Universidad Católica Boliviana "San Pablo"

2 ABSTRACT The research aims to increase services Vidalab clinical laboratory in the city of Santa Cruz de la Sierra, as this is going through a low demand due to administrative shortcomings. As the main problem lies in the lack of that laboratory business strategies to achieve the desired objectives, lack of marketing to raise awareness of potential patients the services provided in the laboratory. Business management strategies, marketing strategies, elements and factors that make a difference and at the same time increase the quality of the laboratory, being more competitive and accurate in delivering lab results are presented. In the current field research laboratory diagnosis based on an interview with the owner manager, the state that is currently and practices being carried out is identified, the perception of the current patient is also studied, you were asked to rate and evaluate the service lab, as well as the views of potential patients about how you could provide a quality service and elements are necessary for the patient to put their trust in the laboratory and results will be provided. Finally a proposal based on management strategies, marketing strategies, relationship marketing and integral elements for the laboratory to provide quality service with accurate and efficient results, based on ideal laboratory primary care the patient's life is made.