CubaPLUS Magazine

Image and communication in the Medicines Marketing and Distribution Company (EMCOMED), part of the BioCubaFarma Business Group, have become important elements in transmitting information between people.

This has made it common for communication processes to include the image, especially its digital version, as an everyday and substantial aspect of activities and situations fed by perception.

The image has become a widely preferred source, transforming the habits and means by which people acquire knowledge, thereby producing a visual culture.

This important topic was addressed in a meeting with CubaPLUS Magazine by MSc. Teresa Duarte Delgado, head specialist of the Communication Group, created within the Cuban organization to organize this process and take actions to improve it, achieving the participation and support of communication campaigners across the company.

This group is subordinated to the General Directorate and is responsible for advising on communication and records management at national level, explained Duarte Delgado.

Today we attach great importance to these issues and have been implementing a strategy aimed at establishing a favorable socio-psychological climate in the organization, one that involves clarity, honesty, collaboration and conversation.

This motivates workers, increases their productivity and helps new recruits to integrate as quickly as possible into the collective and to achieve the institution’s objectives."

We have dedicated ourselves, over more than 16 years, to improving our corporate image through better positioning in social networks, written and digital press and other media, desperately needed for the company to develop. This, in turn, communicates better the image, the backbone of the organization at national level, which also contributes to a sustained increase in productivity and collective well-being, these being a main tool for its economic development."

It is for this reason that a brand redesign was proposed for the updating of this manual, which led to an image change for the company, increasing visual performance. The use of the color blue places it in the chromatic trends of the sector where it belongs, it gives the brand positive connotations, reflects authority, security, institutionalism, trust and cleanliness, all attributes which are part of the company’s daily work, setting it apart."

Generally, in these five years we have been taking actions that correspond to those designed in the Visual Identity Manual, the book to guide oneself to give continuity to the work and perhaps perfect it as well."

Maintaining the favorable image that the population may have of the organization is the basis for the work with the external public, starting from the drug distribution of the products we sell and the specialized services we provide. The aim is to provide society with medicines of the highest quality, quickly, and equip our health institutions with a feedback system that enables them to comply with the National Medicines Program."

There are still many issues to be acknowledged in terms of communication and visual image. However, we can conclude that the way in which people acquire, use and produce information is changing, which impacts on various activities and practices that we carry out as a collective and regulated body in the BioCubaFarma sector, our sector."

Contactos

Dirección: Calzada de Vento No. 4161 e/ Línea de Ferrocarril y Callejón de Miraflores, Cerro, La Habana, Cuba.
Telf.: (+53) 7646 4127,
gcomunicacion@oc.emcomed.cu
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