Resumo

BRAN-PIEDRAHITA, Lemy; VALENCIA-ARIAS, Alejandro  e  PALACIOS-MOYA, Lucía. Strategic marketing planning challenges for health sector organizations. suma neg. [online]. 2020, vol.11, n.25, pp.108-115. ISSN 2215-910X.  https://doi.org/10.14349/sumneg/2020.v11.n25.a2.

Strategic marketing planning is key to decision-making at the organizational level, the implementation of which takes greater relevance in Colombian health sector entities, who need to deal with a structural crisis of the health system. For this reason, a study was carried out to analyze the challenges in strategic marketing planning in Health Service Providers Institutions in the city of Medellin; meticulously driven by a qualitative approach, using as an information analysis technique tools of Founded Theory. Thus, they were identified as challenges for these institutions: the relationship between providers - insurers and the impact on their financial capacity, the provision of quality services, and finally, strategic marketing management. It concludes that the incorporation of marketing into these organizations has focused on the social component, to improve strategies for health promotion and disease prevention.

Palavras-chave : Health economics; hospital; marketing; strategic planning; service industries; health services.

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