Digital marketing as a success strategy for raising awareness about the organ and tissue donation program in Bogotá

Abstract

This study analyzes the impact of digital marketing as a strategy to raise awareness about organ and tissue donation in Bogotá. A mixed-methods approach with an exploratory focus was employed, combining a quantitative survey administered to 259 users of the Olaya and Libertadores Priority Health Care Centers, along with a qualitative analysis of perceptions. The results reveal that, although 78% of respondents recognize key concepts such as brain death and presumed consent, there remains a regulatory and emotional knowledge gap that limits effective willingness to donate. It was identified that 58% of participants primarily obtain information through the internet, highlighting the need for digital marketing campaigns focused on transparency, emotional education, and strengthening institutional trust. A strategy based on social media and digital platforms, particularly targeting younger generations, is proposed to promote informed decision-making. Limitations related to physical access to healthcare centers suggest the need for virtual data collection instruments in future research. This study contributes to the development of innovative public health policies and the strengthening of the organ donation program in Colombia.