Estrategias de marketing aplicadas por los centros cardiológicos de la ciudad de Guayaquil.

Abstract

Marketing strategies today play an important role in business, being visible in the cardiology centers of the city of Guayaquil, which at the local level lack positioning, being the central objective of the study to carry out an analysis of said strategies to improve the commercial and economic performance of medical units with the specialty of cardiology. It starts by identifying problems such as the loss of client portfolio, lack of technological innovation, little economic capacity, among others. Given this, the importance of marketing strategies within medical centers is highlighted in a theoretical-practical way, then a situational analysis is carried out through the PESTA and Porter's 5 Forces followed by the methodological application of a descriptive, explanatory type of research and documentary with the application of a mixed approach to highlight the causes, as well as the consequences of not using an effective marketing system within health care centers. The interview was able to highlight the management of professionals in the area of cardiology. However, professionals emphasize the need to use marketing strategies to increase their sales and become more visible in the local market. That is why a strategic market plan is used in support of the 7p of marketing to establish a series of strategies that are estimated to be taken into consideration by public and private medical entities to improve their commercial and economic behavior in the short or long term.