La comunicación institucional y la imagen corporativa en el Centro de salud de Izamba, cantón Ambato, provincia de Tungurahua

Abstract

In this research, the importance of institutional communication, the approach of communication strategies and the consolidation of an adequate corporate image of the Izamba Health Center were determined. It was considered to work from a critical - purposeful research methodology; because it diagnoses and analyzes the current situation, and with a qualitative and quantitative approach. Qualitative because it seeks understanding between society in general and qualitative because it can define institutional communication and the corporate image of the Izamba Health Center. Within the research, surveys were applied to the selected sample, which facilitated analyzing the perception of citizens and studying the communication strategies used that have worked and which have not, interviews were applied to the authorities of the institution, in order to have In-depth information and a closer view of the Izamba Health Center. Institutional communication ends up being a transversal axis for the improvement of the corporate image of a public institution, for which reason it is essential to work in accordance with it to establish the direction of the Izamba health center, around its internal and external audiences, the possibility of having communication policies that allow efficient interactivity between users, which will undoubtedly be the best reference point for an institution; and even more so when its employees are empowered to improve the corporate image, to be considered as a public health institution that provides quality services and care, with an appropriate infrastructure, which must be known through the social communication media, applying institutional communication strategies that improve the corporate image of said institution and that its trajectory is impregnated in the collective memory.