Plan de comunicación integral para el Hospital Andino Alternativo de la ciudad de Riobamba, provincia de Chimborazo

Abstract

The present research work entitled Comprehensive communication plan for the Alternative Andean Hospital of the city of Riobamba, Chimborazo province, aims to improve the positioning of this institution. In the research, a previous market study was conducted using an interview with the general manager and the application of surveys to both the human talent and the population of Riobamba in order to know what are the expectations and interests of the internal and external public. As a result of the investigation, it was found that the hospital has a weak position in the city of Riobamba, people consider it important to have qualified specialists to go to a health care center, the degree of satisfaction when acquiring the service is acceptable but does not meet With consumer expectations, the most frequent means of communication is the Internet (Facebook) and as far as the human talent of the institution does not receive periodic training, the motivation and remuneration system they receive generates dissatisfaction. Therefore, within the proposal seeks to give a social recognition to the brand by implementing strategies such as: promotions, digital advertising (content marketing) and print (Triptychs and flyers) and the proper training of human talent improving protocols of internal and external behavior, it is also recommended that the executives of the institution apply the comprehensive communication plan with the purpose of increasing the positioning and saving financial, technical or human resources.