Tesis
Marketing social como estrategia para posicionar los servicios de salud generando valor social en la Dirección Distrital N23D03 la Concordia Salud, año 2017.
Fecha
2018-04Registro en:
Benalcázar Cavero, Emilia Denisse . (2018). Marketing social como estrategia para posicionar los servicios de salud generando valor social en la Dirección Distrital N23D03 la Concordia Salud, año 2017. Escuela Superior Politécnica de Chimborazo. Riobamba.
Autor
Benalcázar Cavero, Emilia Denisse
Resumen
The research was aimed to create Social Marketing Strategy to Position Health Services,
Generating Social Value in District N23D03, La Concordia Health Center, year 2017.
With the aim of showing the social and institutional benefits with the day-to-day
practice of public health programs, the main axes which is the basis of the proposed
model are: Product, Price, Promotion, Staff, Market, Process and Physical evidence.
The strategies presented have been proposed based on the results obtained in the field
research for which the interview and survey was used, as a result 29% said that the most
used means of comunication are social networks and radio. With these arguments
specific strategies were raised according to the needs of La Concordia inhabitants, the
strategies are: the creation of the Brand, advertising Though (TTL) - Above the line
(ATL), training, without leaving aside the budget necessary for its implementation, with
a descriptive range considering that advertising are informational alternatives when
deciding for a service. To check the statistical hypothesis Chi-square test was applied
which determined that calculated Chi-square is 9.55 higher than the tabulated Chisquare
is
9.4877, and the acceptance of the alternative hypothesis. It is concluded that
the seven P's of Social marketing which are: Product, Price, Promotion, Staff, Market,
Process and Physical evidence allow to know the services available in La Concordia
District to awaken the interest of potential patients for the satisfaction of their needs,
which requires the joint participation and it is recommended to keep in constant update
and practice each one of the strategies used by taking advantage of the government in
power support, and developing health campaigns.
Ítems relacionados
Mostrando ítems relacionados por Título, autor o materia.
-
The Use of Social Media in Malnacidos’ Social Protests in Hermosillo Sonora, 2013
PALAZUELOS ROJO, ISAAC DE JESUS; 588860; Palazuelos Rojo, Isaac de Jesús -
The relationship between social responsibility and accountability from the perception of entrepreneurs in the Imbabura province of Ecuador
Arias Collaguazo, Wilmer Medardo -
Aspectos teóricos e conceituais do financiamento das políticas de saúde
Medici, André Cezar