From a costume to a brand. Dr. Simi as a cultural phenomenon and a pillar of trust in the clinic-pharmacy

Abstract

This study examines the evolution of the business model of the Grupo por un País Mejor. It analyzes the companies and institutions belonging to the group, including Farmacias Similares, which focuses on a strategy linking adjacent medical offices with the sale of generic medications. Unlike traditional pharmacy chains, this model has managed to expand not only within the country but also across borders. They have succeeded in humanizing a sector historically perceived as technical and distant. Through the figure of “Dr. Simi,” the organization not only created an advertising character but also a trusted asset with brand value that serves as a guarantee of quality for the patient-consumer. The study explores how the clinic-pharmacy model reduces barriers to healthcare access through convenience marketing and innovative pricing. It concludes that the transfer of loyalty from the brand icon to the medical service has enabled the consolidation of a popular private healthcare ecosystem that competes with public institutions and large corporations, redefining the rules of pharmaceutical retail in Latin America. Visual identity has moved beyond its original advertising function, establishing itself as a prominent feature of contemporary Mexican popular culture.