Descriptive study of the dental market in the Austro region of Ecuador

Background: Since time immemorial, marketing in dentistry has been a subject based on competition due to the high demand of public and private institutions rendering their services, therefore, due to the strong demand, different ways of reaching patients have been modernized. However, each public or private institution must follow the new marketing rules to achieve success.
Methodology: A descriptive observational cross-sectional study was carried out with a total of 9 dental clinics in the province of Azuay, Ecuador. The study used surveys with multiple-choice questions based on the PEST analysis.
Results: After the analysis through the different surveys the owners were aware of dental marketing but were not clear on how to apply it.
Conclusions: Marketing in dentistry in terms of advertising can help patients to understand the treatments available, the main objective of marketing encompasses the various methods for a dental office or clinic to achieve its objectives in terms of profitability, which is strictly linked to maintaining the oral health of patients. Among the nine professionals interviewed, the same ones that through web pages and social networks carried out publicity and promotion obtained the greatest result of the four points evaluated, a higher level of financial income and the reaction of the patients, obtaining new patients as a result, this means that within the dental market of Ecuador, the different professionals are aware of the methods used in marketing, however, this does not mean that in the future they will maintain the same results due to the fact that marketing in dentistry is in constant change.