Marketing social y su influencia en la solución de problemas de salud / Social marketing and its influence in the solution of health problems

Introducción: El marketing social es una disciplina de la mercadotecnia dirigida a influir en el comportamiento de las personas a fin de que mejoren su bienestar y el de la sociedad. Por sus características tiene potencialidades de influir en la solución de problemas de salud a nivel individual, grupal y social, en especial desde el punto de vista de las acciones de comunicación a aplicarse, como las actividades sociales, campañas sociales, charlas, relaciones públicas, ruedas de prensa, entre otras. Objetivo: El objetivo del artículo es valorar a partir del criterio de expertos, la influencia que puede ejercer el marketing social en la solución de problemas de salud en Ecuador. Métodos: Se aplicó un cuestionario para conocer el criterio de 10 especialistas de las ciencias médicas y administrativas de Ecuador, en función de la influencia que pueden ejercer los instrumentos y estrategias de comunicación de marketing social en la solución de problemas de salud. El procesamiento de los datos se realizó con Microsoft Excel, para determinar el comportamiento descriptivo de los mismos y de forma inferencial a través del Coeficiente R de Pearson. Resultados: A partir del criterio de los expertos se determinó la importancia de las actividades sociales para la solución de problemas de salud en Ecuador, en especial las campañas sociales explicativas y de desmotivación de vicios, así como los mensajes de motivación. Destacan como principales objetos de las campañas las enfermedades epidémicas y del desarrollo, y el gobierno nacional como principal agente de marketing social. Mientras que la comunidad tiene una baja participación y negativas relaciones con otras variables estudiadas. El control del proceso de comunicación limita la efectividad de las acciones de marketing social. Conclusiones: El análisis empírico desarrollado a partir del criterio de expertos permitió diagnosticar la influencia que ejerce el marketing social en la solución de problemas de salud, así como los principales instrumentos de comunicación que se emplean, los agentes más activos y algunas insuficiencias en el proceso(AU)

Introduction: Social marketing is a discipline of marketing aimed at influencing people's behavior in order to improve their well-being and that of society. Because of its characteristics, it has the potential to influence the solution of health problems at the individual, group and social level, especially from the point of view of communication actions to be applied, such as social activities, social campaigns, talks, public relations, press conferences, among others. Objective: The objective of the article is to evaluate, based on the criterion of experts, the influence that social marketing can exert on solving health problems in Ecuador. Methods: A questionnaire was applied to know the criteria of 10 specialists from the medical and administrative sciences of Ecuador, depending on the influence that can be exerted on the instruments and strategies of communication of social marketing in the solution of health problems. The data processing was done with Microsoft Excel, to determine the descriptive behavior of the same and inferential form through Pearson R Coefficient. Results: Based on the criteria of the experts, the importance of social activities for the solution of health problems in Ecuador was determined, especially the explanatory social campaigns and demotivation of vices, as well as motivational messages. The epidemic and developmental diseases are highlighted as the main objects of the campaigns, and the national government is the main agent of social marketing. While the community has low participation and negative relationships with other variables studied. Controlling the communication process limits the effectiveness of social marketing actions. Conclusions: The empirical analysis developed from the expert criterion allowed to diagnose the influence of social marketing in the solution of health problems, as well as the main communication tools used, the most active agents and some shortcomings in the process(AU)

Social marketing strategy for promotion of iodized salt in Egypt

Despite the fact that the iodized salt program has been implemented in Egypt since 1996, yet Egypt health Demographic survey [DHS/2001] revealed that household iodized consumption at the national level was only [56%]. One of the main reasons behind such a low figure is lack of consumer awareness. Accordingly the National Nutrition Institute NNI [in collaboration with MOHP /UNICEF Egypt] planned and implemented a marketing strategy to demonstrate its impact in creating consumer demand for use of iodized salt in two Egyptian governorates with the least household consumption levels [Gharbia and Fayoum]. A Qualitative study using focus group discussion technique was carried out followed by development of educational communication materials. Social marketing activities included; advocacy and orientation meetings- local committee formulation- training of community volunteers- two launching meetings for the campaign- promotional communication activities in [schools, health centers, agricultural extension units, religious sites and mass media channels]. Monitoring and evaluation of the social marketing campaign activities was made. A field survey of the iodized salt status at retail and household levels at the end of the campaign showed improvement by almost 1.6 times in Gharbia and 2.5 times in Fayoum. It was concluded that using a social marketing approach for promotion of the iodized salt program is an important and effective strategy, which should be expanded in other Egyptian governorates together with legislation and control of illegal salt availability at market level and increased provision of iodized salt availability for consumer purchase

Toxicomanía y sociedad de consumo / Drug addiction and consumer society

El propósito de estas reflexiones es interrogar a la llamada "Sociedad de Consumo" por el lugar que ocupa en ella la toxicomanía, partiendo de un hecho empírico, a saber, que una y otra son contemporáneas en su irrupción, como fenómenos masivos, en el proyecto cultural capitalista.

The purpose of these reflections is to interrogate the so-called "Consumer Society" for the place that drug addiction occupies in it, based on an empirical fact, namely, that both are contemporaneous in their irruption, as mass phenomena, in the capitalist cultural project.