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Hace una d\u00e9cada, Genomma Lab era dependiente de la publicidad en televisi\u00f3n. En 2018, la compa\u00f1\u00eda, enfocada en su expansi\u00f3n, comienza a equilibrar su publicidad para enfocarse en contruir su reputaci\u00f3n corporativa.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Gracias a su alianza con agencias como la Chilena Rumbo Cierto, es que Eje Comunicaci\u00f3n despliega la estrategia de comunicaci\u00f3n corporativa para posicionar a Genomma Lab en la regi\u00f3n.<\/span><\/p>\n<p><b>Estrategia:<\/b><\/p>\n<p><span style=\"font-weight: 400;\">Eje y Rumbo Cierto, en conjunto impulsaron un plan integral de comunicaci\u00f3n para dar a conocer Genomma Lab en Chile. El plan posicionar\u00eda a la firma con sus stakeholders, como una empresa consolidada a trav\u00e9s de una fuerte campa\u00f1a de relaciones p\u00fablicas sin depender de la publicidad<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Ambas firmas integrantes del PRGN identificaron las necesidades del negocio utilizando herramientas como auditor\u00eda profunda de medios y entrevistas de inmersi\u00f3n con <\/span><i><span style=\"font-weight: 400;\">stakeholders<\/span><\/i><span style=\"font-weight: 400;\"> clave en Chile, an\u00e1lisis del contexto comunicacional, escucha de redes sociales y huella digital para crear una narrativa local y desarrollar un plan de comunicaci\u00f3n.<\/span><\/p>\n<p><b>Resultados: Gracias al plan de comunicaci\u00f3n, Genomma Lab est\u00e1 posicionada en Chile y cuenta con una positiva reputaci\u00f3n, derivado de entrevistas en medios y de la colocaci\u00f3n de temas de inter\u00e9s superando la antigua percepci\u00f3n de empresa de \u201cproducto milagro\u201d.<\/b><\/p>\n<p><b>El trabajo coordinado logr\u00f3 un alto acercamiento con los medios de comunicaci\u00f3n, incluidos reconocidos l\u00edderes de opini\u00f3n e influencers de alto perfil, con un inter\u00e9s continuo en las actividades de Genomma Lab.<img loading=\"lazy\" decoding=\"async\" class=\"alignnone size-medium wp-image-2476383\" src=\"https:\/\/prgn.com\/wp-content\/uploads\/2017\/01\/1-Genoma-300x140.jpg\" alt=\"\" width=\"300\" height=\"140\" srcset=\"https:\/\/prgn.com\/wp-content\/uploads\/2017\/01\/1-Genoma-300x140.jpg 300w, https:\/\/prgn.com\/wp-content\/uploads\/2017\/01\/1-Genoma-768x357.jpg 768w, https:\/\/prgn.com\/wp-content\/uploads\/2017\/01\/1-Genoma.jpg 838w\" sizes=\"(max-width: 300px) 100vw, 300px\" \/><\/b><\/p>","protected":false},"featured_media":2475367,"template":"","meta":{"_acf_changed":false,"episode_type":"","audio_file":"","podmotor_file_id":"","podmotor_episode_id":"","cover_image":"","cover_image_id":"","duration":"","filesize":"","filesize_raw":"","date_recorded":"","explicit":"","block":"","itunes_episode_number":"","itunes_title":"","itunes_season_number":"","itunes_episode_type":""},"agency":[2309,2310],"sectors_industries":[244,2111],"services":[2112,2113,247],"languages":[2012],"class_list":["post-2476701","case_study","type-case_study","status-publish","has-post-thumbnail","hentry","agency-eje-comunicacion-mexico","agency-rumbocierto-comunicaciones-chile","sectors_industries-healthcare","sectors_industries-productos-farmaceuticos","services-comunicacion-corporativa","services-gestion-de-la-reputacion","services-reputation-management","languages-spanish"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.6 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Collaborative Success: Genomma Lab Case Study | PRGN<\/title>\n<meta name=\"description\" content=\"Explore the collaborative success story between Genomma Lab and PRGN. 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