Fortalecimiento de la Imagen de Marca y del Posicionamiento Digital de Mediarte frente a su Competencia en el Mercado de Tratamientos Capilares

Abstract

The improvement plan developed at Mediarte Medical Center aimed to strengthen the brand image and digital positioning of the clinic in relation to its competitors in the hair treatment market. As part of the marketing area, comparative analyses of the main competing clinics were conducted, evaluating their social media presence, communication strategies, service offerings, pricing structures, and patient experience. Based on these analyses, strategies were proposed focused on optimizing digital communication, improving the brand’s visual identity, and strengthening content on platforms such as Instagram, with the objective of building greater patient trust and increasing the clinic’s visibility. Work was carried out in collaboration with the team to identify improvement opportunities and propose actions aligned with trends in the aesthetic and hair care sector. This plan was relevant because it allowed the company to better understand its positioning in relation to competitors and adjust its digital strategy more effectively, responding to market needs and patient expectations. The results are reflected in clearer brand communication, a stronger digital presence, and improved competitiveness within the sector.