HEC-Ecole de gestion de l'Université de Liège
HEC-Ecole de gestion de l'Université de Liège

Comment Mithra Pharmaceuticals peut-elle implémenter sa stratégie de communication digitale au Brésil via ses deux projets d'information gynécologique en ligne ?

Bémelmans, Marine ULiège
Promotor(s) : Gruslin, Claire ULiège
Date of defense : 20-Jun-2016 • Permalink :
Title : Comment Mithra Pharmaceuticals peut-elle implémenter sa stratégie de communication digitale au Brésil via ses deux projets d'information gynécologique en ligne ?
Author : Bémelmans, Marine ULiège
Date of defense  : 20-Jun-2016
Advisor(s) : Gruslin, Claire ULiège
Committee's member(s) : Mawhin, Marie ULiège
Gretry, Anaïs ULiège
Dessart, Julie 
Language : French
Discipline(s) : Business & economic sciences > Marketing
Institution(s) : Université de Liège, Liège, Belgique
Degree: Master en sciences de gestion, à finalité spécialisée en Digital Marketing and Sales Management
Faculty: Master thesis of the HEC-Ecole de gestion de l'Université de Liège


[en] Brazil is an emergent country with a significant size and a prosperous economy with optimistic forecasts. Therefore Mithra Pharmaceuticals has decided to introduce its business model in this flourishing market.

The digital communication strategy of the company will be the center of this paper entitled; “How can Mithra Pharmaceuticals implement its digital communication strategy in Brazil thanks to its two projects of online gynaecological information? ”

The main missions will define the objectives previously settled in order to solve the problematic of this project thesis. Firstly, assessing market receptiveness linked with online gynaecological communication projects developed by the firm. Secondly, evaluating the Brazilians’ expectations regarding the research of online health information. Finally we will measure the more efficient way to engage audience via those two digital projects.

Responses elements to the problems pointed by Mithra Pharmaceuticals will appear after several studies and analysis of the Brazilian pharmaceutical and online market. The subjects discussed will be; the macro-environment of the company, the different aspects of the online health information in Brazil, the development of survey for the patients and some interviews of professionals in the women's health sector about the projects. To end up, subjects to engage the audience will be defined following the comparison of three Brazilian health websites.

The completion of this work will provide key recommendations to the company and allow Mithra Pharmaceuticals to take the decision to launch its digital communication projects in Brazil. In the case of a positive response, the various topics to be addressed to engage the audience in an optimal way can be drawn from this work.



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  • Bémelmans, Marine ULiège Université de Liège > Master sc. gest., fin. spéc. digit. mark. & sale (ex 2e ma.)


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