The problem suffered by medical dispensaries is the lack of advertising

in digital media, because the owners do not know the proper

management of new digital tools, such as digital marketing, which is

why they do not have a brand positioning in the minds of customers.

consisted of 40 customers of a medical clinic, by searching for

there is a positive relationship between visual merchandising and

purchasing behavior of a restaurant chain, where the greater the

increase in visual merchandising, the greater the increase in

purchasing behavior; If the company applies this tool correctly, it will

allow to improve or increase the purchasing behavior of customers,

obtaining greater results and benefits for the company, by influencing

customers through their habits, group of friends and social behavior

that allows you to increase your product sales, also if it will be

implemented, customers will feel that these products are in line with

their social environment, and that gives prestige, as it will influence

conocen el manejo adecuado de las nuevas herramientas digitales,

como es el marketing digital, por el cual no tienen un posicionamiento

de marca en la mente de los clientes. Por consiguiente, el objetivo del

estudio fue analizar el marketing digital para posicionamiento de

marca de un dispensario médico en guayaquil sur, 2023. El diseño de

la investigación fue cualitativo, descriptivo y la muestra estuvo

constituida por 40 clientes de un dispensario médico, mediante la

buscada de información en los diferentes buscadores como es Google

académico, E library, Redalyc, RefSeek, entre otros. El cual llegó a

concluir que existe una relación positiva entre el merchandesing visual

clientes mediante sus costumbres, grupo de amistades y el

comportamiento social que le permita aumentar sus ventas de

productos, asimismo si llegará a implementar, los clientes sintieran

que dichos productos van de acorde a su entorno social, y que le brinda

prestigio, ya que influyera en su decisión de compra gracias a los

productos y la buena calidad de atención brindada por los

colaboradores del establecimiento.

Buying behavior, visual merchandising, factors.

Comportamiento de compra, merchandesing visual, factores.

should be noted that digital techniques offer locations and guidance

on how to use the medium. On the other hand, Arias and Sepulveda

(2020) affirms that the techniques make it possible to carry out a

modification of the data in terms of market intelligence, both of the

buyer and of the companies. Therefore, the use of social networks to

develop advertising allows information and relationships between

people to form elemental factors (Ponce et al., 2020).

Therefore, digital marketing has become one of the most significant

elements in entities. This is because there are currently a large number

of individuals who employ the network on a daily basis. The digital

(2023) expresses that synthetic intelligence plays an even more

prominent role in digital marketing. This technological advancement

can collaborate with entities to adapt and automate their connections

with consumers, thus optimizing the effectiveness and efficiency of

advertising strategies.

Consequently, 48% of medical dispensaries have attracting new

customers as their primary purpose. The manifestation of a genuine

interest in expanding connections with newly acquired users and

consolidating position among unexplored audiences is of paramount

importance. For this reason, the application of advanced technologies

position and boost the profitability of companies in Latin America.

2021, about eleven million dollars were invested for digital marketing.

It is anticipated that by 2024, this figure will exceed fifteen

million.(Ayón et al., 2021)..

According to the author, Mantari (2022) executed a study about brand

positioning and digital marketing in a pharmacy, which concluded

that there is a close relationship between both variables. This means

that online marketing is crucial to obtain a good position, potentiating

the positioning in the market.

Chango (2021) executed an analysis on brand positioning and digital

marketing in an organization, which determined that digital

origin without using the various forms of payment that has a high

reach in a short time, in addition to a correct structuring, development

and distribution of data and special content for each buyer.

Miranda (2020) in his study on digital marketing techniques and the

relationship that exists with the brand positioning of a medical office,

thus specifying that there is no relationship given that the value of the

hypothesis significance level achieved a value of 0.39, which is higher

than what is demanded. In addition, the degree of the digital

marketing instruments variable is regular-low, due to the fact that the

average value of the surveys carried out, 83% of the answers are at a

development and, ultimately, has an unfavorable impact on the quality

quality provided to the client, generating a direct loss of clientele. It is

of utmost importance to use advertising in an effective way, as well as

to take advantage of the professional's skills. (Bravo, 2022).

In Ecuador, according to Velasco and Cevallos (2023) state that there

are about 300 digital marketing agencies, of which 65% are located in

the capital and the remaining percentage can be identified in cities

such as Guayaquil, Cuenca, among others. As for the money allocated

for promotion through networks and platforms, 72% of Ecuadorian

entities invest resources in this area, i.e., there is a growing request for

services provided by agencies specialized in digital communication.

present market.

According to Arroyo and Lemoine (2023) digital marketing boils down

to merging conventional promotional tactics into the virtual

environment, and its urgency is most notable due to emerging trends

in society. With the constant amplification of the use of social

networking platforms and other online media, companies must

develop a digital communication and visibility approach while

establishing alternative sales channels. Reaching regular consumers

and expanding the audience to new customers is essential. In this

regard, Chang and Uzcátegui (2023) it is imperative that the actions

Due to this, we seek to analyze the digital marketing for brand

of attracting and converting potential customers into buyers. It is

important to note that this type of digital marketing encompasses

systematic processes that use the previously mentioned tools through

the network, a medium that since its emergence has revolutionized

communication channels and has driven business sectors to evolve in

their strategies to stand out in the commercial arena (Schnarch, 2019).

Over the years, digital marketing has brought positive results to any

organization that employs it. Kotler (2011) state. "Digital marketing

represents a social and managerial function by which both individuals

and entities satisfy their requirements and desires through creation

understand customer requirements.

According to Krentzel (2019) this theory appears as a new and updated

form of the four P theory induced by Philip Kotler and Gary Armstrong

in the book "Fundamentals of Marketing", This formulation acted as

the foundation of the set of marketing tactics, paving the way to the

current stage called the four F cycle or the four fundamentals of online

marketing, detailed by Paul Fleming in his book "Let's talk about

interactive marketing" published in 2000. Fleming's four F's cycle:

order to establish a meaningful connection. The way you are perceived

them thoroughly and building a relationship based on their needs.

establishing personalized conversations with buyers, will generate

greater customer loyalty. After sustaining this dialogue with the

customer, there is a greater likelihood that they will become loyal to

the brand, simply because they have demonstrated a genuine interest

in their requirements.

Cibrián (2018) highlights the relevance that the network has acquired

in society, which makes reconsider the position that online marketing

revenue enhancement.

marketing tactic, constituting the ideal way to present your visitors

with innovative and attractive material. This leads to an increase in

interaction and the number of visits to your website.

those who could become your future consumers, as well as those who

already are. The key is to optimize it properly to assist search engines

in identifying the content of the page and how it links to what the

customer is inquiring about.

mobile devices. Therefore, it is crucial to ensure that all your email

allows companies offering products or services to forge a positive

perception in the minds of consumers. This perception is built through

effective communication, which must convey a clear, relevant message

and provide benefits that stand out from the competition. In this way,

an emotional connection is established with consumers when selecting

a brand. Similarly, the positioning of a product is established

according to how consumers describe it in terms of essential

attributes. These are the positions that products occupy in consumers'

perception compared to other competing products. This implies that

positioning is a crucial factor in achieving attention, retention and

company.

their approaches and resources, addressing both positioning and

marketing strategies. These adaptations are aimed at avoiding

obsolescence and raising the quality of the services provided. In this

sense, various options are explored, both inside and outside the

company, with the purpose of driving sustainable development in the

entity.

dimension is significantly related (Sig.<0.05) with brand positioning,

since it has a significance level of 0.000; and with respect to the

correlation coefficient it has ,875**; therefore, the research has a high

positive correlation. This result provides sufficient certainty to accept

the research hypothesis. The positive sign of the correlation indicates

that the improvement of the functionality dimension brings as a

consequence an improvement in brand positioning. The positive sign

of the correlation indicates that the improvement of the functionality

dimension brings about an improvement in brand positioning. Chango

(2021) which determined that digital marketing lacks many things,

way it will be related to the results of the thesis by Gutiérrez and Pérez

(2021) with which he deduced that the tactics to market digitally are

essential and have a positive impact, especially in the current context

where the position of the medical center has been developing due to

the increase of visits, interactions, among other actions that integrate

the target market of this entity, through the good correlation that has

between functionality and brand positioning for the growth of the

company. On the other hand, the author Guevara (2020) states that

navigation must be efficient and fast for the customer; thus achieving

their interest to ensure their permanence. And it deals with how the

(2019) which concludes that the level of positioning of this

establishment is 39% is efficient medium. From the global position

level of the tumor clinic in relation to its dimensions, it is found that

63% of the people who make use of its services, think that this place

stands out positively among all the competition, since it does not

correlate in any way between feedback and brand positioning. And, it

also correlates with the data from Núñez and Miranda (2020) mention

that after capturing the consumer's attention and getting them to stay

on the company's website, what follows is to create a strengthened and

beneficial link between the feedback dimension and brand positioning.

it is not just a one-time relationship.

the efficient achievement of organizational objectives. 25.21% of

Agualongo, L. K. M. (2021). Plan de marketing digital para

Ponce, A. J. E., Palacios, M. D. L., Solis, C. V. J., Villafuerte, M. W. O.,

Schnarch, K. A. (2019). Marketing for entrepreneurship (E. de la U