Marketing hospitalario y posicionamiento de la marca del Centro Médico Santa Rosa, cantón Babahoyo, año 2019
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2019
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Universidad de Guayaquil Facultad de Ciencias Administrativas
Resumen
En el presente trabajo de titulación se generan las estrategias de marketing para el Centro médico Santa Rosa ubicado en el cantón Babahoyo, las mismas se desarrollaron partiendo de un análisis de la situación actual de la empresa, y recopilando información del macroentorno y microentorno, con el objetivo de realizar una valoración y posterior recomendación para aplicar estrategias de marketing que permitan dar solución al problema planteado. La metodología aplicada mantiene un enfoque de carácter descriptivo y concluyente, los instrumentos y técnicas de recolección de datos utilizados fueron la observación y encuesta. La propuesta que se presenta en esta investigación abarca el marketing mix de la empresa, proyecta diversos beneficios cuantificables en un periodo de aproximadamente 12 meses, a partir de la aplicación de las estrategias establecidas, se recomienda aplicar un proceso de evaluación de satisfacción del paciente periódicamente y a detalle para obtener indicadores más estables que se reflejen en progresos para los próximos periodos.
In the current dissertation project, the marketing strategies for the Santa Rosa Medical Center located in the town Babahoyo are generated, they were developed based on an analysis of the current situation of the company, and by collecting information on the macroenvironment and microenvironment, with the objective of making an assessment and subsequent recommendation to apply marketing strategies that allow solving the problem. The applied methodology maintains a descriptive and conclusive approach, the instruments and data collection techniques used were the observation, focus group and survey. Failures were identified in the communication to the public, the admission process, and the quality-price relationship. The proposal presented in this research covers the mixed marketing strategies of the company, projects several quantifiables benefits in a period of approximately 12 months, since the application of the established strategies, it is recommended to apply a process of periodical in-detail evaluation of the patient satisfaction and in order to obtain more stable indicators that can be reflected in the progress for the next periods.
In the current dissertation project, the marketing strategies for the Santa Rosa Medical Center located in the town Babahoyo are generated, they were developed based on an analysis of the current situation of the company, and by collecting information on the macroenvironment and microenvironment, with the objective of making an assessment and subsequent recommendation to apply marketing strategies that allow solving the problem. The applied methodology maintains a descriptive and conclusive approach, the instruments and data collection techniques used were the observation, focus group and survey. Failures were identified in the communication to the public, the admission process, and the quality-price relationship. The proposal presented in this research covers the mixed marketing strategies of the company, projects several quantifiables benefits in a period of approximately 12 months, since the application of the established strategies, it is recommended to apply a process of periodical in-detail evaluation of the patient satisfaction and in order to obtain more stable indicators that can be reflected in the progress for the next periods.
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MARKETING MIX, ESTRATEGIAS, SATISFACCIÓN DEL CLIENTE, SECTOR SALUD