Análisis de factibilidad de una plataforma digital de soporte a pacientes con ostomías y retención urinaria de B. Braun Medical S.A

B. Braun is a Germany-based multinational company, which markets quality surgical medical supplies and exchanges knowledge and experience with healthcare professionals. The company's Out Patient Market (OPM) division has a portfolio of products for treatment of chronic diseases, specifically for ostomies and urinary retention. As these high-cost treatments are not fully covered by the public health system in Ecuador, the feasibility of developing a digital platform for patients is established in this project, which ensures the adherence to the treatment and educate on correct care to avoid future complications, thus allowing the repurchase of the product for B. Braun. This analysis bases its methodology on the application of exploratory and descriptive research yielding positive results for the use of the platform in benefit of patients and physicians of this type of treatment. The development of this after-sales service platform allows establishing a competitive advantage over current competitors and ensuring brand recognition in the patient and healthcare professionals. For this, the service-based marketing mix with its 7Ps is used, with the aim of increasing the customer-product loyalty of the B. Braun brand. In addition, the usage of helpful digital tools for the user and for the treating physician is positioned. Finally, the project is financially evaluated to determine the investment attractiveness for the company's shareholders, yielding positive profit for the five-year period set, as well as favorable NPV, IRR and marketing ROI indicators. From the above, the viability and feasibility of developing the digital patient platform is concluded, therefore its execution is recommended.