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In a pandemic context of socioeconomic crisis, the field of dentistry has also faced challenges in providing its services, since attending patients implies high risks of infection in dental environments; however, commitments to society have led them to reconfigure their actions in accordance with the needs of the market. Within this framework, the objective of this research was to determine the marketing strategies implemented by specialized dental centers in the canton of Ambato (Ecuador) to face the economic crisis generated by COVID-19. For this purpose, we inquired about strategic marketing by consulting the positions of Lambín (2009), Kotler and Armstrong (2007) and Munuera and Rodríguez (2012), among others. Methodologically, an applied-descriptive type of research was used, with a field-transectional design.