Plan de comunicación integral para el posicionamiento digital de la unidad de fertilidad Dres. Valdivieso en Ecuador

Abstract

Abstract: In an environment of increasing digitalization in the health sector, the Dres. Valdivieso Fertility Unit faces the challenge of strengthening its online presence in Ecuador. This work proposes a comprehensive communication plan to optimize its digital positioning, using tools such as SEO optimization and strategic social media management. Design an attractive strategy to attract new patients and strengthen the Unit's reputation as a leader in plastic surgery, positioning it in the sector. A mixed approach was used with quantitative methodology through surveys of 217 patients. These were complemented by qualitative interviews with staff. SWOT and Canvas were also used to evaluate the unit's main strengths, weaknesses, and opportunities, complemented by SEO and social media. The main findings highlighted website optimization, social media branding through educational and empathetic content, and targeted BNP advertising campaigns. Although 70% of the digital information is valued, significantly no appointments are scheduled, which in this case translates to 0 out of 3.2 million views. A 20% increase in consultations over the next 12 months is considered reasonable. The conclusion is that the results include improved access to and trust in the clinic's digital information, which improves its image. Empathy and transparency are key to patient loyalty.