Marketing Sanitario como herramiento para la captación de pacientes en empresas que dan servicios de Salud. Caso: Consultorio Dra. Amada Millán Olvera
Fecha
2017
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Universidad de Guayaquil Facultad de Ciencias Administrativas
Resumen
La presente investigación se realizó debido al declive de clientes en el consultorio de la Dra. Amada Millán Olvera, el cual afecto sus ingresos económicos, tuvo que reducir `personal y por ende eliminar el servicio odontológico que ofrecía.
Debido a problemas de salud la Dra. Amada Millán O se vio obligada a abandonar sus actividades y dejar en su remplazo a un profesional de la salud, este fue uno de los motivos principales por el cual disminuyó el número de pacientes en el consultorio, debido a que los pacientes no sentían la misma confianza y seguridad que la doctora les ofrecía.
El trabajo de investigación tiene como propósito estudiar el entorno y situación del consultorio médico con la finalidad de captar clientes; diseñando estrategias de marketing sanitario enfocadas a la promoción y publicidad del servicio y atención al cliente En primera instancia se recabó información utilizando el método cualitativo y cuantitativo, con el fin de indagar y conocer acerca del entorno de las personas que asisten frecuentemente a una consulta médica particular, se realizó la pertinente encuesta en el sector sur en los sectores correspondiente a la parroquia Ximena, posteriormente se entrevistó a un experto en marketing, finalmente con los resultados obtenidos se realizó la propuesta del diseño de estrategias donde el consultorio obtendrá beneficios monetarios.
Lo que se quiere lograr es crear un vínculo emocional a través de la importancia del servicio médico hacia los pacientes, recibiendo atención de calidad, confort, confianza y seguridad.
The present investigation was carried out due to the decline of clients in the office of Dr. Amada Millán Olvera, which affected her economic income, had to reduce personnel and therefore eliminate the dental service that offered. Due to health problems, Dr. Amada Millán O was forced to abandon her activities and leave her replacement to a health professional, this was one of the main reasons why the number of patients in the clinic was reduced due to that the patients did not feel the same confidence and security that the Dr. offered them. The purpose of the research work is to study the environment and situation of the doctor's office in order to attract clients; Designing health-marketing strategies. In the first instance, information was collected using the qualitative and quantitative method, in order to inquire and to know about the environment of the people who frequently attend a particular medical consultation, the pertinent survey was carried out in the southern sector in the sectors corresponding to the Parish Ximena, then interviewed a marketing expert, finally with the results obtained was the proposal of strategy design where the clinic will obtain monetary benefits. What is wanted to achieve is to create an emotional bond through the importance of the medical service to patients, receiving quality care, comfort, confidence and security.
The present investigation was carried out due to the decline of clients in the office of Dr. Amada Millán Olvera, which affected her economic income, had to reduce personnel and therefore eliminate the dental service that offered. Due to health problems, Dr. Amada Millán O was forced to abandon her activities and leave her replacement to a health professional, this was one of the main reasons why the number of patients in the clinic was reduced due to that the patients did not feel the same confidence and security that the Dr. offered them. The purpose of the research work is to study the environment and situation of the doctor's office in order to attract clients; Designing health-marketing strategies. In the first instance, information was collected using the qualitative and quantitative method, in order to inquire and to know about the environment of the people who frequently attend a particular medical consultation, the pertinent survey was carried out in the southern sector in the sectors corresponding to the Parish Ximena, then interviewed a marketing expert, finally with the results obtained was the proposal of strategy design where the clinic will obtain monetary benefits. What is wanted to achieve is to create an emotional bond through the importance of the medical service to patients, receiving quality care, comfort, confidence and security.
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MARKETING SANITARIO, CAPTAR CLIENTES, CONSULTORIO