Uso de marketing digital en consultorios particulares de docentes vinculados a las facultades de odontología de la ciudad de Bucaramanga

Abstract

Digital marketing is defined as the set of diverse actions and strategies aimed at promoting a product or service through the Internet; therefore, the importance of digital marketing and the benefits of its application in the professional field are highlighted. Objective: To identify the management of digital marketing by dental schoolteachers who provide private dental care. Method: Descriptive observational cross-sectional study, with the participation of 41 dental schoolteachers in the city of Bucaramanga and its metropolitan area, who provide private dental care. The data collection was carried out using an instrument adapted from the version of Shukla H, endorsed by 3 experts in marketing, digital marketing, and advertising; applied through the Google Forms platform, they were exported to an Excel database and analyzed in STATA. Results: it was obtained as a result in the analysis performed, that most of the survey participants were older than 41 years (68.29%), provided private consultation in socioeconomic strata 4, had an academic level of specialization (73.2%), and a "medium" level of use of digital marketing and network management (48.5%). Conclusions: It was analyzed that the use of digital marketing and social networks by dental schoolteachers is directly related to specialization and dentists do not have the necessary training for the correct use of marketing, thus requesting help from a professional in the area for this purpose.