Social Marketing on Health management. Children

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Social Marketing on Health management. Childrens
participation context.

• Authors
• Dr. Marcio Ulises Estrada Paneque. Dr. Sc.
  Caridad Vinajera Torres.
• Inst. Genco Estrada Vinajera.

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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.

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Learning and exchange objectives.

• Focus
  Definition
• Potentialities S. M Mechanism
• Necessity
  Difficulties
• Current use
  Principles
• and Considerations

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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

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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

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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

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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.

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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

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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.

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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.

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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.

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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.

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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)

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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.

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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.

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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.

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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

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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?

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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. 

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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.

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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.

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PROSALUD-Manzanillo Group.