make the corrections in the conclusions section according to the objectives of this topic, this is my work for my company

 

Topic: DESIGN OF A DIGITAL ADVERTISING STRATEGY ON SOCIAL NETWORKS TO IMPROVE THE ONLINE PRESENCE OF THE AUROSANAX MEDICAL CENTER GUAYAQUIL, ECUADOR, 2023

 

General objective. 

Design a digital advertising strategy on social networks that will improve the digital presence of the Aurosanax medical center in Guayaquil, Ecuador and increase the number of patients by 2023.

1.2.2 Specific objectives. 

To achieve the general objective, the following specific objectives are proposed:

1. Carry out a systematic review of the scientific literature and specialized journals, etc. to obtain a deep understanding of the concepts and definitions related to social networks and their strategic proposal for digital advertising.
2. Determine the use and current position of social networks in Ecuador, establishing the context in which Aurosanax is located.
3. Analyze the current situation of the digital presence of Aurosanax and its competition.
4. Define the target market of Aurosanax and analyze the social network management of the immediate direct competition.
5. Select the appropriate social networks for the digital advertising campaign based on the profile of the target audience, the characteristics of each social network and the competition's strategies
6. Develop an effective digital advertising strategy on social networks that improves Aurosanax's online presence and increases the number of patients by 2023

1 Aurosanax online marketing objective.

Increase 10% of the online presence on the social networks of Facebook, Instagram and TikTok and increase the number of patients by 2% in a period of 6 months.

4.1.2 Specific objectives of the strategy:

For each social network, different objectives will be applied:

Facebook goal

Increase 10% of followers on Facebook in relation to the average number of followers of the competition (744 followers), in a period of 3 months.

The average number of competitors' followers was calculated from the sum of the number of followers of each Facebook social network and divided by the number of competitors.

762 + 647 + 823/3 = 744 average

744 x 10% = 74.4 followers = 74 followers.

 This means that at the end of 3 months after implementing the strategy, the number of Aurosanax followers should add up to a total of 74 followers, a 469% increase in followers in relation to the 13 followers it currently has.

To calculate the follower rate, the formula in figure 22 is applied.

Consequently, as we have more followers, metrics such as reach and interactions will increase; This will provide the opportunity to generate leads and then convert them into patients.

Instagram objective

Increase 10% of interactions on Instagram posts and attract more patients in a period of 3 months.

This account is the one with the greatest activity and online presence on social networks by Aurosanax, which would imply concentrating more on increasing interactions and trying to create conversions to schedule appointments for current and potential patients.

Objective TikTok.

Increase 10% of followers in relation to the current average of the competition in a period of 3 months.

This social network is in the same circumstances as the Facebook network, so the objective will be almost the same but the publication formats will be concentrated in videos.

WhatsApp Business objectives.

Support as a communication channel to send social media links to 100% of the patient portfolio that is registered.

Objective of the Smart Medic platform.

Improve the patient experience by automating and optimizing communication with them through different channels, including medical appointment notifications, medical certificates, prescriptions and social networks. 

 

 

 

 

 

Conclusions

 

In this research work, an advertising strategy was designed on social networks to improve the digital presence of Aurosanax and increase the number of patients. To achieve this objective, initially a systematic review of the scientific literature and specialized journals was carried out. Thanks to this, a deep understanding of the concepts and definitions related to social networks and their strategic proposal for digital advertising on these platforms was obtained.

 

The results of the analysis of the current situation of Aurosanax's digital presence determined that the company has few followers on Facebook (13) and TikTok (4), which is evident that its presence is extremely low on these two social networks in relation to its competition and the demands of the market; In a better situation, he is on the social network Instagram with 565 followers, but he still has a lack of interactions. As for other digital assets and tools, Aurosanax uses WhatsApp business, Google Business and Smart Medic, which is a patient management platform.

 

Through this research, the Buyer persona was defined as follows: Women between the ages of 18 and 45, middle-upper-middle class, who generally reside in urban areas of the city of Guayaquil, working, independent, who They like to take care of their reproductive health and improve their aesthetics, both intimately and generally. They also like to connect to social networks from their smart mobile phones, generally at night when they are free, between 7pm and 12pm. They preferably use Instagram, Facebook, TikTok and check WhatsApp to verify messages that they could not respond to that day.

Furthermore, the result of this research determined that the advertising strategy should be developed on Facebook, Instagram and TikTok, since they are the most used social networks in Guayaquil, Ecuador, especially by the target audience and its direct competition.

 

The proposal for this strategy design determined the use of WhatsApp Business as a direct communication tool with patients. This will allow Aurosanax to provide information more effectively, respond to questions and queries quickly, and improve patient relationships.

Regarding content, the results suggest focusing on the brand's values and promoting services in an attractive way, with visual content and relevant information about the health sector, gynecology, obstetrics and regenerative aesthetics.

 

Additionally, this research proposes the integration of Smart Medic's patient management system to improve service quality and online patient experience. This system will allow Aurosanax to better manage patients, schedule appointments and provide personalized and relevant information.

This research determined that it is necessary to use measurement methods to evaluate the performance of Aurosanax's social media advertising strategy. These methods will allow obtaining precise and objective data on the impact of the strategy on the company's digital presence and on the relationship with patients.

In short, the strategy proposal presented for Aurosanax is a valuable tool to improve the company's online presence and growth, allowing the brand to reach its target audience and strengthen its position in the market. It is expected that with the implementation of this proposal 

 

The main objective of the online marketing strategy proposed in this research for Aurosanax is to increase its online presence and attract new patients within a period of 6 months. To this end, specific objectives have been established for each digital platform used. Facebook seeks to increase the number of followers by 10%, which translates into the addition of 74 new followers in a period of 3 months. On Instagram, a 10% increase in post interactions is sought. For TikTok, the goal is to increase the number of followers by 10% compared to the current average of the competition. In addition, WhatsApp Business will be used as a communication channel with 100% of the registered patient portfolio and the Smart Medic platform to improve the patient experience. The achievement of these objectives will be measured through metrics such as the number of followers, interactions and conversions. The proposed online marketing strategy will allow Aurosanax to strengthen its online presence, its position in the market and attract new patients within a period of 6 months in 2023.