Plan de comunicación y marketing digital para el Consultorio Dental Ponce

Abstract

Abstract: This study examined the current digital presence of the Ponce Dental Clinic. This clinic boasts state-of-the-art equipment and innovative orthodontic treatments, but its digital presence is limited, particularly on its Instagram account. The main objective of this research was to design a strategic communication and digital marketing plan to improve its digital visibility and attract new patients. Therefore, a mixed-methods approach was employed, including interviews, surveys, direct observation, document review, web analytics, and a SWOT analysis. The results obtained from all these techniques revealed the clinic's strengths, but also highlighted its weaknesses in the digital environment. Based on this, a digital marketing plan was proposed, incorporating inbound marketing strategies and SEM campaigns. This proposal aims to position the Ponce Dental Clinic as a market leader, distinguished by its technological innovation in the city of Zamora.