Academic education in health marketing in Ibero-America.
DOI:
https://doi.org/10.19136/hs.a16n1.1377Keywords:
marketing de salud, educación, académicaAbstract
Objective: Identify the academic education modality offerings in health marketing in Ibero-America. Materials and methods: Descriptive observational research. Questionnaire by email, online documental review. Universe made up of representatives of the Ibero-American Health Marketing Network (henceforth referred to by its Spanish acronym RIMS) and teachers involved with the subject in 20 Ibero-American countries in 2015; non-probability convenience sampling used. The questionnaire was answered in 17 countries. The summarized information is presented in absolute frequencies and percentages. Results: In all of the countries that answered the questionnaire, some form of health marketing modality is offered. "Lack of understanding of the need to offer various modalities to train health professionals and managers in marketing" was given as the main reason for its absence in academic education in health sciences. Most of the countries (82.4 %) state that they have teachers trained in the subject. The modalities most offered are: master’s degree subject (24.39 %), courses (19.5 %) and diplomas (17.07 %). Conclusions: Insufficient supply of academic education offerings in health marketing and a lack of dissemination of existing ones is a common denominator to all countries, coupled with a lack of understanding in the public sector of the need to train health professionals in marketing.Downloads
Metrics
References
Priego-Alvarez H.R. Remoaldo P.C. Evolución de la mercadotecnia aplicada a la salud. En: Mercadotecnia social en salud. Villahermosa: Universidad Juárez Autónoma de Tabasco, México. Universidad de Minho, Portugal. Red Iberoamericana de Mercadotecnia en Salud. 2012: 3-24.
Suárez Lugo. N. Mercadotecnia aplicada a la salud. En: Enfoque Social de la Mercadotecnia Sanitaria. La Habana: Editorial Ciencias Médicas; 2007: 11-34.
Suárez Lugo. N. Enfoque social de la mercadotecnia y los desafíos de la cobertura universal en salud. Rev Cubana Salud Pública. 2015;41 Supl.1: Available in: http://scielo.sld.cu/scielo.php?script=sci_arttext&pid=S0864-34662015000500010
Suárez Lugo. N, Garnica H.C, Cajan V.M, Remoaldo P.C, Torres S. C, Priego Alvarez H.R. Conocimientos y actitudes hacia la mercadotecnia en salud en países de Iberoamérica. Rev Cubana Salud Pública. 2016;42(1):115-128
Suárez Lugo. N, Garnica H. C, Cajan V. M, Remoaldo P.C, Torres S. C. Orozco V.M.A. Actitud hacia la mercadotecnia en salud en países de Iberoamérica. Horizonte Sanitario. 2016; 15(1):8-18.
Priego Alvarez. H.R, Córdova H.J.A, Suárez L.N. Mercadotecnia al servicio de la salud: un enfoque multidisciplinario. México. Universidad Juárez Autónoma de Tabasco, México.2015. Available in: http://www.rims.org.mx/wp-content/uploads/2016/02/libro-rims2015-finalvillahermosa.pdf
Suárez Lugo. N. Comunicación en estrategias de mercadeo social del condón masculino para la prevención del VIH/sida en Cuba. Rev. Comunicación Salud. 2014; 4:69-83.
Suárez Lugo. N. Mercadeo social como herramienta en función de la salud sexual en Cuba. Rev Cubana Salud Pública. 2013; 39 Supl.1:950-960.
Suárez Lugo. N, Aguilar R. L.A. Mercadeo Social y prevención del VIH/sida. Isla de la Juventud. Cuba. 2013. Horizonte sanitario.2014; 13(2):177-87.
Red Iberoamericana de Mercadotecnia en Salud. Testimonio Notarial. Red Iberoamericana de Mercadotecnia en Salud. Tabasco, México. Noviembre de 2011.
Kosir M, Gutierrez K, Lessons Learned Globally: Secondhand Smoke Mass Media Campaigns. Saint Paul, Minnesota, United States: Global Dialogue for Effective Stop Smoking Campaigns; Centers for Disease Control and Prevention 2009.
Gutierrez K, Newcombe R. Lessons Learned Globally: Tobacco Control Digital Media Campaigns. Saint Paul, Minnesota, United States: Global Dialogue for Effective Stop-Smoking Campaigns; Centers for Disease Control and Prevention 2012.
