Social Marketing on Health
management. Children’s
participation context.
Authors:
Dr. Marcio Ulises Estrada Paneque.
Dr. Sc. Caridad Vinajera Torres.
Inst. Genco Estrada Vinajera.
Authors.
• First and Second degree specialized in
Pediatric and Health Administration. Titular
Professor. Granma Medical University. Cuba.
• Sciences PhD. Titular Professor. Granma
Medical University.
• Family Doctor. Paediatric Instructor.
Manzanillo Health System.
Learning and exchange objectives.
Focus
Potentialities
Necessity
Current use
and …
Definition
S. M
Mechanism
Difficulties
Principles
Considerations
Social Marketing. Definition
The term “social marketing (MS)” was
introduced two decades ago and was defined
as: “ The design, implementation and
control of programs and projects dedicated
to influence and to control the acceptance of
social ideas and related considerations with
these as for the planning, communication
type and investigation of their impact”
S M. Mechanism.
•
•
•
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Their authors imagined a conceptual
frame that caused a social change and
in which it were integrated several
mechanisms:
the informative
the technological
the psychological
the economic-legal
SM. Focus
• The focus that has the information in the
social change - to what doesn't escape the
health promotion - is composed by four
categories:
• educational focus
• persuasive focus
• focus on modification of the behavior
• focus on social influence
S M. Necessity.
Use the media to diffuse information
about health, it is a very old idea, but
their impact meters are not appropriate
in the reality. However, what is new and
necessary, is the systematic
application of the marketing tools
(principles and technical) to solve the
health social problems, and to
materialize the change in health and
quality of life.
S M. Difficulties.
• In many Third World countries, the influence
of the SM in the field of the public health
arrives of hands and very related with the
commercial marketing of medications,
advanced technologies, goods and inputs;
so much for moral purposes as immoral. In
this type of SM are violated, with certain
frequency, the bioethics principles charity
and non slander, the informed consent of the
needy masses and the social justice; the
commercialism prevails
M S. Current use.
• Environmental damage.
• Harmful personal habits.
• The illness and the wrongs that attempt
against the health.
• Animals and the aquatic life, extinction.
• Moral decadence and educational
systems.
• Loss of interest for the cultural
customs.
S M. Children and adolescents
• Children and adolescents are key
elements for the development; they will
be the youths and adults of the
immediate future, calls to lead the
social, economic and so much
politicians projections in the local or
national environment, but they are also
relevant to reach well-being and
justness in their families and
communities.
S M. Potentialities.
• In the 90s, the specialist won makes
aware that the SM settles down with the
children a market for diverse products
and that in fact they constitute don't
one, but three markets, that is to say,
primary market, of influence and of
future. Therefore, they represent an
enormous potential, and toward them
the SM health investment is
indispensable.
Principles to direct messages about
health to children and adolescents.
• Begin with programs of social marketing and
will finish with an objective change.
• Begin the prevention soon.
• Determine the small objectives for age and
differences in the environment.
• Appropriate messages that come from
several different sources during a lingering
period.
• To give the child and adolescent the control
and responsibility of their own destination.
S M. Ages setting
• It can go with success health messages to
children of any age provided they know each
other their cognitive levels, their interests
and their perceptions.
• To remember that an increment of 20% in
age, between 5 and 6 years (that is to say,
one year), it means a more important
cognitive experience that an increment of
20% between the 25 and 30 years (that is to
say, five years)
S M. Security and consistency
• Messages of diverse sources during an
useful period; to remember that “any unique
message, of a single source can not give a
complete result.”
• Interpersonal sources are more important
than media, but the relative power of each
element (media, family and peers) it will
change, as well as they will make it the
promotion strategies that exercise to the
maximum their influences.
M S. Control and projections
• To give the children the control and the
responsibility of their own destination, we
interpret it in the sense that they represent
the objective of the action of the health SM ,
they should have the opportunity to
participate.
• If the children are a fundamental part in the
conception and elaboration of a health S M
program or project , they will be more willing
to respond to this program, in the same way
that if they observe theirs peers active
participation.
S M. Target objectives
• Strategies of health SM, when belong to the
paediatric stratum, should also include to the
parents, teachers and the own health human
resources.
• They will give moral and material support to
the children and the programs that develop.
• In an unconscious way they incorporate with
more easiness the changes or preventions
that in essence, they praise their children like
drivers of the health messages and healthy
styles of life.
S M. Experiences.
• Child to Child Project. Manzanillo. Cuba.
1996-1998. Profile: Promotion and health
education in community project based on
participative actions and community
research.
• Turquino Plan “Child to Child” generalization
project. Granma. Cuba 1998-2000.
• Under five years focus of risk. Manzanillo
Health System (SIMUS). 1994-2000.
• Resilience focus on childhood. Manzanillo.
New millennium. 200-2003
S M. Doubts.
• Are we making Social Marketing from our Secondary
and Primary Health Care institutions?
• Do we use the multisectorial, interdisciplinary and
community approach in our health strategies for the
prevention, education, attendance and rehabilitation?
• Do we give the selfresponsability option for their health
and quality of life to our population?
• As managers in health do we promote the SM?
S M. Final considerations
• Social marketing, instrument of multiple
utility, has become for their scientific basis
and impact a indispensable handling tool for
effective promotion, education, prevention
and communication in health approach.
• It can be considered as of an established, but
wasted strategic tendency.
• Their knowledge and application forms in the
practice constitute requirements of high
priority if one wants to prevent, to promote
and to transform relative aspects to healthillness process and life quality.
S M. Final considerations.
• Child's knowledge and theirs basic
necessities -as consumer of health stocks
and object of social marketing - and its
classification agree to its ages groups allows
health promotion and education planning
with effectiveness and obtaining results.
• It is a evaluation reference “construct” of our
acting as System toward the population.
• The S M implementation in the childhood is
constituted an investment with immediate
dividends and futures.
S M. Final considerations.
• S M conception optimizes the
application of the risk focus, the
resiliency focus; the talkative
competition and self-esteem feelings
and children's realization.
• The SM is a promotion instrument of
the bioethics operative work with the
new generations.
PROSALUD-Manzanillo Group.