Estrategias de comunicación y el posicionamiento de la marca del Hospital Básico Enrique Becerra, ciudad Guaranda, provincia Bolívar, año 2025.

Abstract

Brand positioning in healthcare institutions, especially in the private sector, depends on the communication strategies employed to project their brand to users. For the Enrique Becerra Basic Hospital, determining communication strategies is key to strengthening its positioning and differentiating itself from the competition. To this end, an exploratory and descriptive methodology with a quantitative and qualitative approach was applied. Market research was conducted using a survey administered to the population of the city of Guaranda. This survey revealed the level of brand recall and the factors that drive patients to choose the institution, primarily the specialists and equipment. However, the survey also highlighted deficiencies in the reliability of the information provided. Furthermore, the interview provided insight into the internal communication practices, revealing a lack of strategic planning and a consistent graphic design for publications across various communication channels. This negatively impacts user perception, making the institution seem unreliable and unprofessional. It is crucial for a healthcare institution to have clear, coherent, and, above all, strategic communication, as this contributes to building a positive image and maintaining its position in a constantly evolving market.