CASE STUDY
Navigating Dual-Country Complexity: Farmacias del Ahorro & DLG Research
Farmacias del Ahorro (FdA), Mexico’s largest pharmacy chain, partnered with DLG Research to better understand and serve Mexican immigrants living in the U.S. Facing the challenges of managing a trusted heritage brand across borders—and ensuring their digital pharmacy app remained relevant and useful for families separated by distance—FdA relied on DLG’s expertise in multicultural market research to uncover how to deepen engagement, expand brand value, and bridge both cultural and functional divides.
Wins
- Revealed how emotional connections and cultural familiarity are central to brand loyalty among transnational consumers.
- Provided actionable strategies to expand app relevance, moving from emergency-only use to an everyday health and wellness solution.
- Empowered FdA to position its brand as a trusted, dual-country resource—strengthening its link between loved ones in the U.S. and Mexico.
How can a beloved Mexican pharmacy brand maintain its relevance and strengthen loyalty among immigrants in the U.S.—ensuring their digital app resonates not just in moments of medical urgency, but as a daily, trusted connection for families living across borders?
Solution
DLG Research implemented a multi-phase, bilingual research process combining qualitative focus groups in major U.S. Latino hubs with quantitative surveys. Drawing on the lived experiences of Mexican immigrants, DLG surfaced nuanced insights into usage barriers, cultural habits, and emotional drivers that influence app adoption and engagement. The approach emphasized DLG’s strengths in bicultural facilitation and authentic consumer engagement, ensuring a holistic understanding of the dual-country, dual-audience challenge.
Client Profile
Farmacias del Ahorro is the leading pharmacy chain in Mexico, dedicated to serving the health and wellness needs of Mexican and Mexican-American families by blending innovation, trust, and cultural sensitivity across borders.
Key Finding
A pharmacy’s digital solution becomes truly powerful when it is seen not only as an emergency aid, but as an everyday tool for care, connection, and cultural belonging—bridging the distance between family members in different countries.
Results
Farmacias del Ahorro gained the clarity and confidence to expand its brand’s narrative, reposition its app for greater day-to-day relevance, and strengthen its value as the go-to cross-border health resource. With DLG’s guidance, FdA is now positioned to foster even deeper brand loyalty and engagement on both sides of the border—while preserving consumer trust and brand legacy.
DLG Research’s Value Add
- Deep expertise in bicultural, bilingual research for complex cross-border markets.
- Culturally attuned qualitative and quantitative methodologies that reach hard-to-access consumer segments.
- Actionable, strategic recommendations designed to drive brand building and lasting customer loyalty.
- Reputation as a trusted partner for insights that honor both cultural nuance and business impact.
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