Plan de marketing y comunicación digital para el centro de salud tipo C Alfonso Orama González , perteneciente a la Dirección Distrital 09D24-durán, Ministerio de Salud Pública

Abstract

Abstract: This Curriculum Integration Project aims to design a digital marketing and communication plan for the Type C Health Center Alfonso Orama González, belonging to the District Directorate 09D24-Durán of the Ministry of Public Health of Ecuador. It was developed using a mixed-methods approach, combining qualitative and quantitative methods, including document review, interviews, and surveys applied to the center's users. The results revealed a limited digital presence, a lack of structured communication planning, and restricted use of digital channels, despite the high acceptance and trust of the community in the services provided. Furthermore, WhatsApp and social media were identified as the main means of institutional information and communication. Based on these findings, a digital marketing and communication plan is proposed to strengthen institutional visibility, optimize the dissemination of health services, improve interaction with users, and promote health education and prevention, thus contributing to the center's positioning. health and to strengthening the bond with the community of the Durán canton.