Plan de Marketing y Comunicación Digital para la empresa Nutres Consultorio General de Nutrición

Abstract

Abstract: This work focused on the design of a digital marketing and communication plan for NUTRES General Nutrition Clinic in the city of Riobamba, with the aim of strengthening its brand positioning in the health and wellness sector. The research employed a mixed-methods approach, applying techniques such as document review, direct observation, interviews, and surveys. This allowed for an analysis of the current situation and the perception of the service provided to users. The results indicated that NUTRES has a high level of user satisfaction, demonstrating a high percentage of recommendations. However, certain weaknesses were also identified, primarily related to the low frequency of social media posts, as well as the lack of strategic planning, limited visual consistency, and inadequate use of technological tools. Therefore, based on the diagnosis carried out, a digital marketing and communication plan was designed, which includes objectives, strategies, tactics, an action plan, and a budget, all aimed at improving the brand positioning of the NUTRE clinic.