Plan de marketing y comunicación digital para la empresa Doradmed S.A.S

Abstract

Abstract: This research project formulates a digital marketing and communication plan for DORADMED S.A.S., a diagnostic imaging center in Quito. Because it lacks agreements with any type of medical insurance company or external patient referrals, it is critically dependent on the organic reach of a single channel, TikTok, to attract clients. Through detailed analysis, it was determined that more than half of the patients come exclusively from this channel, exposing the company to algorithmic risks and billing fluctuations. Additionally, problems were detected in the management of WhatsApp and a lack of trust among people who doubt the quality of the services due to their low prices. To address this, the plan proposes creating an omnichannel digital presence, automating after-sales service, and implementing testimonials as social proof to increase brand credibility. This comprehensive plan seeks to establish a roadmap that increases visibility on social media platforms and improves customer retention and trust through relevant and personalized content, positioning the company as a professional and reliable leader in the healthcare sector.