Análisis de preferencias de compra de servicios de salud en la ciudad de Machala. Plan de Marketing para la empresa Mimedik.

Abstract

The present study has the purpose of analyzing the preferences for purchasing health services in the city of Machala, and to create a Marketing plan for the Mimedik Medical Center that allows improving sales. This through the review and study of the characteristics of the consumers of the health service, using interviews with those in charge of the Mimedik administration, and with the collection of direct information through a survey of users in the city of Machala. The data collected becomes a market study with the necessary information for marketing proposals, strengthening word of mouth as the main factor influencing the purchase decision of medical service for consumers. With the review of studies about the behavior of consumers of health services in the countries of the region such as Colombia, or behavioral studies in countries with technological developments, it is possible to compare and contrast with the trend in the consumption of health in Ecuador. Likewise, and according to the analysis of the data obtained in the surveys and interviews carried out, a marketing plan is created to generate marketing strategies in digital and traditional media. Finally, recommendations are made to effectively achieve client conversion and thereby achieve an increase in sales of medical services; seeking to obtain as a result the positioning of the Mimedik brand in the health sector of the city of Machala.