Publicación: Plan estratégico de marketing en una institución prestadora de servicios de apoyo diagnóstico en el paciente neurocrítico. Montería, 2020
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Any provision of health services, whether provided by an independent professional or an organization, seeks the satisfaction of the individuals who use it, the people who finance it and those who provide the service. Achieving the balance between supply, demand and society is a task that must be done from marketing. Therefore, the research team proposed to design a marketing plan for the Health Provider Institution FUNCRIT S.A.S, in order to establish strategies that allow better participation in the market, for which it carried out a descriptive, cross-sectional study. The sample consisted of (8) intensive care units in the city of Montería, and electronic surveys were applied to the intensivists working in each of them to collect the information. The results show that most of the diagnostic support services in neurocritical patients (40%) are offered by CITEN, followed by FUNCRIT by 30%, and the other providers each with 10% participation, taking into account that Fundación Amigos de la Salud and Clinica de Traumas y Fracturas are self-providers. An internal and external diagnosis was made through the SWOT and PESTEL tools and competitive strategies were established. It is concluded that FUNCRIT IPS must implement the strategic marketing plan to retain its customers and improve market share. Keywords: Supply, dem