Capítulo 1. Mejorando la información y el conocimiento para las intervenciones sobre la salud
El marketing como herramienta para incrementar la eficacia de los planes de salud pública. Informe SESPAS 2008
Marketing as a tool to increase the effectiveness of public health plans
Asunción Beerli-Palacioa,
, Josefa D. Martín-Santanaa, Miquel Portab
Autor para correspondencia
abeerli@dede.ulpgc.es
Correspondencia: Asunción Beerli-Palacio. Universidad de Las Palmas de Gran Canaria.
Correspondencia: Asunción Beerli-Palacio. Universidad de Las Palmas de Gran Canaria.
Leído
1104
Vecesse ha leído el artículo
461
Total PDF
643
Total HTML
Compartir estadísticas
array:24 [ "pii" => "S0213911108760722" "issn" => "02139111" "doi" => "10.1016/S0213-9111(08)76072-2" "estado" => "S300" "fechaPublicacion" => "2008-04-01" "aid" => "76072" "copyright" => "Sociedad Española de Salud Pública y Administración Sanitaria" "copyrightAnyo" => "2008" "documento" => "article" "crossmark" => 0 "licencia" => "http://creativecommons.org/licenses/by-nc-nd/4.0/" "subdocumento" => "fla" "cita" => "Gac Sanit. 2008;22 Supl 1:27-36" "abierto" => array:3 [ "ES" => true "ES2" => true "LATM" => true ] "gratuito" => true "lecturas" => array:2 [ "total" => 2401 "formatos" => array:3 [ "EPUB" => 159 "HTML" => 1592 "PDF" => 650 ] ] "itemSiguiente" => array:19 [ "pii" => "S0213911108760734" "issn" => "02139111" "doi" => "10.1016/S0213-9111(08)76073-4" "estado" => "S300" "fechaPublicacion" => "2008-04-01" "aid" => "76073" "copyright" => "Sociedad Española de Salud Pública y Administración Sanitaria" "documento" => "article" "crossmark" => 0 "licencia" => "http://creativecommons.org/licenses/by-nc-nd/4.0/" "subdocumento" => "fla" "cita" => "Gac Sanit. 2008;22 Supl 1:37-42" "abierto" => array:3 [ "ES" => true "ES2" => true "LATM" => true ] "gratuito" => true "lecturas" => array:2 [ "total" => 2070 "formatos" => array:3 [ "EPUB" => 136 "HTML" => 1449 "PDF" => 485 ] ] "es" => array:11 [ "idiomaDefecto" => true "cabecera" => "<span class="elsevierStyleTextfn">Capítulo 1. Mejorando la información y el conocimiento para las intervenciones sobre la salud</span>" "titulo" => "El nuevo médico. La inaplazable reforma de la formación de los profesionales de la salud. Informe SESPAS 2008" "tienePdf" => "es" "tieneTextoCompleto" => 0 "tieneResumen" => array:2 [ 0 => "es" 1 => "en" ] "paginas" => array:1 [ 0 => array:2 [ "paginaInicial" => "37" "paginaFinal" => "42" ] ] "titulosAlternativos" => array:1 [ "en" => array:1 [ "titulo" => "The new physician. A pressing reform in medical education" ] ] "contieneResumen" => array:2 [ "es" => true "en" => true ] "contienePdf" => array:1 [ "es" => true ] "autores" => array:1 [ 0 => array:2 [ "autoresLista" => "Manuel G. Leyte" "autores" => array:1 [ 0 => array:2 [ "nombre" => "Manuel G." "apellidos" => "Leyte" ] ] ] ] ] "idiomaDefecto" => "es" "EPUB" => "https://multimedia.elsevier.es/PublicationsMultimediaV1/item/epub/S0213911108760734?idApp=WGSE" "url" => "/02139111/00000022000000S1/v1_201301221349/S0213911108760734/v1_201301221349/es/main.assets" ] "itemAnterior" => array:19 [ "pii" => "S0213911108760710" "issn" => "02139111" "doi" => "10.1016/S0213-9111(08)76071-0" "estado" => "S300" "fechaPublicacion" => "2008-04-01" "aid" => "76071" "copyright" => "Sociedad Española de Salud Pública y Administración Sanitaria" "documento" => "article" "crossmark" => 0 "licencia" => "http://creativecommons.org/licenses/by-nc-nd/4.0/" "subdocumento" => "fla" "cita" => "Gac Sanit. 2008;22 Supl 1:19-26" "abierto" => array:3 [ "ES" => true "ES2" => true "LATM" => true ] "gratuito" => true "lecturas" => array:2 [ "total" => 1938 "formatos" => array:3 [ "EPUB" => 124 "HTML" => 1306 "PDF" => 508 ] ] "es" => array:11 [ "idiomaDefecto" => true "cabecera" => "<span class="elsevierStyleTextfn">Capítulo 1. Mejorando la información y el conocimiento para las intervenciones sobre la salud</span>" "titulo" => "¿Cómo mejorar la efectividad (calidad) reduciendo la brecha de la investigación a la acción? Informe SESPAS 2008" "tienePdf" => "es" "tieneTextoCompleto" => 0 "tieneResumen" => array:2 [ 0 => "es" 1 => "en" ] "paginas" => array:1 [ 0 => array:2 [ "paginaInicial" => "19" "paginaFinal" => "26" ] ] "titulosAlternativos" => array:1 [ "en" => array:1 [ "titulo" => "How can we improve effectiveness [quality] by reducing the gap between research and action?" ] ] "contieneResumen" => array:2 [ "es" => true "en" => true ] "contienePdf" => array:1 [ "es" => true ] "autores" => array:1 [ 0 => array:2 [ "autoresLista" => "Enrique Bernal Delgado" "autores" => array:1 [ 0 => array:2 [ "nombre" => "Enrique" "apellidos" => "Bernal Delgado" ] ] ] ] ] "idiomaDefecto" => "es" "EPUB" => "https://multimedia.elsevier.es/PublicationsMultimediaV1/item/epub/S0213911108760710?idApp=WGSE" "url" => "/02139111/00000022000000S1/v1_201301221349/S0213911108760710/v1_201301221349/es/main.assets" ] "es" => array:13 [ "idiomaDefecto" => true "cabecera" => "<span class="elsevierStyleTextfn">Capítulo 1. Mejorando la información y el conocimiento para las intervenciones sobre la salud</span>" "titulo" => "El marketing como herramienta para incrementar la eficacia de los planes de salud pública. Informe SESPAS 2008" "tieneTextoCompleto" => 0 "paginas" => array:1 [ 0 => array:2 [ "paginaInicial" => "27" "paginaFinal" => "36" ] ] "autores" => array:1 [ 0 => array:4 [ "autoresLista" => "Asunción Beerli-Palacio, Josefa D. Martín-Santana, Miquel Porta" "autores" => array:3 [ 0 => array:4 [ "nombre" => "Asunción" "apellidos" => "Beerli-Palacio" "email" => array:1 [ 0 => "abeerli@dede.ulpgc.es" ] "referencia" => array:2 [ 0 => array:2 [ "etiqueta" => "<span class="elsevierStyleSup">a</span>" "identificador" => "aff1" ] 1 => array:2 [ "etiqueta" => "<span class="elsevierStyleSup">¿</span>" "identificador" => "cor1" ] ] ] 1 => array:3 [ "nombre" => "Josefa D." "apellidos" => "Martín-Santana" "referencia" => array:1 [ 0 => array:2 [ "etiqueta" => "<span class="elsevierStyleSup">a</span>" "identificador" => "aff1" ] ] ] 2 => array:3 [ "nombre" => "Miquel" "apellidos" => "Porta" "referencia" => array:1 [ 0 => array:2 [ "etiqueta" => "<span class="elsevierStyleSup">b</span>" "identificador" => "aff2" ] ] ] ] "afiliaciones" => array:2 [ 0 => array:3 [ "entidad" => "Universidad de Las Palmas de Gran Canaria, Las Palmas, España" "etiqueta" => "<span class="elsevierStyleSup">a</span>" "identificador" => "aff1" ] 1 => array:3 [ "entidad" => "Instituto Municipal de Investigación Médica de Barcelona, Universidad Autónoma de Barcelona y CIBER en Epidemiología y Salud Pública, Barcelona, España" "etiqueta" => "<span class="elsevierStyleSup">b</span>" "identificador" => "aff2" ] ] "correspondencia" => array:1 [ 0 => array:3 [ "identificador" => "cor1" "etiqueta" => "⁎" "correspondencia" => "Correspondencia: Asunción Beerli-Palacio. Universidad de Las Palmas de Gran Canaria." ] ] ] ] "titulosAlternativos" => array:1 [ "en" => array:1 [ "titulo" => "Marketing as a tool to increase the effectiveness of public health plans" ] ] "pdfFichero" => "main.pdf" "tienePdf" => true "PalabrasClave" => array:2 [ "es" => array:1 [ 0 => array:4 [ "clase" => "keyword" "titulo" => "Palabras clave" "identificador" => "xpalclavsec13632" "palabras" => array:3 [ 0 => "Marketing social" 1 => "Marketing de salud" 2 => "Eficacia de los programas de marketing de salud" ] ] ] "en" => array:1 [ 0 => array:4 [ "clase" => "keyword" "titulo" => "Key words" "identificador" => "xpalclavsec13631" "palabras" => array:3 [ 0 => "Social marketing" 1 => "Health marketing" 2 => "Effectiveness of health marketing programs" ] ] ] ] "tieneResumen" => true "resumen" => array:2 [ "es" => array:2 [ "titulo" => "Resumen" "resumen" => "<p class="elsevierStyleSimplePara elsevierViewall">El marketing social aplicado a la salud está emergiendo con fuerza en los últimos años con el objeto de incrementar la concienciación pública y promover cambios en las conductas de las personas. Se ha demostrado que los programas o intervenciones que están fundamentados en los principios básicos del marketing social son efectivos para mejorar la salud pública, aunque ésta no suele ser la pauta generalizada en la práctica en España, donde las políticas de salud se han basado más en planes con un enfoque más orientado a la eficiencia económica que a las necesidades de las personas. Para que un programa de marketing de salud sea eficaz es necesario que contemple los siguientes aspectos: <span class="elsevierStyleItalic">a)</span> que el programa tenga un horizonte temporal de actuación a largo plazo; <span class="elsevierStyleItalic">b)</span> los objetivos se establezcan en términos de cambios de conducta; <span class="elsevierStyleItalic">c)</span> se utilice la investigación de mercado como fuente de información; <span class="elsevierStyleItalic">d)</span> se establezcan acciones diferenciadas en función de los segmentos que se identifiquen como públicos objetivo; <span class="elsevierStyleItalic">e)</span> el programa se operativice en las 4 variables del <span class="elsevierStyleItalic">marketing mix</span> –producto, precio, distribución y comunicación– y no sólo sustentar los programas en campañas publicitarias; <span class="elsevierStyleItalic">f)</span> el intercambio sea el eje del programa, entendido como aquello que motive a las personas voluntariamente a cambiar, ofreciéndoles algo beneficioso como contrapartida; <span class="elsevierStyleItalic">g)</span> se contrarresten los factores o fuerzas que compiten con los cambios de conducta deseados, y <span class="elsevierStyleItalic">h)</span> se utilice la responsabilidad social de las empresas como mecanismo de refuerzo de los programas de mejora de la salud.</p><p class="elsevierStyleSimplePara elsevierViewall">En el diseño de los programas de marketing de salud se deben definir acciones estratégicas y operativas no sólo dirigidas a los adoptantes de las conductas deseadas, sino también a todos los agentes que puedan favorecer o dificultar el cambio (profesionales de la salud, industria farmacéutica, políticos, sector publicitario y empresas de productos y servicios con objetivos contrapuestos a la salud).</p>" ] "en" => array:2 [ "titulo" => "Abstract" "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's behavior. Programs or actions based on the principles of social marketing have been shown to be effective in improving public health. However, that is not the general rule in Spain, where health policies have been based on health plans directed more to economic efficiency than to citizens’ needs.</p><p class="elsevierStyleSimplePara elsevierViewall">For a health marketing program to be effective, the following factors are necessary: <span class="elsevierStyleItalic">1)</span> the program has a long-term temporal horizon for action; <span class="elsevierStyleItalic">2)</span> the objectives are established in terms of behavioral changes; <span class="elsevierStyleItalic">3)</span> market research is used as a source of information; <span class="elsevierStyleItalic">4)</span> different actions are established according to the segments identified as targets; <span class="elsevierStyleItalic">5)</span> the program is operationalized in the four variables of the marketing mix, namely, product, price, distribution and communication, and is not only based on advertising campaigns; <span class="elsevierStyleItalic">6)</span> the core of the program is exchange, understood as the factors that motivate people to change in return for the promise of something beneficial to them; <span class="elsevierStyleItalic">7)</span> the factors or forces that compete with the desired behavioral changes are neutralized, and <span class="elsevierStyleItalic">8)</span> businesses’ social responsibility is used as a mechanism to reinforce health improvement programs.</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 (health professionals, the pharmaceutical industry, politicians, the advertising industry, and products and services with health-challenging objectives).</p>" ] ] "bibliografia" => array:2 [ "titulo" => "Bibliografía" "seccion" => array:1 [ 0 => array:1 [ "bibliografiaReferencia" => array:40 [ 0 => array:3 [ "identificador" => "bib1" "etiqueta" => "1." "referencia" => array:1 [ 0 => array:2 [ "contribucion" => array:1 [ 0 => array:2 [ "titulo" => "Developing a market orientation in the health service: a survey of acute NHS trusts in Scotland" "autores" => array:1 [ 0 => array:2 [ "etal" => false "autores" => array:2 [ 0 => "A.W. Laing" 1 => "A. Galbraith" ] ] ] ] ] "host" => array:1 [ 0 => array:1 [ "Revista" => array:6 [ "tituloSerie" => "J Manag Med" "fecha" => "1996" "volumen" => "10" "paginaInicial" => "24" "paginaFinal" => "35" "link" => array:1 [ 0 => array:2 [ "url" => "https://www.ncbi.nlm.nih.gov/pubmed/10538029" "web" => "Medline" ] ] ] ] ] ] ] ] 1 => array:3 [ "identificador" => "bib2" "etiqueta" => "2." "referencia" => array:1 [ 0 => array:2 [ "contribucion" => array:1 [ 0 => array:2 [ "titulo" => "A systematic review of social marketing effectiveness" "autores" => array:1 [ 0 => array:2 [ "etal" => false "autores" => array:4 [ 0 => "M. Stead" 1 => "R. Gordon" 2 => "K. Angus" 3 => "L. McDermott" ] ] ] ] ] "host" => array:1 [ 0 => array:1 [ "Revista" => array:5 [ "tituloSerie" => "Health Education" "fecha" => "2007" "volumen" => "107" "paginaInicial" => "126" "paginaFinal" => "191" ] ] ] ] ] ] 2 => array:3 [ "identificador" => "bib3" "etiqueta" => "3." "referencia" => array:1 [ 0 => array:2 [ "contribucion" => array:1 [ 0 => array:2 [ "titulo" => "¿Hacer más o hacer mejor lo que hay que hacer? Una reflexión cultural ante las nuevas tecnologías de prevención" "autores" => array:1 [ 0 => array:2 [ "etal" => false "autores" => array:2 [ 0 => "M. Porta" 1 => "I. Hernández Aguado" ] ] ] ] ] "host" => array:1 [ 0 => array:1 [ "Revista" => array:5 [ "tituloSerie" => "Eidon-Revista de la Fundación de Ciencias de la Salud" "fecha" => "2007" "volumen" => "24" "paginaInicial" => "6" "paginaFinal" => "11" ] ] ] ] ] ] 3 => array:3 [ "identificador" => "bib4" "etiqueta" => "4." "referencia" => array:1 [ 0 => array:2 [ "contribucion" => array:1 [ 0 => array:2 [ "titulo" => "The effectiveness of social marketing interventions for health improvement: what's the evidence?" "autores" => array:1 [ 0 => array:2 [ "etal" => false "autores" => array:4 [ 0 => "R. Gordon" 1 => "L. McDermott" 2 => "M. Stead" 3 => "K. Angus" ] ] ] ] ] "host" => array:1 [ 0 => array:2 [ "doi" => "10.1016/j.puhe.2006.10.008" "Revista" => array:6 [ "tituloSerie" => "Public Health" "fecha" => "2006" "volumen" => "120" "paginaInicial" => "1133" "paginaFinal" => "1139" "link" => array:1 [ 0 => array:2 [ "url" => "https://www.ncbi.nlm.nih.gov/pubmed/17095026" "web" => "Medline" ] ] ] ] ] ] ] ] 4 => array:3 [ "identificador" => "bib5" "etiqueta" => "5." "referencia" => array:1 [ 0 => array:1 [ "referenciaCompleta" => "Ministerio de Medio Ambiente. El total es lo que cuenta [citado 14 Abr 2007]. Disponible en: <a class="elsevierStyleInterRef" href="http://www.mma.es/secciones/total/index.htm">www.mma.es/secciones/total/index.htm</a>" ] ] ] 5 => array:3 [ "identificador" => "bib6" "etiqueta" => "6." "referencia" => array:1 [ 0 => array:1 [ "referenciaCompleta" => "Movimiento Clima [citado 14 Abr 2007]. Disponible en: <a class="elsevierStyleInterRef" href="http://www.movimientoclima.org/">www.movimientoclima.org</a>" ] ] ] 6 => array:3 [ "identificador" => "bib7" "etiqueta" => "7." "referencia" => array:1 [ 0 => array:2 [ "contribucion" => array:1 [ 0 => array:2 [ "titulo" => "El «Prestige» y las personas. El impacto del vertido sobre la salud de las poblaciones humanas, la salud pública" "autores" => array:1 [ 0 => array:2 [ "etal" => false "autores" => array:2 [ 0 => "M. Porta" 1 => "G. Castaño" ] ] ] ] ] "host" => array:1 [ 0 => array:1 [ "Libro" => array:4 [ "edicion" => "2.ª ed." "fecha" => "2003" "editorial" => "Greenpeace España" "editorialLocalizacion" => "Madrid" ] ] ] ] ] ] 7 => array:3 [ "identificador" => "bib8" "etiqueta" => "8." "referencia" => array:1 [ 0 => array:2 [ "contribucion" => array:1 [ 0 => array:2 [ "titulo" => "Bovine spongiform encephalopathy, persistent organic pollutants and the achievable utopias" "autores" => array:1 [ 0 => array:2 [ "etal" => false "autores" => array:1 [ 0 => "M. Porta" ] ] ] ] ] "host" => array:1 [ 0 => array:1 [ "Revista" => array:6 [ "tituloSerie" => "J Epidemiol Community Health" "fecha" => "2002" "volumen" => "56" "paginaInicial" => "806" "paginaFinal" => "807" "link" => array:1 [ 0 => array:2 [ "url" => "https://www.ncbi.nlm.nih.gov/pubmed/12388564" "web" => "Medline" ] ] ] ] ] ] ] ] 8 => array:3 [ "identificador" => "bib9" "etiqueta" => "9." "referencia" => array:1 [ 0 => array:2 [ "contribucion" => array:1 [ 0 => array:2 [ "titulo" => "Marketing social change" "autores" => array:1 [ 0 => array:2 [ "etal" => false "autores" => array:1 [ 0 => "A.R. Andreasen" ] ] ] ] ] "host" => array:1 [ 0 => array:1 [ "Libro" => array:3 [ "fecha" => "1995" "editorial" => "Jossey-Bass Ins. Publishers" "editorialLocalizacion" => "San Francisco" ] ] ] ] ] ] 9 => array:3 [ "identificador" => "bib10" "etiqueta" => "10." "referencia" => array:1 [ 0 => array:2 [ "contribucion" => array:1 [ 0 => array:2 [ "titulo" => "Marketing mental health services: back to the basics" "autores" => array:1 [ 0 => array:2 [ "etal" => false "autores" => array:1 [ 0 => "W. Lancaster" ] ] ] ] ] "host" => array:1 [ 0 => array:1 [ "Revista" => array:5 [ "tituloSerie" => "Psychiatr Ann" "fecha" => "1989" "volumen" => "19" "paginaInicial" => "435" "paginaFinal" => "438" ] ] ] ] ] ] 10 => array:3 [ "identificador" => "bib11" "etiqueta" => "11." "referencia" => array:1 [ 0 => array:2 [ "contribucion" => array:1 [ 0 => array:2 [ "titulo" => "Extending the vision of social marketing through social capital theory" "autores" => array:1 [ 0 => array:2 [ "etal" => false "autores" => array:4 [ 0 => "A. Glenane-Antoniadis" 1 => "G. Whitwell" 2 => "S.J. Bell" 3 => "B. Menguc" ] ] ] ] ] "host" => array:1 [ 0 => array:1 [ "Revista" => array:6 [ "tituloSerie" => "Marketing Theory" "fecha" => "2003" "volumen" => "3" "paginaInicial" => "323" "paginaFinal" => "343" "itemHostRev" => array:3 [ "pii" => "S0140673605178702" "estado" => "S300" "issn" => "01406736" ] ] ] ] ] ] ] 11 => array:3 [ "identificador" => "bib12" "etiqueta" => "12." "referencia" => array:1 [ 0 => array:2 [ "contribucion" => array:1 [ 0 => array:2 [ "titulo" => "A social marketing approach to changing mental health practices directed at young and adolescents" "autores" => array:1 [ 0 => array:2 [ "etal" => false "autores" => array:1 [ 0 => "A.R. Andreasen" ] ] ] ] ] "host" => array:1 [ 0 => array:2 [ "doi" => "10.1300/J026v21n04_04" "Revista" => array:6 [ "tituloSerie" => "Health Marketing Quarterly" "fecha" => "2004" "volumen" => "21" "paginaInicial" => "51" "paginaFinal" => "75" "link" => array:1 [ 0 => array:2 [ "url" => "https://www.ncbi.nlm.nih.gov/pubmed/15774369" "web" => "Medline" ] ] ] ] ] ] ] ] 12 => array:3 [ "identificador" => "bib13" "etiqueta" => "13." "referencia" => array:1 [ 0 => array:2 [ "contribucion" => array:1 [ 0 => array:2 [ "titulo" => "Marketing mental health to men: theoretical and practical consderations" "autores" => array:1 [ 0 => array:2 [ "etal" => false "autores" => array:2 [ 0 => "A.B. Rochlen" 1 => "W.D. Hoyer" ] ] ] ] ] "host" => array:1 [ 0 => array:2 [ "doi" => "10.1002/jclp.20102" "Revista" => array:6 [ "tituloSerie" => "J Clin Psychol" "fecha" => "2005" "volumen" => "61" "paginaInicial" => "675" "paginaFinal" => "684" "link" => array:1 [ 0 => array:2 [ "url" => "https://www.ncbi.nlm.nih.gov/pubmed/15732086" "web" => "Medline" ] ] ] ] ] ] ] ] 13 => array:3 [ "identificador" => "bib14" "etiqueta" => "14." "referencia" => array:1 [ 0 => array:2 [ "contribucion" => array:1 [ 0 => array:2 [ "titulo" => "Control of, the marketing effort in health care organizations" "autores" => array:1 [ 0 => array:2 [ "etal" => false "autores" => array:2 [ 0 => "J.D. Suver" 1 => "J.A. Miller" ] ] ] ] ] "host" => array:1 [ 0 => array:1 [ "Libro" => array:4 [ "titulo" => "Marketing long-term and senior care services" "fecha" => "1984" "editorial" => "The Haworth Press, Inc" "editorialLocalizacion" => "Hazleton" ] ] ] ] ] ] 14 => array:3 [ "identificador" => "bib15" "etiqueta" => "15." "referencia" => array:1 [ 0 => array:2 [ "contribucion" => array:1 [ 0 => array:2 [ "titulo" => "Health promotion and some implications of consumer choice" "autores" => array:1 [ 0 => array:2 [ "etal" => false "autores" => array:1 [ 0 => "K. Price" ] ] ] ] ] "host" => array:1 [ 0 => array:2 [ "doi" => "10.1111/j.1365-2934.2006.00695.x" "Revista" => array:6 [ "tituloSerie" => "J Nurs Manag" "fecha" => "2006" "volumen" => "14" "paginaInicial" => "494" "paginaFinal" => "501" "link" => array:1 [ 0 => array:2 [ "url" => "https://www.ncbi.nlm.nih.gov/pubmed/16919128" "web" => "Medline" ] ] ] ] ] ] ] ] 15 => array:3 [ "identificador" => "bib16" "etiqueta" => "16." "referencia" => array:1 [ 0 => array:2 [ "contribucion" => array:1 [ 0 => array:2 [ "titulo" => "Relationship marketing and disadvantaged health care segments: using internal marketing to improve the vocational rehabilitation process" "autores" => array:1 [ 0 => array:2 [ "etal" => false "autores" => array:2 [ 0 => "J.W. Peltier" 1 => "C. Scovotti" ] ] ] ] ] "host" => array:1 [ 0 => array:1 [ "Revista" => array:6 [ "tituloSerie" => "Health Marketing Quarterly" "fecha" => "2004" "volumen" => "22" "paginaInicial" => "69" "paginaFinal" => "90" "link" => array:1 [ 0 => array:2 [ "url" => "https://www.ncbi.nlm.nih.gov/pubmed/15914375" "web" => "Medline" ] ] ] ] ] ] ] ] 16 => array:3 [ "identificador" => "bib17" "etiqueta" => "17." "referencia" => array:1 [ 0 => array:2 [ "contribucion" => array:1 [ 0 => array:2 [ "titulo" => "Misplaced marketing. The patients’ lament and unhealthy medical care marketing" "autores" => array:1 [ 0 => array:2 [ "etal" => false "autores" => array:1 [ 0 => "H.J. Rotfeld" ] ] ] ] ] "host" => array:1 [ 0 => array:1 [ "Revista" => array:5 [ "tituloSerie" => "J Consumer Marketing" "fecha" => "2003" "volumen" => "20" "paginaInicial" => "7" "paginaFinal" => "9" ] ] ] ] ] ] 17 => array:3 [ "identificador" => "bib18" "etiqueta" => "18." "referencia" => array:1 [ 0 => array:2 [ "contribucion" => array:1 [ 0 => array:2 [ "titulo" => "The impact of communication effectiveness and service quality on relationship commitment in consumer, professional services" "autores" => array:1 [ 0 => array:2 [ "etal" => false "autores" => array:2 [ 0 => "N. Sharma" 1 => "P.G. Patterson" ] ] ] ] ] "host" => array:1 [ 0 => array:1 [ "Revista" => array:5 [ "tituloSerie" => "J Serv Marketing" "fecha" => "1999" "volumen" => "13" "paginaInicial" => "151" "paginaFinal" => "170" ] ] ] ] ] ] 18 => array:3 [ "identificador" => "bib19" "etiqueta" => "19." "referencia" => array:1 [ 0 => array:2 [ "contribucion" => array:1 [ 0 => array:2 [ "titulo" => "Customer empowerment and relationship outcomes in healthcare consultations" "autores" => array:1 [ 0 => array:2 [ "etal" => false "autores" => array:3 [ 0 => "R. Ouschan" 1 => "J. Sweeney" 2 => "L. Johnson" ] ] ] ] ] "host" => array:1 [ 0 => array:1 [ "Revista" => array:5 [ "tituloSerie" => "Eur J Marketing" "fecha" => "2006" "volumen" => "40" "paginaInicial" => "1068" "paginaFinal" => "1086" ] ] ] ] ] ] 19 => array:3 [ "identificador" => "bib20" "etiqueta" => "20." "referencia" => array:1 [ 0 => array:2 [ "contribucion" => array:1 [ 0 => array:2 [ "titulo" => "A pilot study to evaluate the effectiveness of a social marketing-based consumer food safety initiative using observation" "autores" => array:1 [ 0 => array:2 [ "etal" => false "autores" => array:2 [ 0 => "E.C. Redmond" 1 => "C.J. Griffith" ] ] ] ] ] "host" => array:1 [ 0 => array:1 [ "Revista" => array:5 [ "tituloSerie" => "Br Food J" "fecha" => "2006" "volumen" => "108" "paginaInicial" => "753" "paginaFinal" => "770" ] ] ] ] ] ] 20 => array:3 [ "identificador" => "bib21" "etiqueta" => "21." "referencia" => array:1 [ 0 => array:2 [ "contribucion" => array:1 [ 0 => array:2 [ "titulo" => "Satisfaction with nursing homes" "autores" => array:1 [ 0 => array:2 [ "etal" => false "autores" => array:3 [ 0 => "T.M. Steffen" 1 => "P.C. Nystrom" 2 => "S.J. O’Connor" ] ] ] ] ] "host" => array:1 [ 0 => array:1 [ "Revista" => array:5 [ "tituloSerie" => "J Health Marketing" "fecha" => "1996" "volumen" => "16" "paginaInicial" => "34" "paginaFinal" => "38" ] ] ] ] ] ] 21 => array:3 [ "identificador" => "bib22" "etiqueta" => "22." "referencia" => array:1 [ 0 => array:2 [ "contribucion" => array:1 [ 0 => array:2 [ "titulo" => "Relationship building: measure service quality across health care encounters" "autores" => array:1 [ 0 => array:2 [ "etal" => false "autores" => array:3 [ 0 => "J.W. Peltier" 1 => "T. Boyt" 2 => "J.A. Schibrowsky" ] ] ] ] ] "host" => array:1 [ 0 => array:1 [ "Revista" => array:5 [ "tituloSerie" => "Marketing Health Services" "fecha" => "1998" "volumen" => "18" "paginaInicial" => "17" "paginaFinal" => "24" ] ] ] ] ] ] 22 => array:3 [ "identificador" => "bib23" "etiqueta" => "23." "referencia" => array:1 [ 0 => array:2 [ "contribucion" => array:1 [ 0 => array:2 [ "titulo" => "Internal marketing, nurse loyalty and relationship marketing: an exploratory study of german nurses" "autores" => array:1 [ 0 => array:2 [ "etal" => false "autores" => array:3 [ 0 => "J.W. Peltier" 1 => "A. Nill" 2 => "J.A. Schibrowsky" ] ] ] ] ] "host" => array:1 [ 0 => array:1 [ "Revista" => array:6 [ "tituloSerie" => "Health Marketing Quarterly" "fecha" => "2003" "volumen" => "20" "paginaInicial" => "63" "paginaFinal" => "83" "link" => array:1 [ 0 => array:2 [ "url" => "https://www.ncbi.nlm.nih.gov/pubmed/15145785" "web" => "Medline" ] ] ] ] ] ] ] ] 23 => array:3 [ "identificador" => "bib24" "etiqueta" => "24." "referencia" => array:1 [ 0 => array:2 [ "contribucion" => array:1 [ 0 => array:2 [ "titulo" => "The relationship between counselor job satisfaction and consumer satisfaction in vocational rehabilitation" "autores" => array:1 [ 0 => array:2 [ "etal" => false "autores" => array:2 [ 0 => "M.E. Capella" 1 => "J. Andrew" ] ] ] ] ] "host" => array:1 [ 0 => array:1 [ "Revista" => array:5 [ "tituloSerie" => "Rehabilitation Counselling Bull" "fecha" => "2004" "volumen" => "47" "paginaInicial" => "205" "paginaFinal" => "214" ] ] ] ] ] ] 24 => array:3 [ "identificador" => "bib25" "etiqueta" => "25." "referencia" => array:1 [ 0 => array:2 [ "contribucion" => array:1 [ 0 => array:2 [ "titulo" => "Dirección de marketing" "autores" => array:1 [ 0 => array:2 [ "etal" => false "autores" => array:4 [ 0 => "P. Kotler" 1 => "D. Cámara" 2 => "I. Grande" 3 => "I. Cruz" ] ] ] ] ] "host" => array:1 [ 0 => array:1 [ "Libro" => array:3 [ "fecha" => "2000" "editorial" => "Edición del Milenio. Prentice Hall" "editorialLocalizacion" => "Madrid" ] ] ] ] ] ] 25 => array:3 [ "identificador" => "bib26" "etiqueta" => "26." "referencia" => array:1 [ 0 => array:2 [ "contribucion" => array:1 [ 0 => array:2 [ "titulo" => "Ethics in the marketing of medical services" "autores" => array:1 [ 0 => array:2 [ "etal" => false "autores" => array:1 [ 0 => "S.R. Latham" ] ] ] ] ] "host" => array:1 [ 0 => array:1 [ "Revista" => array:5 [ "tituloSerie" => "Mount Sinai J Med" "fecha" => "2004" "volumen" => "71" "paginaInicial" => "243" "paginaFinal" => "250" ] ] ] ] ] ] 26 => array:3 [ "identificador" => "bib27" "etiqueta" => "27." "referencia" => array:1 [ 0 => array:1 [ "referenciaCompleta" => "Pérez Rodríguez de Vera IM. Recursos persuasivos de la publicidad social a través de las Campañas Gubernamentales y la Dirección General de Tráfico contra el tabaco, alcohol y drogas. Hispanista, 2006; 22 [internet]. Disponible en: <a class="elsevierStyleInterRef" href="http://www.hispanista.com.br/revista/artigo183esp.htm">http://www.hispanista.com.br/revista/artigo183esp.htm</a>" ] ] ] 27 => array:3 [ "identificador" => "bib28" "etiqueta" => "28" "referencia" => array:1 [ 0 => array:2 [ "contribucion" => array:1 [ 0 => array:2 [ "titulo" => "Study on predisposition to blood donation of non-donors." "autores" => array:1 [ 0 => array:2 [ "etal" => false "autores" => array:3 [ 0 => "A. Beerli Palacio" 1 => "J.D. Martín Santana" 2 => "M. Fernández Monroy" ] ] ] ] ] "host" => array:1 [ 0 => array:1 [ "LibroEditado" => array:3 [ "titulo" => "EMAC 36th Conference" "conferencia" => "Reykjavik" "serieFecha" => "2007" ] ] ] ] ] ] 28 => array:3 [ "identificador" => "bib29" "etiqueta" => "29." "referencia" => array:1 [ 0 => array:2 [ "contribucion" => array:1 [ 0 => array:2 [ "titulo" => "Tabaquismo en la adolescencia: Inicio de una adicción" "autores" => array:1 [ 0 => array:2 [ "etal" => false "autores" => array:5 [ 0 => "J.A. López Andreu" 1 => "I. Ferris" 2 => "J. Tortajada" 3 => "J.M. Roques Serradilla" 4 => "I. Cortell Aznar" ] ] ] ] ] "host" => array:1 [ 0 => array:1 [ "Revista" => array:5 [ "tituloSerie" => "Boletín de la Sociedad Valenciana de Pediatría" "fecha" => "2002" "volumen" => "22" "paginaInicial" => "82" "paginaFinal" => "89" ] ] ] ] ] ] 29 => array:3 [ "identificador" => "bib30" "etiqueta" => "30." "referencia" => array:1 [ 0 => array:2 [ "contribucion" => array:1 [ 0 => array:2 [ "titulo" => "The psychology of social influence and healthy public policy" "autores" => array:1 [ 0 => array:2 [ "etal" => false "autores" => array:1 [ 0 => "M.B. Mittelmark" ] ] ] ] ] "host" => array:1 [ 0 => array:1 [ "Revista" => array:5 [ "tituloSerie" => "Prev Med" "fecha" => "1999" "volumen" => "29" "paginaInicial" => "24S" "paginaFinal" => "29S" ] ] ] ] ] ] 30 => array:3 [ "identificador" => "bib31" "etiqueta" => "31." "referencia" => array:1 [ 0 => array:2 [ "contribucion" => array:1 [ 0 => array:2 [ "titulo" => "What is and what is not social marketing: the challenge of reviewing the evidence" "autores" => array:1 [ 0 => array:2 [ "etal" => false "autores" => array:3 [ 0 => "L.M. McDermott" 1 => "M. Stead" 2 => "G.B. Hastings" ] ] ] ] ] "host" => array:1 [ 0 => array:1 [ "Revista" => array:5 [ "tituloSerie" => "J Marketing Manag" "fecha" => "2005" "volumen" => "5" "paginaInicial" => "543" "paginaFinal" => "553" ] ] ] ] ] ] 31 => array:3 [ "identificador" => "bib32" "etiqueta" => "32." "referencia" => array:1 [ 0 => array:2 [ "contribucion" => array:1 [ 0 => array:2 [ "titulo" => "Social marketing: A behavior change technology for infection control" "autores" => array:1 [ 0 => array:2 [ "etal" => false "autores" => array:2 [ 0 => "M.W. Mah" 1 => "M.L. Rothschild" ] ] ] ] ] "host" => array:1 [ 0 => array:2 [ "doi" => "10.1016/j.ajic.2005.12.015" "Revista" => array:6 [ "tituloSerie" => "Am J Infect Control" "fecha" => "2006" "volumen" => "34" "paginaInicial" => "452" "paginaFinal" => "457" "link" => array:1 [ 0 => array:2 [ "url" => "https://www.ncbi.nlm.nih.gov/pubmed/16945693" "web" => "Medline" ] ] ] ] ] ] ] ] 32 => array:3 [ "identificador" => "bib33" "etiqueta" => "33." "referencia" => array:1 [ 0 => array:2 [ "contribucion" => array:1 [ 0 => array:2 [ "titulo" => "La intervención con adolescentes y jóvenes en la prevención y la promoción de la salud" "autores" => array:1 [ 0 => array:2 [ "etal" => false "autores" => array:3 [ 0 => "P. Portero López" 1 => "R. Cirne Lima" 2 => "G. Nathieu" ] ] ] ] ] "host" => array:1 [ 0 => array:1 [ "Revista" => array:7 [ "tituloSerie" => "Rev Esp Salud Pública" "fecha" => "2002" "volumen" => "76" "paginaInicial" => "577" "paginaFinal" => "584" "link" => array:1 [ 0 => array:2 [ "url" => "https://www.ncbi.nlm.nih.gov/pubmed/12422430" "web" => "Medline" ] ] "itemHostRev" => array:3 [ "pii" => "S0140673609607467" "estado" => "S300" "issn" => "01406736" ] ] ] ] ] ] ] 33 => array:3 [ "identificador" => "bib34" "etiqueta" => "34." "referencia" => array:1 [ 0 => array:2 [ "contribucion" => array:1 [ 0 => array:2 [ "titulo" => "Marketing's doma: a critical review of the development of the marketing concept" "autores" => array:1 [ 0 => array:2 [ "etal" => false "autores" => array:1 [ 0 => "P. Gram" ] ] ] ] ] "host" => array:1 [ 0 => array:1 [ "Revista" => array:5 [ "tituloSerie" => "Marketing Bull" "fecha" => "1993" "volumen" => "4" "paginaInicial" => "1" "paginaFinal" => "11" ] ] ] ] ] ] 34 => array:3 [ "identificador" => "bib35" "etiqueta" => "35." "referencia" => array:1 [ 0 => array:2 [ "contribucion" => array:1 [ 0 => array:2 [ "titulo" => "Estudio de la no participación en el programa de prevención de cáncer de mama en la ciudad de Valencia" "autores" => array:1 [ 0 => array:2 [ "etal" => false "autores" => array:5 [ 0 => "M. Alcaraz" 1 => "A. Lluch" 2 => "J. Miranda" 3 => "I. Pereiro" 4 => "M.D. Salas" ] ] ] ] ] "host" => array:1 [ 0 => array:1 [ "Revista" => array:6 [ "tituloSerie" => "Gac Sanit" "fecha" => "2002" "volumen" => "16" "paginaInicial" => "230" "paginaFinal" => "235" "link" => array:1 [ 0 => array:2 [ "url" => "https://www.ncbi.nlm.nih.gov/pubmed/12057178" "web" => "Medline" ] ] ] ] ] ] ] ] 35 => array:3 [ "identificador" => "bib36" "etiqueta" => "36." "referencia" => array:1 [ 0 => array:2 [ "contribucion" => array:1 [ 0 => array:2 [ "titulo" => "Marketing social" "autores" => array:1 [ 0 => array:2 [ "etal" => false "autores" => array:2 [ 0 => "P. Kotler" 1 => "E.L. Roberto" ] ] ] ] ] "host" => array:1 [ 0 => array:1 [ "Libro" => array:3 [ "fecha" => "1992" "editorial" => "Díaz de Santos" "editorialLocalizacion" => "Madrid" ] ] ] ] ] ] 36 => array:3 [ "identificador" => "bib37" "etiqueta" => "37." "referencia" => array:1 [ 0 => array:2 [ "contribucion" => array:1 [ 0 => array:2 [ "titulo" => "Choosing health? First choose your philosophy" "autores" => array:1 [ 0 => array:2 [ "etal" => false "autores" => array:2 [ 0 => "M. McKee" 1 => "R. Raine" ] ] ] ] ] "host" => array:1 [ 0 => array:1 [ "Revista" => array:5 [ "tituloSerie" => "Lancet" "fecha" => "2005" "volumen" => "21" "paginaInicial" => "369" "paginaFinal" => "371" ] ] ] ] ] ] 37 => array:3 [ "identificador" => "bib38" "etiqueta" => "38." "referencia" => array:1 [ 0 => array:2 [ "contribucion" => array:1 [ 0 => array:2 [ "titulo" => "Marketing social" "autores" => array:1 [ 0 => array:2 [ "etal" => false "autores" => array:1 [ 0 => "L.A. Pérez Romero" ] ] ] ] ] "host" => array:1 [ 0 => array:1 [ "Libro" => array:3 [ "fecha" => "2004" "editorial" => "Pearson" "editorialLocalizacion" => "México" ] ] ] ] ] ] 38 => array:3 [ "identificador" => "bib39" "etiqueta" => "39." "referencia" => array:1 [ 0 => array:2 [ "contribucion" => array:1 [ 0 => array:2 [ "titulo" => "La salud pública y las políticas de salud" "autores" => array:1 [ 0 => array:2 [ "etal" => false "autores" => array:1 [ 0 => "A. Segura Benedicto" ] ] ] ] ] "host" => array:1 [ 0 => array:1 [ "Revista" => array:5 [ "tituloSerie" => "Política y Sociedad" "fecha" => "2000" "volumen" => "35" "paginaInicial" => "55" "paginaFinal" => "64" ] ] ] ] ] ] 39 => array:3 [ "identificador" => "bib40" "etiqueta" => "40." "referencia" => array:1 [ 0 => array:2 [ "contribucion" => array:1 [ 0 => array:2 [ "titulo" => "Creativity" "autores" => array:1 [ 0 => array:2 [ "etal" => false "autores" => array:1 [ 0 => "M. Porta" ] ] ] ] ] "host" => array:1 [ 0 => array:1 [ "LibroEditado" => array:4 [ "titulo" => "Constructive conversations about health. Policy and values" "paginaInicial" => "149" "paginaFinal" => "164" "serieFecha" => "2006" ] ] ] ] ] ] ] ] ] ] ] "idiomaDefecto" => "es" "url" => "/02139111/00000022000000S1/v1_201301221349/S0213911108760722/v1_201301221349/es/main.assets" "Apartado" => array:4 [ "identificador" => "714" "tipo" => "SECCION" "es" => array:2 [ "titulo" => "Capítulo 1. Mejorando la información y el conocimiento para las intervenciones sobre la salud" "idiomaDefecto" => true ] "idiomaDefecto" => "es" ] "PDF" => "https://static.elsevier.es/multimedia/02139111/00000022000000S1/v1_201301221349/S0213911108760722/v1_201301221349/es/main.pdf?idApp=WGSE&text.app=https://gacetasanitaria.org/" "EPUB" => "https://multimedia.elsevier.es/PublicationsMultimediaV1/item/epub/S0213911108760722?idApp=WGSE" ]
| año/Mes | Html | Total | |
|---|---|---|---|
| 2024 Noviembre | 3 | 2 | 5 |
| 2024 Octubre | 55 | 60 | 115 |
| 2024 Septiembre | 52 | 40 | 92 |
| 2024 Agosto | 57 | 34 | 91 |
| 2024 Julio | 37 | 29 | 66 |
| 2024 Junio | 44 | 27 | 71 |
| 2024 Mayo | 45 | 35 | 80 |
| 2024 Abril | 35 | 27 | 62 |
| 2024 Marzo | 35 | 26 | 61 |
| 2024 Febrero | 35 | 27 | 62 |
| 2024 Enero | 24 | 19 | 43 |
| 2023 Diciembre | 26 | 14 | 40 |
| 2023 Noviembre | 29 | 25 | 54 |
| 2023 Octubre | 28 | 18 | 46 |
| 2023 Septiembre | 33 | 16 | 49 |
| 2023 Agosto | 23 | 11 | 34 |
| 2023 Julio | 32 | 26 | 58 |
| 2023 Junio | 33 | 14 | 47 |
| 2023 Mayo | 17 | 11 | 28 |
Mostrar todo
