DIGITAL MARKETING STRATEGIES USED IN DENTAL CLINICS IN THE CITY OF CUENCA, ECUADOR
DOI:
https://doi.org/10.47820/recima21.v6i7.6615Keywords:
Marketing Digital, Mídias Sociais, Clínicas Odontológicas.Abstract
The objective of this study was to identify the digital marketing strategies employed by dental clinics in the city of Cuenca, Ecuador. The study followed a qualitative-quantitative approach with a non-experimental, cross-sectional, and descriptive design. Surveys were conducted digitally through Google Forms, ensuring anonymity and voluntary participation of respondents under ethical principles. The target population included practicing dentists and adult patients who had received dental care in the last 12 months, selected through non-probability convenience sampling. The collected data were organized in Excel and analyzed using descriptive statistics, with the results presented narratively to facilitate interpretation. The findings from 66 surveys applied to both dentists and patients revealed that personal recommendations (70%) and social media (20%) are the main sources for seeking dental care. Additionally, 62% of respondents reported visiting a clinic influenced by digital advertising, and 74.2% considered an active social media presence to be very important. The most trusted content includes clinical cases (51.5%) and patient reviews (25.7%). Furthermore, 93.9% of participants valued direct communication through WhatsApp or chat, and 67% consulted digital platforms before scheduling appointments. The most frequently used social networks were Facebook, Instagram, and TikTok. These findings suggest that the growing use of social media by the population in Cuenca to obtain information about dental clinics underscores the increasing importance of digital marketing, making it essential for professionals to receive training in this area.
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