Propuesta de transformación digital en el sector odontológico: estrategia de contenidos y automatización de atención al cliente para el consultorio Go Dental Studio, en la ciudad de Loja

Abstract

Abstract: This research designed and implemented a digital transformation proposal for the dental clinic Go Dental Studio, aimed at improving patient experience and operational efficiency through a digital content strategy and the automation of appointment scheduling. A mixed-methods methodological approach was applied, combining in-depth interviews and patient surveys, which made it possible to assess the clinic s level of digital maturity, identify frictions within the care process, and design a solution aligned with the clinic s actual resources. The proposal was implemented through a pilot phase, whose initial results indicated an increase in digital visibility, social media engagement, and efficiency in scheduling and communication processes through channels such as Instagram and WhatsApp. Likewise, the automation of transactional interactions was found to contribute to the strengthening of the patient s relational experience. Finally, the study demonstrates that digital transformation in small and medium-sized enterprises within the healthcare sector is feasible, strategic, and replicable, constituting a tool to professionalize management and humanize service delivery.