The Sustainability of Telemedicine. Neuromarketing as current reality of Médico Express, C.A and prospective.

Abstract

The objective of the project was to design an advertising campaign for the company of Médico Express C.A., to publicize the company and its brand through the improvement of Neuromarketing strategies, for its positioning and image in the Guayana region. This is exploratory research of a qualitative nature, the information was obtained directly from the field and was analyzed within the Neuromarketing classroom, where the knowledge acquired throughout the semester was sought to be used in the practical field in an advertising campaign format. The project focused on the occupational health and safety service. Its purpose is to provide medical assistance via Telemedicine through home and telephone ambulance services throughout the year. As a result of the analysis of the company's current brand, an advertising campaign was proposed aimed at traditional communication media, as well as digital media that promote positive sensations and brand preference, through the stimulation of the five sensory senses, including the emotionality and rationalism of the client based on the study of their needs and cognitive biases regarding Telemedicine.