“El Marketing Social y su relación en los servicios de salud de Consulta Externa del Hospital General Docente Ambato”

Abstract

The "Hospital General Docente Ambato" is a public institution which provides health services to the general public. It has more than eighteen types of services in different medical specialities.

Social marketing research regarding health outpatient services is done because of the absence to the appointments already programmed ahead of time. This means the loss of the investment, material and human resource received from the government. The reason for this would be the lack of marketing tools and the insufficient communication about general services that the hospital provides.

This is a qualitative and quantitative recent investigation. The summary is bibliographic viewing a descriptive field and the goal is to propose a the social marketing produce a real and signification change in the patients behavior. To achieve this it has been done a poll, having this view: 37% of the people think the social marketing campaign is just "ok" and 26% say it's "good". This is from real users which receive a turn to be served. With this is established a social marketing solution which is a health campaign and the use of the media. Such as tv and radio stations.

This is why this strategy was design to communicate health services from Hospital General Docente Ambato, and it came up a message to broadcast through the media, and also an advertising spot for television.