{"id":18107,"date":"2022-07-15T15:34:48","date_gmt":"2022-07-15T15:34:48","guid":{"rendered":"https:\/\/arbrea-labs.com\/?p=18107"},"modified":"2025-02-21T16:52:33","modified_gmt":"2025-02-21T15:52:33","slug":"el-medio-desordenado","status":"publish","type":"post","link":"https:\/\/arbrea-labs.com\/es\/the-messy-middle\/","title":{"rendered":"El \"medio desordenado\""},"content":{"rendered":"<div id=\"fws_69dc17f754226\"  data-column-margin=\"default\" data-midnight=\"dark\"  class=\"wpb_row vc_row-fluid vc_row\"  style=\"padding-top: 0px; padding-bottom: 0px; \"><div class=\"row-bg-wrap\" data-bg-animation=\"none\" data-bg-animation-delay=\"\" data-bg-overlay=\"false\"><div class=\"inner-wrap row-bg-layer\" ><div class=\"row-bg viewport-desktop\"  style=\"\"><\/div><\/div><\/div><div class=\"row_col_wrap_12 col span_12 dark left\">\n\t<div  class=\"vc_col-sm-12 wpb_column column_container vc_column_container col no-extra-padding inherit_tablet inherit_phone\"  data-padding-pos=\"all\" data-has-bg-color=\"false\" data-bg-color=\"\" data-bg-opacity=\"1\" data-animation=\"\" data-delay=\"0\" >\n\t\t<div class=\"vc_column-inner\" >\n\t\t\t<div class=\"wpb_wrapper\">\n\t\t\t\t\n<div class=\"wpb_text_column wpb_content_element\" >\n\t<h2><span style=\"font-weight: 400;\">\u00bfC\u00f3mo de bien conoces el \"Ca\u00f3tico\" <\/span><span style=\"font-weight: 400;\">viaje de decisiones <\/span><span style=\"font-weight: 400;\">de sus pacientes?<\/span><\/h2>\n<p><span style=\"font-weight: 400;\">Probablemente se haya preguntado qu\u00e9 procesos atraen a los pacientes a su cl\u00ednica y qu\u00e9 mecanismos influyen en su decisi\u00f3n de elegirle a usted para su consulta m\u00e9dica inicial, en lugar de a cualquier otro m\u00e9dico.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Cuando un cliente inicia el proceso de toma de decisiones para una compra, no sigue una l\u00ednea recta que le lleve directamente a lo que satisface sus necesidades, sino que entra en un bucle en el que entran en juego muchas otras consideraciones.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Ni siquiera los pacientes de cirug\u00eda pl\u00e1stica est\u00e1n exentos de este mecanismo; pasan por un proceso confuso y ca\u00f3tico antes de decidirse a seguir adelante con el procedimiento. La b\u00fasqueda err\u00e1tica de informaci\u00f3n que todos realizamos antes de efectuar cualquier compra tiene ahora un nombre: <strong>Medio desordenado<\/strong>. <\/span><span style=\"font-weight: 400;\">Google acu\u00f1\u00f3 el t\u00e9rmino para describir que lo que ocurre entre el desencadenante y la decisi\u00f3n de compra no siempre es lineal.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">\"La forma en que la gente toma decisiones es confusa, y cada vez lo es m\u00e1s. Aun as\u00ed, sabemos algunas cosas sobre el comportamiento de compra. Lo que no est\u00e1 tan claro es c\u00f3mo procesa la gente toda la informaci\u00f3n y las opciones que descubre por el camino. Y lo que es fundamental, lo que nos propusimos entender con esta nueva investigaci\u00f3n, es c\u00f3mo influye ese proceso en lo que la gente decide finalmente comprar\".<\/span><\/p>\n<h2><span style=\"font-weight: 400;\">\u00bfC\u00f3mo afecta el comportamiento<\/span><span style=\"font-weight: 400;\"> ciencia<\/span><span style=\"font-weight: 400;\"> \u00bfexplicar el desorden del medio?<\/span><\/h2>\n<p><span style=\"font-weight: 400;\">La ciencia cognitiva ha propuesto dos modelos mentales que subyacer\u00edan al desordenado t\u00e9rmino medio.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Sabemos que los pacientes buscan informaci\u00f3n sobre preocupaciones, procedimientos, marcas, m\u00e9dicos y opiniones, y luego sopesan todas las opciones. Este mecanismo puede resumirse en dos pasos. <\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">EXPLORACI\u00d3N, una actividad expansiva<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">EVALUACI\u00d3N, una actividad reductora<\/span><\/li>\n<\/ul>\n<p><span style=\"font-weight: 400;\">La gente pasa por estos dos modos de exploraci\u00f3n y evaluaci\u00f3n, repitiendo el ciclo tantas veces como sea necesario para tomar una decisi\u00f3n de compra. <\/span><span style=\"font-weight: 400;\">Cualquier actividad en la que participe una persona durante el viaje de su paciente puede clasificarse en uno de estos dos modos mentales a trav\u00e9s de una amplia gama de fuentes, incluidos los motores de b\u00fasqueda, las redes sociales, el boca a boca y los sitios web de rese\u00f1as.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Es interesante se\u00f1alar que estos modelos exist\u00edan mucho antes de Internet. Lo que ha cambiado gracias a la era digital es la forma en que buscamos informaci\u00f3n, la cantidad de informaci\u00f3n de que disponemos y las fuentes que consideramos m\u00e1s fiables para nosotros.<\/span><\/p>\n<h2>\u00bfC\u00f3mo aumentar las conversiones en el embudo intermedio?<\/h2>\n<p><span style=\"font-weight: 400;\">Las conversiones atribuidas al embudo intermedio son 16 VECES M\u00c1S ALTAS utilizando una estrategia de comunicaci\u00f3n multitoque. El objetivo no es forzar a las personas a salir del bucle, sino ofrecerles la seguridad que necesitan para decidirse. <\/span><span style=\"font-weight: 400;\">Aseg\u00farate de que tu marca es visible en todas las fases clave del viaje del paciente y de que tu servicio ocupa un lugar destacado en la mente de tus clientes. Google nos da algunos consejos interesantes para optimizar el desordenado medio y mejorar nuestras conversiones en el embudo intermedio<\/span><\/p>\n<ul>\n<li><span style=\"font-weight: 400;\">Garantice la presencia de su marca, para que su producto o servicio est\u00e9 estrat\u00e9gicamente en primer plano mientras sus clientes exploran.<\/span><\/li>\n<\/ul>\n<ul>\n<li><span style=\"font-weight: 400;\">Cierre la brecha entre el desencadenante y la compra, para que sus clientes actuales y potenciales pasen menos tiempo expuestos a las marcas de la competencia.<\/span><\/li>\n<\/ul>\n<ul>\n<li><span style=\"font-weight: 400;\">Cree equipos flexibles y capacitados que puedan trabajar de forma interfuncional para evitar los tradicionales silos de marca y rendimiento que suelen dejar huecos en el medio desordenados.<\/span><\/li>\n<\/ul>\n<p><span style=\"font-weight: 400;\">Arbrea Labs puede ofrecerle los recursos que necesita para comprender el comportamiento de compra de sus pacientes. Gracias a nuestra <a href=\"https:\/\/arbrea-labs.com\/es\/lo-que-construimos\/\" target=\"_blank\" rel=\"noopener\">Herramientas AR y 3D<\/a>En la fase de evaluaci\u00f3n, puede ofrecerles una experiencia digital completa y atractiva para captar su atenci\u00f3n y facilitarle el contacto con ellos.<\/span><\/p>\n<h3><span style=\"font-weight: 400;\"><a href=\"https:\/\/arbrea-labs.com\/es\/reserve-una-demostracion\/\">P\u00f3ngase en contacto con nosotros<\/a> para saber c\u00f3mo podemos apoyar su estrategia de marketing.<\/span><\/h3>\n<p>&nbsp;<\/p>\n<h4>Bibliograf\u00eda<\/h4>\n<p class=\"_04xlpA direction-ltr align-start para-style-body\"><span class=\"JsGRdQ\">Rennie, Alistair, y Jonny Protheroe. \"<\/span><a class=\"JsGRdQ\" href=\"https:\/\/www.thinkwithgoogle.com\/consumer-insights\/consumer-journey\/navigating-purchase-behavior-and-decision-making\/\" target=\"_blank\" rel=\"noopener\">Navegar por el comportamiento de compra y la toma de decisiones - Think with Google.<\/a><span class=\"JsGRdQ\">\" <\/span><span class=\"JsGRdQ\">Piensa con Google, 14 de julio de 2020<\/span><\/p>\n<\/div>\n\n\n\n\n\t\t\t<\/div> \n\t\t<\/div>\n\t<\/div> \n<\/div><\/div>","protected":false},"excerpt":{"rendered":"\u00bfConoce bien el \"ca\u00f3tico\" proceso de decisi\u00f3n de sus pacientes? Seguro que alguna vez se ha preguntado qu\u00e9 procesos llevan a los pacientes a su cl\u00ednica y cu\u00e1les...","protected":false},"author":1,"featured_media":51794,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[306],"tags":[],"class_list":["post-18107","post","type-post","status-publish","format-standard","has-post-thumbnail","category-marketing-sales-tips"],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v27.3 (Yoast SEO v27.3) - https:\/\/yoast.com\/product\/yoast-seo-premium-wordpress\/ -->\n<title>The &quot;messy middle&quot; - Arbrea Labs<\/title>\n<meta name=\"description\" content=\"The erratic search for information that we all perform before making any purchase now has a name: Messy Middle.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/arbrea-labs.com\/es\/el-medio-desordenado\/\" \/>\n<meta property=\"og:locale\" content=\"es_ES\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"The &quot;messy middle&quot;\" \/>\n<meta property=\"og:description\" content=\"The erratic search for information that we all perform before making any purchase now has a name: Messy Middle.\" \/>\n<meta property=\"og:url\" content=\"https:\/\/arbrea-labs.com\/es\/el-medio-desordenado\/\" \/>\n<meta property=\"og:site_name\" content=\"Arbrea Labs\" \/>\n<meta property=\"article:publisher\" content=\"https:\/\/www.facebook.com\/arbrealabs\" \/>\n<meta property=\"article:published_time\" content=\"2022-07-15T15:34:48+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2025-02-21T15:52:33+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/arbrea-labs.com\/wp-content\/uploads\/2022\/07\/pexels-googledeepmind-17484975-scaled.jpg\" \/>\n\t<meta property=\"og:image:width\" content=\"2560\" \/>\n\t<meta property=\"og:image:height\" content=\"1607\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/jpeg\" \/>\n<meta name=\"author\" content=\"Guilherme\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:label1\" content=\"Escrito por\" \/>\n\t<meta name=\"twitter:data1\" content=\"Guilherme\" \/>\n\t<meta name=\"twitter:label2\" content=\"Tiempo de lectura\" \/>\n\t<meta name=\"twitter:data2\" content=\"4 minutos\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\\\/\\\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\\\/\\\/arbrea-labs.com\\\/the-messy-middle\\\/#article\",\"isPartOf\":{\"@id\":\"https:\\\/\\\/arbrea-labs.com\\\/the-messy-middle\\\/\"},\"author\":{\"name\":\"Guilherme\",\"@id\":\"https:\\\/\\\/arbrea-labs.com\\\/#\\\/schema\\\/person\\\/67d555365b349c5823e92ad405e52ad1\"},\"headline\":\"The &#8220;messy middle&#8221;\",\"datePublished\":\"2022-07-15T15:34:48+00:00\",\"dateModified\":\"2025-02-21T15:52:33+00:00\",\"mainEntityOfPage\":{\"@id\":\"https:\\\/\\\/arbrea-labs.com\\\/the-messy-middle\\\/\"},\"wordCount\":761,\"publisher\":{\"@id\":\"https:\\\/\\\/arbrea-labs.com\\\/#organization\"},\"image\":{\"@id\":\"https:\\\/\\\/arbrea-labs.com\\\/the-messy-middle\\\/#primaryimage\"},\"thumbnailUrl\":\"https:\\\/\\\/arbrea-labs.com\\\/wp-content\\\/uploads\\\/2022\\\/07\\\/pexels-googledeepmind-17484975-scaled.jpg\",\"articleSection\":[\"Marketing &amp; 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