Modelo de gestión para implantar un seguro médico y accidentes para mascotas en Guayaquil.

Abstract

The increasing number of pets in Ecuadorian households has heightened concerns for their well-being, driving the demand for pet medical insurance as a means to alleviate the financial burden associated with medical costs. Although some owners face financial challenges in accessing expensive treatments and diagnostics, the interest in securing their pets' health is evident, with 98.8% of respondents expressing willingness to purchase insurance. This research focuses on establishing a model for pet medical and accident insurance in Guayaquil, evaluating its feasibility and profitability through surveys and statistical analysis. While the pet insurance market in Ecuador is still developing, there is a noticeable growing interest, with some options available in Guayaquil. However, these often do not cover complex pathologies or severe accidents. In addition to direct health costs, pet owners face other risks such as third-party aggression, theft, and loss of pets, which could be covered by insurance. The research aims to understand the needs and perceptions of pet owners and to identify the most effective advertising methods to attract potential buyers. Preliminary results show high acceptance of insurance among pet owners and reveal trends in the preference for social media platforms for advertising. These findings provide a solid foundation for designing and implementing an effective management model for pet medical and accident insurance in Guayaquil, addressing the needs of the local market.