TY - GEN
T1 - Estrategias de Marketing Digital para la Calidad de Servicio en una Clínica de Salud de Atención Primaria
AU - Torres, Betty Lizby Suarez
AU - Florian Castillo, Odar R.
AU - Mendoza, Bradlin Orihuela
AU - Florian-Sanchez, Odar Daniel
N1 - Publisher Copyright:
© 2023 Latin American and Caribbean Consortium of Engineering Institutions. All rights reserved.
PY - 2023
Y1 - 2023
N2 - The research summarizes the study of [1]. The objective was to design a digital marketing model to improve the quality of service of the company "Servicios Médicos ElyLab" against Covid-19. The research was applied, using a cross-sectional, non-experimental, descriptive-explanatory design. A questionnaire validated by expert judgment (α-Cronbach's 0.905) was administered to 40 clients. The 4 phases of the Sainz methodology were carried out as follows: Phase I involved analyzing and evaluating the organization's situation, including the formulation of its mission and vision, external analysis (MEFE), competitive analysis (Porter's 5 Forces), and internal analysis (MEFI). Phase II involved establishing marketing objectives, Phase III involved selecting marketing tactics, including the identification and selection of strategies, and in Phase IV, the formulation of execution plans and the development of a balanced control panel. The economic evaluation showed positive results (VAN S/.63046, IRR of 44% and B/C of S/. 1.90).
AB - The research summarizes the study of [1]. The objective was to design a digital marketing model to improve the quality of service of the company "Servicios Médicos ElyLab" against Covid-19. The research was applied, using a cross-sectional, non-experimental, descriptive-explanatory design. A questionnaire validated by expert judgment (α-Cronbach's 0.905) was administered to 40 clients. The 4 phases of the Sainz methodology were carried out as follows: Phase I involved analyzing and evaluating the organization's situation, including the formulation of its mission and vision, external analysis (MEFE), competitive analysis (Porter's 5 Forces), and internal analysis (MEFI). Phase II involved establishing marketing objectives, Phase III involved selecting marketing tactics, including the identification and selection of strategies, and in Phase IV, the formulation of execution plans and the development of a balanced control panel. The economic evaluation showed positive results (VAN S/.63046, IRR of 44% and B/C of S/. 1.90).
KW - Covid-19
KW - Digital marketing
KW - Medical Services
KW - Mype
KW - Quality of service
UR - http://www.scopus.com/inward/record.url?scp=85172390190&partnerID=8YFLogxK
M3 - Contribución a la conferencia
AN - SCOPUS:85172390190
T3 - Proceedings of the LACCEI international Multi-conference for Engineering, Education and Technology
BT - Proceedings of the 21st LACCEI International Multi-Conference for Engineering, Education and Technology
A2 - Larrondo Petrie, Maria M.
A2 - Texier, Jose
A2 - Matta, Rodolfo Andres Rivas
T2 - 21st LACCEI International Multi-Conference for Engineering, Education and Technology, LACCEI 2023
Y2 - 19 July 2023 through 21 July 2023
ER -