From Farmacias Similares to Simi Fest: The Crossing Phenomenon and Category Expansion as a Market Example

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Summary:

The business behind the business is the best business: from pharmacies to clinics, from clinics to a line of merchandise and the Dr. Simi brand boutique, and from there to sponsoring and activating musical experiences, ultimately becoming a producer and generator of music shows.

This is a case of crossing marketing where the brand is not merely a service; it is a world of sensations and experiences experienced across many categories through phygital interactions.

Key Points of the Article

• Transformation of Dr. Simi: From mockery to adoration, the character has shifted its public perception.

• The Era of Crossing Marketing: The expansion of categories and amplification of products.

• Growth of Farmacias Similares: Founded by Víctor González Torres, the chain has become the second-largest in the world.

• Simi Fest: A music festival that combines entertainment with social causes, promoting reforestation—a prime example of amplifying brand experience across non-continuous categories.

• Impact on Social Media: The phenomenon of launching plush toys at concerts has increased the brand's visibility.

The Origin of an Empire

"When the North American Free Trade Agreement (NAFTA) was enacted in 1994, I founded Farmacias Similares with the goal of offering accessible generic medications," shared Víctor González Torres, founder of the chain. Since its inception, the company has been a pioneer in the sector, offering products up to 75% cheaper than traditional brands. This approach has enabled millions of low-income Mexicans to access essential medical treatments.

The Evolution of Dr. Simi

"Dr. Simi represents the essence of our mission: making healthcare accessible for everyone," explains González. Originally inspired by actor Joaquín Pardavé, Dr. Simi has evolved from a symbol of health into a social phenomenon. "The perception of Dr. Simi has changed; he is now a beloved and respected character, as evidenced by the countless photos and videos circulating on social media."

The Strategy Behind Success

The duality of Farmacias Similares is reflected in its commitment to social causes. "In 1999, we decided to split the company into two branches: commercial enterprises and social enterprises," indicates González. This strategy has facilitated the creation of foundations that help legitimize the company's mission and provide low-cost healthcare to millions of Mexicans.

The Impact of Social Media

"Social media has been fundamental to our popularity," asserts González Herrera, the founder's son. The phenomenon of launching Dr. Simi plush toys at concerts has been crucial in reinforcing the emotional connection with the public. "It all started at the Corona Capital festival in 2021, and since then, it has become a tradition at concerts featuring renowned artists."

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Simi Fest: A Festival with a Cause

Scheduled for November 23, Simi Fest represents the culmination of this transformation. "The festival has an environmental purpose," highlights González Herrera. "For every ticket sold, we will create a life bomb to reforest hard-to-access areas." This innovative approach not only promotes music but also integrates reforestation initiatives, demonstrating how companies can be agents of social change.

Frequently Asked Questions (FAQs)

What is the goal of Simi Fest?
Simi Fest aims to promote music and culture while supporting environmental causes through reforestation. Its objective is to cross the brand into different types of experiences and produce non-linear business expansions.

Featured Tips

• Humanize Your Brand: Emotional connection is key to generating loyalty.

• Incorporate Social Causes: Initiatives that benefit the community can enhance the company’s image.

• Leverage Social Media: Utilize digital platforms to amplify your message and create trends.

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