RATIONALIZATION AND QUALITY OF INTERNAL MARKETING IN HEALTH PROVIDING COMPANIES

Abstract

The concept of marketing has made significant advances in recent years, it is currently consolidated as a methodology that can be applied to different types of companies, whether public or private, for-profit or non-profit, among others, to the extent that You can understand that the development you have had depends on the correct relationships that you have the ability to establish within your target market, such as the relationship with customers, suppliers, competitors, among others. The objective of the article to analyze the rationalization of internal marketing in the companies that provide health benefits in the city of Cartagena de Indias, Colombia, using a descriptive methodology, posing as a question: How is marketing rationalized in the provider companies? of health? The results showed that internal marketing is a great strength of communication and motivation for internal workers in the health sector. The research contributes to the economic development of the city of Cartagena de Indias, through the use of the internal marketing tool, because its good practice will strengthen the internal interaction of health providers to improve the provision of services from health to the society where they perform their functions with quality. The great challenge of internal marketing is to reconcile the objectives and interests of the internal human resource to the needs and expectations of the external people of the organization.