Digital marketing for brand positioning of a medical dispensary in Guayaquil

Abstract

The problem suffered by medical dispensaries is the lack of advertising in digital media, because the owners do not know the proper management of new digital tools, such as digital marketing, which is why they do not have a brand positioning in the minds of customers. Therefore, the objective of the study was to analyze digital marketing for brand positioning of a medical dispensary in guayaquil sur, 2023. The research design was qualitative, descriptive and the sample consisted of 40 customers of a medical clinic, by searching for information in different search engines such as Google academic, E library, Redalyc, RefSeek, among others. The study concluded that there is a positive relationship between visual merchandising and purchasing behavior of a restaurant chain, where the greater the increase in visual merchandising, the greater the increase in purchasing behavior; If the company applies this tool correctly, it will allow to improve or increase the purchasing behavior of customers, obtaining greater results and benefits for the company, by influencing customers through their habits, group of friends and social behavior that allows you to increase your product sales, also if it will be implemented, customers will feel that these products are in line with their social environment, and that gives prestige, as it will influence their purchase decision thanks to the products and the good quality of care provided by the employees of the establishment.