Diseño de un plan de marketing digital basado en la arquitectura empresarial para consultorio dental usando tecnologías accesibles y económicas

Abstract

CONDITION FOR PUBLICATION OF PROJECT. This thesis project explores the use of a dental practice enterprise architecture to transform its environment into a successful framework that allows it to transform into a cutting-edge organization. This is done by setting objectives aligned with its business, aimed at implementing new technologies that generate cost and risk reduction. The project main objective is to improve commercial management by establishing a solid business foundation that allows for the implementation of digital marketing to showcase the services it provides. This will help create market awareness for the business and build patient loyalty. The study includes a preliminary analysis of the business through a situational assessment as a control tool, which was conducted through contact with the professionals involved in the business. Based on the information obtained and the business results, an enterprise architecture adapted to the business niche was designed. It prioritizes cost-effective tools, ensuring the company scalability. Among the results, the feasibility of implementing digital strategies to achieve mass market access for this business stands out. Keywords: Enterprise Architecture, Digital Marketing, PYMEs, Organizational