Planificación de Comunicación Estratégica 360° del Hospital Privado Tungurahua S.A. de la ciudad de Ambato

Abstract

Abstract:The current workaims to contribute to the strategic communication of the health sector in Ecuador, with a mixed and exploited research addressing concepts of strategic planning, organizational communication, internal communication and digital marketing, to develop a 360°strategic communication plan of the Tungurahua S.A. Private Hospital.; surveys were conducted to 339 for the diagnosis of external communication and 43 people for the diagnosis of internal communication, after an audit of the digital environments of the organization using online measurement tools in its free version allowing to objectively determine the current situation. Based on these results, the marketing strategy, the action plan, the schedule and the communication evaluation are defined by applying the communication management bridge, all this in order to generate a 360° strategic communication model. Among the most relevant conclusions from the author's point of view, it is determined that there is no responsible for communication, nor is there a planning of it, which generates a poor management of digital environments and internal communication.