SciELO - Scientific Electronic Library Online

 
vol.18 número3Ambiente organizacional: estudo de caso num centro de saúde de Morelos MéxicoEstudo comparativo entre o uso do brix-3000 e a técnica rotativa convencional contra a cárie déntaria índice de autoresíndice de assuntospesquisa de artigos
Home Pagelista alfabética de periódicos  

Serviços Personalizados

Journal

Artigo

Indicadores

Links relacionados

  • Não possue artigos similaresSimilares em SciELO

Compartilhar


Horizonte sanitario

versão On-line ISSN 2007-7459versão impressa ISSN 1665-3262

Resumo

GUTIERREZ MENDEZ, Julio; KARAM ARAUJO, Roberto  e  FIOL MANRIQUEZ, Luis Alonso. Marketing mix to increase enrollment in training of the Mexican Social Security Institute. Horiz. sanitario [online]. 2019, vol.18, n.3, pp.357-363.  Epub 17-Jan-2020. ISSN 2007-7459.  https://doi.org/10.19136/hs.a18n3.2960.

Objective:

To evaluate the impact of the marketing mix in the increase enrollments training services at the Mexican Social Security Institute.

Materials and methods:

Analytical, observational, longitudinal and retrospective study of 6 years in the trend in enrollment training programs based on the use of marketing mix. The Pearson R test was applied to correlate the variables: price, place, positioning, product and promotion with the number of entries.

Results:

An increase in registrations of 167% was found after using the marketing mix in the Mexican Social Security Institute through face-to-face, distance and labor training.

Conclusions:

The marketing strategies applied from 2008 to 2013 were the diversification of the product (services “courses,workshops, talks”); the continuity or exemption in prices; the variation in the offer of new places to access the training; use of various means of promotion; as well as a positioning of the Social Benefits. Once established the relationship between the marketing mix and the level of increase in enrollments based on the Pearson R test resulted in a degree of significance of 0.839. Marketing can be applied to private, social and public institutions.

Palavras-chave : Marketing; Social security; Health system.

        · resumo em Português | Espanhol | Francês     · texto em Espanhol     · Espanhol ( pdf )