MARKETING SOCIAL SUSTENTABLE COMO ESTRATEGIA PARA INCREMENTAR LA VACUNACIÓN CONTRA SARAMPIÓN E INFLUENZA EN MÉXICO
Resumen
Hoy en día el uso de las técnicas de marketing social es utilizado para promover la salud, concientizar en prácticas sociales y de medio ambiente, entre otras (Tsourgiannis et al., 2023). Es por ello por lo que, el objetivo de este estudio es determinar de qué manera la mercadotecnia social puede influir en la promoción y aplicación de la vacuna de sarampión e influenza en México basado en el Modelo de Creencias en Salud. Para ello, se aplicó un método cualitativo naturalista, donde el procedimiento de análisis hermenéutico se estructuró en cinco fases y con datos de informantes clave de 3 estados de México, se realizaron 9 entrevistas a médicos generales de los estados de Chihuahua, Guerrero y Puebla. Entre los resultados obtenidos se pudo constatar que la falta de información es una de las causas por las que la población no se vacuna aunado al bajo nivel educativo. Por otra parte, las campañas de marketing social deben enfocarse en comunicar los beneficios de aplicarse las vacunas para evitar enfermedades y contrarrestar los mitos y creencias en contra de vacunarse. Estos resultados ofrecen un panorama de como en la población en México hay mucha desinformación al respecto, además propone un marco de referencia para las organizaciones de salud y gobiernos en la implementación de políticas, programas y campañas para beneficio de la sociedad.
ABSTRACT
SUSTAINABLE SOCIAL MARKETING AS A STRATEGY TO INCREASE MEASLES AND INFLUENZA VACCINATION IN MEXICO
Today, social marketing techniques are used to promote health, raise awareness of social and environmental practices, among other things (Tsourgiannis et al., 2023). Therefore, the objective of this study is to determine how social marketing can influence the promotion and application of the measles and influenza vaccine in Mexico, based on the Health Beliefs Model. To this end, a naturalistic qualitative method was applied, where the hermeneutic analysis procedure was structured in five phases. Using data from key informants in three Mexican states, nine interviews were conducted with general practitioners from the states of Chihuahua, Guerrero, and Puebla. Among the results obtained, it was found that lack of information is one of the reasons why the population does not get vaccinated, coupled with low levels of education. Furthermore, social marketing campaigns should focus on communicating the benefits of vaccination to prevent diseases and counteract myths and beliefs against vaccination. These results offer an overview of the widespread misinformation on this topic among the Mexican population and propose a framework for health organizations and governments in the implementation of policies, programs, and campaigns for the benefit of society.
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