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The objective of the Provincial Directorate of the IESS Canar is to implement unconventional marketing strategies to enhance the affiliation of volunteers and independent workers in light of the new epidemiological conditions. It was based on a descriptive type with a non-experimental cross-sectional design, it was worked with a population sample of 73 people who have voluntarily joined IEES - Ecuador. The IESS market in the province of Canar will benefit from the implementation of guerrilla marketing campaigns always with the mentality of continuing to innovate and potentiate efforts to determine the present and future needs of consumers, thus allowing to provide a high level of satisfaction and comfort; and, as an institution, the benefit of increasing the number of affiliates within the province and also the profit of generating a level of sustainability and strengthening of the Ecuadorian Institute of Social Security at the national level.

Marketing de guerrilla en procesos de afiliación voluntaria e independiente del IESS entorno al COVID-19