Marketing Plan for Positioning a Traumatology and Orthopedic Clinic in Guayaquil, Ecuador

Abstract

The work focuses on developing a marketing plan to promote the positioning of a trauma and orthopedic clinic in Guayaquil, Ecuador. Using a mixed methodology that combines quantitative and qualitative approaches, the local medical environment is analyzed, the current situation of the clinic is evaluated, its marketing strategy and market position are investigated, considering internal and external factors. Direct and indirect competition is studied, as well as current and potential patients. Detailed strategies are proposed for every aspect of service marketing, including their personal brand, and tactics are suggested to attract and retain patients, supported by metrics for tracking. The result of the marketing plan not only benefits the clinic but can also serve as a guide for other healthcare professionals seeking similar strategies.