Plan de Marketing Digital Uromil S.A

Abstract

Socioeconomic and technological transformations brought changes in the information that customers may have about a product or service. The way in which commercial transactions are carried out and the way of communication with the customer has changed so that the work of the company is not only about selling a product or service. Therefore, it is important that the company focuses its attention on the digital consumer that allows an experience around the purchase that is more user-friendly and that can finally recommend the product or service to other users. Uromil S.A is a Health Service Provider Institution specialized in treating patients with disorders in the urinary system and its subspecialties, especially in the area of endourology and kidney stones. It has a digital presence with a website and social networks such as Facebook and Instagram, having an active participation in Instagram but with little traffic to Facebook and a website that is not user-friendly for users. Additionally, there is no area or marketing manager in the company that allows it to develop an attraction strategy through digital media and therefore there is no adequate follow-up on social networks and on its website. Therefore, a digital marketing plan is proposed to the company to attract more patients to Uromil, thus extending its recognition and positioning in the region and the country as a specialized high-quality urology center through the appropriate use of social networks. , redesign of the website, the use of digital tools such as SEO and SEM positioning, mobile marketing and mailing, thus extending its digital presence in an appropriate way. A schedule and KPIs are suggested to measure and control the results of the different strategies. Likewise, a budget is made available for the management of the digital marketing plan