Estrategia de contenidos para la reactivación de redes sociales en Facebook e Instagram de Asamed Implant, Quito Ecuador

Abstract

Abstract:This research addresses the challenges faced by Asamed Implant, whose limited activity on social media has led to decreased digital visibility and a weakened connection with its audience. The main objective was to develop a communication strategy that would allow Asamed Implant to position itself in the Ecuadorian market as a leading company in the sale and distribution of dental implants. To achieve this, a mixed methodology was employed, combining qualitative tools, such as interviews and SWOT analysis, with a quantitative study of digital metrics. The results identified two key segments with distinct needs: professionals in the sector, who demand technical and specialized content, and patients, who prioritize a more human and empathetic approach. The study revealed that the lack of a segmented communication strategy was the primary factor behind the low level of interaction. As a result, a communication plan is proposed, structured around three pillars: educational content, professional content, and emotional content. This proposal seeks to position the business as a trusted leader in its sector, foster the development of a committed digital community, and contribute to the sustainable growth of the business.