Positioning of healthcare institutions in the city of Rioverde, San Luis Potosí, Mexico

Abstract

Objective: The purpose of this study is to establish the positioning of health institutions and which of these is the leading brand in the municipality of Rioverde, San Luis Potosi.

Materials and methods: We worked under a quantitative methodology, descriptive and correlational in scope, with a cross-sectional design. The sample corresponds to 267 participants where a multistage sampling was carried out in two phases, where first sampling was carried out in the areas where the health institutions are located, and the second part consisted of sampling the users of the service. The technique used was the survey and the instrument was a questionnaire composed of seven items that were measured by means of a 5-point Likert scale, where one indicated strongly disagree and five indicated strongly agree. The reliability of this instrument was very good because a Cronbach's alpha value of 0.887.

Results: The main results showed that the leading brand in the municipality is the CMR, which is positioned by attributes such as warmth, attention, personnel, facilities and reputation, while the General Hospital of Rioverde has a great disadvantage in the market because users cannot clearly associate it with any attribute.

Conclusions: The positioning of health institutions in the municipality of Rioverde, S.L.P. plays a great role due to the intense competition in this field. Therefore, it is essential to understand how users value different institutions and their respective attributes. It was observed that there is a significant difference between health institutions, both public and private, which causes some to be considered superior to others.

Keywords: Positioning; Image; Health Institutions.