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Social Marketing on Health management' Childrens participation context'


Manzanillo Health System. Learning and exchange ... Social Marketing. Definition ... as consumer of health stocks and object of social marketing - and its ... – PowerPoint PPT presentation

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Title: Social Marketing on Health management' Childrens participation context'

Social Marketing on Health management. Childrens
participation context.
  • Authors
  • Dr. Marcio Ulises Estrada Paneque. Dr. Sc.
    Caridad Vinajera Torres.
  • Inst. Genco Estrada Vinajera.

  • First and Second degree specialized in Pediatric
    and Health Administration. Titular Professor.
    Granma Medical University. Cuba.
  • Sciences PhD. Titular Professor. Granma Medical
  • Family Doctor. Paediatric Instructor. Manzanillo
    Health System.

Learning and exchange objectives.
  • Focus
  • Potentialities S. M Mechanism
  • Necessity
  • Current use
  • and 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.
  • 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
  • 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
  • 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

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
  • Do we give the selfresponsability option for
    their health and quality of life to our
  • 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 health-illness
    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

PROSALUD-Manzanillo Group.