Estrategias publicitarias en línea utilizada por la oferta de turismo médico plástico y estético: El caso de Tijuana, Baja California, México

Abstract

This paper is derived from research on online advertising strategies which are used in plastic surgery medical tourism activities in Tijuana city, Baja California, Mexico, during the first months of 2015.

The purpose of the original work was to explain what kind of online advertising strategies are used in plastic surgery medical tourism activities in the particular case of Tijuana City, Baja California, Mexico; this article focus on the analysis of online advertising media used by plastic surgeons who operate in Tijuana city, Baja California, Mexico, to advertise their professional services.

The research was based on a descriptive non-experimental, transversal, quantitative and methodology; a census was carried out with the data obtained from the search engines for each of the doctors registered in the Directory of the Mexican Association of Plastic and Reconstructive Surgery, AC, AMCPER; and quantitative content analysis was used.

Among the most important results is the use of websites as the most commonly media used to advertise this kind of services, however, the recommendation made by word of mouth is recognized as the most effective way to publicize these professional services.