Utilidad de la relación estratégica comunitaria y el marketing en empresas el sector salud

La necesidad de involucrar el concepto de comunidad y sus estrategias con el sector salud, generan el problema de investigación de determinar ¿Cuál es la utilidad de la relación estratégica comunitaria y el marketing en empresas del sector salud? El sector salud ha apartado las actividades relacionales con sus clientes, el cual es caracterizado por la atracción, desarrollo y mantenimiento de relaciones con los clientes. El objetivo de la investigación es determinar cuál es la utilidad de la relación estratégica comunitaria y el marketing en empresas del sector salud y los objetivos específicos son: describir el uso de comunidad e Identificar la utilidad de aplicar las estrategias comunitarias en el sector. La metodología es la investigación y análisis de caso, estudiando una organización relevante dentro del sector salud, anexando fuentes de información secundarias como que aporten a los resultados. El análisis arroja una brecha entre la teoría y la utilización de comunidad, donde la organización la define como sus clientes y empleados. Posteriormente cabe determinar si son aplicadas las estrategias comunitarias por la compañía, donde se encontró que algunas lo son. Al encontrar el uso de estrategias cabe estudiar si generan utilidad a los resultados demostrando que conservar y mejorar relaciones con los clientes es de beneficio para la compañía, sin dejar de atraer nuevos clientes para ampliar las posibilidades de ser una compañía rentable y perdurable. Finalmente se establece un eje estratégico que genere un impacto positivo a la empresa - comunidad para crear relaciones más efectivas y rentables.

The basis of the investigation emerges from the need to involve the concept of community and the community strategics related with the health care sector, generate our subject of this research, ¿which is the utility of the strategic community relationship and the marketing in the enterprises form the health care sector? The health sector has left a void in the relational activities with their clients, as it can be consider in the relational marketing, which is characterized by the attraction, construction, maintenance and development of relational activities with the clients. The objective of the investigation is determine which is the utility of the community strategic relationship and the marketing in the health care sector enterprises. The objectives are: describe the use of the concepts of community in the health care sector and identify the utility of the implementation and usage of the community strategies and marketing in the health care sector. The methodology is based in the research method and analysis of the case, analyzing the information corresponding to an organization of relevance in the health care sector and secondary information. The results showed a breach between the theory and the utilization of community, where the organization defines the concept of community as its clients and employees principally. Posteriorly the community strategies were taken in order to see if they were applied in the company, it was determined that some of them are applied in different levels of the company operation, as: community development program, community development, empowerment and critic reflector, creation or a learning community, working community, grassroots organizations and social capital. It was founded that some strategies are used, it should be determined if they are useful for the results of the enterprise showing and demonstrating that conserve and improve relationships with the actual clients is beneficial to survive in the market, but it should not be left aside the investment in new campaigns and ways to attract new clients thereby enlarging the possibilities to be a profitable and abiding enterprise. Finally establish an strategic axis focused in the community will have a positive impact on the enterprise and its setting to create new relations more effective and profitable.