Modelo de endomarketing para servicios de salud

Abstract

The Ambato Teaching Hospital works as a unit that provides medical care in different specialties to the population of Zone 3, the most relevant specialties are: Hospitalization, Imaging, Emergency, Intensive Care, Pharmacy, Surgery, Gynecology, Cardiology, Psychiatry, among others. The problem was inadequate endomarkeitng strategies that affect the provision of health services to users. The fact of the investigation was to investigate how the inadequate endomarketing strategies affect the provision of health services of the users of the Public Hospitals of the Ambato canton. Through a detailed and thorough study of the factors that make up both variables which generates several problems for users when they approach the institution. The most relevant results were: that the endomarketing model factors directly influence the provision of services. This was evidenced by applying the multivariable linear regression model whose values (percentages) were very high, which is detailed below: The adjusted R squared of each model was: [1] Commitment (50.1%), [2] Remuneration (87.0%), [3] Work environment (68.8%), [4] Compliance (58.7%), [5] Initiatives (63.9%), [6] Resources (71.0%) and [7] Service (77.2%); which influence the variable service provision. After having developed the study, it was considered to promote the design of an endomarketing model that allows improving the provision of health services in the Ambato Teaching Hospital focused on internal interaction, motivation, training, prestige and evaluation.