Evaluación del posicionamiento del Programa de Atención Educativa Hospitalaria y Domiciliara caso Hospital General de Machala Instituto Ecuatoriano de Seguridad Social.

Abstract

This research work aims to evaluate the level of positioning that the target audience has on the hospital and home education program of the General Machala IESS Hospital that manage by the Ministry of Education in order to propose projected strategies for the increase and development of the program for this study, an exploratory and descriptive investigation with a mixed approach was carried out through the use of theories, research techniques such as surveys and observation sheets that were validated through the triangulation of methods, it is necessary to indicate that the target audience was investigated of the program and within this group there were two types of respondents who are users of the program and the possible users whose results were obtained that the positioning in the respondents who received the service was positive and they are very clear about the operation of the hospital classrooms , on the other hand, a minimum percentage of respondents who had not been users said they knew the service through the experiences of others and the media, which is interpreted as the program does have socialization thanks to word of mouth advertising, but the work is not finished yet because most of the respondents presented an ignorance of the existence of the program that creates as a work proposal the elaboration of repositioning strategies of informative nature to achieve the desired positioning in the target audience that still The Program is unknown.