Examinando por Materia "Marketing strategies"

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Marketing strategies most used by dentists for attracting patients in private dental offices in Chaclacayo, 2023
(Universidad Privada Norbert Wiener, 2024-07-15) Machacuay Jaramillo, Richard Yhan; Alvarado Muñoz, Erika Ruth
The objective of this study was to determine the most commonly used marketing strategy by dentists to attract patients in private dental offices in Chaclacayo, 2023. The study used a hypothetical-deductive approach, quantitative, applied, observational, analytical, cross-sectional, and prospective design. The population and sample consisted of 155 dentists, and an instrument validated by expert judgment was used. The results showed that the most commonly used segmentation strategy by dentists to attract patients was almost always providing treatments aimed at a specific population group, with 46.5%. Regarding the product strategy, the most commonly used was positioning the product, used sometimes by 47.1%. As for the price strategy, the most commonly used was a discount for cash payment, used sometimes by 40.6%. Regarding the promotion strategy, the most commonly used was sometimes using phone calls, with 42.6%. In terms of advertising, the most commonly used strategy was always using flyers, with 45.2%. Finally, regarding e-marketing, the most commonly used strategy was almost always using Facebook, with 45.2%. The conclusion was that the most used marketing strategy by dentists to attract patients is the product strategy.