Plan de comunicación y posicionamiento para el rubro de seguros médicos privados en Francisco Morazán, Honduras 2024
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Date
2025-05-26
Journal Title
Journal ISSN
Volume Title
Publisher
Universidad Tecnológica Centroamericana UNITEC
Abstract
El presente documento detalla los resultados de la investigación realizada para desarrollar un plan de comunicación y posicionamiento para el rubro de seguros médicos privados en Francisco Morazán, Honduras 2024. Se describen estrategias de comercialización para redes sociales y asesores de ventas. El estudio se realizó utilizando un enfoque mixto, cualitativo y cuantitativo, que incluyó la recolección de datos mediante encuestas aplicadas a una muestra de 154 personas que fueron mujeres (51%) y hombres (49%) que residen en Francisco Morazán, entrevistas a expertos en el rubro de seguros médicos y benchmarking comparativo de las aseguradoras existentes. Se obtuvo de las personas encuestadas que es probable (41%) y muy probable (35%) que adquieran un seguro médico. Asimismo, que su preferencia de contacto es tener atención personalizada y en línea (46%). El (99%) de los encuestados utilizan redes sociales, el 30% de ellos las utilizan para buscar información de seguros médicos siendo WhatsApp (23%) la red de mayor uso, seguido por Instagram (23%) y Facebook (21%). De los datos obtenidos se identificaron preferencias, perfil de potenciales clientes, demanda de coberturas para seguros médicos en Francisco Morazán.
This document details the results of the research conducted to develop a communication and positioning plan for private health insurance in Francisco Morazán, Honduras 2024. Marketing strategies for social networks and sales consultants are described. The study was conducted using a mixed qualitative and quantitative approach, which included data collection through surveys applied to a sample of 154 people who were women (51%) and men (49%) residing in Francisco Morazán, interviews with experts in the field of health insurance and comparative benchmarking of existing insurers. It was obtained from the people surveyed that it is probable (41%) and very probable (35%) that they will purchase health insurance. Also, that their contact preference is to have personalized and online attention (46%). The (99%) of respondents use social networks, 30% of them use them to search for health insurance information being WhatsApp (23%) the network with the highest usage, followed by Instagram (23%) and Facebook (21%). From the data obtained, preferences, profile of potential clients, and demand for health insurance coverage in Francisco Morazán were identified.
This document details the results of the research conducted to develop a communication and positioning plan for private health insurance in Francisco Morazán, Honduras 2024. Marketing strategies for social networks and sales consultants are described. The study was conducted using a mixed qualitative and quantitative approach, which included data collection through surveys applied to a sample of 154 people who were women (51%) and men (49%) residing in Francisco Morazán, interviews with experts in the field of health insurance and comparative benchmarking of existing insurers. It was obtained from the people surveyed that it is probable (41%) and very probable (35%) that they will purchase health insurance. Also, that their contact preference is to have personalized and online attention (46%). The (99%) of respondents use social networks, 30% of them use them to search for health insurance information being WhatsApp (23%) the network with the highest usage, followed by Instagram (23%) and Facebook (21%). From the data obtained, preferences, profile of potential clients, and demand for health insurance coverage in Francisco Morazán were identified.
Keywords
Coberturas, competitividad, plan comunicación