Plan de comunicación estratégica y marketing digital para el centro médico Dengimed S.A

Abstract

Abstract: This Curricular Integration Project presents a Strategic Communication and Digital Marketing Plan for the DENGIMED Medical Specialties Center. The work is structured into three chapters that explore both internal and external factors influencing the organization s positioning within the healthcare sector. Using a mixed-method research approach, it combines qualitative and quantitative techniques such as in-depth interviews, SWOT and PESTEL analyses, document review, direct observation, and web analytics to gain a comprehensive understanding of DENGIMED s current communication and digital presence. The first chapter details the research methodology. The second chapter presents an in-depth analysis of the findings, identifying strengths, weaknesses, opportunities, and threats that impact the clinic. The third chapter outlines the strategic plan, defining SMART objectives, identifying target audiences, and proposing tactical and strategic actions such as advertising campaigns, value-driven content creation, and strategies to increase social media engagement. The goal is to enhance DENGIMED s internal and external communication, strengthen its digital presence, and position it as a benchmark in the healthcare industry. This research model may also serve as a valuable reference for other medical institutions seeking to implement effective communication and marketing strategies.