Planificación de estrategias de contenido digital para impulsar el uso de los servicios de salud de Pichincha Humana.

Abstract

Abstract: This project stems from a commitment to strengthen the bond between Pichincha Humana and its community. The central question focused on how to encourage more people to become aware of and trust the health services offered by this program, promoted by the Decentralized Autonomous Government of the Province of Pichincha. To address this, a thorough analysis of the institution s digital environment was conducted, evaluating its presence on social media, search engine positioning, and communication effectiveness. The findings revealed a distant relationship with citizens and low engagement in digital spaces. In response, a methodology was applied that combines technical analysis with creative processes, integrating participatory approaches such as Design Thinking to propose meaningful and effective solutions. Throughout the study, different user profiles were identified, representative buyer personas were created, and strategies were defined with clear and measurable objectives. As a result, a digital communication plan was developed with specific actions, structured content, and a defined timeline aimed at creating authentic connections with the community. The ultimate goal is to bring the institution closer to its people, foster active participation, and position Pichincha Humana as a benchmark in preventive healthcare within the province.