Diseño de estrategias de marketing social para sensibilizar e incrementar el número de pacientes que se realizan las pruebas de vih en la clínica de infectología – Hospital de especialidades Guayaquil, año 2017.
Fecha
2017
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Universidad de Guayaquil Facultad de Ciencias Administrativas
Resumen
Ante los datos proporcionados por el telégrafo donde nos manifiesta que en el Ecuador hay 31.000 personas infectadas del virus VIH/SIDA y con mayor sustento la información obtenida del Ministerio de Salud Pública, la población de la ciudad de Guayaquil, está considerada entre la de mayor riesgo en ser infectadas por el VIH/SIDA, con estos datos se plantea el objetivo de esta investigación que es “Diseñar estrategias de marketing social que sensibilicen e incrementen el número de pacientes que se realizan las pruebas de VIH en la Clínica de Infectología - Hospital de especialidades Guayaquil”, para poder llegar a cumplir el objetivo arriba planteado se realizó en el capítulo II la recolección de datos que determinen los antecedentes de esta enfermedad no solo a nivel nacional sino también internación en base a varios estudios realizados mismo que nos permitieron conformar el marco teórico, en el cual a más de hablar de los conceptos de la enfermedad también nos referimos al marketing, planificación estratégica y lo esencial en esta investigación que es el marketing social. A continuación, establecemos nuestra metodología a utilizar, establecer la población para así poder desarrollar las encuestas a la muestra de estudio misma que fue contemplada entre los 20 y 49 años de edad puesto, que es la población con mayor índice de riesgo. Una vez aplicado el cuestionario se precede a el análisis e interpretación de los resultados donde se establece entre los más importantes los factores socioculturales, económicos y también a la falta de información sobre los riesgos que se pueden presentar y los efectos que puede producir esta enfermedad, por lo que la presente investigación estuvo encaminada a diseñar estrategias de marketing social para sensibilizar e incrementar el número de pacientes que se realizan las pruebas de VIH en la Clínica de Infectología – Hospital de Especialidades Guayaquil, para el año 2017.al desarrollar una campaña masiva podemos establecer que el costo beneficio para el estado sería el tener una población informada, y pueda vivir segura conociendo su condición frente al VIH/SIDA
Before the data provided by the telegraph where we said that in Ecuador there are 31,000 people infected with HIV/AIDS and livelihoods the information obtained from the Ministry of Public Health, the population of the city of Guayaquil, is considered among the most at risk to be infected by HIV/AIDS, this is the main objective of this research which is "Design social marketing strategies to raise awareness and increase the number of patients who carry out HIV testing in the Clinic for Infectious Diseases - Hospital of Guayaquil", to be able to meet the target above raised was made in chapter II data collection to determine the background This disease not only at national level but also at admission on the basis of several studies that allowed us to shape the theoretical framework, in which more than talk about the concepts of the disease we also refer to marketing, strategic planning and what is essential in this research that is social marketing. We then set our methodology to use, set the population in order to develop the surveys to the sample for the study was provided for between 20 and 49 years of age, which is the population with a higher rate of risk once applied the questionnaire precedes the analysis and interpretation of the results where it is established between the most important socio-cultural, economic factors and also the lack of information on the risks that can occur and the effects that can cause this disease, so that the present investigation was aimed at designing social marketing strategies to raise awareness and increase the number of patients who are HIV testing In the Clinic for Infectious Diseases - Hospital of Guayaquil, for the year 2017.To develop a massive campaign we can establish that the cost benefit for the state would be having a population informed, and can live safely knowing his condition to HIV/AIDS.
Before the data provided by the telegraph where we said that in Ecuador there are 31,000 people infected with HIV/AIDS and livelihoods the information obtained from the Ministry of Public Health, the population of the city of Guayaquil, is considered among the most at risk to be infected by HIV/AIDS, this is the main objective of this research which is "Design social marketing strategies to raise awareness and increase the number of patients who carry out HIV testing in the Clinic for Infectious Diseases - Hospital of Guayaquil", to be able to meet the target above raised was made in chapter II data collection to determine the background This disease not only at national level but also at admission on the basis of several studies that allowed us to shape the theoretical framework, in which more than talk about the concepts of the disease we also refer to marketing, strategic planning and what is essential in this research that is social marketing. We then set our methodology to use, set the population in order to develop the surveys to the sample for the study was provided for between 20 and 49 years of age, which is the population with a higher rate of risk once applied the questionnaire precedes the analysis and interpretation of the results where it is established between the most important socio-cultural, economic factors and also the lack of information on the risks that can occur and the effects that can cause this disease, so that the present investigation was aimed at designing social marketing strategies to raise awareness and increase the number of patients who are HIV testing In the Clinic for Infectious Diseases - Hospital of Guayaquil, for the year 2017.To develop a massive campaign we can establish that the cost benefit for the state would be having a population informed, and can live safely knowing his condition to HIV/AIDS.
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ESTRATEGIAS, MARKETING, RIESGOS, PACIENTES