“Análisis de la percepción de la imagen de la clínica de especialidades Dra. Jéssica Zea del cantón Naranjal para la implementación de Estrategias de Comunicación.”
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2022-09
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Universidad de Guayaquil: Facultad de Comunicación Social
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El presente proyecto estudia a la Clínica de Especialidades Dra. Jéssica
Zea, dentro de su posicionamiento y manejo de imagen ante su público objetivo, la percepción en el mercado
si bien es cierto es muy competitiva donde resalta la marca. En el marco investigativo, se estudian las causas
y consecuencias de no tener una identidad establecida dando como importancia al estudio del presente
proyecto el cual se enfoca en la reputación y la gestión de la marca. Se utilizaron diferentes herramientas
de recolección de información como: entrevistas y encuestas las que fueron responsables de la obtención de
datos verídicos, los cuáles se analizaron y ayudaron a proponer una estrategia de fortalecimiento de imagen
institucional compartiendo estrategias comunicacionales generando una expectativa positiva dentro de sus
consumidores/pacientes. Para poder sustentar un beneficio sobre producto de calidad y servicio en el
apartado final se recomienda la propuesta en el detalle de las estrategias a implementar.
This Project studies Doctor Jessica Zea’s Specialty clinic, in its positioning and image management in head of its public objective, the market’s perception, in which the brand has overcome with its very competitive standards. In the research framework, causes and consequences of not having an established identity were examined, giving importance to the study of this project by focusing on its reputation and brand recognition. Different information and collection resources such as interviews and surveys were used to obtain trustable data in order to be fully inspected and identify right strategies to propose in an effort to strengthen the institutional image, promoting a positive expectation in patients and visitors. Finally, a detail of strategies to be implemented are recommended with a focus on offering high quality services and benefits as well as in the products.
This Project studies Doctor Jessica Zea’s Specialty clinic, in its positioning and image management in head of its public objective, the market’s perception, in which the brand has overcome with its very competitive standards. In the research framework, causes and consequences of not having an established identity were examined, giving importance to the study of this project by focusing on its reputation and brand recognition. Different information and collection resources such as interviews and surveys were used to obtain trustable data in order to be fully inspected and identify right strategies to propose in an effort to strengthen the institutional image, promoting a positive expectation in patients and visitors. Finally, a detail of strategies to be implemented are recommended with a focus on offering high quality services and benefits as well as in the products.
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COMMUNICATION, MARKETING, BRAND, MANAGEMENT
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