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        "resumen" => "<p class="elsevierStyleSimplePara elsevierViewall">El marketing social aplicado a la salud est&#225; emergiendo con fuerza en los &#250;ltimos a&#241;os con el objeto de incrementar la concienciaci&#243;n p&#250;blica y promover cambios en las conductas de las personas&#46; Se ha demostrado que los programas o intervenciones que est&#225;n fundamentados en los principios b&#225;sicos del marketing social son efectivos para mejorar la salud p&#250;blica&#44; aunque &#233;sta no suele ser la pauta generalizada en la pr&#225;ctica en Espa&#241;a&#44; donde las pol&#237;ticas de salud se han basado m&#225;s en planes con un enfoque m&#225;s orientado a la eficiencia econ&#243;mica que a las necesidades de las personas&#46; Para que un programa de marketing de salud sea eficaz es necesario que contemple los siguientes aspectos&#58; <span class="elsevierStyleItalic">a&#41;</span> que el programa tenga un horizonte temporal de actuaci&#243;n a largo plazo&#59; <span class="elsevierStyleItalic">b&#41;</span> los objetivos se establezcan en t&#233;rminos de cambios de conducta&#59; <span class="elsevierStyleItalic">c&#41;</span> se utilice la investigaci&#243;n de mercado como fuente de informaci&#243;n&#59; <span class="elsevierStyleItalic">d&#41;</span> se establezcan acciones diferenciadas en funci&#243;n de los segmentos que se identifiquen como p&#250;blicos objetivo&#59; <span class="elsevierStyleItalic">e&#41;</span> el programa se operativice en las 4 variables del <span class="elsevierStyleItalic">marketing mix</span> &#8211;producto&#44; precio&#44; distribuci&#243;n y comunicaci&#243;n&#8211; y no s&#243;lo sustentar los programas en campa&#241;as publicitarias&#59; <span class="elsevierStyleItalic">f&#41;</span> el intercambio sea el eje del programa&#44; entendido como aquello que motive a las personas voluntariamente a cambiar&#44; ofreci&#233;ndoles algo beneficioso como contrapartida&#59; <span class="elsevierStyleItalic">g&#41;</span> se contrarresten los factores o fuerzas que compiten con los cambios de conducta deseados&#44; y <span class="elsevierStyleItalic">h&#41;</span> se utilice la responsabilidad social de las empresas como mecanismo de refuerzo de los programas de mejora de la salud&#46;</p><p class="elsevierStyleSimplePara elsevierViewall">En el dise&#241;o de los programas de marketing de salud se deben definir acciones estrat&#233;gicas y operativas no s&#243;lo dirigidas a los adoptantes de las conductas deseadas&#44; sino tambi&#233;n a todos los agentes que puedan favorecer o dificultar el cambio &#40;profesionales de la salud&#44; industria farmac&#233;utica&#44; pol&#237;ticos&#44; sector publicitario y empresas de productos y servicios con objetivos contrapuestos a la salud&#41;&#46;</p>"
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        "resumen" => "<p class="elsevierStyleSimplePara elsevierViewall">Recent years have seen a steady increase in social marketing applied to health with the aim of increasing public awareness and changing people&#39;s behavior&#46; Programs or actions based on the principles of social marketing have been shown to be effective in improving public health&#46; However&#44; that is not the general rule in Spain&#44; where health policies have been based on health plans directed more to economic efficiency than to citizens&#8217; needs&#46;</p><p class="elsevierStyleSimplePara elsevierViewall">For a health marketing program to be effective&#44; the following factors are necessary&#58; <span class="elsevierStyleItalic">1&#41;</span> the program has a long-term temporal horizon for action&#59; <span class="elsevierStyleItalic">2&#41;</span> the objectives are established in terms of behavioral changes&#59; <span class="elsevierStyleItalic">3&#41;</span> market research is used as a source of information&#59; <span class="elsevierStyleItalic">4&#41;</span> different actions are established according to the segments identified as targets&#59; <span class="elsevierStyleItalic">5&#41;</span> the program is operationalized in the four variables of the marketing mix&#44; namely&#44; product&#44; price&#44; distribution and communication&#44; and is not only based on advertising campaigns&#59; <span class="elsevierStyleItalic">6&#41;</span> the core of the program is exchange&#44; understood as the factors that motivate people to change in return for the promise of something beneficial to them&#59; <span class="elsevierStyleItalic">7&#41;</span> the factors or forces that compete with the desired behavioral changes are neutralized&#44; and <span class="elsevierStyleItalic">8&#41;</span> businesses&#8217; social responsibility is used as a mechanism to reinforce health improvement programs&#46;</p><p class="elsevierStyleSimplePara elsevierViewall">The design of health marketing programs should include definition of strategic and operational actions aimed not only at potential adopters of the desired behavior but also at all agents who may help or hinder behavioral change &#40;health professionals&#44; the pharmaceutical industry&#44; politicians&#44; the advertising industry&#44; and products and services with health-challenging objectives&#41;&#46;</p>"
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