Proyección de la imagen corporativa del centro de salud de doctor Oswaldo Carrera, como una institución que cumple estándares de calidad en salud a partir de la gestión de Identidad

Abstract:

In the present research work, a communication proposal was proposed as a goal, based on the management of the elements of the identity of the media for the projection of the image of the medical center Oswaldo Carrera. To achieve this objective, it was based on a field research process in which interviews and surveys were carried out, both by health personnel and agents, so that measurement instruments were also applied to patients as well as to potential patients. This means obtaining information and data regarding the characteristics and needs in terms of communication, identity and corporate image and quality standards, what the health center has, the same activities generated for the presentation of a proposal that complies with the purpose of this project The project consists of chapters that begin as an introduction, a continuation of a chapter I that contains a conceptual development, followed by a chapter II, which contains the status of the problem and the results of the applied measurement instruments. Then a chapter III content of the conclusions and recommendations and finally the communication proposal, with its respective budget. The results of the investigation showed that the health center has some deficiencies in terms of corporate identity icons, so improvement in these aspects is required, also in terms of corporate image, this in order to achieve greater presence and Preference in the market since it limits the notoriety of the health center towards its public interest. Also in the proposal corporate communication is adequately related to the elements, for this it is necessary to hire a corporate communicator who will come to meet the needs in communication and work so that staff, and patients know first hand that information and corporate symbols that identify the organization, of distinctive method as well as nature to the health institution. Finally, a strategic proposal is proposed for the institution, which in addition to communicational work, must be supported by the development of a model of indicators to monitor the execution of said plan, making a subsequent evaluation to measure the effectiveness of the achievements and the results obtained. The communication proposal is aimed at both external public that could be called primary, who will be the direct beneficiaries of health services. and also an internal public that the administrative and operative administrative personnel who are the main responsible for the execution of the proposal.

Año de publicación:

2019

Keywords:

• IDENTIDAD CORPORATIVA
• CULTURA ORGANIZACIONAL
• Comunicación empresarial
• COMUNICACIÓN ORGANIZACIÓNAL

Fuente:

rraae