Impacto de estrategias de marketing digital en odontología en la captación y fidelización de pacientes

This study evaluates the effectiveness of various digital marketing strategies in patient acquisition and retention in dental clinics in Ecuador. The objective of the research was to analyze the impact of SEO, social media advertising, PPC campaigns, email marketing, and content marketing on digital engagement, new patient acquisition, and return on investment (ROI). A quasi-experimental design was adopted with pre- and post-intervention measurements in 30 dental clinics selected through non-probability convenience sampling. Each group of clinics implemented one of the five digital marketing strategies evaluated. Data was collected on web traffic, social media engagement, conversion rates, and ROI. Clinics that implemented SEO and Google Ads campaigns experienced the greatest growth in web traffic, with a 170% increase in monthly visits. Social media advertising generated the greatest engagement, while email marketing proved to be the most effective strategy for patient retention. Statistical analysis revealed significant differences in the effectiveness of the strategies, with SEO and PPC campaigns showing the highest ROI. Digital marketing is a key tool in dentistry, allowing for optimized patient acquisition and retention. The strategic implementation of these tools improves clinic profitability and strengthens their digital presence.