Digital marketing and visibility in private medical practices
DOI:
https://doi.org/10.35381/r.k.v10i1.4793Keywords:
Marketing, medical practice, digitalization, communication strategies, medical staff, (UNESCO Thesaurus).Abstract
The purpose of this research was to design a set of digital marketing and visibility strategies for private medical practices. The study was non-experimental, cross-sectional, and correlational in scope. Surveys were administered to 55 patients and an interview was conducted with the practice manager. The results show a predominance of female patients, a marked preference for communication via WhatsApp, and a high level of satisfaction with services. A strategic opportunity was also identified in the development of medical branding to strengthen loyalty. In conclusion, high user satisfaction and willingness to recommend services suggest considerable growth potential. However, the lack of a continuous and tailored communication strategy prevents leveraging this satisfaction to attract new patients. A comprehensive digital marketing plan is essential; it represents an effective tool for improving visibility and increasing patient visits.
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