Effectiveness of content marketing in the perception and promotion of health services in a rural context of Ecuador
DOI:
https://doi.org/10.51252/race.v5i1.1230Keywords:
analysis, marketing strategies, content marketing, health servicesAbstract
The objective of this study was to analyze the effectiveness of content marketing in the perception and promotion of health services at the Type C Health Center in the La Maná canton, Ecuador, during 2023. A mixed-methods approach was employed, using a non-experimental design with a descriptive-analytical scope. Data collection included surveys administered to 368 users and a semi-structured interview with the center’s director. The results showed that 65% of users perceived coherence between institutional advertising and the care received, while 78% expressed confidence in the promotional information about medical staff. Additionally, 76% positively evaluated the professional image conveyed by promotional materials, and 68% recognized the health center’s participation in community projects. However, between 22% and 35% of respondents reported unfavorable perceptions, mainly associated with the lack of strategic planning and the limited use of digital media. It is concluded that content marketing significantly influences the perception and promotion of health services; however, its effectiveness could be strengthened through planned digital strategies adapted to rural contexts.
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Copyright (c) 2026 Anais Felicita García-Rivera, Silvana Karina Luna-Mindiola, Ronald David Pico-Sánchez, María Selene Loor-Chavarria, Ruth Ruby García-Rivera
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