Estrategias de marketing para promover los servicios de ortodoncia en las clínicas de la Universidad Santo Tomás

Abstract

The clinical practice of orthodontics requires the participation of people willing to provide timely care for adequate treatment follow-up. A steady flow of patients is required, and this necessitates an attractive plan to recruit new patients. Objective. To design a strategic marketing plan to promote orthodontic services at the clinics of the Santo Tomás University, Bucaramanga branch, during 2024. Methods. A cross-sectional, descriptive, observational study included the administration of a structured questionnaire to university teaching and administrative staff with contracts valid for 2024-2022. Based on the responses, a SWOT matrix was constructed to identify the strengths, weaknesses, opportunities, and threats of the dental clinics. Results. A total of 210 participants were included in the study: 56.7% women, 42.4% from lower-middle socioeconomic status, and 54.8% working in the administrative field. Among the factors limiting service demand are a lack of trust, lack of awareness of the treatment's value, and insufficient institutional promotion. The designed strategies aim to improve perceptions of the service, increase visibility in digital media, and encourage active participation among potential users. Conclusion: The implementation of a strategic marketing plan, adapted to the institution's internal and external conditions, allows for increased patient recruitment and contributes to the university's position as a provider of quality healthcare services. It also promotes coordination between academic objectives and the needs of the university community.