Promotion strategies in health services

Abstract

Introduction: the promotion of health services has evolved significantly over time, moving from traditional strategies to a significant boom in the use of quality digital strategies. At a global level, several nations stand out for their development in promotion strategies, especially countries in North America and Europe; in Latin America, Brazil, Mexico and Colombia stand out; Ecuador is still in the process of implementing new promotion strategies. Objective: to analyze the promotion strategies in health services in the province of Santo Domingo de los Tsáchilas. Method: the research on promotion strategies in health services was developed with a quantitative, descriptive and field approach, with the survey technique and the questionnaire as an instrument. Results: it was observed that the traditional promotion strategies most used by private health organizations to promote their services are public relations and advertising on radio and television; and that health establishments mostly use digital strategies in social networks and the promotion of content to manage the promotion of their products and services. Conclusions: When evaluating the perception of effectiveness of both traditional and digital promotion strategies applied by health organizations to advertise their services, the popularity and effectiveness of promotion on social networks, promotion of valuable content and email promotion are highlighted as key strategies to reach the target audience in the health field.