Marketing de recomendación y su incidencia en la promoción de servicios clínica: HOSPICOR-Manta.

Abstract

The objectives of the article were to evaluate the incidence of recommendation marketing, social networks, content creation and customer loyalty in the promotion of the services of the Hospicor-Manta Clinic. A descriptive-correlational approach with mixed methods was used, collecting data through surveys and patient interviews. The results showed a positive and significant relationship between these strategies and the promotion of services. Recommendation marketing presented a coefficient of 0.476, social networks 0.351, content creation 0.477, and customer loyalty 0.465, all with statistical significance (p=0.000). These findings confirm that these interrelated strategies are key to improving the visibility and effectiveness of clinic promotions. The research highlights the importance of optimizing these practices to strengthen customer loyalty and attract new patients, ensuring the long-term success of the clinic.