Marketing Plan for Positioning a Traumatology and Orthopedic Clinic in Guayaquil, Ecuador
Article Sidebar
Main Article Content
Abstract
The work focuses on developing a marketing plan to promote the positioning of a trauma and orthopedic clinic in Guayaquil, Ecuador. Using a mixed methodology that combines quantitative and qualitative approaches, the local medical environment is analyzed, the current situation of the clinic is evaluated, its marketing strategy and market position are investigated, considering internal and external factors. Direct and indirect competition is studied, as well as current and potential patients. Detailed strategies are proposed for every aspect of service marketing, including their personal brand, and tactics are suggested to attract and retain patients, supported by metrics for tracking. The result of the marketing plan not only benefits the clinic but can also serve as a guide for other healthcare professionals seeking similar strategies.
Article Details
This work is licensed under a Creative Commons Attribution-NonCommercial-ShareAlike 4.0 International License.
Este trabajo tiene licencia DE Atribución/Reconocimiento-NoComercial-CompartirIgual 4.0 Internacional. CC BY-NC-SA 4.0.
How to Cite
References
American Marketing Association. (2023, 01 09). American Marketing Association. Retrieved from American Marketing Association: https://www.ama.org/the-definition-of-marketing-what-ismarketing/
Booms, B., & Bitner, M. (1981). Estrategias de marketing y estructuras organizativas para empresas de servicios. Chicago: American Marketing Association.
Burbano-Pérez, A., Velástegui-Carrasco, E., Villamarin-Padilla, J., & Novillo-Yaguarshungo, E. (2018). El marketing relacional y la fidelización del cliente. Polo del Conocimiento, 3(8), 580-590. Retrieved from https://polodelconocimiento.com/ojs/index.php/es/article/view/683
Cohen, W. (2001). El plan de marketing. Barcelona: Ediciones Deusto.
Cowell, D. (1984). El marketing de servicios. Londres: Instituto de Marketing y la Fundación CAM.
Eiglier, P., & Langeard, E. (1989). Servucción. El marketing de servicios. Madrid: McGraw - Hill. 7. Fundación Universitaria Iberoamericana. (2022). Marketing de servicios. Fundación Universitaria Iberoamericana.
Gonzales Díaz, L. (2019). Estrategias de marketing mix y su incidencia en las ventas de la empresa de calzados My Angel: 2017 - 2018. Trujillo: Universidad nacional de Trujillo.
Hoyos Ballesteros, R. (2013). Plan de marketing: diseño, implementación y control. Bogotá: ECOE Ediciones.
Kotler, P. (2001). Dirección de marketign. La edición del milenio. México: Pearson Educación.
Kotler, P., Kartajaya, H., & Setiawan, I. (2013). Marketing 3.0. Barcelona: LID Editorial.
Kotler, P., Kartajaya, H., & Setiawan, I. (2017). Marketing 4.0 Transforma tu estrategia para atraer al consumidor digital. barcelona: LID Editorial.
Kotler, P., Kartajaya, H., & Setiawan, I. (2017). Marketing 4.0 Transforma tu estrategia para atraer al consumidor digital. New Jersey: LID Editorial.
Marketing mix de servicios de información valor e importancia de la P de producto. (2015). Anales de Investigación(11), 64-78.
McCarthy, E. (1964). Basic Marketing: A Managerial Approach,. Homewood: R.D. Irwin.
Mediano, L. (2015). Plan de marketing: guía inicial. País Vasco: Euskal Herriko Unibertsitatea.
Mullins, J., Walker, O., Boyd, H., & Larreche, J. (2007). Administración de Marketing. Un enfoque en la toma estratégica de decisiones. McGRAW-HILL/INTERAMERICANA EDITORES.
Rafiq, M., & Ahmed, P. (1995). Using the 7Ps as a generic marketing mix: an exploratory survey of UK and European marketing academics The 7Ps framework has clear advantages over the 4Ps framework. Marketing Intelligence & Planning, 13(9), 4-15.