Performance strategies for the competitive environment of health insurance brokers in Guayaquil

Abstract

The work presented addresses the current behavior of the performance strategies of the medical insurance broker in the competitive environment of the city of Guayaquil, Ecuador.  The starting point has been an assessment of the regular trends of changes that, according to the literature, have been experienced in recent years in this insurance sector worldwide, identifying their consistency with what has been experienced in the context of this important city. With the objective of analyzing how the competitive environment determines the strategies and performance of these insurance brokers, in this article a methodological triangulation of the results is carried out through the analysis of qualitative and quantitative methods that have made possible the application of interviews to insurance broker managers who operate in the area of medical care, as well as PESTEL analysis and Porter's Five Forces, which allowed us to identify the main strategies implemented by medical insurance brokers in the city of Guayaquil. The identified strategies, which are also proposed solutions to the different factors that affect the broker environment, were grouped into three fundamental dimensions; political, technological and economic, considering their specific weight in behavior and the importance of managers and directors paying special attention to them, as they serve as a reference for the implementation of tactics that ensure growth in the sector.