Estrategia de marketing digital para el Centro Médico Espíritu Santo en la ciudad de Quito.

Abstract

The present study, “Marketing Strategy for the Espíritu Santo Medical Center in the City of Quito,” was conducted with the objective of developing a proposal to optimize the organization’s digital marketing management processes and corporate identity, with the purpose of improving its positioning and strengthening both patient acquisition and loyalty. The research was based on a mixed-method approach, integrating quantitative and qualitative techniques through the application of 223 patient surveys and a series of semi-structured interviews with administrative and medical personnel. The study was descriptive, analytical, and field-based, aimed at understanding the relationship between the current digital strategies, the coherence of the visual corporate identity, and the institution’s perceived image. The findings revealed that although 63% of patients perceive professionalism and trust in the medical center’s digital channels, only 57% identify consistency between the brand’s narrative and visual identity, while less than 50% of respondents reported having learned about the organization through social media or online campaigns. These results highlight significant weaknesses in planning, segmentation, and branding uniformity. Consequently, in response to these shortcomings, the study proposes the implementation of an omnichannel marketing strategy grounded in the restructuring of the visual identity, SEO optimization, communication automation, and website redesign to enhance the institution’s digital presence and competitiveness.