Marketing Plan of Camins Centro de Psicologia

Abstract

Treball Final de Grau en Administració d'Empreses. Codi: AE1049. Curs 2024/2025Psicología Camins is a psychological care center located in the center of the city of Castellón and specializes in offering psychology and speech therapy services to all ages. Through its philosophy focused on close and professional accompaniment, its value proposition is based on the commitment, specialization and closeness of each person who makes up this company, allowing it to offer an intervention adjusted to the specific needs of each person. The current social context presents a sustained growth in the demand for psychological services, motivated by the increase in awareness of mental health and crisis situations such as the last pandemic. This scenario is a great opportunity for centres such as Camins, as it has a varied range of services adapted to each person. In addition, at the territorial level, a significant need for psychological care has been detected in rural areas of the interior of Castellón, where the supply of professionals is scarce and in many areas non-existent, which has led the center to consider taking psychology to regions at risk of depopulation. Among the threats, the growing competition in the sector and the constant need for professional updating are identified, which implies high costs in training and continuous improvement. Camins has also detected significant shortcomings in access to mental health in rural environments, so the company proposes a series of objectives, such as opening up a market in five towns in the region, increasing the number of services by 20% compared to the previous period, which will be carried out through actions such as the organisation of free presentation days in the target villages. Among the most relevant strengths of the company is its strategic location in the city center and its team of highly qualified professionals with extensive experience in the sector. As a weakness, the limitation of current human resources is pointed out, which can make it difficult to meet new demands if the team is not reinforced. Camins establishes as strategic priority objectives to open the market in at least five towns in the Alto Mijares region during the first year of this territorial expansion, improve the loyalty of current customers through complementary services such as discounted session vouchers and post-service follow-ups. Another goal is to achieve a customer satisfaction level of 85%, measured through post-session assessment questionnaires, and to expand the team by hiring a new psychologist. To achieve these objectives, Camins will apply various strategies, the market penetration strategy (Ansoff) will be focused on increasing the contracting of services within the current market, the market expansion strategy is aimed at bringing Camins services to the inland regions of Castellón, starting with the Alto Mijares area. A differentiation strategy will also be carried out, based on offering additional valuable services, such as follow-up and personalized attention reinforcing the customer experience and a niche strategy focused mainly on the elderly in rural populations. All these strategies will take the form of a series of actions organised into three axes: service, price and communication. In terms of service, actions have been designed such as the design of a quality questionnaire to measure customer satisfaction, post-service follow-up and the hiring of a new psychologist have also been implemented. As for the price, actions have been carried out such as the creation of vouchers for discounted sessions and promotions for loyalty or recommendation. And in terms of communication actions, the website has been redesigned, in addition to energizing the company's social networks and free conferences have been organized in the target towns to publicize the services and generate confidence in the new areas of action