Análisis de la imagen institucional del Hospital del IESS Riobamba e implementación de una campaña publicitaria para promocionar sus servicios.

Abstract

The hospital of the Ecuadorian Social Security Institute Riobamba (IESSR) it is a transformation phase by a strategic publicity plan that was applied, that is why it is necessary an image projected analysis in order to enhance their services through this advertising campaign. This campaign was carried out by field research though surveys and observation in order to have direct contact with people and also an approximate determination of a series of events to be induced as the behavior of users, their frequency of use of services and ways of perceiving the advertising supports. Adobe Master Collection [CS5] package for designing images and texts was used for its development, as well as tools such as photography. Base on the proposal content simplicity and the use of high impact creative images as well as texts to complement ideas. A campaign completely different from conventional ones was presented using alternative advertising materials and the infrastructure of the hospital, taking into account the most relevant mobility areas, mounting advertisement supports on walls, floors, lifts, chairs and doors, this was complemented with a printed support which will be delivered in doctor`s offices, pharmacy and information office, in which it was manifested the purpose of the advertising campaign. The use of these advertisement support show 97.33% in general campaign perception, 96.95% in advertisement pieces and support innovation and 95.67% in services optimization and improving the image projected by the hospital, we deduce that it is ideal for its implementation. It is recommended the use of alternative advertising materials different from the conventional ones because they are economical and they have a big advertising effect.