Estrategias de marketing digital para mejorar el posicionamiento de la Clinica del Riñon Contigo S.A. de la ciudad del Tena.

Abstract

The objective of this research is to measure the contribution of digital marketing in improving the positioning of the kidney clinic Contigo S.A. Dialicon of the Tena City, Napo province, which is related to patients at high risk for kidney Insufficiency who require Hemodialysis treatment, for which an exploratory-type research was developed with a qualitative and quantitative approach, In addition, research tools were used, such as the application of surveys in which questions on the handling of digital marketing and the positioning level of the clinic were raised to a total of 382 inhabitants of the city and direct observation to the internal client of the clinic. The results obtained indicate that the vast majority of respondents do not know the Kidney Clinic and all the services they provide, even if they do not know that the city exists; while the internal client knows the clinic, but not of all the services it provides, based on the results, strategies were established to improve the positioning of the clinic, where the health care services and strategies alliances are made known. State and private institutions for the benefit of patients and the general population through digital media. It is concluded that digital marketing has a potential contribution to the improvement of the position of the kidney clinic. The continuous application of established strategies and results monitoring is recommended.