PLAN DE MARKETING PARA REVITALIZAR LA MARCA DE LA "CLÍNICA ALTAMIRANO BARCIA"

Abstract

This project focuses on the development of a marketing plan to revitalize the brand of the Clinic Altamirano Barcia from the city of Guayaquil, which despite a trajectory of 32 years in the market for specialized health services in General Medicine, Gynecology, Obstetrics and Reproductive Health; has not achieved the expected recognition on the part of the target segment toward which it is directed, considering that in the sector operate other companies with the highest level of positioning. In this case, it was necessary to the development of a market study, from which it is taken as a sample to women 15 to 49 years of age from the city of Guayaquil, as well as also was considered to be a representative of the clinic; the results of the investigation identified that most women don't know about the Clinic Altamirano Barcia, in addition it maintains in the top of mind to most recognized institutions as is the case of the maternity Aprofe and Enrique Sotomayor of Guayaquil, which have a higher level of participation in the market. The results of the study were obtained from the guidelines necessary for the development of the proposal, which in this case was based on three fundamental axes which includes the redesign of the brand image, the simplification of the processes of acquiring the services and finally the development of advocacy strategies. Finally, with respect to the financial evaluation it was determined that the return on investment is reflected in the increase of 7.6% of the sale of the health services.