Comunicación en el área de la salud. Análisis de las campañas de comunicación digital de los centros odontológicos de Sudamérica

Abstract

Abstract: Digital communication is impregnated in the day to day, as an inevitable result of the advances that are presented in a vertiginous and persistent way in the field of communication and society. Communication 2.0 has control of correspondence, becoming, from its elements, the main tool of people in a particular way, the reason for this research work, as part of the administrative management carried out by dental centers. Thus, the physical and digital media should be an opportunity to improve the skills of dentists today. The development of the investigative work is of a mixed approach, whose general objective is to analyze the management of strategic communication 2.0 developed by the main dental centers in South America, determining the corresponding KPIs that allow to respond to the objectives and, in the end, to determine the degree of presence of South American countries to communicate their services and measure their management as opportunities for improvement. The presence is growing, according to the applied Communication Evaluation Model 2.0.