Marketing social para el Instituto de Medicina del Deporte, de la ciudad de Quito, provincia de Pichincha

Abstract

This research project Social Marketing Plan for the Institute of Sports Medicine is focused on improving the quality of people’s life in Quito city through the practice of sports. The methodology is based on conducting surveys to the population of Quito to know the percentage of people who practice sports, in addition to the development of a SWOT matrix that allowed to understand the current situation of the Institute. It was determined that few people practice sports, along with the fact that the Institute does not have a Social Marketing Plan and, on the other hand, ignorance of people about the benefits of sport. The proposal is based on establishing strategies focused on the 7 P marketing that allows people to seek the advice of professionals to perform the proper physical practice and the elimination of sedentary life. It is recommended that the Institute apply the proposed Social Marketing Plan to achieve the recruitment of more patients who want to improve their lifestyle and prevent diseases that arise from a sedentary lifestyle.