Plan de comunicación estratégica y marketing digital para la clínica oftalmológica Misión Milagro

Abstract

Abstract: The TIC focuses on a comprehensive strategic plan to strengthen the presence of Mission Miracle in the visual health market through a mixed research approach, combining quantitative and qualitative methodologies. It begins with a theoretical framework about communication and digital marketing, highlighting adaptation to changes and understanding of the consumer. This framework is applied to strategic planning, emphasizing coherence, focus on the target audience, multichannel, and measurement. The methodology includes SWOT analysis, PESTEL, interviews, patient surveys, and direct observation, diagnosing the current situation of Misión Milagro and developing a plan to improve its visibility and attractiveness. The digital marketing and communication plan proposed strategy includes specific objectives, patient segmentation, and strategies to increase presence on social networks and improve patient satisfaction through of digital communication. Concludes with recommendations to strengthen Misión's online presence Miracle, improve brand visibility and attract new customers. Focusing on the service excellence, accessibility, and innovation in ophthalmological care, seeking position Misión Milagro as a leader in the sector.