Plan de marketing digital para la APP Red Integral de Servicios de Salud Módulo Agenda Electrónica Médica.

Abstract

Through this work degree, the object is to present the Digital Marketing Plan for the APP RISS Medical Agenda of the company CompuCompany S.A, in the city of Guayaquil. That allows to publicize the positioning and communication strategies to be used, to enter the market of the APP RISS, multimedia application designed for mobile equipment. Which will be great help in the daily management of the doctor requirements. For this, it was necessary to carry out a market investigation, research was conducted to determine what basic functions and characteristics the APP must have to benefit doctors in their daily work. It was also possible to determine the frequency, who influences the download and purchase of the APP. As well as the media, social networks or digital platforms most used by doctors. In order to develop a launch campaign focused on digital media "Together for Health", applying the marketing strategy of leader in costs and economy of scale, to capture an initial market in Guayaquil, Ecuador. Finally, a five-year financial projection was made and it was confirmed that the investment in the development of the Digital Marketing Plan will be profitable for CompuCompany S.A.