Marketing component of the "Chécate, mídete, muévete" program evaluation in rural communities of Tabasco, Mexico
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| Format: | Artículo científico |
| Language: | en |
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Universidad del Norte
2018
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| _version_ | 1876473671215742976 |
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| author | Cynthia Selene Ramón-Bautista |
| author_facet | Cynthia Selene Ramón-Bautista |
| contents | Marketing component of the "Chécate, mídete, muévete" program evaluation in rural communities of Tabasco, Mexico Cynthia Selene Ramón-Bautista Heberto Romeo Priego-Álvarez Salud obesity diabetes marketing Evaluation health promotion Objective: To evaluate the marketing component of the "Chécate, Mídete, Muévete" Program in rural communities of Tabasco, Mexico.Methods: Mixed design research, divided into two phases: Documentary Analysis, and Field-work through the application of checklists, observation guides, questionnaire and focus groups.Results: The medical units ("place") presented deficiencies in infrastructure (67%) and in equipment (33%), 65% of the nurses and promoters were unaware of the Program. Regarding "promotion", 73% of users recognized the advertising image, resulting understandable (33%), attractive (46%), identifiable (57%) and motivating (43%). Television was the broadcast channel with the greatest impact. In relation to the expected "product" in the "Chécate" block, 53% of the users referred to a medical check-up; In the "Mídete" block, 32% said they took care of their diet, and in the "Muévete" block, 45% mentioned not practicing physical activity. Based on the focus group, the existence of motivation for the care of their health was noticed and with this, avoiding diseases associated with obesity. The main change that the population tries to make to improve their health is to balance their diet, but with little inclusion of physical activities in their daily routine.Conclusions: The advertising image of the campaign has the right characteristics of dissemination and transmission of the message, however, in order to achieve the expected impact, it is fundamental that the care actions by the health personnel of the medical units be permanent and properly executed. 2018 artículo científico 0120-5552 https://www.redalyc.org/articulo.oa?id=81759607015 https://www.redalyc.org/journal/817/81759607015/ https://www.redalyc.org/journal/817/81759607015/html/ https://www.redalyc.org/journal/817/81759607015/81759607015.epub https://www.redalyc.org/journal/817/81759607015/movil en http://www.redalyc.org/revista.oa?id=817 Salud Uninorte application/pdf Universidad del Norte Salud Uninorte (Colombia) Num.3 Vol.34 |
| format | Artículo científico |
| id | redalyc_81759607015 |
| institution | Redalyc |
| language | en |
| publishDate | 2018 |
| publisher | Universidad del Norte |
| spellingShingle | Marketing component of the "Chécate, mídete, muévete" program evaluation in rural communities of Tabasco, Mexico Cynthia Selene Ramón-Bautista Salud obesity diabetes marketing Evaluation health promotion Marketing component of the "Chécate, mídete, muévete" program evaluation in rural communities of Tabasco, Mexico Cynthia Selene Ramón-Bautista Heberto Romeo Priego-Álvarez Salud obesity diabetes marketing Evaluation health promotion Objective: To evaluate the marketing component of the "Chécate, Mídete, Muévete" Program in rural communities of Tabasco, Mexico.Methods: Mixed design research, divided into two phases: Documentary Analysis, and Field-work through the application of checklists, observation guides, questionnaire and focus groups.Results: The medical units ("place") presented deficiencies in infrastructure (67%) and in equipment (33%), 65% of the nurses and promoters were unaware of the Program. Regarding "promotion", 73% of users recognized the advertising image, resulting understandable (33%), attractive (46%), identifiable (57%) and motivating (43%). Television was the broadcast channel with the greatest impact. In relation to the expected "product" in the "Chécate" block, 53% of the users referred to a medical check-up; In the "Mídete" block, 32% said they took care of their diet, and in the "Muévete" block, 45% mentioned not practicing physical activity. Based on the focus group, the existence of motivation for the care of their health was noticed and with this, avoiding diseases associated with obesity. The main change that the population tries to make to improve their health is to balance their diet, but with little inclusion of physical activities in their daily routine.Conclusions: The advertising image of the campaign has the right characteristics of dissemination and transmission of the message, however, in order to achieve the expected impact, it is fundamental that the care actions by the health personnel of the medical units be permanent and properly executed. 2018 artículo científico 0120-5552 https://www.redalyc.org/articulo.oa?id=81759607015 https://www.redalyc.org/journal/817/81759607015/ https://www.redalyc.org/journal/817/81759607015/html/ https://www.redalyc.org/journal/817/81759607015/81759607015.epub https://www.redalyc.org/journal/817/81759607015/movil en http://www.redalyc.org/revista.oa?id=817 Salud Uninorte application/pdf Universidad del Norte Salud Uninorte (Colombia) Num.3 Vol.34 |
| title | Marketing component of the "Chécate, mídete, muévete" program evaluation in rural communities of Tabasco, Mexico |
| topic | Salud obesity diabetes marketing Evaluation health promotion |
| url | https://www.redalyc.org/articulo.oa?id=81759607015 https://www.redalyc.org/journal/817/81759607015/ https://www.redalyc.org/journal/817/81759607015/html/ https://www.redalyc.org/journal/817/81759607015/81759607015.epub https://www.redalyc.org/journal/817/81759607015/movil |