Herrera Gutiérrez, ConcepciónGómez Cuartas, YulianaPérez Ariza, Juan Francisco2023-05-082023-05-082023-05-04https://repositorio.unicordoba.edu.co/handle/ucordoba/7369Any 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, demRESUMEN...............................................................................11ABSTRACT .............................................................12INTRODUCCIÓN................................................................................131. OBJETIVOS ...................................................................161.1 OBJETIVO GENERAL.............................................161.2 OBJETIVOS ESPECIFICOS........................................162. MARCO REFERENCIAL ..........................................172.1 MARCO HISTÓRICO ........................................172.2 MARCO DE ANTECEDENTES INVESTIGATIVOS.....................................242.3 MARCO CONCEPTUAL...........................................262.4 MARCO LEGAL...............................................363. METODOLOGÍA...............................................393.1 TIPO DE ESTUDIO ..............................................393.2 POBLACIÓN ........................................................393.3 MUESTRA........................................................393.4 CRITERIOS DE INCLUSIÓN................................403.5 TÉCNICAS E INSTRUMENTOS.................................413.5 PROCESAMIENTO DE LA INFORMACIÓN.................423.6 UNIDAD DE ANÁLISIS...........................................423.7 OBJETO DE ESTUDIO ..........................................423.8 TECNICAS O INSTRUMENTOS PARA RECOLECTAR LA INFORMACIÓN ....................................................................................................................423.9 PRESENTACIÓN DE RESULTADOS .......................433.10 ASPECTOS ÉTICOS...........................................433.11 ASPECTOS LEGALES.........................................434. ANÁLISIS DE LOS RESULTADOS...................................................................444.1 RELACIÓN OFERTA DEMANDA DE SERVICIOS NEURO-DIAGNÓSTICO QUE SIRVA DE UTILIDAD.....................................444.2. DIAGNÓSTICO ESTRATÉGICO DE LA SITUACIÓN ACTUAL DE LA EMPRESA.........................................................494.3. PLAN DE ACCIÓN PARA MEJORAR EL POSICIONAMIENTO DE LA EMPRESA EN EL MERCADO........................................................................735. DISCUSIÓN ..........................................................796. CONCLUSIONES...........................................................817. RECOMENDACIONES...........................................82REFERENCIAS..............................................................83application/pdfspaCopyright Universidad de Córdoba, 2023Trabajo de grado - Especializacióninfo:eu-repo/semantics/openAccessAtribución-NoComercial-SinDerivadas 4.0 Internacional (CC BY-NC-ND 4.0)OfertaDemandaNeurologíaDiagnóstico diferencialMarketing de los servicios de saludSupplyDemandNeurologyDifferential diagnosisHealth services marketing