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)

As startups no contexto da organização capitalista financeira e as subjetividades empreendedoras / Startups in the context of financial capitalist organization and entrepreneurial subjectivities / Startups en el contexto de la organización capitalista financiera y subjetividades emprendedoras

As startups são empresas que apresentam modelos de negócios marcados pela inovação, rapidez, flexibilidade e alta capacidade de adaptação aos mercados. Atuando em diferentes setores socioeconômicos, elas prometem criar e transformar produtos e serviços. A emergência e disseminação dessas empresas ocorrem em um momento histórico de mudanças iniciadas a partir de 1970 e marcadas pelas crises geradas com o esgotamento do paradigma da sociedade urbano industrial. No Brasil, o número desse modelo de negócio apresentou uma expansão expressiva, alcançando a marca de 13.374 nos últimos cinco anos. Atento a esse cenário, o objetivo desta pesquisa consistiu em compreender como sujeitos, grupos e instituições atribuem sentidos à experiência de trabalho nas chamadas startups. Na parte teórica, as condições sociais e econômicas que possibilitaram a emergência e disseminação das startups são analisadas em uma perspectiva crítica. A parte empírica, por sua vez, apresenta depoimentos de empreendedores relatando o contexto geral de atuação nas startups. Ao final deste artigo, conclui-se que há uma instrumentalização capitalística de componentes subjetivos específicos selecionados e colocados em circulação para fortalecer o modo de produção capitalista financeirizado.(AU)

Startups are companies that have business models characterized by innovation, speed, flexibility, and a high capacity to adapt to markets. Operating in different socioeconomic sectors, they promise to create and transform products and services. The emergence and dissemination of these companies occur at a historical moment of changes that began from 1970 and are marked by the crises generated by the exhaustion of the paradigm of industrial urban society. In Brazil, the number of businesses in this model showed a significant expansion, reaching 13,374 companies in the last five years. Attentive to this scenario, the objective of this research was to understand how subjects, groups, and institutions attribute meanings to the work experience in so-called startups. In the theoretical part, the social and economic conditions that enabled the emergence and dissemination of startups are analyzed in a critical perspective. The empirical part presents entrepreneurs reporting the general context of action in startups. At the end of this article, it is concluded that there is a capitalistic instrumentalization of specific subjective components that are selected and put into circulation to strengthen the financed capitalist production.(AU)

Las startups son empresas que tienen modelos de negocio marcados por la innovación, la velocidad, la flexibilidad y una alta capacidad de adaptación a los mercados. Desde diferentes sectores socioeconómicos, las startups prometen crear y transformar productos y servicios. La aparición y difusión de estas empresas se produce en un momento histórico de cambios que comenzó a partir de 1970 y que está marcado por crisis generadas por el agotamiento del paradigma de la sociedad urbana industrial. En Brasil, estas empresas se expandieron significativamente alcanzando la marca de 13.374 empresas en los últimos cinco años. En este escenario, el objetivo de esta investigación fue entender cómo los sujetos, grupos e instituciones atribuyen significados a la experiencia laboral en las startups. En la parte teórica, se analizan las condiciones sociales y económicas que permitieron el surgimiento y la difusión de las startups en una perspectiva crítica. La parte empírica presenta testimonios de emprendedores que informan sobre el trabajo en startups. La investigación concluye que hay una instrumentalización capitalista de componentes subjetivos específicos que se seleccionan y ponen en circulación para fortalecer el modo de producción capitalista financiero.(AU)

Expressões de homofobia e conflito intergrupal entre fãs de league of legends / Expressions of homophobia and intergroup conflict between league of legends fans / Expresiones de homofobia y conflicto intergrupal entre aficionados de league of legends

Os jogos digitais são considerados um ambiente de privilégio masculino que exalta o padrão heteronormativo de masculinidade. A partir da Teoria das Representações Sociais, buscamos identificar as diferentes formas de expressão e ancoragens da homofobia a partir de princípios organizadores, nos discursos dos fãs do jogo League of Legends (LoL) na rede social Facebook. Foram selecionados 470 comentários publicados em 2017, os quais foram analisados com apoio do Iramuteq (software de análise lexicométrica) por meio de uma classificação hierárquica descendente, resultando em quatro classes: "Debate sobre a sexualidade dos campeões" (14,9%), "Representatividade no LoL" (29,8%), "Confronto entre as histórias de Varus" (39%), e "Estratégia empresarial" (16,2%). Os resultados evidenciam a existência de um conflito intergrupal, mediado pelo processo de ameaça simbólica: enquanto alguns comentários, realizados majoritariamente por homens heterossexuais, se utilizam do preconceito sutil para perpetuar a manutenção da heteronormatividade, outros comentários reforçam a importância da representação da diversidade nos jogos digitais.(AU)

Digital games are considered an environment of male privilege that promotes heteronormative standard of masculinity. Based on the Theory of Social Representations, we seek to identify, based on organizing principles, the forms of expression and anchorages processes related to homophobia within the speeches of the fans of the game League of Legends (LoL), on Facebook. A total of 470 comments published in 2017 were selected to be then analyzed with support from IRAMUTEQ software (lexicometric analysis software), which resulted in four classes: "Debate on the sexuality of champions" (14.9%), "Representativeness in LoL" (29.8%), "Confrontation between the stories of Varus" (39%), and "Business strategy" (16.2%). The results show intergroup conflict that is mediated by the process of symbolic threat: some comments, which are mostly from heterosexual men, carry aspects of covert prejudice to perpetuate the maintenance of heteronormative standards, whereas other comments reinforce the importance of representing diversity in digital games.(AU)

Los juegos digitales son un entorno de privilegio masculino que enaltece el estándar heteronormativo de la masculinidad. Con base en la Teoría de las Representaciones Sociales, buscamos identificar las formas de expresión y anclaje de la homofobia a partir de principios organizativos en los discursos de aficionados del juego League of Legends (LoL) en la red social Facebook. Se seleccionaron 470 comentarios publicados en 2017, que pasaron por el análisis en IRAMUTEQ (software de análisis lexicométrico) mediante una clasificación jerárquica descendiente la cual dio como resultado cuatro clases: "Debate sobre la sexualidad de campeones" (14,9%), "Representatividad en LoL" (29,8%), "Confrontación entre las historias de Varus" (39%) y "Estrategia comercial" (16,2%). Los resultados muestran un conflicto intergrupal, mediado por la amenaza simbólica; mientras que algunos comentarios, hechos en su mayoría por hombres heterosexuales, utilizan prejuicios sutiles para perpetuar el mantenimiento de la heteronormatividad, otros comentarios refuerzan la importancia de representar la diversidad en los juegos digitales.(AU)

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.

Discuss Application of Real-world Data from the Boao Lecheng Pilot Zone to Support Premarket Clinical Evaluation of Medical Device / 中国医疗器械杂志

The real-world data of Hainan Boao Lecheng International Tourism Pilot Zone has the advantage of supporting pre-market clinical evaluation of medical devices. Based on the relevant requirements of clinical evaluation of medical devices and based on the practical experience of pilot devices in the early stage, the application of Boao Lecheng real-world data in the pre-market clinical evaluation path of medical devices from the perspective of review is discussed. At the same time, the elements that should be considered in real-world study design and the way of data quality evaluation are proposed. Expect to provide a reference in order to allow registration applicants to use real world data wisely to help declare device registration for marketing.

Analysis of Key Points of Technical Review of Traditional Chinese Medicine Fumigation Treatment Device / 中国医疗器械杂志

Traditional Chinese medicine fumigation device is the carrier of traditional Chinese medicine fumigation treatment. In recent years, with the rapid development of new technology and new materials, the development of fumigation device changes with each passing day, and a variety of new products continue to emerge. However, at present, the lack of corresponding evaluation norms, resulting in some difficulties in the registration, marketing, quality control, evaluation scale and other aspects of the product. Some products have many disadvantages in clinical use. From the perspective of technical review, this paper elaborates and analyzes the main concerns in technical review, such as product structure, main risks, performance requirements, clinical evaluation, etc., in order to provide a basis for the design, development, production, registration, use and post-marketing supervision of the devices.

Endomarketing para la adherencia al tratamiento de enfermedades dermatológicas estigmatizantes / Endomarketing for adherence to the treatment of stigmatizing dermatological diseases

Las enfermedades cutáneas son una amplia gama de afecciones que afectan la piel, de origen bacteriano, viral, fúngica, reacción alérgica, cáncer, parásito, hereditarias, ideopáticas; por sus sintomatologías pueden generar estigma. Por tal motivo, la Organización Mundial para la Salud, alienta a los Estados miembros a que se involucren en actividades de promoción para aumentar la concienciación con el fin de combatir la discriminación que perciben los pacientes con enfermedades dermatológicas estigmatizantes (EDE), tanto por la comunidad y en los establecimientos de salud, pudiendo repercutir negativamente en la adherencia del tratamiento. El objetivo de este estudio fue valorar el uso de endomarketing para la adherencia al tratamiento de EDE. Se realizó una investigación cuantitativa. Se les aplicó encuesta de endomarketing a 279 participantes; además con 147 pacientes con EDE se indago la percepción de actitudes estigmatizantes. Los resultados mostraron un alcance sobre el endomarketing de 0,62 en personal de atención directa y 0,45 para atención indirecta; los pacientes con mayor percepción de actitudes estigmatizantes fueron los que presentaban afecciones en piel tipo infecciosas, mayormente proveniente de la atención indirecta. Se infiere que el conocimiento sobre las EDE disminuye las expresiones de rechazos. Como alternativas para la formación del personal con una mayor satisfacción en el trabajo, competencia para gestionar y elevado sentido de espiritualidad corporativa, que garantice atención humanitaria a estos pacientes, se sugiere el uso de endomarketing, para conciliar los objetivos e intereses del recurso humano interno a las necesidades y expectativas de los pacientes con EDE(AU)

Skin diseases are a wide range of conditions that affect the skin, of bacterial, viral, fungal origin, allergic reaction, cancer, parasite, hereditary, idiopathic; due to their symptoms they can generate stigma. For this reason, the World Health Organization encourages Member States to engage in promotional activities to raise awareness in order to combat the discrimination perceived by patients with stigmatizing dermatological diseases (SDD), both for the community and in health establishments, which may have a negative impact on adherence to treatment. The objective of this study was to assess the use of endomarketing for adherence to DTS treatment. A quantitative investigation was carried out. An endomarketing survey was applied to 279 participants; In addition, with 147 patients with EDE, the perception of stigmatizing attitudes was investigated. The results showed a reach on endomarketing of 0.62 in direct attention personnel and 0.45 for indirect attention; The patients with the highest perception of stigmatizing attitudes were those who presented infectious-type skin conditions, mostly from indirect care. It is inferred that knowledge about DTS decreases the expressions of rejections. As alternatives for the training of personnel with greater job satisfaction, competence to manage and a high sense of corporate spirituality, which guarantees humanitarian attention to these patients, the use of endomarketing is suggested, to reconcile the objectives and interests of internal human resources. to the needs and expectations of patients with DTS(AU)

Midias sociais para atração de pacientes em clínicas odontológicas privadas durante pandemia de Covid 19 / Social media for attracting patients in private dental clinics during the Covid 19 pandemic

Verificar a rotina dos cirurgiões-dentistas (CD) e a utilização das mídias sociais, como meio de divulgação profissional e de atração de pacientes em clínicas odontológicas privadas, durante a pandemia de Covid-19. Este estudo transversal qualitativo inclui questionários respondidos por CD atuantes em clínicas privadas na região sudeste do Brasil. Um questionário virtual, elaborado através da plataforma Google Forms, abordou informações sobre o perfil dos profissionais e os aspectos dos métodos publicitários e mídias sociais utilizados para o alcance de pacientes durante o período de pandemia de Covid-19. Os dados obtidos foram tabulados e submetidos à análise estatística descritiva (%). No total, 102 CD participaram do estudo, sendo que 96 questionários seguiram os critérios de inclusão para a análise dos dados. A divulgação social como meio de exposição profissional foi uma ação realizada por 75 (78,13%) CD da amostra. Considerando esses profissionais, 74 (98,67%) utilizam redes sociais e domínios virtuais para tal finalidade, sendo que 71 (95,95%) CD usufruem do Instagram. Grande parte dos participantes (71,62%) relatou não possuir assessoria de marketing especializada para fazer publicações de conteúdo profissional nas redes sociais, embora a maioria publique este tipo de conteúdo mais de uma vez por semana (58,11%). Uma grande parcela dos participantes do estudo (67,71%) notou que a pandemia de Covid-19 procovou diminuição na quantidade de pacientes nas clínicas odontológicas. A inclusão de outros equipamentos de proteção individual foi a conduta mais seguida pelos CD (56,25%) para evitar a transmissão da doença neste período. Conclui-se que os CD participantes acreditam que a pandemia de Covid-19 promoveu um impacto negativo na atração de pacientes em clínicas odontológicas privadas na região sudeste brasileira, ainda que a maioria destes profissionais tenham incluído outros equipamentos de proteção individual como medida de segurança e utilizem frequentemente redes sociais para divulgação de conteúdo profissional, tendo o Instagram como a principal mídia social. No entanto, a assessoria de marketing especializada em publicações de conteúdo profissional nas redes sociais ainda é um recurso pouco utilizado no meio odontológico(AU)

To verify the routine of Dental Surgeons (DS) and the use of social media as a means of professional dissemination and patient attraction in private dental clinics during the Covid-19 pandemic. This cross-sectional qualitative study included questionnaires answered by Dental Surgeons working in private clinics in the southeastern region of Brazil. A virtual questionnaire, which was developed through the Google Forms platform, addressed information about the profile of professionals and aspects of advertising methods and social media used to reach patients during the Covid-19 pandemic period. The data were tabulated and submitted to descriptive statistical analysis (%). A total of 102 Dental Surgeons participated in the study, with 96 questionnaires meeting the inclusion criteria for data analysis. Social disclosure as a means of professional exposure was an action performed by 75 (78.13%) Dental Surgeons of the survey. Considering these professionals, 74 (98.67%) use social networks and virtual domains for this purpose and 71 (95.95%) Dental Surgeons use Instagram. A large portion of the participants (71.62%) reported not having a specialized marketing consultancy to make professional contente publications on social media, although most publish this type of content more than once a week (58.11%). A large portion of study participants (67.71%) noted that the Covid-19 pandemic caused a decrease in the amount of patients in the dental clinics. The inclusion of other personal protective equipment was the conduct most followed by the Dental Surgeons (56.25%) to avoid the transmission of the disease in this period. It can be concluded that the participating Dental Surgeons believe that the Covid-19 pandemic promoted a negative impact on attracting patients in private dental clinics in the southeastern region of Brazil, in spite of most of these professionals have included other personal protective equipment as safety measure and frequently use social networks for dissemination of professional content, with Instagram as main social media. However, a marketing consultancy specialized in publishing professional content on social networks is still a resource which is little used in the dental environment(AU)

A bioethical examination of the use of human emotions as a film marketing tool on short video platforms: normative morality applicable to film marketing matrix / Un examen bioético del uso de las emociones humanas como herramienta de marketing cinematográfico en plataformas de vídeo de corta duración: moralidad normativa aplicable a la matriz de marketing cinematográfico / Um exame bioético do uso de emoções humanas como uma ferramenta de marketing em plataformas de vídeos curtos: moralidade normativa aplicável à matriz de marketing

Abstract: The marketing matrix on a short video platform is an intriguing research topic. It is a novel film marketing strategy on the short video platform that successfully stimulates the audience's emotion in the film marketing process, but it must also be ethically tested.To address this desire, we examine the problem using normative ethics (consequentialism, deontology, and virtue ethics). The marketing matrix will be addressed within the framework of philosophical ethics, whose emotional marketing can be tested, in what follows, through reviews of literature and content analysis. First and foremost, a matrix standpoint will be adopted in order to provide a preliminary conceptualization along with its emotional techniques of the marketing matrix; then, the marketing matrix will be addressed within the framework of philosophical ethics, whose emotional marketing can be tested. In the future, when creating a moral marketing matrix, the author proposes that numerous ethical concepts be taken into account comprehensively.

Resumen: La matriz de marketing en una plataforma de vídeo de corta duración es un tema de investigación intrigante. Se trata de una novedosa estrategia de marketing cinematográfico en la plataforma de vídeos cortos que estimula con éxito la emoción de la audiencia en el proceso de marketing cinematográfico, pero también debe ponerse a prueba desde el punto de vista ético. Para hacerlo, examinamos el problema utilizando la ética normativa (consecuencialismo, deontología y ética de la virtud). La matriz de marketing se abordará en el marco de la ética filosófica, cuyo marketing emocional puede ponerse a prueba, en lo que sigue, mediante revisiones de la literatura y análisis de contenido. En primer lugar, se adoptará un punto de vista matricial para proporcionar una conceptualización preliminar junto con sus técnicas emocionales de la matriz de marketing; a continuación, se abordará la matriz de marketing en el marco de la ética filosófica, cuyo marketing emocional puede ponerse a prueba. En el futuro, a la hora de crear una matriz de marketing moral, el autor propone que se tengan en cuenta numerosos conceptos éticos de forma exhaustiva.

Resumo: A matriz de marketing em plataforma de vídeos curtos é um tópico de pesquisa intrigante. É uma nova estratégia de marketing em plataforma de vídeos curtos que estimula com sucesso as emoções da audiência no processo de marketing, mas deve ser também eticamente testada. Visando esse propósito, nós examinamos o problema usando ética normativa (consequencialismo, deontologia e ética da virtude). A matriz de marketing será abordada na perspectiva da ética filosófica, cujo marketing emocional pode ser testado através de revisões da literatura e de análise de conteúdo. Em primeiro lugar, um ponto de vista de matriz será adotado de forma a fornecer uma conceitualização juntamente com suas técnicas emocionais de matriz de marketing; em seguida, a matriz de marketing será abordada na perspectiva da ética filosófica, cujo marketing emocional pode ser testado. No futuro, ao criar uma matriz de marketing moral, o autor propõe que inúmeros conceitos éticos sejam levados em consideração de forma abrangente.

Post-marketing sampling and testing programs for licensed medicinal products: a narrative review

Abstract The globalization of the pharmaceutical market has enabled access to a considerable number of new medicinal products. Consequently, the circulation of substandard medicinal products has also increased. To minimize this problem, post-marketing quality sampling and testing programs are performed to monitor and confirm that the medicinal products available in the market meet appropriate quality requirements. In this review, the post-approval sampling and testing procedures of six regulatory authorities were compared with the goal of strengthening these market surveillance systems. Similarities were observed between the procedures adopted by different regulatory authorities. However, the agencies were not always transparent about the results of these monitoring procedures. A probable mismatch between the registration procedures and the quality requirements listed in official compendiums was observed, which resulted in dissonance and contradiction between the specifications approved by the regulatory authorities and those required in the pharmacopeias. Therefore, strengthening harmonization projects related to these activities can help minimize such difficulties.

Harassment of health professionals by the infant food industry at scientific events / Assédio da indústria de alimentos infantis a profissionais de saúde em eventos científicos

ABSTRACT OBJECTIVE To analyze the receipt of sponsorships from breast-milk substitute companies by health professionals in scientific events. METHODS Multicenter study (Multi-NBCAL) performed from November 2018 to November 2019 in six cities in different Brazilian regions. In 26 public and private hospitals, pediatricians, nutritionists, speech therapists, and a hospital manager were interviewed using a structured questionnaire. Descriptive analyses were carried out regarding the health professionals' knowledge about the Norma Brasileira de Comercialização de Alimentos para Lactentes e Crianças de Primeira Infância, Bicos, Chupetas e Mamadeiras (NBCAL - Brazilian Code of Marketing of Infant and Toddlers Food and Childcare-related Products), companies sponsoring scientific events, and material or financial sponsorships received, according to profession. RESULTS We interviewed 217 health professionals, mainly pediatricians (48.8%). Slightly more than half of the professionals (54.4%) knew NBCAL, most from Baby-friendly Hospitals. Most health professionals (85.7%) attended scientific events in the last two years, more than half of them (54.3%) sponsored by breast-milk substitute companies, especially Nestlé (85.1%) and Danone (65.3%). These professionals received sponsorships in the events, such as office supplies (49.5%), meals or invitations to parties (29.9%), promotional gifts (21.6%), payment of the conference registration fee (6.2%) or ticket to the conference (2.1%). CONCLUSION The infant food industries violate NBCAL by harassing health professionals in scientific conferences, offering diverse material and financial sponsorships.

RESUMO OBJETIVO Analisar o recebimento de patrocínios da indústria de substitutos do leite materno por profissionais de saúde em eventos científicos. MÉTODOS Inquérito multicêntrico (Multi-NBCAL) conduzido entre novembro de 2018 e novembro de 2019 em seis cidades de diferentes regiões brasileiras. Em 26 hospitais públicos e privados foram entrevistados pediatras, nutricionistas, fonoaudiólogos e um membro da chefia, mediante questionário estruturado. Foram realizadas análises descritivas do conhecimento dos profissionais de saúde sobre a Norma Brasileira de Comercialização de Alimentos para Lactentes e Crianças de Primeira Infância, Bicos, Chupetas e Mamadeiras (NBCAL), das empresas patrocinadoras de eventos científicos e dos patrocínios financeiros ou materiais recebidos, conforme a categoria profissional. RESULTADOS Foram entrevistados 217 profissionais de saúde, principalmente pediatras (48,8%). Pouco mais da metade dos profissionais (54,4%) afirmaram conhecer a NBCAL, principalmente em Hospitais Amigos da Criança. A maior parte (85,7%) dos profissionais de saúde havia participado de congressos científicos nos últimos dois anos, mais da metade, 54,3%, deles apoiados pela indústria de substitutos do leite materno, em especial pela Nestlé (85,1%) e Danone (65,3%). Patrocínios foram recebidos por esses profissionais nos eventos, como materiais de escritório (49,5%), refeições ou convites para festas (29,9%), brindes (21,6%), pagamento de inscrição (6,2%) ou de passagem para o congresso (2,1%). CONCLUSÃO As indústrias de alimentos infantis infringem a NBCAL ao assediar profissionais de saúde em congressos científicos, oferecendo patrocínios materiais e financeiros diversos.

Analysis on the Characteristics of Quality Variation of National Medical Device Supervision and Inspection in 2020 / 中国医疗器械杂志

This study is based on the summary of the characteristics of quality variation of national medical device supervision and inspection in 2020. According to the results of the national medical device supervision and inspection through comparative analysis, this study puts forward suggestions on the medical device production and supervision measures for the post-marketing products, so as to further improve the level of the medical device and ensure the safety use of medical device.

Discussion on Technical Evaluation Requirements of Allergen Detection Reagent Pre-marketing / 中国医疗器械杂志

In the perspective of technical evaluation, the pre-marketing regulatory requirements of allergen detection reagents in China, America, European Union were compared, and the regulatory risks and performance requirements of this product were analyzed based on the monitoring of post-marketing adverse events, reference standards and domestic and foreign regulatory documents. In view of the "neck-stuck" problems such as the difficulty of clinical trials, the difficulty of finding comparable contrast reagents and the lack of clinical diagnostic gold standards, this paper discusses and gives regulatory suggestions, with a view to providing technical reference for product R&D, production, evaluation, approval and supervision in this field.

Analysis and Suggestions on Status Quo of Commissioned Production under Medical Device Marketing Authorization Holder System in China / 中国医疗器械杂志

OBJECTIVE@#Sort out and analyze the current status and existing problems of the pilot work of the medical device marketing authorization holder system to provide reference opinions for the full implementation of the medical device marketing authorization holder system.@*METHODS@#Use literature analysis, comparative analysis and field research to comprehensively analyze the status, advantages and risks of commissioned production under the medical device marketing authorization holder system.@*RESULTS@#The commissioned production under the medical device marketing authorization holder system brings dividends and also brings risks.@*CONCLUSIONS@#We should consider improving the medical device marketing authorization holder system from marketing authorization holder, the entrusted manufacturer, and the regulatory authority, and strengthen the quality supervision of the entrusted production of products.

Rethinking the marketing strategy of anti-tumor drugs by single-arm trials supported / 中华肿瘤杂志

Single-arm trial refers to a clinical trial design that does not set up parallel control group, adopts open design, and does not involve randomization and blind method. These features, on the one hand, speed up the process of clinical trials, significantly shorten the time to market and meet the needs of patients with advanced malignancies, but also lead to the uncertainty of single-arm clinical trials themselves. Recently, the US Food and Drug Administration held a meeting of the oncologic drug advisory committee to discuss six tumor indications that have been accelerated approved, which once again triggered the discussion of single-arm trials. The basis of accelerated approval by single-arm trial is actually a compromise on the level of evidence-based medical evidence requirements after assessing the benefit risk. Therefore, the sponsor should strictly grasp the applicable conditions of single-arm trial in anti-tumor drugs and conduct single-arm trial scientifically. Post-marketing clinical trial should be implement as early as possible to ensure the benefit of patients. Based on the characteristics of single-arm trial, combined with two guidance relevant to single-arm trial issued by National Medical Products Administration recently, this article is supposed to propose and summarize the strategy of single-arm trial supporting the marketing of anti-tumor drugs.

Analysis on the Quality Status of in Vitro Diagnostic Reagents for National Medical Device Supervision and Inspection in 2020 / 中国医疗器械杂志

OBJECTIVE@#This paper puts forward suggestions on the development of in vitro diagnostic reagents and supervision measures for the post-marketing products, so as to further improve the quality of in vitro diagnostic reagents and ensure the safety use of medical device.@*METHODS@#This paper summarizes the quality of in vitro diagnostic reagents and analyzes the causes of the problems, according to the results of the national medical device supervision and inspection in 2020.@*RESULTS@#The overall quality of in vitro diagnostic reagents for national medical device supervision and inspection in 2020 is stable and the unqualified detection rate is 1.6%. However, there are some problems. For example, the management of raw materials is unscientific, the faultiness in the preparation of reference materials, the understanding of standards is unthorough, and the management of instructions is unimportance.@*CONCLUSIONS@#It is suggested that manufacturers of in vitro diagnostic reagents should improve the binding force of the quality management system, strengthen the awareness of risk management, attach importance to communicate with regulatory authorities, study standards sufficiently and strengthen the management of instructions. It is also suggested that the regulatory authorities should strengthen supervision and inspection, and further complete the evaluation guidance and standard publicity and implementation.

Eyes do not lie: investigation of the effectiveness of outdoor advertising instruments: an applied neuromarketing research with eye-tracking technique / Los ojos no mienten: investigación de la eficacia de los instrumentos de publicidad exterior: una investigación de neuromarketing aplicada con la técnica de seguimiento ocular / Olhos não mentem: investigação da efetividade de instrumentos de propaganda ao ar livre (outdoor): uma pesquisa de neuromarketing aplicada com a técnica do rastreamento do olhar (eye-tracking)

Abstract Traditional techniques of market research and information gathering to meet business needs fail because they cannot always produce the desired results. This has necessitated the use of new techniques and methods for gathering information. Companies frequently resort to advertising activities for the promotion of a new product or to increase sales of an existing product and want to be compensated for the expenses incurred in these activities. It is necessary to measure the effectiveness of advertising in order to know how the response to the advertisement is after its publication. A questionnaire and an eye tracker were applied to 32 participants to investigate the communication effectiveness of 25 outdoor advertisements. As a result, it is obtained that the survey method is not fully sufficient to provide the real data needed by the company. The recognition method reflects the truth: real data can be obtained from the participants with the neuromarketing method and it has been determined that the company can achieve the real data it needs.

Resumen Las técnicas tradicionales de investigación de mercado y recopilación de información para satisfacer las necesidades de las empresas fracasan, porque no siempre pueden producir los resultados deseados. Ello ha hecho necesario el uso de nuevas técnicas y métodos para recoger la información. Las empresas recurren con frecuencia a actividades publicitarias para la promoción de un nuevo producto o para aumentar las ventas de un producto ya existente y quieren que se les compense por los gastos realizados en estas actividades. Es necesario medir la eficacia de la publicidad para saber cómo es la respuesta al anuncio después de su publicación. Se aplicó un cuestionario y un rastreador ocular a 32 participantes para investigar la eficacia de la comunicación de 25 anuncios en exteriores. Como resultado, se obtiene que el método de encuesta no es totalmente suficiente para proporcionar los datos reales que necesita la empresa. El método de reconocimiento refleja la verdad: se puede obtener datos reales de los participantes con el método de neuromarketing y se ha determinado que la empresa puede alcanzar los datos reales que necesita.

Resumo As técnicas tradicionais de pesquisa de mercado e coleta de informações para atender às necessidades comerciais fracassam porque nem sempre podem produzir os resultados desejados. Isto exigiu o uso de novas técnicas e métodos para a coleta de informações. As empresas freqüentemente recorrem a atividades publicitárias para a promoção de um novo produto ou para aumentar as vendas de um produto existente e querem ser compensadas pelas despesas incorridas nessas atividades. É necessário medir a eficácia da publicidade a fim de saber como é a resposta ao anúncio após sua publicação. Um questionário e um rastreador de olhos foram aplicados a 32 participantes para investigar a eficácia da comunicação de 25 anúncios ao ar livre. Como resultado, obtém-se que o método de pesquisa não é totalmente suficiente para fornecer os dados reais necessários para a empresa. O método de reconhecimento reflete a verdade: dados reais podem ser obtidos dos participantes com o método de neuromarketing e foi determinado que a empresa pode obter os dados reais de que necessita.

Marketing olfativo la seducción invisible del aroma / Olfactory marketing the invisible seduction of aroma / Marketing olfativo a sedução invisível do aroma

El marketing actual encuentra a una sociedad anestesiada, evitativa y un poco aislada, por lo cual deberá buscar mecanismos alternos para intervenirla en base a un abordaje que se guíe por los sentidos. Esta última década será decisiva para el marketing olfativo porque de una tendencia, ahora se transforma en una opción para acercar, estimular, crear y enriquecer experiencias sensoriales perdurables en el tiempo, su formato de ingreso a la mente es sutil, oculto e implacablemente inmediato, porque su objetivo es seducir instantáneamente al cerebro

Current marketing finds a society anesthetized, avoidant and a bit isolated, so it must look for alternative mechanisms to intervene based on an approach that is guided by the senses. This last decade will be decisive for olfactory marketing because from a trend, it is now transformed into an option to bring, stimulate, create and enrich sensorial experiences that last over time, its entry format to the mind is subtle, hidden and relentlessly immediate, because its goal is to instantly seduce the brain.

O marketing atual encontra uma sociedade anestesiada, evitativa e um pouco isolada, para a qual deve buscar mecanismos alternativos para intervir a partir de uma abordagem orientada pelos sentidos. Esta última década será decisiva para o marketing olfativo porque de tendência, agora se transforma em opção de trazer, estimular, criar e enriquecer experiências sensoriais que perduram no tempo, seu formato de entrada para a mente é sutil, oculto e implacavelmente imediato, porque seu objetivo é seduzir instantaneamente o cérebro.

Marketing y cuidadores del adulto mayor / Marketing and caregivers for the elderly

Las personas adultas mayores (PAM) como sujetos de derecho, tienen múltiples necesidades de apoyo en las diferentes esferas físicas, psicosociales y espirituales. Por lo general, éstas se resuelven mediante la figura del cuidador, definido como la persona con formación teórica e instrumental para satisfacer las demandas mencionadas. En la dimensión sociodemográfica los requerimientos de la población se correlacionan con la transición demográfica, manifestada por la reducción de la fecundidad y mortalidad de la población en general; por consiguiente, acrecentar la esperanza de vida y longevidad de la población.1 El incremento de PAM en México, implica el aumento de demanda de servicios2 de cuidado y mantenimiento de la funcionalidad del adulto mayor (AM). Desde otro panorama, el marketing ofrece grandes beneficios a los prestadores de cuidados para maximizar la satisfacción de los consumidores y mejorar la calidad de vida de las personas; es vital establecer un grado de conocimiento de los cuidadores sobre la mercadotecnia y se apoye para determinar sus niveles de aplicabilidad en el ámbito asistencial del AM, con la finalidad de incorporar nuevas destrezas a los cuidadores de PAM, promocionar el cuidado a domicilio, la participación de profesionales de otras disciplinas que capaciten a los cuidadores en diversas áreas del cuidado3 para mejorar el capital humano ofrecido a organizaciones gerontológicas.

Older adults (OA) as subjects of law, have multiple needs for support in different physical, psychosocial and spiritual spheres. In general, these are resolved through the figure of the caregiver, defined as the person with theoretical and instrumental training to satisfy the aforementioned demands. In the sociodemographic dimension, the population's requirements are correlated with the demographic transition, manifested by the reduction in fertility and mortality of the population in general; consequently, increase the life expectancy and longevity of the population.1 The increase in MAP in Mexico implies an increase in demand for services2 for the care and maintenance of the functionality of the elderly (OA). From another perspective, marketing offers great benefits to caregivers to maximize consumer satisfaction and improve people's quality of life; It is vital to establish a degree of knowledge of caregivers about marketing and support to determine its levels of applicability in the field of OA care, in order to incorporate new skills to MAP caregivers, promote home care, participation professionals from other disciplines who train caregivers in various areas of care3 to improve the human capital offered to gerontological organizations.