Marketing social como estrategia para posicionar los servicios de salud generando valor social en la Dirección Distrital N23D03 la Concordia Salud, año 2017.

Abstract

The research was aimed to create Social Marketing Strategy to Position Health Services, Generating Social Value in District N23D03, La Concordia Health Center, year 2017. With the aim of showing the social and institutional benefits with the day-to-day practice of public health programs, the main axes which is the basis of the proposed model are: Product, Price, Promotion, Staff, Market, Process and Physical evidence. The strategies presented have been proposed based on the results obtained in the field research for which the interview and survey was used, as a result 29% said that the most used means of comunication are social networks and radio. With these arguments specific strategies were raised according to the needs of La Concordia inhabitants, the strategies are: the creation of the Brand, advertising Though (TTL) - Above the line (ATL), training, without leaving aside the budget necessary for its implementation, with a descriptive range considering that advertising are informational alternatives when deciding for a service. To check the statistical hypothesis Chi-square test was applied which determined that calculated Chi-square is 9.55 higher than the tabulated Chisquare is

9.4877, and the acceptance of the alternative hypothesis. It is concluded that the seven P's of Social marketing which are: Product, Price, Promotion, Staff, Market, Process and Physical evidence allow to know the services available in La Concordia District to awaken the interest of potential patients for the satisfaction of their needs, which requires the joint participation and it is recommended to keep in constant update and practice each one of the strategies used by taking advantage of the government in power support, and developing health campaigns.