Objective:

To determine the positioning of the main private hospitals in Saltillo, Coahuila and to know the attributes with which each of them manages to position itself

Materials and methods:

A quantitative, descriptive and correlational study of cross-sectional design was carried out, in two stages: In the first stage, the theory for concept analysis and research on the subject was presented; then a structured questionnaire with categorical questions was designed and the answers were indicated on a Likert scale from 1 to 5. 300 valid surveys were obtained with a response rate of 95%. The positioning of the six hospitals was measured by perceptual maps, using factorial correspondence analysis.

Results:

The findings allowed knowiing the best positioned private hospital, the most differentiating atributes and determining if gender influences Hospital preference.

Conclusions:

The results obtained confirm that not all dimensions have the same importance when it comes to explaining the positioning and image of private hospitals. The determining atributes are fast and effective care, having competent personnel and providing warmth of care. I addition, in relation to the hypothesis stated, it is stated that there are no significant differences between men and women regarding the preference of a private hospital.

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