Designing marketing strategies is essential in any organization, since they allow the objectives to be met and the goal set to be achieved, therefore, this article aims to analyze marketing strategies as determining factors in the perception of customers in the department's pharmaceutical sector. de la Guajira, for which the quantitative paradigm was used, with a positivist orientation, this study is considered descriptive, with a non-experimental, cross-sectional field design. Regarding the population, there were five pharmacies located in Riohacha, considering 398 consumers who visit the sale sites of said pharmacies as reporting units. The results indicate a good perception of the clients about the pharmacies and the services they provide, concluding that the marketing strategies used by the pharmacies contribute to the good perception that their clients have of them.