Título Inglês:
Social Marketing for Women's health campaigns: an analysis in the ABC Region, Greater São Paulo, Brazil
Resumo:
Este artigo tem como objetivo identificar e avaliar os princípios de Marketing Social (e práticas) no programa de saúde da mulher na região do ABC Paulista. A orientação de Marketing Social procura potencializar as campanhas de saúde pública, utilizando cinco princípios: foco no cliente; focar os benefícios para os clientes; esforçar-se para criar valor; envolver toda a organização no processo; estar ciente de que os clientes são diferentes. Em termos metodológicos, esta pesquisa é exploratória e descritiva por meio de estudo de caso único; cuja região é o caso; nove entrevistas foram realizadas com gestores de saúde dos programas de saúde das mulheres das três cidades da região. Os métodos qualitativos foram utilizados para informar os resultados. Estes pesquisadores verificaram que as estratégias de Marketing Social estão presentes na campanha de saúde das mulheres, mas, nem todos os processos e da maneira esperada, como propõe o modelo de plano de Marketing Social.
Resumo Inglês:
This article aims to identify and evaluate the Social Marketing principles (and practices) in women’s health programme in the ABC Region, located in the Greater São Paulo, Brazil. The Social Marketing orientation seeks to potentialise public health campaigns using five principles: customer focus; focus on the benefits to customers; endeavour to create value; involving the whole organisation in the process; being aware that customers are different. In methodological terms, this research is exploratory and descriptive through a single case study, the ABC region; nine interviews have been carried out with health managers of women's health programmes in the three cities of the region. The qualitative methods were used to report the results. The authors of this study verified that Social Marketing strategies are present in women's health campaigns, but, not all processes and in the expected way, by the proposed the Social Marketing plan.
Citação ABNT:
SILVA, E. C.; MAZZON, J. A. Orientação de Marketing Social às campanhas de saúde da mulher: uma análise da Região do Grande ABC Paulista. Revista Brasileira de Marketing, v. 14, n. 2, p. 247-259, 2015.
Citação APA:
Silva, E. C., & Mazzon, J. A. (2015). Orientação de Marketing Social às campanhas de saúde da mulher: uma análise da Região do Grande ABC Paulista. Revista Brasileira de Marketing, 14(2), 247-259.
DOI:
10.5585/remark.v14i2.2 9 59
Link Permanente:
http://www.spell.org.br/documentos/ver/36577/orientacao-de-marketing-social-as-campanhas-de-saude-da-mulher--uma-analise-da-regiao-do-grande-abc-paulista/i/pt-br
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