Marketing digital y su influencia con el proceso de ventas de productos profesionales en odontología en Barranquilla
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Fecha
2025
Autores
Carrillo Marsiglia, Paola Rossi
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Ediciones Universidad Simón Bolívar
Facultad de Administración y Negocios
Facultad de Administración y Negocios
Resumen
Esta investigación cualitativa explora la influencia del marketing digital (M.D) en el
proceso de venta (P de V) de productos profesionales en odontología en
Barranquilla, enfocándose en los productos Periogard y Duraphat. El estudio adopta
un enfoque exploratorio-descriptivo para comprender cómo las estrategias digitales
impactan la percepción y el comportamiento de vendedores, gerentes y odontólogos
en el sector. La muestra incluye bases documentales y profesionales que utilizan
estos productos.
Se emplearon entrevistas semiestructuradas y grupos focales para recolectar datos,
permitiendo un análisis profundo de las experiencias y opiniones de los
participantes. La metodología cualitativa facilitó la identificación de patrones
relevantes en el contexto local, contribuyendo a proponer acciones para fortalecer
la competitividad del sector.
Los resultados muestran que las distribuidoras odontológicas en Barranquilla
implementan diversas estrategias digitales, entre las cuales destacan la gestión
activa en redes sociales (Instagram, Facebook y LinkedIn), la optimización SEO y
SEM de sus sitios web, el email marketing segmentado, el marketing de contenidos
educativos y la publicidad online específica mediante plataformas como Facebook
Ads e Instagram Ads. Estas estrategias buscan aumentar la visibilidad, fomentar la
comunicación directa y construir relaciones profesionales sólidas con odontólogos
y clínicas dentales.
El marketing digital influye significativamente en todas las etapas del proceso de
compra: desde el descubrimiento y la consideración, hasta la decisión y la
fidelización. La presencia digital facilita que los profesionales descubran productos,
evalúen opciones mediante contenido educativo y testimonios, y concreten la
compra a través de plataformas intuitivas y promociones exclusivas. Además, el
email marketing y el contenido postventa fortalecen la lealtad y la recompra.
Finalmente, se identificaron oportunidades para optimizar el proceso de ventas y
fortalecer la competitividad, como el desarrollo de contenido avanzado, la
implementación de sistemas CRM integrados, el uso de publicidad programática y
retargeting, la creación de comunidades online, y el análisis predictivo del
comportamiento de compra. Estas acciones, basadas en datos y en la experiencia
local, permitirán a las distribuidoras mejorar su posicionamiento en un mercado cada
vez más digitalizado y competitivo.
This qualitative research explores the influence of digital marketing (D.M) on the sales process (S.P) of professional dental products in Barranquilla, focusing on the products Periogard and Duraphat. The study adopts an exploratory-descriptive approach to understand how digital strategies impact the perceptions and behaviors of sellers, managers, and dentists in the sector. The sample includes documentary sources and professionals who use these products. Semi-structured interviews and focus groups were employed to collect data, allowing an in-depth analysis of participants' experiences and opinions. The qualitative methodology facilitated the identification of relevant patterns within the local context, contributing to the proposal of actions to strengthen the sector’s competitiveness. Results show that dental distributors in Barranquilla implement various digital strategies, including active management on social media platforms (Instagram, Facebook, and LinkedIn), SEO and SEM optimization of their websites, segmented email marketing, educational content marketing, and targeted online advertising through platforms like Facebook Ads and Instagram Ads. These strategies aim to increase visibility, foster direct communication, and build strong professional relationships with dentists and dental clinics. Digital marketing significantly influences all stages of the buying process: from discovery and consideration to decision-making and loyalty. The digital presence makes it easier for professionals to discover products, evaluate options through educational content and testimonials, and complete purchases via intuitive platforms and exclusive promotions. Additionally, email marketing and post-sale content strengthen loyalty and repurchase. Finally, opportunities were identified to optimize the sales process and enhance competitiveness, such as the development of advanced content, implementation of integrated CRM systems, use of programmatic advertising and retargeting, creation of online communities, and predictive analysis of buying behavior. These data-driven and locally informed actions will enable distributors to improve their positioning in an increasingly digital and competitive market.
This qualitative research explores the influence of digital marketing (D.M) on the sales process (S.P) of professional dental products in Barranquilla, focusing on the products Periogard and Duraphat. The study adopts an exploratory-descriptive approach to understand how digital strategies impact the perceptions and behaviors of sellers, managers, and dentists in the sector. The sample includes documentary sources and professionals who use these products. Semi-structured interviews and focus groups were employed to collect data, allowing an in-depth analysis of participants' experiences and opinions. The qualitative methodology facilitated the identification of relevant patterns within the local context, contributing to the proposal of actions to strengthen the sector’s competitiveness. Results show that dental distributors in Barranquilla implement various digital strategies, including active management on social media platforms (Instagram, Facebook, and LinkedIn), SEO and SEM optimization of their websites, segmented email marketing, educational content marketing, and targeted online advertising through platforms like Facebook Ads and Instagram Ads. These strategies aim to increase visibility, foster direct communication, and build strong professional relationships with dentists and dental clinics. Digital marketing significantly influences all stages of the buying process: from discovery and consideration to decision-making and loyalty. The digital presence makes it easier for professionals to discover products, evaluate options through educational content and testimonials, and complete purchases via intuitive platforms and exclusive promotions. Additionally, email marketing and post-sale content strengthen loyalty and repurchase. Finally, opportunities were identified to optimize the sales process and enhance competitiveness, such as the development of advanced content, implementation of integrated CRM systems, use of programmatic advertising and retargeting, creation of online communities, and predictive analysis of buying behavior. These data-driven and locally informed actions will enable distributors to improve their positioning in an increasingly digital and competitive market.
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Palabras clave
Marketing digital, Proceso de venta, Productos odontológicos, Estrategias digitales, Redes sociales
