En un contexto pandémico, la odontología enfrenta desafíos por el riesgo de infección. Esta investigación analiza las estrategias de marketing de los centros odontológicos en Ambato, Ecuador, para superar la crisis económica del COVID-19, basándose en teorías de marketing estratégico y utilizando un enfoque metodológico descriptivo.
Strategic Dental Marketing in the Framework of Covid-19 in Ambato, Ecuador
In the context of a pandemic-induced socioeconomic crisis, specialized dental centers in Ambato, Ecuador, have adapted their marketing strategies to address the challenges posed by COVID-19. The research focuses on how these centers have reconfigured their services to meet market demands while ensuring patient safety in high-risk environments. Drawing on established marketing theories, the study employs applied-descriptive research methods with a field-transectional design to analyze the effectiveness of these strategies during the economic downturn.