Caracterización de estrategias de mercadeo de alimentos y bebidas no alcohólicas dirigidas a la población infantil y adolescente en puntos de venta, Costa Rica 2018

El objetivo del presente estudio fue caracterizar en los puntos de venta de Costa Rica las estrategias de mercadeo utilizadas en alimentos y bebidas no alcohólicas dirigidas a la población infantil, adolescente y a sus padres o tutores (compradores), que influyen en la compra de productos de alto contenido energético y bajo valor nutricional. La recolección de datos se realizó en el 2018 mediante una guía de observación aplicada al punto de venta (n:12) y un cuestionario dirigido a los padres o tutores (n: 72) de la población infantil y adolescente. Se encontró que la estrategia de mercadeo utilizada con mayor frecuencia en el área de entrada, caja y salida del punto de venta fue la reducción de precios (79,0; 87,5 y 88,0%, respectivamente). En los puntos de venta existe un empleo frecuente y variado de estrategias de mercadeo de productos alimenticios densamente calóricos y con un exceso de nutrientes críticos que son relevantes en salud pública por su asociación con la obesidad y enfermedades no transmisibles.

The aim of this study was to characterize in the retail outlets the marketing strategies used in food and non-alcoholic beverages aimed at children, adolescents, and their parents or guardians (shoppers) which influence the purchase of products of high energy content and low nutritional value in Costa Rica. Data collection was carried out in 2018 with an observation guide applied at the retail outlets (RO) (n: 12) and a questionnaire aimed at parents or guardians (shoppers) (n: 72) of the child and adolescent population. The study found that the marketing strategy most frequently used in the entry, cash and exit area the retail outlets was price reduction (79,0, 87.5 and 88,0%, respectively).There is a frequent and varied use of marketing strategies in retail outlets for calorie-dense food products with an excess of critical nutrients that are relevant in public health due to their association with obesity and non-communicable diseases.

Did child obesity decline after 2016 food regulations in Chile? / ¿Disminuyó la obesidad infantil en Chile después de la introducción de las regulaciones alimentarias en el 2016? / A obesidade infantil diminuiu após a regulamentação de alimentos de 2016 no Chile?

ABSTRACT We estimated trends in the prevalence of obesity and overweight among Chilean primary and secondary students before and after Chile's 2016 regulations on the marketing and availability of foods high in energy, total sugars, sodium, or saturated fat. We used data from Chile's Survey of Nutrition, which measured the body mass index (BMI) of students in government-funded schools. Using BMI thresholds defined by the World Health Organization, we calculated the prevalence of overweight and obesity for each year from 2013 to 2019 among students attending pre-kindergarten (age 4 years), kindergarten (age 5 years), first grade (6 years), and ninth grade (14 years). In ninth grade students, overweight and obesity prevalence rose by 2 percentage points over the 3 years after introduction of the 2016 regulations. In pre-kindergarten, kindergarten, and first grade, overweight and obesity fell 1 to 3 percentage points 1 year after the regulations were introduced, but rebounded to previous levels the next year. Chile's food regulations were not followed by a sustained decline in obesity in primary- and secondary-school students. Future research should examine whether and how children in Chile and other countries maintain high levels of overweight and obesity despite food regulations designed to reduce consumption of obesogenic foods and beverages.

RESUMEN Se estimaron las tendencias en la prevalencia de la obesidad y el sobrepeso en estudiantes chilenos de educación primaria y secundaria, antes y después de las regulaciones introducidas en Chile en el 2016 sobre la comercialización y disponibilidad de productos hipercalóricos, con un alto contenido de azúcares, sodio o grasas saturadas. Se utilizaron datos del Mapa Nutricional de Chile, una encuesta en la que se midió el índice de masa corporal (IMC) de la población estudiantil de las escuelas públicas. Tomando los umbrales de IMC definidos por la Organización Mundial de la Salud, se calculó la prevalencia del sobrepeso y la obesidad para cada año entre el 2013 y el 2019 en estudiantes de jardín de infancia (4 años), preescolar (5 años), primer grado (6 años) y noveno grado (14 años). En los estudiantes de noveno grado, la prevalencia del sobrepeso y la obesidad aumentó en 2 puntos porcentuales durante los 3 años posteriores a la introducción de las regulaciones del 2016. En el caso de los grupos de jardín de infancia, preescolar y primer grado, el sobrepeso y la obesidad disminuyeron entre 1 y 3 puntos porcentuales un año después de la introducción de las regulaciones, pero al año siguiente volvieron a los niveles anteriores. La introducción de las regulaciones alimentarias de Chile no estuvo seguida de una disminución continua de la obesidad en la población estudiantil de primaria y secundaria. En las investigaciones futuras se deberá examinar si la población infantil de Chile y otros países mantiene niveles altos de sobrepeso y obesidad a pesar de las regulaciones alimentarias diseñadas para reducir el consumo de productos y bebidas obesogénicos, así como las características específicas que adopta este problema de salud.

RESUMO Foram estimadas tendências de prevalência da obesidade e do sobrepeso em alunos chilenos do ensino fundamental e médio antes e depois da regulamentação de 2016 da propaganda e disponibilidade de alimentos com alto teor calórico ou ricos em açúcares totais, sódio ou gorduras saturadas no Chile. Foram utilizados dados obtidos da Pesquisa em Nutrição do Chile, que aferiu o índice de massa corporal (IMC) de escolares da rede pública. Com base nos limiares de IMC definidos pela Organização Mundial da Saúde (OMS), calculou-se a prevalência anual de sobrepeso e obesidade em crianças na pré-escola (4 anos), no jardim da infância (5 anos), no primeiro ano (6 anos) e no nono ano (14 anos) em cada ano no período entre 2013 e 2019. Entre os alunos do nono ano, a prevalência de sobrepeso e obesidade aumentou 2 pontos percentuais nos 3 anos que se seguiram à introdução da regulamentação de 2016. Entre os alunos da pré-escola, do jardim de infância e do primeiro ano, ocorreu uma redução de 1 a 3 pontos percentuais na prevalência de sobrepeso e obesidade um ano após a introdução da regulamentação, mas os níveis voltaram a subir no ano seguinte. A regulamentação de alimentos não resultou em um declínio sustentado da obesidade nos alunos do ensino fundamental e médio do Chile. Pesquisas futuras devem ser realizadas para avaliar se, e como, a prevalência de sobrepeso e obesidade nas crianças chilenas e de outros países se mantém alta a despeito da regulamentação de alimentos visando à redução do consumo de alimentos e bebidas obesogênicos.

Utilización de imágenes de pacientes para marketing médico

El uso de estrategias de imagen en las redes sociales médicas está cada vez más extendido, cumpliendo el límite ético establecido por el CEM. Sabiendo esto, el presente estudio buscó comprender el problema de la exposición de los pacientes en las redes sociales médicas. Para ello, se realizó una revisión bibliográfica a partir de las bases Scientific Electronic Library Online (Scielo), PubMED, UpToDate, LILACS, incluyendo artículos en inglés, español y portugués publicados a partir de 2018. Así, se percibió en algunas ciudades la tendencia a crear leyes para regular esta exposición, dado que el uso de imágenes se ha vuelto rutinario en la publicidad médica, como una forma de demostrar resultados. Sin embargo, esta práctica está muy acompañada de faltas éticas como recomienda el CFM.

The use of imagem strategies in medical socieal networks is increasingly widespread, meeting the ethical limit established by the CEM. Knowing this, the present study sought to understand the problem of patient exposure in medical social networks. For this, a literature review was carried out from the Scientific Electronic Library Online (Scielo), Pubmed, UpToDate, LILACS databases, articles in English, Spanish and Portuguese published from 2018 onwards were included. Thus, a tendency was noticed in some cities to create laws to regulate this exposure, given that the use of images has become routine in medical advertising, as a way to demonstrate results. However, this practice is greatly accompanied by ethical failures as recommended by the CFM.

A utilização das estratégias de imagem nas redes sociais médicas está cada vez mais disseminada, encontrando-se no limite ético estabelecido pelo CEM. Sabendo disso, o presente estudo buscou entender a problemática da exposição do paciente nas redes sociais médicas. Para isso, foi feita uma revisão da literatura a partir das bases Scientific Eletronic Library Online (Scielo), PubMED, UpToDate, LILACS, foram incluídos artigos em inglês, espanhol e português publicados a partir de 2018. Assim, percebeu-se em algumas cidades a tendência de criar leis para regular essa exposição, haja vista que a utilização de imagens tornou-se rotineira na propaganda médica, como forma demonstrar resultados. Todavia, tal prática vem acompanhada grandemente de falhas éticas segundo o preconizado pelo CFM.

Caracterización de la oferta de medicamentos en la República Argentina / Characterization of the drug supply in Argentina

Resumen Introducción : Conocer las características del mercado farmacéutico permite obtener información sensible para entender la oferta, la demanda y el acceso de la pobla ción a los medicamentos. Con el objetivo de aportar da tos primarios respecto a la comercialización de fármacos en Argentina, se desarrolló la siguiente investigación. Métodos : Se trata de un estudio descriptivo cuanti tativo-cualitativo transversal del mercado farmacéutico argentino, tomando en cuenta 30 años de información oficial aportada por la Agencia Reguladora Nacional (ANMAT). Resultados : Se identificaron 216 laboratorios (182 nacionales) productores/importadores de medicamentos, 53 distribuidores y 479 droguerías (establecimientos de distribución de medicamentos al por mayor). Se detectó una alta concentración de la comercialización, agrupán dose el 90% de la misma, en solo 5 intermediarios. En el país existen actualmente 6670 productos/certificados, cantidad que fluctuó a lo largo de los últimos 30 años. Seis laboratorios son dueños de entre 116 y 208 certifica dos. El 84% de estos productos provienen de laboratorios nacionales, 5002 son monofármacos, mientras que el 83% se comercializa bajo un nombre de fantasía. Las tres principales indicaciones a las que se destina el registro de medicamentos en la Argentina son enfermedades del aparato digestivo, sistema nervioso, e infecciosas; el 58% es comercializado como formulaciones orales. Discusión : el presente trabajo muestra que el mer cado farmacéutico argentino tiene una participación mayoritaria de capitales nacionales, existiendo gran concentración en pocas empresas productoras y distri buidoras. Los productos son mayormente monodrogas comercializadas en forma oral y ofrecidas por su nombre de fantasía.

Abstract Introduction : Knowing the characteristics of the phar maceutical market allows obtaining sensitive informa tion to understand the supply, demand and access of the population to medicines. In order to provide primary data regarding the marketing of drugs in Argentina, the following research was performed. Method : This is a cross-sectional quantitative-quali tative descriptive study of the Argentine pharmaceutical market, taking into account 30 years of official information provided by the National Regulatory Agency (ANMAT). Results : Two hundred and sixteen laboratories (182 national) drug producers/importers, 53 distributors and 479 drugstores (wholesale drug distribution establishments) were identified. A high concentration of market ing was detected, grouping 90% in only 5 intermediaries. There are currently 6670 products/certificates in the country, an amount that fluctuated over the last 30 years. Six laboratories are owners of between 116 and 208 certificates; 84% of these products come from na tional laboratories, 5002 are mono-drugs, while 83% are marketed under a fancy name. The three main indica tions for which the registration of drugs in Argentina is intended are diseases of digestive system, nervous system and infectious diseases; 58% of the marketed products consist of oral formulations. Discussion : Based on data provided by this study, it is possible to assert that the Argentinian pharmaceutical market has a majority share of national capital, with a great concentration in a few pharmaceutical companies and distributors. The products are mostly available as non-combined drugs, in their oral form, and available by their brand names.

Advertising of Pre-Packaged Foods in India: A Qualitative Analysis

Objective: We examined the ‘nutrients of concern’ in pre-packaged food products that are commonly advertised, as per WHO standards and Nova Classification. Methods: This was a qualitative study, using a convenience sampling method, to identify advertisements of prepackaged food products. We also analyzed their content from information on the packets, and their compliance with applicable Indian laws. Results: We found that all the advertisements of the food products in this study did not provide important information about the amount of nutrients of concern i.e., total fat, sodium, and total sugars. These advertisements mostly targeted children, made health claims, and used endorsements of celebrities. All the food products were also found to be ultra-processed in nature and high in one or more nutrients of concern. Conclusion: Most of the advertisements are misleading, needing effective monitoring. Health warnings on the front-of- pack label and restrictions on marketing of such food products may go a long way in reducing non-communicable diseases.

How can internal marketing practices help achieve organizational success? / ¿Cómo las prácticas de marketing interno pueden ayudar a lograr el éxito organizacional? / Como as práticas de marketing interno podem ajudar a alcançar o sucesso organizacional?

Abstract Internal marketing is a concept still little recognized and disseminated, with most of the research on this area of marketing focusing on the service sector and well-consolidated and industrialized markets. This article sheds light on the importance of internal marketing practices by identifying their impact on workers' proactive behavior and life satisfaction while observing the effects of affective commitment and job satisfaction. The study collected 428 valid questionnaires from Portuguese workers (218 in the private sector and 210 in the public sector) and applied structural equation modeling to test the hypotheses. The results showed how adopting an internal marketing perspective can contribute to successful organizational and human resource management. It was observed that internal marketing practices lead to affective commitment and job satisfaction in both the private and public sectors, although more pronounced in the private sector. Also, the findings pointed out that the workers' affective commitment leads to adopting proactive behavior and life satisfaction only in the public sector and that job satisfaction leads to proactive behavior and life satisfaction for workers of both the private and public sector. This study contributes to increasing understanding of internal marketing, its applicability, and its importance for workers and organizations. Additionally, comparing the private and public sectors helps understand and show how this practice matches the workers' expectations.

Resumen Este artículo tiene como objetivo arrojar luz sobre la importancia de las prácticas de marketing interno, identificando su impacto en el comportamiento proactivo y en la satisfacción con la vida de los trabajadores, a través de los efectos del compromiso afectivo y la satisfacción laboral. El marketing interno sigue siendo un concepto poco reconocido y difundido. Esta investigación compara estos efectos entre los trabajadores del sector público y privado para reforzar la importancia de dicho concepto. En total, se recogieron 428 cuestionarios válidos de trabajadores portugueses (218 del sector privado y 210 del sector público). Se utilizó el modelo de ecuaciones estructurales para testar las hipótesis de estudio. Esta investigación muestra cómo la adopción de una perspectiva de marketing interno puede contribuir a una gestión organizacional y gestión de personas exitosa. Los resultados mostraron que las prácticas de marketing interno generan compromiso afectivo y satisfacción laboral, tanto en el sector privado como en el público, aunque de forma más acentuada en el sector privado. También se constató que el compromiso afectivo conduce a la adopción de conductas proactivas y a la satisfacción con la vida de los trabajadores del sector público únicamente, y que la satisfacción laboral conduce a la adopción de esta conducta y a la satisfacción con la vida para ambos, sector público y privado. Este trabajo contribuye a una mejor comprensión del concepto de marketing interno y su aplicabilidad e importancia para los trabajadores y las organizaciones. Además, al comparar los sectores público y privado, ayuda a comprender y mostrar cómo esta práctica coincide con las expectativas de los trabajadores de estos dos sectores.

Resumo Este estudo pretende evidenciar a importância das práticas de marketing interno, identificando o seu impacto no comportamento proativo e na satisfação com a vida dos trabalhadores, através dos efeitos do compromisso afetivo e da satisfação no trabalho. O marketing interno continua a ser um conceito com pouco reconhecimento e divulgação, uma vez que a maioria das pesquisas relacionadas com esse campo de marketing é direcionada para o setor de serviços e concentra-se predominantemente em mercados bem estabelecidos e industrializados. Esta pesquisa compara esses efeitos entre trabalhadores do setor privado e público para reforçar a importância deste conceito, sendo que, no total, foram recolhidos 428 questionários válidos junto de trabalhadores portugueses (218 no setor privado e 210 no setor público). O modelo de equações estruturais foi utilizado para testar as hipóteses de investigação. Esta pesquisa mostra como a adoção do marketing interno pode contribuir para o sucesso da gestão organizacional e da gestão de pessoas. Os resultados mostraram que as práticas de marketing interno levam ao comprometimento afetivo e à satisfação no trabalho, tanto no setor privado como no público, embora mais pronunciadas no setor privado. Constatou-se também que o comprometimento afetivo leva à adoção de comportamentos proativos e leva à satisfação com a vida dos trabalhadores, mas apenas do setor público, e que a satisfação no trabalho leva à adoção desse comportamento e à satisfação com a vida para ambos, setor privado e público. Este trabalho contribui para uma melhor compreensão do conceito de marketing interno, da sua aplicabilidade e importância, quer para os trabalhadores, como para as organizações. Além disso, ao comparar os setores privado e público, ajuda a entender e mostrar como essa prática atende às expectativas dos trabalhadores desses dois setores.

ROLE OF MARKETING MIX IN THE EFFICACY OF BANKS AFTER EMERGENCE OF COVID-19: AN EMPIRICAL STUDY OF PUBLIC AND PRIVATE BANKS OPERATING IN UDAIPUR

Purpose – The study aims to identify role of marketing mix with regard to Public and Private sector Banks of Udaipur after the emergence of COVID-19. A total of 200 respondents from the city of Udaipur Design/methodology/approach – provided the primary data. Structured questionnaires were used by the researcher. Initially, 230 participants were polled, but only 200 of them offered insightful responses, and the other 30 were unresponsive, incomplete responses that were removed for research purposes. The Findings – results revealed that there are differences among the respondents on building up of marketing mix in private and public sector banks in Udaipur city. The degree of change can be seen more in Private banks than in Public ones. Research limitations/implications – With a small sample size and a constrained sample area, data from the public and private sector banks were collected; a larger sample size and expanded sample area would have produced more accurate results. Practical implications – The study offers information aboutmarketing mix creation, emergence of COVID-19, its combination and effect on respondents, which on itself is a crucial subject. The write-up is based on the Originality/value – researcher's personal opinion and the findings from the data collection, which was done on a primary basis.

Innovations In Use Of E-Platform In The Development Of Tourism Sector In India With Respect To Odisha

There are a number of challenges that the travel and tourism sector in India face during post COVID-19 session. Innovations in e- platform are the adoption of infrastructure and information technology in the field of tourism by transforming the e-processes. Thereby it is an alarming time for marketing to attempt to match the hike in expectations of tourists and travelers to achieve effectiveness and efficiency in promotion of the tourism sector. e- Platform is playing an important revolutionized role both in consumer choice and service delivery processes. Due to the impact of Marketing 5.O, customers are becoming much more sophisticated and concerning because they have experienced high levels of service and standards of living as an user with high frequency of e mode in all aspect of marketing activities in recent days. It has been growing considerably due to the availability and penetration of more choices in e platforms in all aspects of marketing activities involved in tourism sector. The aim of this paper is to establish the fact happen in tourism sector due to variables in choices and opinion of tourists and travelers due post COVID session. A structured questionnaire is used to collect responses on e mail and WhatsApp. The survey is designed for 100 respondents and analysis is done by considering research objectives based on innovations and use of e platform in the development of tourism sector

GLOBAL WARMING AND ITS IMPACT ON THE FISHERIES INDUSTRY

Several social and environmental factors such as industrialization, deforestation, erosion of toxic pollutants have played dominant role in the increase rate of the global warming. This notion has affected the various segments of the planet. Sectors such as Fishery, Firming, and Agroforestry and Forest management sectors have been facing deleterious realities because of the greenhouse emission from the last few decades. In recent times, scientist has become apprehensive about the fact of reducing the negative effects caused by the global warming. Moreover, several studies have circulated various strategies to mitigate the risk factors of greenhouse effects to protect the future of the planate.

Estrategias de marketing en redes sociales de marcas de alimentos consumidos por niños y adolescentes en Argentina / Brand social media marketing strategies for foods consumed by children and adolescents in Argentina

Introducción. En la Argentina, según los datos de la última Encuesta Nacional de Nutrición y Salud, 4 de cada 10 niños, niñas y adolescentes (NNyA) entre 5 y 17 años presentan exceso de peso. Objetivo. Identificar las estrategias de marketing en las páginas de Facebook® e Instagram® de las marcas de los alimentos consumidos por niñas, niños y adolescentes (NNyA), y categorizarlos según las Guías Alimentarias para la Población Argentina (GAPA). Métodos. El análisis se realizó en las publicaciones de agosto y septiembre de 2019, se identificaron aquellas dirigidas a NNyA y se categorizaron los alimentos promocionados según las GAPA. Resultados. De las 200 marcas identificadas, 111 tenían página de Facebook® y 95 de Instagram®. Las marcas que tenían página de Facebook® presentaron 65 publicaciones y las que tenían Instagram®, 64 publicaciones. Las estrategias más utilizadas fueron la imagen del producto y la interacción con los consumidores. La mitad de las páginas estaban dirigidas a NNyA. De los alimentos promocionados, 6 de cada 10 correspondieron al grupo de opcionales según las GAPA. Conclusiones. Se evidencia la importancia de monitorear la implicancia de las redes sociales en las conductas alimentarias.

Introduction. As per the National Survey on Nutrition and Health, in Argentina, 4/10 children and adolescents aged 5­17 years are overweight. Objective. To identify marketing strategies on Facebook® and Instagram® of brands of foods consumed by children and adolescents and to categorize them according to the Dietary Guidelines for the Argentine Population (GAPA). Methods. The posts made between August and September 2019 were analyzed, identifying those targeted at children and adolescents and categorizing promoted foods according to the GAPA. Results. Out of 200 brands identified, 111 had a Facebook® page and made 65 posts and 95 had an Instagram® account and made 64 posts. Product image and interaction with consumers were the more used stategies. Six out of 10 of the foods promoted corresponded to the optional group according to the GAPA. Conclusions. It is important to monitor the implications social media have on eating behaviors.

Marketing para la comercialización de servicios educativos. Un reto para la competitividad internacional / Marketing for the commercialization of educational services. A challenge for international competitiveness

Introducción: El comercio de servicios educativos se ha desarrollado a partir de la consideración de la educación como algo que se produce y se vende. Actualmente, las organizaciones de servicios, así como las educativas, solo perdurarán si compiten con éxito en los mercados nacionales e internacionales. Objetivo: Propiciar la concientización de la importancia de hacer competitivos los servicios educativos con que cuenta el Sistema Nacional de Salud en Cuba. Posicionamiento del autor: es criterio del autor, que en los servicios educativos que se ofrecen, debe primar el interés social, ya sea los que se ofertan con carácter público como los que se comercializan, pero sin dejar de tomar en cuenta la eficiencia, racionalidad y flexibilidad. Lograr un balance adecuado que permita la comercialización sin dejar atrás los objetivos sociales de la educación. Conclusiones: En el trabajo se demuestra que es posible comercializar los servicios educativos de ciencias de la salud, más allá de las fronteras nacionales, con una estrategia de marketing de calidad que los haga competitivos en el escenario internacional(AU)

Introduction: Trade in educational services has developed from the consideration of education as something that is produced and sold. Today, service organizations, as well as educational organizations, will only endure if they compete successfully in domestic and international markets. Objective: To raise awareness of the importance of making competitive the educational services available to the National Health System in Cuba. Positioning of the author: It is the author's discretion that in the educational services offered, the social interest must prevail, whether those offered publicly or those that are commercialized, but without neglecting to take into account efficiency, rationality and flexibility. Achieve an adequate balance that allows commercialization without leaving behind the social objectives of education. Conclusions: The work shows that it is possible to commercialize educational services of health sciences, beyond national borders, with a quality marketing strategy that makes them competitive in the international scenario(AU)

The exposure to television advertising of unhealthy food among children and adolescents and its impact in Beijing / 中国学校卫生

Objective@#To examine the exposure to television advertising of unhealthy food among children and adolescents in Beijing, in order to provide a basis for the formulation of marketing management policies with unhealthy food.@*Methods@#Four weekdays and four weekend days were randomly selected during October 19, 2020 to January 17, 2021, excluding holidays and school holidays. The top five popular channels of children and adolescents aged 3 to 18 years old were selected. A total of 720 hours was included for coding and analysis. World Health Organization Nutrient Profile Model for the Western Pacific Region was used to classify food and assess the health level.@*Results@#A total of 13 864 advertisings (ads) was monitored, 38.8% (5 376) of which were food ads. Furthermore, 49.9% (2 680) of food ads were unhealthy food ads, with a frequency of 2.00 per hour per channel. The top five most frequent food ads were infant formula for 12-36 months (26.7%), cheese (16.7%), savory snacks (12.2%), milk drinks (10.5%) and chocolate and candy (6.0%). The most frequently used marketing strategies for unhealthy food ads were brand benefit claims (96.8%) and promotional characters (67.9%).@*Conclusion@#Children and adolescents in Beijing are highly exposed to TV marketing of unhealthy foods. Marketing strategies such as brand benefit claims and promotional characters are employed to boost the impact of unhealthy food ads. There is an urgent need to introduce relevant policies to regulate TV marketing of unhealthy foods.

Una aproximación práctica al marketing digital en salud

El enfoque del marketing digital se ha trasladado en las últimas décadas al campo de la salud, dando lugar a la creación de diversas estrategias que facilitan tanto la comunicación e interacción entre los profesionales de la salud y los pacientes. Estas pueden aplicarse en tres grandes etapas: la captación, la retención y el seguimiento de los pacientes, con una gama amplia de alternativas que varían desde la creación de un sitio web personal hasta la participación del profesional en equipos de salud con un enfoque de atención multidisciplinaria, mediante diversas plataformas o aplicaciones digitales. El uso de estas modalidades ha traído consigo múltiples beneficios, desde una atención integral de los pacientes hasta el incremento de la oferta de los diferentes servicios en salud y la opción de la participación en estudios científicos de gran aporte para la comunidad. Así, el marketing digital en salud representa un gran avance en este gremio y se vaticina de alto impacto para la sociedad.

The focus of digital marketing has moved in recent decades to the health field, giving rise to create different strategies that facilitate both communication and interaction between health! professionals and patients. The application has three main stages: the recruitment, retention, and follow-up of patients, with a wide range of alternatives that vary from creating a personal website to multidisciplinary professional participation in health teams for patients through various platforms or digital applications. Using these modalities brought multiple benefits, from comprehensive patient care, including increased supply of different health services and the option of participating in scientific studies of significant contribution to the community. Thus, digital marketing in health represents a fundamental advance in this guild and a high impact on society.

Promotion of ultra-processed foods in Brazil: combined use of claims and promotional features on packaging

ABSTRACT OBJECTIVE To assess the availability of different promotional strategies applied for UPF sales in Brazilian food retailers. METHODS Information available on food packaging was gathered from all packaged products sold in the five largest food retail chains in Brazil in 2017. UPF were identified using the NOVA food classification system. From this sample, data related to promotional characteristics, nutrition claims and health claims were collected and coded using the INFORMAS methodology. Additional claims referring to the Brazilian Dietary Guidelines were also collected. RESULTS This study evaluated the packaging of 2,238 UPF, of which 59.8% presented at least one promotional strategy. Almost one third denoted a simultaneous use of different promotional strategies in the same packaging. Nutrition claims were the most commonly found promotional strategy, followed by health claims and the use of characters. The food subgroups comprising the highest prevalence of promotional strategies on their labels were: noncaloric sweeteners (100.0%), breakfast cereals and granola bars (96.2%), juices, nectars and fruit-flavoured drinks (92.9%), other unsweetened beverages (92.9%), and other sweetened beverages (92.6%). CONCLUSIONS Considering the poor nutritional quality of UPF, the widespread presence of promotional features on their packaging highlights the need for marketing restrictions on this kind of product.

HPV immunization in Brazil and proposals to increase adherence to vaccination campaigns / Imunização do HPV no Brasil e propostas para aumento da adesão à campanha de vacinação

ABSTRACT OBJECTIVES To identify the possible causes of low adherence to vaccination campaigns in Brazil, find and analyze campaigns regarding human papillomavirus (HPV) in Brazil and abroad, and apply quality tools to prepare proposals to increase vaccination coverage (VC) and prevent HPV in the country. METHOD This is a qualitative and deductive-hypothetical research. A narrative review of the literature (especially on the narratives and formats applied in vaccination campaigns in Brazil) was the technique used to develop our method. RESULTS Brazil had a 49.6% VC in 2019, unlike countries such as Australia (80.2% in 2017), Mexico (97.5% in 2019), and Peru (91% in 2019). This study found evidence of the use of social marketing strategies to engage communities as good practices in the vaccination campaigns of these countries. CONCLUSION With the retrieved information, three quality tools (Ishikawa diagram, Pareto graph, and 5W2H) classified and quantified the causes of low VC in Brazil and enabled proposals that can direct its Ministry of Health to take more effective strategies to achieve the HPV VC goal recommended by the WHO.

RESUMO OBJETIVOS Identificar as possíveis causas da baixa adesão à campanha de vacinação no Brasil, identificar e analisar as campanhas relacionadas ao papilomavírus humano (HPV) no Brasil e em outras regiões do mundo, e aplicar ferramentas de qualidade para elaboração de propostas para aumento da cobertura vacinal (CV) para prevenção do HPV no país. MÉTODO Pesquisa de natureza qualitativa e dedutiva-hipotética. A técnica utilizada para o desenvolvimento do método é a revisão narrativa da literatura, em particular estudando as narrativas e formatos aplicados nas campanhas de vacinação no Brasil. RESULTADOS Identificou-se que, em 2019, a CV no Brasil foi de 49,6%, diferentemente de países como Austrália (80,2% em 2017), México (97,5% em 2019) e Peru (91% em 2019). Evidências do uso de estratégias de marketing social para engajamento comunitário foram encontradas nas campanhas de vacinação utilizadas como boas práticas nesses países. CONCLUSÃO Com as informações encontradas foram aplicadas três ferramentas de qualidade (diagrama de Ishikawa, gráfico de Pareto e 5W2H) que classificaram e quantificaram as causas da baixa CV no Brasil e, com isso, viabilizaram propostas que podem direcionar o MS à tomada de estratégias mais eficazes para atingimento da meta de CV do HPV recomendada pela OMS.

Presença de desertos alimentares em um distrito sanitário de uma capital brasileira: um estudo descritivo e exploratório sobre a distribuição espacial de estabelecimentos comerciais de alimentos / Food deserts in a health district of a Brazilian capital: a descriptive and exploratory study on the spatial distribution of commercial food establishments

Introdução: O ambiente alimentar que a comunidade está inserida pode influenciar, positiva ou negativamente no acesso à alimentação de qualidade e consequentemente na sua saúde. Objetivo: Identificar a presença de desertos alimentares em um distrito sanitário de uma capital brasileira. Métodos: Estudo descritivo, transversal e exploratório, utilizando dados secundários de diferentes fontes institucionais para mapear a distribuição espacial de estabelecimentos de comercialização de alimentos: restaurantes, padarias, supermercados, minimercados/mercearias, hortifrutigranjeiros, vendedores ambulantes e lanchonetes/fastfood. Os estabelecimentos foram agrupados nas categorias in natura, ultraprocessados e mistos, de acordo com a predominância do tipo de alimentos comercializados. Para a análise, a densidade de estabelecimentos in natura juntamente com os mistos por mil habitantes (usuários cadastrados nos centros de saúde) foram calculadas.  Resultados: Foram investigados 111 estabelecimentos, sendo 20% que comercializavam alimentos in natura (saudáveis), 27% alimentos ultraprocessados (não saudáveis) e 53% considerados mistos. Conclusões: Foram observadas áreas que podem ser consideradas desertos alimentares, locais onde há pouca (ou ausência) de oferta de alimentos in natura, e por consequência dificultando o acesso a alimentos saudáveis.

Introduction: The communities' food environment can positively or negatively influence access to quality food and consequently, people's health. Objective: Identify the presence of food deserts in a health district of a Brazilian capital. Methods: Descriptive, cross-sectional and exploratory study, using secondary data from different institutional sources to map the spatial distribution of food establishments such as restaurants, bakeries, supermarkets, minimarkets/grocery stores, fruit and vegetable stores, street vendors and cafeterias/fast food. The establishments were grouped into fresh, ultra-processed and mixed food categories, according to the predominance of the type of food offered. For the purpose of analysis, the density of fresh food establishments together with mixed food establishments per thousand inhabitants (as registered in the health centers) was calculated.  Results: A total of 111 establishments were investigated, 20% selling fresh foods (healthy), 27% ultra-processed foods (unhealthy) and 53% considered mixed food sellers. Conclusions: Areas that can be considered food deserts were found, i.e. places where there is little (or absence) of fresh food supply, and consequently making access to healthy foods difficult.

O impacto da atmosfera dos estádios nas intenções comportamentais: uma análise do futebol de Pernambuco / The impact of stadium atmosphere on behavioral intentions: an analysis of Pernambuco football / El impacto de la atmósfera del estadio en las intenciones de comportamiento: un análisis del fútbol en Pernambuco

O objetivo do estudo foi analisar o impacto da atmosfera do estádio nas intenções comportamentais dos espectadores de futebol em Pernambuco. Através de uma abordagem quantitativa, observacional de desenho e-survey. A amostra foi composta por 196 torcedores de clubes de Pernambuco. Os dados foram analisados por meio de uma regressão linear múltipla. O modelo foi considerado válido e foi responsável pela variância de 11% das intenções comportamentais. Constatou-se que apenas a dimensão Torcida foi considerada um preditor estatisticamente significativo das intenções comportamentais. Cabe ao gestor esportivo alinhar suas táticas de serviços ofertados, visando a ambientação do estádio positiva aos espectadores.

The objective of the study was to analyze the impact of the stadium atmosphere on the behavioral intentions of soccer spectators in Pernambuco. Through a quantitative, observational approach to esurvey design. The sample consisted of 196 fans from clubs in Pernambuco. Data were analyzed using multiple linear regression. The model was considered valid and was responsible for the 11% variance of behavioral intentions. It was found that only the Cheering groups dimension was considered a statistically significant predictor of behavioral intentions. It is up to the sports manager to align their tactics with the services offered, aiming at a positive atmosphere in the stadium for spectators.

El objetivo del estudio fue analizar el impacto de la atmósfera del estadio en las intenciones de comportamiento de los espectadores de fútbol en Pernambuco. A través de un enfoque cuantitativo y observacional del diseño de encuestas electrónicas. La muestra estuvo compuesta por 196 hinchas de clubes de Pernambuco. Los datos se analizaron mediante regresión lineal múltiple. El modelo se consideró válido y fue responsable del 11% de varianza de las intenciones de comportamiento. Se encontró que solo la dimensión torcida fue considerada un predictor estadísticamente significativo de las intenciones de comportamiento. Corresponde al director deportivo alinear sus tácticas con los servicios ofrecidos, con el objetivo de crear un ambiente positivo en el estadio para los espectadores.

Is domestic polyester suitable for plastination of thin brain slices?

Plastination is a technique used to preserve biological tissues while retaining most of their original appearance. In the technique, developed by Dr. Gunther von Hagens in 1977, specimens were impregnated with a polymer, such as silicone, epoxy, or polyester. Considered the most suitable material for brain plastination, polyester has a wide application in teaching and research compared with imaging techniques. The materials for plastination are usually imported from Germany and more expensive than domestic products. If domestic polymers were to enter the market it would favor the expansion of plastination in Brazil. Hence, this study evaluated the feasibility of using domestic polyesters to replace the usual Biodur® (P40) in plastination of brain slices. For this evaluation, 2-mm-thick sections of bovine brains were prepared and plastinated with domestic polyester. Slices were compared before impregnation and after curing using standardized photographs taken after dehydration and after curing. Plastination followed the standard protocol: fixation, dehydration, forced impregnation, and curing. Fifteen brain slices were plastinated with each polyester (P40, P18, and C1-3). There was no significant difference in the percent shrinkage between groups after plastination of P18 and P40, but the curing time of Cristalan© polymer was too short for impregnation. Therefore, no initiator was used for C polymers impregnation. Thus, domestic polyester P18 was a viable option for the process.

Coexistence of high content of critical nutrients and claims in food products targeted at Brazilian children / Coexistência de altos teores de nutrientes críticos e alegações em produtos alimentícios voltados para crianças brasileiras

ABSTRACT Objective: This study aimed to evaluate food labels targeted at children and identify the concomitant presence of claims and high levels of critical nutrients and/or the presence of sweeteners. As a secondary objective, it aimed to list different types of claims and check which marketing strategies are most used. Methods: We collected 409 products, from 8 popular food groups targeted at children, in Brazilian market (i.e., fruit drinks, dairy drinks, sandwich cookies, cakes, breakfast cereals, jellies, corn snacks, and yogurts). The contents of critical nutrients (e.g., sugar, total fat, saturated fat, and trans-fat, and sodium) and presence/absence of sweetener were calculated, considering Pan American Health Organization (PAHO) parameters. Then, we verified the presence and types of claims in these products. Results: Overall, 265 (64.7%) labels presented claims. In three of the eight categories (i.e., breakfast cereals, dairy drinks, and yogurt), all products with claims (50, 34, and 34 products, respectively) had one or more nutrients in harmful concentrations (critical nutrients above PAHO's nutritional profile and/or presence of sweeteners). In the other categories, only one product (of 63 sandwich cookies and 26 breakfast cereals with claims) and three products (of 22 cakes and 28 jellies with claims) had no nutrient in critical concentration. The presence of claims, like "rich/source" of micronutrient, was predominant in seven of the eight food groups. Conclusion: In the present study, there was a high presence of claims, of different types, in foods targeted at children, which, for the most part, also have excess of at least one critical nutrient, according to PAHO.

RESUMO Objetivo: Avaliar rótulos de alimentos direcionados ao público infantil e identificar a presença concomitante de alegações e de altos teores de nutrientes críticos e/ou presença de adoçantes. Como objetivo secundário, listar os diferentes tipos de alegações e verificar quais estratégias de marketing são mais utilizadas. Métodos: Foram coletados 409 produtos provenientes das oito categorias de alimentos mais populares entre crianças brasileiras (bebidas à base de frutas, bebidas lácteas, biscoitos recheados, bolos, cereais matinais, gelatinas, salgadinhos de milho e iogurtes). Foram calculados os teores de nutrientes críticos (açúcares, gorduras totais, saturadas e trans e sódio) e presença/ausência de adoçante, considerando-se os parâmetros da Organização Pan-Americana de Saúde (OPAS). Em seguida, verificamos a presença e os tipos de alegações nesses produtos. Resultados: No total, 265 (64,7%) rótulos apresentaram alegações. Em três das oito categorias (cereais matinais, bebidas lácteas e iogurtes), todos os produtos com alegações (50, 34 e 34 produtos, respectivamente) continham um ou mais nutrientes em concentrações prejudiciais (nutrientes críticos acima do preconizado pela OPAS e/ou presença de edulcorantes). Nas demais categorias, apenas um produto (de 63 biscoitos recheados e 26 cereais matinais com alegação) e três (de 22 bolos e 28 gelatinas com alegação) não apresentavam nutrientes em concentração crítica. A presença de alegações, como "rico" ou "fonte" de micronutriente, foi predominante em sete dos oito grupos de alimentos. Conclusões: Observou-se alta presença de alegações, de diferentes tipos, em alimentos destinados a crianças, que, em sua maioria, também possuem excesso de pelo menos um nutriente crítico, de acordo com a OPAS.

Preliminary Discussion on Post-marketing Comprehensive Evaluation Indicator System of Ancient Famous Classical Formula Preparations / 中国实验方剂学杂志

The construction of the comprehensive evaluation index system of the famous classical formula preparations after the marketing has both theoretical and practical significance. In this study， literature related to the post-marketing comprehensive evaluation of traditional Chinese medicine（TCM） compound preparations was retrieved from China National Knowledge Infrastructure（CNKI）， China Science and Technology Journal Database（VIP）， Wanfang Data Knowledge Service Platform（WanFang） and SinoMed from January 1， 2000 to April 30， 2022. CiteSpace 6.1.R2， a scientometrics software， was used to visualize the keywords involved， and to analyze the dynamic evolution trend and research hotspots in this field. Then， the existing comprehensive post-marketing evaluation index system of TCM compound preparations was screened and extracted， and the research status was systematically analyzed by mathematical statistics. It was found that there were problems such as the generalized boundaries between assessment dimensions and assessment elements， the lack of data sources for individual evaluation indexes， unset weight of some index system and insufficient application degree. In addition， according to the characteristics of famous classical formulas， the authors discuss the importance of evidence evaluation based on combination of disease and syndrome， pharmacovigilance of famous classical formulas preparations， and whole-process quality control of famous classical formulas， and put forward the construction strategy of comprehensive post-marketing evaluation of the famous classical formula preparations， which is oriented by clinical value， centered on evidence evaluation， and guaranteed by the whole-process quality control.