Plan de Comunicación para el posicionamiento del Centro Integral de Ortopedia y Traumatología como referente de salud en Quito, para el periodo 2025-2026

Abstract

Abstract: This thesis develops a Comprehensive Communication Plan for the Centro Integral de Ortopedia y Traumatología (CIOT), aiming to solidify its position as a leading healthcare provider in Quito during the 2025-2026 period. The study addresses the need to increase patient appointments by 20% within 12 months, in a context where competitors have strengthened their presence through more robust digital marketing and strategic communication efforts. The research adopts a mixed methods and exploratory approach, based on semi-structured interviews, surveys, and digital analysis, in order to identify perceptions, expectations, and gaps in CIOT's internal and external communication. The results highlight the importance of articulating multi-channel strategies that integrate digital and traditional tools to project a coherent, reliable, and approachable image, thereby building greater trust and brand recognition. As a key contribution, the proposal offers a replicable strategic model for other healthcare organizations, integrating communication theory and practice.