Análisis situacional y generación de un mapa estratégico para el incremento del mercado potencial en una institución prestadora de salud

This article analyzes the case of the health care institution ‘Profesionales de la Salud y Cía Ltda.’, with a trajectory of more than 25 years, which has become a strategic partner for different insurance companies. However, the financial problems it is currently facing, motivate the search for new...

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Autores:: Villamizar Jaimes, Carmen Juliana
Villegas Mejía, Andrés

Tipo de recurso:

Fecha de publicación:: 2021

Institución:: Universidad Santo Tomás

Repositorio:: Universidad Santo Tomás

Idioma:: spa

Description
Summary:	This article analyzes the case of the health care institution ‘Profesionales de la Salud y Cía Ltda.’, with a trajectory of more than 25 years, which has become a strategic partner for different insurance companies. However, the financial problems it is currently facing, motivate the search for new markets. To this end, we worked on the development of a health marketing strategy, in order to identify new potential users of this institution, which will allow us to generate a value proposition adapted to unmet needs and reduce dependence on insurance companies. Thus, the main objective of this study is to generate a strategic marketing map which responds to the needs of the environment and can attract a larger potential population. The research proposal, which takes place in parallel with a diagnosis of the institution, is made up of three main focuses, each of which encompasses a market research strategy. Through this proposal, it is expected to establish a segmentation of the target markets that, together with the identification of the gaps, can lead to the creation of the institution’s strategic map. By doing so, from the strategic plan created, the general management will be able to make evidencebased decisions.

Análisis situacional y generación de un mapa estratégico para el incremento del mercado potencial en una institución prestadora de salud

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