Plan de comunicación estratégica y marketing digital para el centro de especialidades odontológicas odontonarváez

Abstract

Abstract: The general objective of the project was to develop a digital communication and marketing plan that strengthens the digital positioning of the OdontoNarváez dental specialty center in the Chunchi canton by 2024. A mixed research approach was used, combining quantitative and qualitative methods. The exploratory-descriptive design allowed us to obtain a broad and detailed vision of the phenomenon studied. The research techniques included documentary review, direct observation, content analysis, surveys, interviews and focus groups. These techniques made it possible to identify the specific opportunities and challenges of the sector, as well as evaluate the effectiveness of the proposed communication and digital marketing strategies. As results, the absence of an effective digital presence in the OdontoNarváez dental specialty center was identified. The study concluded that the implementation of a digital communication and marketing plan is essential to strengthen the digital positioning of the OdontoNarváez center. The proposed strategies, based on a comprehensive diagnosis and a robust methodological approach, provide a clear and effective roadmap to improve online visibility, audience interaction and conversion of followers to customers.