Plan de marketing estratégico para el Hospital Andino Alternativo, de la ciudad de Riobamba, provincia de Chimborazo

Abstract

The present researching work entitled strategic marketing Plan for the Alternative Hospital Andino, Riobamba City, Chimborazo Province, has as main objective the market quota increase of the medical attention centre in the "Riobambeño" market. The methodology used during the research was the realization of an interview to the general manager and the application of surveys to the Riobamba population and to the Andino Hospital employees; also, the study matrixes application, being the SWOT matrix, internal factors matrix (IFM), external factor matrix (EFM), competitive profiles matrix (CPM), internal and external factors matrix (IEFM), and the RMG matrix the same that allowed to analyse the health institution current situation. It was determined that the medical attention centre lacks of necessary tools which allow to improve all the process and to be different to its existing direct competency. The proposal is based on the strategies design focused to the 8 P's of services marketing, being the following: communication strategy, health area training, personnel selection, medical conferences realization, personnel motivation strategy, and loyalty the same which will allow to increase the market quote for the benefit of the AHACH. It is recommended the strategic marketing plan implementation that will allow to avoid any kind of existing fails in the Hospital, as well as the right decision making and to perfectly met the proposed objectives.