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Horizonte sanitario

versión On-line ISSN 2007-7459versión impresa ISSN 1665-3262

Resumen

RAMON-BAUTISTA, Cynthia Selene  y  ARROYO-YABUR, Rafael Gerardo. Marketing mix evaluation of the campaign “Lava, Tapa, Voltea, Tira” (wash, cover, turn, throw) in rural communities of Tabasco, México. Horiz. sanitario [online]. 2017, vol.16, n.3, pp.153-162. ISSN 2007-7459.  http://dx.doi.org/10.19136/hs.a16n3.1782.

Objective:

To evalúate the marketing component of the "Lava, Tapa, Voltea, Tira"(wash, cover, turn, throw) (LTVT) campaign in the rural communities of Tabasco, Mexico.

Materials and methods:

The research consisted of two phases: documentary analysis, and field work. A non-probabilistic sampling was performed in volunteer municipalities’ residents with high risk of transmission and a higher incidence of dengue cases (2014-2016).

Results:

The lack of cased water was identified as the threat of the LTVT campaign, the main strength being the diffusion of a national level, even in the indigenous language. It was observed that the surveyed houses carried out the anticipatory actions in the working field, washing (97%), covering (92%), turning (91%) and throwing (91%). Seventy-four percent of the participants demonstrated knowledge about transmission, 82% said they identified the symptoms, 87% indicated knowing the complications, 91% reported knowing the treatment and 89% indicated dengue prevention measures. About the marketing mix analysis, in the "promotion" component, 96% of respondents recognized the image of the campaign; it was understandable (57%), attractive (59%), identifiable (54%) and motivating (49%) in most of the participants. The most important diffusion channel was the community workshops (38%) provided by the Health Units. In relation to the expected "product" 52% of the participants mentioned to periodically "Wash" and brush containers with soap, 50% "Cover" containers or objects which can accumulate water, 55% “Turn” containers unfrequently used and 54% "Throw" bottles, cans, tires and objects that can accumulate water.

Conclusions:

A Population dispersion and social backwardness make difficult to transmit the message. However, rural communities are aware of the anticipatory actions of the campaign through Health Units.

Palabras llave : Health promotion; Social marketing; Dengue.

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