Gerencia de Instituciones de Salud

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    Marketing inbound en el posicionamiento de marca en centros de rehabilitación física y neurológica
    (Universidad Técnica de Ambato. Facultad de Ciencias Administrativas. Maestría en Gerencia de Institución de Salud., 2017) Castillo Guizado, Mayda Johana; Moreno Gavilanes, Kléver Armando
    The differentiation of the brand in the globalized world is a challenge, even more so when customers have the resources to express their opinion about a good or service that is being offered to the market, so a business must be where the customers are, Can take advantage of the zero moment of truth, as well as generate a unique shopping experience in the first moment of truth to be able to interact with the company through the different digital media: Facebook, Twitter, YouTube and Blogs. In the development of the research it is necessary to emphasize that the integral diagnosis was applied through the use of the tools: five forces of Porter, Pestle, Matrix of evaluation of external factors (MEFE) and the matrix of evaluation of internal factors (MEFI), In addition to this a study of competition in social networks. In order to achieve the design of the strategy of inbound marketing, as well as a new graphic image that contributes to the recruitment and loyalty of the users of the Center for Physical and Neurological Rehabilitation Blessings Ambato.