Análisis de una nueva línea de negocios orientada a la salud ocupacional de un Centro de Rehabilitación Integral del Cantón Samborondón.

Abstract

Occupational health represents a fundamental basis for the development of a country, since it addresses a set of actions that favor the protection and promotion of the health of employees. Given its importance, the present study aims to analyze a new line of business oriented to occupational health of a Comprehensive Rehabilitation Center of the Samborondón canton through a market study, to later design a marketing plan to gain participation in the service incursion. The research had a mixed approach, exploratory, descriptive scope, deductive method, non-experimental and transversal type; the data collection techniques used were the survey and the interview. The results indicated that the majority of people have been subject to an occupational disease, highlighting work stress and musculoskeletal conditions. Selecting FisioCare as an occupational health service provider involves the delivery of quality care, adequate waiting time, and the location of the facility. The inclusion of this line of business allows providing a practical solution to the health needs of working people, which affects the holding of economic benefits for the institution. The capture of market share in the incursion of the occupational health service will be carried out through advertising marketing strategies, considering the use of social networks, website, advertising material, social Ads, SEO, strategic alliances and influencers.