Knowledge of social marketing and attitude toward its use by health professionals and managers

Abstract

Objective: To identify the knowledge and attitudes toward marketing among professionals and managers of the General Health Directorate of the Province of Havana.

Materials and methods: Descriptive, cross-sectional study, from July to December 2024. A documentary review was conducted and a self-administered questionnaire was used for professionals and managers of the General Health Directorate of the Province of Havana, using a non-probabilistic, intentional sample.

Results: 38 professionals and managers were surveyed, predominantly female (53%) and over 50 years of age (27%). 52.6% had graduated more than 20 years ago and 55.3% performed methodological work, followed by management at 44.7%, specialists at 89.1% and master's degrees at 18.4%. 52.6% were familiar with marketing; 36.8% stated that their knowledge was insufficient and 94.7% showed a positive attitude, demonstrating the degree of acceptance of the application of this tool in health management, but this is not demonstrated in its implementation in health programs and services.

Conclusions: Professionals and managers responsible for advising, organizing, and overseeing the implementation of health programs and services demonstrated sufficient knowledge and positive attitudes toward marketing, yet it is not used as a management tool. Implementing this tool in health programs and services remains a challenge.

Keywords: Marketing; Knowledge; Program; Services.