Análisis de estrategia y plan comunicacional: Campaña contra el Cáncer de Mama de la FALP

Abstract

For Porter (2015), the strategy in organizations is a combination of goals that the company seeks and the policies with which it tries to achieve them. The objective of this study is to analyze the strategy and communication plan of a communication campaign focused on awareness, which in this case, corresponds to the campaign against breast cancer carried out by the Arturo López Pérez Foundation (FALP); to know what are the characteristics of the campaign to raise awareness among the population about breast cancer?. Through semi-structured interviews to the Marketing and Communications Management of the foundation, in addition to national and international experts in the area, it was found that although the health institution focuses its campaigns based on its corporate strategy, there is still a need to strengthen aspects in identity and organizational culture that strengthen the base of a communicational campaign that seeks to position a topic in the minds of people. The analysis of the research allows to conclude the FALP campaign complies with the main features, but has shortcomings in the process of measurement and evaluation that allows to determine the impact of the campaign on the target population.