Diseño de un plan de mercadeo para una empresa dedicada a la cirugía plástica facial, en la ciudad de Barranquilla, 2024
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Fecha
2024
Autores
Pedroza Algarín, Melany Shellsy
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Ediciones Universidad Simón Bolívar
Facultad Administración y Negocios
Facultad Administración y Negocios
Resumen
Introducción. La cirugía plástica facial en Barranquilla ha experimentado un notable crecimiento gracias a los avances en tecnología y a la creciente demanda de procedimientos estéticos. Sin embargo, la empresa en cuestión, con 15 años de experiencia y dos de ellos en Barranquilla, enfrenta importantes desafíos relacionados con la visibilidad y la captación de pacientes, que han afectado negativamente su rendimiento y sostenibilidad. Actualmente, la empresa se enfrenta a una disminución en el número de pacientes tanto a nivel local como nacional. Aunque la rinoplastia es su servicio principal, esencial para alcanzar sus objetivos a corto y largo plazo, la falta de un plan de mercadeo estratégico ha llevado a una baja en la visibilidad y en la atracción de pacientes. Las actividades publicitarias actuales no han logrado captar la atención deseada ni generar el impacto necesario. Objetivó: proponer un plan de mercadeo integral diseñado para mejorar la posición de la empresa en el mercado de cirugía plástica facial en Barranquilla. Este plan se divide en varias fases clave que incluyen el análisis del entorno competitivo, el desarrollo de estrategias de marketing específicas y la implementación de tácticas efectivas. Metodología Primero, se debe realizar un análisis exhaustivo del entorno competitivo. Esto implica identificar a los principales competidores en Barranquilla y a nivel nacional, y evaluar sus fortalezas y debilidades. Conocer las tendencias del mercado y las expectativas de los pacientes permitirá a la empresa identificar oportunidades para diferenciarse. Resultados incluir la revisión de la oferta de servicios de la competencia, sus estrategias de precios y sus tácticas de marketing, así como su presencia en el mercado. Resultados. Con base en el análisis competitivo, se desarrollarán estrategias de marketing específicas. Estas estrategias deben combinar tácticas digitales y tradicionales para aumentar la visibilidad y atraer pacientes. Entre las tácticas digitales, se incluyen la optimización de motores de búsqueda (SEO) para mejorar el posicionamiento en línea del sitio web de la empresa, la publicidad en redes sociales para alcanzar a una audiencia más amplia y el marketing de contenido para educar e informar a los pacientes potenciales. Estas tácticas permiten un contacto directo con la comunidad y aumentan la visibilidad de la empresa en el mercado local.
Introduction. Facial plastic surgery in Barranquilla has experienced remarkable growth thanks to advances in technology and the increasing demand for aesthetic procedures. However, the company in question, with 15 years of experience and two of them in Barranquilla, faces significant challenges related to visibility and patient acquisition, which have negatively affected its performance and sustainability Currently, the company is facing a decrease in the number of patients both locally and nationally. Although rhinoplasty is its main service, essential to achieve its short and long-term objectives, the lack of a strategic marketing plan has led to a drop in visibility and patient attraction. Current advertising activities have failed to capture the desired attention or generate the necessary impact. Objective: to propose a comprehensive marketing plan designed to improve the company's position in the facial plastic surgery market in Barranquilla. This plan is divided into several key phases that include the analysis of the competitive environment, the development of specific marketing strategies and the implementation of effective tactics. Methodology First, a thorough analysis of the competitive environment must be conducted. This involves identifying the main competitors in Barranquilla and nationally, and assessing their strengths and weaknesses. Knowing market trends and patient expectations will allow the company to identify opportunities to differentiate itself.. Outcomes include reviewing the competition's service offering, pricing strategies, and marketing tactics, as well as its market presence. Outcomes. Based on the competitive analysis, specific marketing strategies will be developed. These strategies should combine digital and traditional tactics to increase visibility and attract patients. Digital tactics include search engine optimization (SEO) to improve the online positioning of the company's website, social media advertising to reach a broader audience, and content marketing to educate and inform potential patients. In addition, proper online reputation management is critical to building and maintaining a positive company image. Traditional strategies may involve advertising in local media, such as health and beauty magazines and newspapers, participating in local events, and organizing open houses or informational workshops on aesthetic procedures.
Introduction. Facial plastic surgery in Barranquilla has experienced remarkable growth thanks to advances in technology and the increasing demand for aesthetic procedures. However, the company in question, with 15 years of experience and two of them in Barranquilla, faces significant challenges related to visibility and patient acquisition, which have negatively affected its performance and sustainability Currently, the company is facing a decrease in the number of patients both locally and nationally. Although rhinoplasty is its main service, essential to achieve its short and long-term objectives, the lack of a strategic marketing plan has led to a drop in visibility and patient attraction. Current advertising activities have failed to capture the desired attention or generate the necessary impact. Objective: to propose a comprehensive marketing plan designed to improve the company's position in the facial plastic surgery market in Barranquilla. This plan is divided into several key phases that include the analysis of the competitive environment, the development of specific marketing strategies and the implementation of effective tactics. Methodology First, a thorough analysis of the competitive environment must be conducted. This involves identifying the main competitors in Barranquilla and nationally, and assessing their strengths and weaknesses. Knowing market trends and patient expectations will allow the company to identify opportunities to differentiate itself.. Outcomes include reviewing the competition's service offering, pricing strategies, and marketing tactics, as well as its market presence. Outcomes. Based on the competitive analysis, specific marketing strategies will be developed. These strategies should combine digital and traditional tactics to increase visibility and attract patients. Digital tactics include search engine optimization (SEO) to improve the online positioning of the company's website, social media advertising to reach a broader audience, and content marketing to educate and inform potential patients. In addition, proper online reputation management is critical to building and maintaining a positive company image. Traditional strategies may involve advertising in local media, such as health and beauty magazines and newspapers, participating in local events, and organizing open houses or informational workshops on aesthetic procedures.
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Palabras clave
Mercadeo, Ventas, Posicionamiento de marca, Segmento objetivo, Cirugía plástica y facial