Browsing by Author "Aguayza Rodas Lizbeth Tatiana"

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    Propuesta de un plan de marketing para el posicionamiento del Consultorio Dental Cristina Sánchez en la ciudad de Cuenca, Ecuador
    (Instituto Superior Tecnológico Particular Sudamericano, 2026) Aguayza Rodas Lizbeth Tatiana
    This graduation research project develops a strategic marketing plan for the dental clinic Cristina Sánchez, located in the city of Cuenca, Ecuador. The clinic, specialized in comprehensive dental care, faces the challenge of strengthening its market presence, improving patient loyalty, and consolidating its professional image within a highly competitive environment. This study arises from the need to position the clinic across both digital and traditional media, optimize the patient experience, and increase client acquisition, considering the current limited brand visibility. The primary objective is to establish integrated marketing strategies aimed at strengthening the clinic’s identity, clearly defining its value proposition, enhancing personalized care, and increasing patient satisfaction and loyalty. The methodology applied combines a quantitative approach, focused on the collection of measurable data through surveys, and a qualitative approach, centered on understanding patients’ perceptions and experiences through interviews and direct observation. Additionally, external (PESTEL) and internal (SWOT) analyses were conducted, along with a financial evaluation and a detailed media plan that includes the strategic use of social media to expand the clinic’s visibility. The proposed marketing plan seeks to optimize the positioning of the dental clinic, integrate digital and traditional marketing tools, ensure memorable patient experiences, and promote sustainable business growth in the city of Cuenca.