Plan de fidelización y estrategias de comunicación para la clínica odontológica Alex Dental

Abstract

This project aims to design a loyalty plan and communication strategies to increase patient retention at the Alex Dental clinic, located in Playas, Guayas. The project arises from the necessity to strengthen the clinic’s administrative and communicative management, in view of the low patient return rate and the absence of systematic post-consultation care mechanisms. The study methodology follows an applied approach, with a non-experimental, cross-sectional design, and a descriptive (diagnostic) and design scope. A structured interview was conducted with the person responsible for the clinic, and an online survey was conducted to individuals who had received dental care within the last 12 months, in order to identify the factors that influenced the decision to return. The project results indicate that empathetic treatment, clarity of instructions, timely reminders, and perceived cost–value significantly influence treatment continuity. In conclusion, the proposed plan makes it possible to define strategies focused on standardizing communication by phases, strengthening post-consultation follow-up, and establishing management indicators (KPIs) that contribute to improving patient satisfaction, loyalty, and the profitability of the dental clinic. Keywords: Loyalty, Communication, Retention, Satisfaction