{"id":2476,"date":"2020-03-27T16:00:26","date_gmt":"2020-03-27T22:00:26","guid":{"rendered":"https:\/\/blogs.uninter.edu.mx\/ENDECS\/?p=2476"},"modified":"2020-02-25T13:34:24","modified_gmt":"2020-02-25T19:34:24","slug":"analisis-de-comunicacion-integral-de-marketing-para-un-laboratorio-de-analisis-clinico-estudio-de-caso","status":"publish","type":"post","link":"https:\/\/blogs.uninter.edu.mx\/ENDECS\/index.php\/2020\/03\/27\/analisis-de-comunicacion-integral-de-marketing-para-un-laboratorio-de-analisis-clinico-estudio-de-caso\/","title":{"rendered":"AN\u00c1LISIS DE COMUNICACI\u00d3N INTEGRAL DE MARKETING PARA UN LABORATORIO DE AN\u00c1LISIS CL\u00cdNICO: ESTUDIO DE CASO"},"content":{"rendered":"\n<h2 class=\"wp-block-heading\">Tesina de Grado<\/h2>\n\n\n\n<p style=\"text-align:justify\">La presente Tesina se enmarca en Laboratorios QJR; es una empresa familiar con m\u00e1s de 50 a\u00f1os en el sector de an\u00e1lisis cl\u00ednicos, establecida en el \u00e1rea de Cuernavaca, Morelos.<\/p>\n\n\n\n<ul class=\"wp-block-gallery columns-1 is-cropped wp-block-gallery-1 is-layout-flex wp-block-gallery-is-layout-flex\"><li class=\"blocks-gallery-item\"><figure><img loading=\"lazy\" decoding=\"async\" width=\"1024\" height=\"576\" src=\"https:\/\/blogs.uninter.edu.mx\/ENDECS\/wp-content\/uploads\/2020\/02\/Medica-1024x576.jpg\" alt=\"\" data-id=\"2477\" data-link=\"https:\/\/blogs.uninter.edu.mx\/ENDECS\/?attachment_id=2477#main\" class=\"wp-image-2477\" srcset=\"https:\/\/blogs.uninter.edu.mx\/ENDECS\/wp-content\/uploads\/2020\/02\/Medica-1024x576.jpg 1024w, https:\/\/blogs.uninter.edu.mx\/ENDECS\/wp-content\/uploads\/2020\/02\/Medica-300x169.jpg 300w, https:\/\/blogs.uninter.edu.mx\/ENDECS\/wp-content\/uploads\/2020\/02\/Medica-768x432.jpg 768w, https:\/\/blogs.uninter.edu.mx\/ENDECS\/wp-content\/uploads\/2020\/02\/Medica-460x260.jpg 460w, https:\/\/blogs.uninter.edu.mx\/ENDECS\/wp-content\/uploads\/2020\/02\/Medica.jpg 1920w\" sizes=\"auto, (max-width: 1024px) 100vw, 1024px\" \/><\/figure><\/li><\/ul>\n\n\n\n<p style=\"text-align:justify\">La Tesina de grado fue presentada por la LIC. INGRID N\u00c1JERA ROBLEDO para obtener el grado de <strong>Maestra<\/strong> en <a href=\"https:\/\/posgrados.uninter.edu.mx\/Maes-Admin-Direc\">Mercadotecnia Global.<\/a><\/p>\n\n\n\n<p style=\"text-align:justify\">Laboratorios QJR ha experimentado una disminuci\u00f3n en cuanto a la relaci\u00f3n con sus clientes; debido al n\u00famero de competidores nuevos en el mercado con gran inversi\u00f3n en Marketing y adem\u00e1s por la falta de enfoque hacia una Comunicaci\u00f3n Integral de Marketing (CIM) efectiva, constante y completa.<\/p>\n\n\n\n<p style=\"text-align:justify\">En este an\u00e1lisis de Comunicaci\u00f3n Integral de Marketing para Laboratorios QJR; se plantean objetivos articulados a distintas estrategias enfocadas a publicidad, promoci\u00f3n de ventas, eventos, relaciones p\u00fablicas, ventas personales y marketing directo; a trav\u00e9s de un intercambio de servicios con las empresas de medios.<\/p>\n\n\n\n<p style=\"text-align:justify\">Por otro lado, se analiz\u00f3 la relevancia de un estudio de mercado basado en la investigaci\u00f3n mixta; para conocer el nivel de satisfacci\u00f3n de los clientes actuales.<\/p>\n\n\n\n<ul class=\"wp-block-gallery columns-1 is-cropped wp-block-gallery-2 is-layout-flex wp-block-gallery-is-layout-flex\"><li class=\"blocks-gallery-item\"><figure><img loading=\"lazy\" decoding=\"async\" width=\"259\" height=\"194\" src=\"https:\/\/blogs.uninter.edu.mx\/ENDECS\/wp-content\/uploads\/2020\/02\/Medica2.jpg\" alt=\"\" data-id=\"2478\" data-link=\"https:\/\/blogs.uninter.edu.mx\/ENDECS\/?attachment_id=2478#main\" class=\"wp-image-2478\"\/><\/figure><\/li><\/ul>\n\n\n\n<p style=\"text-align:justify\">Del mismo modo, se entrevist\u00f3 a m\u00e9dicos especialistas, para conocer los motivos de preferencia de un laboratorio sobre otro; as\u00ed como para conocer las estrategias de comunicaci\u00f3n que utilizan otros laboratorios de an\u00e1lisis cl\u00ednicos. La opini\u00f3n de los m\u00e9dicos es relevante, pues son quienes recomiendan a sus pacientes los estudios cl\u00ednicos a realizar; ya que un bajo porcentaje de los pacientes acude a realizarse estudios a un laboratorio por iniciativa propia.<\/p>\n\n\n\n<p style=\"text-align:justify\">Con este an\u00e1lisis de Comunicaci\u00f3n Integral de Marketing se pretende atraer nuevos clientes y mantener satisfechos a los actuales; a trav\u00e9s de la implementaci\u00f3n de las estrategias sugeridas.<\/p>\n\n\n\n<p style=\"text-align:justify\">Si Laboratorios QJR contin\u00faa con m\u00ednimas acciones de Comunicaci\u00f3n Integral de Marketing (CIM), destinando baja inversi\u00f3n para su implementaci\u00f3n sostenida; ser\u00e1 cada vez m\u00e1s dif\u00edcil mejorar la relaci\u00f3n con sus clientes actuales y fomentar una nueva relaci\u00f3n con clientes potenciales.<\/p>\n\n\n\n<ul class=\"wp-block-gallery columns-1 is-cropped wp-block-gallery-3 is-layout-flex wp-block-gallery-is-layout-flex\"><li class=\"blocks-gallery-item\"><figure><img loading=\"lazy\" decoding=\"async\" width=\"276\" height=\"183\" src=\"https:\/\/blogs.uninter.edu.mx\/ENDECS\/wp-content\/uploads\/2020\/02\/Medica3.png\" alt=\"\" data-id=\"2479\" data-link=\"https:\/\/blogs.uninter.edu.mx\/ENDECS\/?attachment_id=2479#main\" class=\"wp-image-2479\"\/><\/figure><\/li><\/ul>\n\n\n\n<p><strong>Si quieres seguir leyendo, ingresa al siguiente link   <\/strong><\/p>\n\n\n\n<div class=\"wp-block-button\"><a class=\"wp-block-button__link\" href=\"https:\/\/uninteredumx-my.sharepoint.com\/:b:\/g\/personal\/agama_uninter_edu_mx\/ETMTkRXOp6dGlx5F_K-irWYByCFUzv8Duy_nKhvg6n224Q?e=PSF7eY\"> <strong>Descarga aqu\u00ed<\/strong> <\/a><\/div>\n\n\n\n<div class=\"wp-block-button\"><a class=\"wp-block-button__link has-text-color has-very-dark-gray-color has-background has-very-light-gray-background-color\" href=\"https:\/\/uninteredumx-my.sharepoint.com\/:b:\/g\/personal\/endecs_uninter_edu_mx\/EWrG1gTnkQFMskaZJI0Qp9UBpTn4jSBQzre2ApDwefLykQ?e=iViBUl\">Otras publicaciones<\/a><\/div>\n","protected":false},"excerpt":{"rendered":"<p>Tesina de Grado La presente Tesina se enmarca en Laboratorios QJR; es una empresa familiar con m\u00e1s de 50 a\u00f1os en el sector de an\u00e1lisis cl\u00ednicos, establecida en el \u00e1rea de Cuernavaca, Morelos. La Tesina de grado fue presentada por la LIC. INGRID N\u00c1JERA ROBLEDO para obtener el grado de Maestra en Mercadotecnia Global. Laboratorios&hellip;<\/p>\n","protected":false},"author":12,"featured_media":2477,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_jetpack_memberships_contains_paid_content":false,"footnotes":"","jetpack_publicize_message":"","jetpack_publicize_feature_enabled":true,"jetpack_social_post_already_shared":true,"jetpack_social_options":{"image_generator_settings":{"template":"highway","default_image_id":0,"font":"","enabled":false},"version":2}},"categories":[1,30,4],"tags":[263,21,244,52,197,22,23],"class_list":["post-2476","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-endecs","category-investigaciones","category-posgrados-uninter","tag-comunicacion-integral","tag-endecs","tag-escuela-de-negocios-derecho-y-ciencias-sociales","tag-marketing","tag-tesina","tag-uninter","tag-universidad-internacional"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v26.0 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\r\n<title>AN\u00c1LISIS DE COMUNICACI\u00d3N INTEGRAL DE MARKETING PARA UN LABORATORIO DE AN\u00c1LISIS CL\u00cdNICO: ESTUDIO DE CASO - ENDECS<\/title>\r\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\r\n<link rel=\"canonical\" href=\"https:\/\/blogs.uninter.edu.mx\/ENDECS\/index.php\/2020\/03\/27\/analisis-de-comunicacion-integral-de-marketing-para-un-laboratorio-de-analisis-clinico-estudio-de-caso\/\" \/>\r\n<meta property=\"og:locale\" content=\"es_MX\" \/>\r\n<meta property=\"og:type\" content=\"article\" \/>\r\n<meta property=\"og:title\" content=\"AN\u00c1LISIS DE COMUNICACI\u00d3N INTEGRAL DE MARKETING PARA UN LABORATORIO DE AN\u00c1LISIS CL\u00cdNICO: ESTUDIO DE CASO - ENDECS\" \/>\r\n<meta property=\"og:description\" content=\"Tesina de Grado La presente Tesina se enmarca en Laboratorios QJR; es una empresa familiar con m\u00e1s de 50 a\u00f1os en el sector de an\u00e1lisis cl\u00ednicos, establecida en el \u00e1rea de Cuernavaca, Morelos. La Tesina de grado fue presentada por la LIC. INGRID N\u00c1JERA ROBLEDO para obtener el grado de Maestra en Mercadotecnia Global. Laboratorios&hellip;\" \/>\r\n<meta property=\"og:url\" content=\"https:\/\/blogs.uninter.edu.mx\/ENDECS\/index.php\/2020\/03\/27\/analisis-de-comunicacion-integral-de-marketing-para-un-laboratorio-de-analisis-clinico-estudio-de-caso\/\" \/>\r\n<meta property=\"og:site_name\" content=\"ENDECS\" \/>\r\n<meta property=\"article:published_time\" content=\"2020-03-27T22:00:26+00:00\" \/>\r\n<meta property=\"og:image\" content=\"https:\/\/blogs.uninter.edu.mx\/ENDECS\/wp-content\/uploads\/2020\/02\/Medica.jpg\" \/>\r\n\t<meta property=\"og:image:width\" content=\"1920\" \/>\r\n\t<meta property=\"og:image:height\" content=\"1080\" \/>\r\n\t<meta property=\"og:image:type\" content=\"image\/jpeg\" \/>\r\n<meta name=\"author\" content=\"Zamir Campuzano\" \/>\r\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\r\n<meta name=\"twitter:label1\" content=\"Escrito por\" \/>\n\t<meta name=\"twitter:data1\" content=\"Zamir Campuzano\" \/>\n\t<meta name=\"twitter:label2\" content=\"Tiempo de lectura\" \/>\n\t<meta name=\"twitter:data2\" content=\"2 minutos\" \/>\r\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\/\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\/\/blogs.uninter.edu.mx\/ENDECS\/index.php\/2020\/03\/27\/analisis-de-comunicacion-integral-de-marketing-para-un-laboratorio-de-analisis-clinico-estudio-de-caso\/#article\",\"isPartOf\":{\"@id\":\"https:\/\/blogs.uninter.edu.mx\/ENDECS\/index.php\/2020\/03\/27\/analisis-de-comunicacion-integral-de-marketing-para-un-laboratorio-de-analisis-clinico-estudio-de-caso\/\"},\"author\":{\"name\":\"Zamir Campuzano\",\"@id\":\"https:\/\/blogs.uninter.edu.mx\/ENDECS\/#\/schema\/person\/7409e3af69a2dab8123eccff2f06464e\"},\"headline\":\"AN\u00c1LISIS DE COMUNICACI\u00d3N INTEGRAL DE MARKETING PARA UN LABORATORIO DE AN\u00c1LISIS CL\u00cdNICO: ESTUDIO DE CASO\",\"datePublished\":\"2020-03-27T22:00:26+00:00\",\"mainEntityOfPage\":{\"@id\":\"https:\/\/blogs.uninter.edu.mx\/ENDECS\/index.php\/2020\/03\/27\/analisis-de-comunicacion-integral-de-marketing-para-un-laboratorio-de-analisis-clinico-estudio-de-caso\/\"},\"wordCount\":378,\"commentCount\":0,\"publisher\":{\"@id\":\"https:\/\/blogs.uninter.edu.mx\/ENDECS\/#organization\"},\"image\":{\"@id\":\"https:\/\/blogs.uninter.edu.mx\/ENDECS\/index.php\/2020\/03\/27\/analisis-de-comunicacion-integral-de-marketing-para-un-laboratorio-de-analisis-clinico-estudio-de-caso\/#primaryimage\"},\"thumbnailUrl\":\"https:\/\/blogs.uninter.edu.mx\/ENDECS\/wp-content\/uploads\/2020\/02\/Medica.jpg\",\"keywords\":[\"comunicaci\u00f3n integral\",\"ENDECS\",\"Escuela de Negocios Derecho y Ciencias Sociales\",\"marketing\",\"tesina\",\"UNINTER\",\"Universidad Internacional\"],\"articleSection\":[\"ENDECS\",\"Investigaciones\",\"Posgrados ENDECS\"],\"inLanguage\":\"es\",\"potentialAction\":[{\"@type\":\"CommentAction\",\"name\":\"Comment\",\"target\":[\"https:\/\/blogs.uninter.edu.mx\/ENDECS\/index.php\/2020\/03\/27\/analisis-de-comunicacion-integral-de-marketing-para-un-laboratorio-de-analisis-clinico-estudio-de-caso\/#respond\"]}]},{\"@type\":\"WebPage\",\"@id\":\"https:\/\/blogs.uninter.edu.mx\/ENDECS\/index.php\/2020\/03\/27\/analisis-de-comunicacion-integral-de-marketing-para-un-laboratorio-de-analisis-clinico-estudio-de-caso\/\",\"url\":\"https:\/\/blogs.uninter.edu.mx\/ENDECS\/index.php\/2020\/03\/27\/analisis-de-comunicacion-integral-de-marketing-para-un-laboratorio-de-analisis-clinico-estudio-de-caso\/\",\"name\":\"AN\u00c1LISIS DE COMUNICACI\u00d3N INTEGRAL DE MARKETING PARA UN LABORATORIO DE AN\u00c1LISIS CL\u00cdNICO: ESTUDIO DE CASO - 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