Plan de Comunicación Integral que permita a la Clínica & Laboratorios MEDILAB de la provincia de Loja posicionarse en el segmento medio-alto de la ciudad en el año 2015 - 2016

Abstract

Investigate the services of Clinic and Laboratories MEDILAB, at first glance; do not seem to follow a logical strategy, because of the diversity of them. However, studying the competition and context, we find that all laboratories are developed in various markets. According to (Soto, 2015) Most Laboratories focus on the same type of activities: blood tests, urine tests, blood type. Given this fact, we face a MEDILAB advantage to differentiate from other competitors. For this, the comprehensive communication plan and Clinic Laboratories MEDILAB to understand the plan of internal and external communication develops. Internal communication plan to three years, including strategic, tactical and operational actions. As additional material, a proposal for a manual of style, internal marketing campaign aligned with the launch of the advertising proposal MEDILAB and a corporate blog for internal and external use occurs. External Communication Plan to three years, including strategic, tactical and operational actions. As additional material, MEDILAB advertising campaign includes two television spots, radio wedge two newspaper ads and a business prospectus is presented. Likewise, a proposal for reform is presented web.