Bibliographic citations
Durand, X., Magaraci, A. (2023). Plan de Marketing Digital para incrementar la intención de compra en la especialidad de Pediatría en la Clínica La Luz [Trabajo de Suficiencia Profesional, Universidad Peruana de Ciencias Aplicadas (UPC)]. http://hdl.handle.net/10757/670669
Durand, X., Magaraci, A. Plan de Marketing Digital para incrementar la intención de compra en la especialidad de Pediatría en la Clínica La Luz [Trabajo de Suficiencia Profesional]. PE: Universidad Peruana de Ciencias Aplicadas (UPC); 2023. http://hdl.handle.net/10757/670669
@misc{renati/410760,
title = "Plan de Marketing Digital para incrementar la intención de compra en la especialidad de Pediatría en la Clínica La Luz",
author = "Magaraci Gallegos, Alexandra Daniela",
publisher = "Universidad Peruana de Ciencias Aplicadas (UPC)",
year = "2023"
}
Nowadays, the private health sector is partnered with big clinics, insurance companies and laboratories, which have an increasingly high demand by the Peruvian population as a result of COVID-19. In addition, children's health in Peru is becoming more relevant, so the Pediatric specialty service must put into action different strategies to cope with the target audiences. For instance, the proper use of social network platforms and its tools, such as a feed, useful content rightly focused on the market segment, well designed Ads and exactly as a whole, an efficient digital marketing plan than can give a boost and encourage people to make an appointment at the health center of their choice. Therefore, the goal of this research is to study Clinic La Luz, a company from the Grupo La Luz, to validate what strategies are being implemented at a digital level within the Pediatric field and what digital approach could be implemented to increase sales and the intention of the target to schedule a consult for outpatient care in the last bimester of 2023. Moreover, a qualitative study was conducted for this project, where the chosen method was a Focus Group with the target audience of the clinic. This provided support to propose an accurate strategy to increase the intention to schedule an appointment in the afternoon shift of the pediatrics service.
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