Diseño de estrategias de marketing social para fidelizar al cliente de fundasen de la Cdla. Alborada en el año 2017
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Fecha
2017
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Universidad de Guayaquil Facultad de Ciencias Administrativas
Resumen
El centro médico Fundasen tuvo gran afluencia de pacientes, no se abastecía, por ende, se cambió de lugar a uno más amplio; sin embargo muchos pacientes no asistieron al nuevo establecimiento, en la actualidad se desconoce si los pacientes regresan. El proyecto tiene como fin fidelizar los pacientes del centro médico y recuperar los desertados. Para ello se debe determinar el efecto del marketing social en la fidelización, es menester indagar los beneficios. Se desarrollará un diseño de investigación dividido en diferentes fases, donde se usarán la entrevista y la encuesta, para personal administrativo y especialistas médicos además de pacientes actuales de una muestra, de 380 pacientes tomada de la población de la Alborada este, cuenta con 39.640 habitantes. Entre los datos más representativos consta la información de la existencia del centro por parte del familiar, uso de volantes como publicidad, fortalezas como trato médico, costo del servicio y especialidades médicas, frecuencia de visita es mensual, recomiendan los beneficios percibidos y su principal recomendación es mucho tiempo de espera antes de la consulta. Por ende la propuesta es diseñar estrategias de marketing social donde exista un grupo social beneficiado por lo tanto hay que retomar la alianza con grupos parroquiales de la iglesia, actividades de integración entre colaboradores, reducción de la percepción en el tiempo de espera a través de videos de campañas de prevención, recetas y testimonios de pacientes actuales. En conclusión usar estrategias de marketing social ayudarán a crear una nueva cultura social en la prevención de enfermedades.
Fundasen medical center had a large influx of patients, did not supply, therefore, moved to a larger one, However many patients did not attend the new establishment, it is currently unknown whether patients return. The project is aimed at retaining patients in the medical center and recovering those who have been deserted. To do this, the effect of social marketing on loyalty must be determined, the benefits must be investigated. A research design will be developed divided in different phases, where the interview and the survey will be used, for administrative staff and medical specialists besides current patients of a sample, of 380 patients taken from the population of the East Alborada, has 39,640 inhabitants. Among the most representative data is information about the existence of the center by the family, use of leaflets such as advertising, strengths such as medical treatment, cost of service and medical specialties, visit frequency is monthly, recommend the perceived benefits and its main recommendation Is a long waiting time before the query. Therefore the proposal is to design social marketing strategies where there is a social group benefited therefore we must rekindle the alliance with parochial groups of the church, integration activities among collaborators, reduction of perception in the waiting time through videos Prevention campaigns, recipes and testimonials from current patients. In conclusion, using social marketing strategies will help create a new social culture in disease prevention.
Fundasen medical center had a large influx of patients, did not supply, therefore, moved to a larger one, However many patients did not attend the new establishment, it is currently unknown whether patients return. The project is aimed at retaining patients in the medical center and recovering those who have been deserted. To do this, the effect of social marketing on loyalty must be determined, the benefits must be investigated. A research design will be developed divided in different phases, where the interview and the survey will be used, for administrative staff and medical specialists besides current patients of a sample, of 380 patients taken from the population of the East Alborada, has 39,640 inhabitants. Among the most representative data is information about the existence of the center by the family, use of leaflets such as advertising, strengths such as medical treatment, cost of service and medical specialties, visit frequency is monthly, recommend the perceived benefits and its main recommendation Is a long waiting time before the query. Therefore the proposal is to design social marketing strategies where there is a social group benefited therefore we must rekindle the alliance with parochial groups of the church, integration activities among collaborators, reduction of perception in the waiting time through videos Prevention campaigns, recipes and testimonials from current patients. In conclusion, using social marketing strategies will help create a new social culture in disease prevention.
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PROYECTO DE INVESTIGACIÓN, MARKETING SOCIAL, FIDELIZACIÓN DEL CLIENTE, CENTRO MÉDICO