Medición y Evaluación en Comunicación Estratégica del Hospital de los Valles

Abstract

This project provides a focus on the activities that the Hospital de los Valles, in order to position your brand and be recognized in the market vision. On this basis, this paper will determine the results of the institutional magazine "Somos Familia" Hospital de los Valles as a communication product during 2013. To meet the objectives set for the case study, the model Measurement and Evaluation in Strategic Communication or "Communication Management Bridge" applied by means of a qualitative methodology, using semi-structured interviews, internal documentation and observation will be used. The approach to strategy and techniques of internal communication as well as its evaluation and measurement will reveal what attributes according to your image structure are, since according to them should establish its communicative action to try to fortify protect or transform depending on your interests.