Estudio para un nuevo servicio de atención odontopediátrica en Santo Domingo - Ecuador.

Abstract

Pediatric dentistry services in Ecuador have not been exploited since there is no culture of parents to review their children in the dental aspect at an early age. There are 87 dentists in the city of Santo Domingo de lo Tsáchilas, who are not pediatric dentists. The general objective of this project is to design an appropriate business model for a dental care service in Santo Domingo, Ecuador. The methodology used was transversal and analytical, with a mixed approach and descriptive scope. The techniques used were the focus group, the interview and the survey. A quantitative investigation was conducted on 384 mothers of children aged 6 months to 12 years. In addition, a focal group with six people was developed and a dentist was interviewed. It was determined that children do not like going to the dentist, mainly because of the fear they have. Younger children have a greater negative reaction to attention. The proposal developed communication strategies such as website, presence in social networks, flyers, business cards, banners, alliances and surveys to measure customer satisfaction. In the market research it was identified that people would pay between $ 30 and $ 40 for a basic pediatric dentistry service. It was concluded that the project had a a positive NPV of $ 37 736.41 at a discount rate of 15%, and a 45% IRR, so the project was economically profitable.