Utilidad de la relación estratégica comunitaria y el marketing en empresas el sector salud
Diaz Áragon, Natalia Lizeth
Vasquez Mejia, Paula
Cordon Rusinque, Juan
The basis of the investigation emerges from the need to involve the concept of community and the community strategics related with the health care sector, generate our subject of this research, ¿which is the utility of the strategic community relationship and the marketing in the enterprises form the health care sector? The health sector has left a void in the relational activities with their clients, as it can be consider in the relational marketing, which is characterized by the attraction, construction, maintenance and development of relational activities with the clients. The objective of the investigation is determine which is the utility of the community strategic relationship and the marketing in the health care sector enterprises. The objectives are: describe the use of the concepts of community in the health care sector and identify the utility of the implementation and usage of the community strategies and marketing in the health care sector. The methodology is based in the research method and analysis of the case, analyzing the information corresponding to an organization of relevance in the health care sector and secondary information. The results showed a breach between the theory and the utilization of community, where the organization defines the concept of community as its clients and employees principally. Posteriorly the community strategies were taken in order to see if they were applied in the company, it was determined that some of them are applied in different levels of the company operation, as: community development program, community development, empowerment and critic reflector, creation or a learning community, working community, grassroots organizations and social capital. It was founded that some strategies are used, it should be determined if they are useful for the results of the enterprise showing and demonstrating that conserve and improve relationships with the actual clients is beneficial to survive in the market, but it should not be left aside the investment in new campaigns and ways to attract new clients thereby enlarging the possibilities to be a profitable and abiding enterprise. Finally establish an strategic axis focused in the community will have a positive impact on the enterprise and its setting to create new relations more effective and profitable.