STRATEGIC MARKETING PLAN FOR THE POSITIONING OF THE BIOS LAB LABORATORY IN LZC

Abstract

Today all companies and businesses, however small they may be, need the development of a good marketing plan to obtain better results in their purposes. A road guide must be drawn up to serve as a reference when planning all the actions and strategies in these times that occurred during and after COVID-19. This project is based on a marketing plan that aims to achieve the positioning of the Bios LAB clinical and microbiological analysis Laboratory in the City of Lázaro Cárdenas, Michoacán, ensuring that each community maintains it as one of its options when going to this type of services.

As a company that provides a clinical analysis service, it works on the perception or image of patients that is created in terms of the service it provides, in which trust, agility, quality and friendliness are managed, at the time of taking the exams. and also at the time of delivery of the results, in terms of price, in this sector they are highly competitive and vary according to the complexity of the exams. Therefore, the Bios LAB clinical analysis laboratory with said investigation wishes to increase the number of patients that require the provision of the service, and to achieve this, some marketing strategies must be carried out in order to be able to position themselves in the market successfully, this is achieved through an excellent advertising campaign through visual, technological and traditional media to achieve a good image and excellent customer satisfaction.