Estrategia de marketing social para el “Fortalecimiento de la gestión institucional de la ESE centro de Rehabilitación Cardioneuromuscular del Norte de Santander”
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Fecha
2025
Autores
Herrera León, Claudia Patricia
Orellanos Buitrago, Derly Daniela
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Ediciones Universidad Simón Bolívar
Facultad de Administración y Negocios
Facultad de Administración y Negocios
Resumen
El presente ensayo tiene como propósito diseñar una estrategia de marketing social orientada a fortalecer la gestión institucional de la Empresa Social del Estado (ESE) Centro de Rehabilitación Cardio neuro muscular del Norte de Santander; Esta ESE pública, única en su tipo en la región, ha sido históricamente reconocida por su aporte a la rehabilitación integral a través de programas especializados y servicios habilitados de medicina física y rehabilitación, terapia ocupacional, fisioterapia fonoaudiología y psicología. No obstante, enfrenta dificultades en el mantenimiento y funcionamiento de la misma, lo cual ha afectado su imagen institucional. Se propone una estrategia que visibilice su valor público e impacto social, involucre a la comunidad y fortalezca la percepción ciudadana a través de acciones de valor colectivo y transformación social. Esta propuesta se sustenta en los principios del marketing social y la generación de valor público, contribuyendo a la recuperación gradual de la ESE en el marco de los lineamientos de la Resolución 1893 de 2015
The purpose of this essay is to design a social marketing strategy aimed at strengthening the institutional management of the State Social Enterprise (ESE) Centro de Rehabilitación Cardio neuro muscular of Norte de Santander. This public ESE, the only one of its kind in the region, has historically been recognized for its contribution to comprehensive rehabilitation through specialized programs and certified services in physical medicine and rehabilitation, occupational therapy, physiotherapy, speech therapy, and psychology. However, it faces challenges in its maintenance and operation, which have affected its institutional image. A strategy is proposed to make its public value and social impact visible, involve the community, and strengthen citizens’ perceptions through actions that promote collective value and social transformation. This proposal is based on the principles of social marketing and the generation of public value, contributing to the gradual recovery of the ESE within the framework of the guidelines established in Resolution 1893 of 2015
The purpose of this essay is to design a social marketing strategy aimed at strengthening the institutional management of the State Social Enterprise (ESE) Centro de Rehabilitación Cardio neuro muscular of Norte de Santander. This public ESE, the only one of its kind in the region, has historically been recognized for its contribution to comprehensive rehabilitation through specialized programs and certified services in physical medicine and rehabilitation, occupational therapy, physiotherapy, speech therapy, and psychology. However, it faces challenges in its maintenance and operation, which have affected its institutional image. A strategy is proposed to make its public value and social impact visible, involve the community, and strengthen citizens’ perceptions through actions that promote collective value and social transformation. This proposal is based on the principles of social marketing and the generation of public value, contributing to the gradual recovery of the ESE within the framework of the guidelines established in Resolution 1893 of 2015
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Palabras clave
Marketing social, Empresa social del estado (ESE), Valor público, Valor social, Gestión institucional
