English (United Kingdom)

https://curated-unify.zendy.io/wp-json/zendy-region/v1/featured_content/oa?rat=en

https://curated-unify.zendy.io/wp-json/zendy-region/v1/highlighted_journal/

Global: Zendy Plus annual

Presents the access of premium content as premium feature

Premium Content

Presents the keyphrase highlighting as premium feature

Keyphrase Highlighting

Presents the summarisation as premium feature

Summarisation

Insights

Presents the pdf analysis as premium feature

PDF Analysis

Presents the zaia usage as premium feature

ZAIA

Global: Zendy Tools annual

Global: Zendy Free Plan

Global: Zendy Tools monthly

Global: Zendy Plus monthly

RESUMEN  Objetivo: Establecer el grado de conocimiento de los profesionales paramedicos sobre la mercadotecnia sanitaria y determinar sus niveles de aplicabilidad. Material y metodo: Se efectuo una investigacion comparativa en dos poblaciones en estudio residentes en el estado mexicano de Tabasco: Grupo A. personal de enfermeria en activo, y Grupo B. egresados de la licenciatura de Nutricion de la DACS-UJAT. El instrumento recolector de datos en ambas poblaciones se aplico en el ano 2008, siendo un cuestionario mixto con tres apartados: 1) datos sociodemograficos, 2) conocimientos sobre mercadotecnia sanitaria, y otro 3) sobre la aplicabilidad de la mercadotecnia en el ejercicio profesional considerando las dimensiones social y comercial, asi como su uso a nivel externo e interno. La manipulacion y el calculo de los estimadores de las variables de interes se efectuo con DYANE version 2 (Diseno y Analisis de Encuestas en Investigacion Social y de Mercados) obteniendose las frecuencias relativas y de significancia estadistica mediante la diferencia de os proporciones independientes. Resultados: La mayoria de las enfermeras encuestadas (Grupo A) manifestaron tener conocimientos sobre la mercadotecnia (62%), aunque la consideracion favorable de su aplicabilidad en la enfermeria tuvo igual porcentaje al de aquellas que no estimaron usarla en su ejercicio profesional (50%); si bien el porcentaje mas alto (54%) considero la mercadotecnia como necesaria en la enfermeria, la mayoria de las informantes manifestaron no haberla usado (59%). En el Grupo B, el conocimiento de la mercadotecnia fue aun mayor (86%), la consideracion de su aplicabilidad en la nutricion fue igualmente alta (73%) y la consideracion de necesaria en la profesion tuvo un porcentaje elevado (81%). La mercadotecnia se asocio a la enfermeria preponderantemente con un sentido comercial (81%). El uso mayormente identificado fue hacia los aspectos mercadologicos externos (53%), es decir lo relativo a prestacion de servicios a usuarios (pacientes). En el Grupo B la opinion fue inversa, dado que la asociacion predominante se dio entre la nutricion con un sentido social (78%), centrandose el uso mercadologico externo en los comensales, siendo significativas la diferencia de proporciones. Conclusiones: El conocimiento sobre la mercadotecnia y su aplicacion en el ejercicio profesional de la enfermeria tiende a ser limitado en las enfermeras(os) tabasquenos, quienes restringen su empleo solo a mejorar la imagen profesional de los enfermeros y a la venta de servicios (otorgamiento de cuidados privados). En el caso de la nutricion, si bien es cierto que el conocimiento y aplicabilidad profesional de la mercadotecnia es mayormente aceptable, aun no esta del todo definido su uso. Las acciones que establece la mercadotecnia para la satisfaccion del cliente (comensal), el nutriologo las aplica de manera empirica como parte implicita de su formacion profesional.  ABSTRACT  Objective: Ascertain the knowledge degree of the paramedical professionals in regard to the health marketing and determine its levels of applicability. Material and method: A comparative research was done in two different groups in the state of Tabasco: Group A: Personnel of nursing in active-duty. Group B: Graduates of Nutrition from DACS-UJAT. In both populations the data questionnaire was applied in 2008. This questionnaire was mixed and it included three sections: 1) socio-demographic data, 2) knowledge on health marketing and 3) marketing applicability in the professional performance considering both the social and commercial dimensions, as well as their use in an external and internal level. The manipulation and the calculation of the estimators related to the variables of interest was done with DYANE version 2 (Design and Analysis of Surveys in Social Investigation and Markets) obtaining both the relative frequencies and those of statistical significance by means of the difference of independent proportions. Results: Most of the nurses who answered the survey (Group A) declared to have knowledge on marketing (62%), although the consideration of applying it in the nursery had the same percentage as those who estimated not to use it in their professional performance (50%). Even though the highest percentage (54%) considered the marketing like necessary in the nursery, most of the informants declared not to have used of it (59%). In Group B, the knowledge of marketing was higher (86%), and the consideration of its applicability in nutrition was also high (73%), as well as the consideration of having it as necessary in this profession (81%).The marketing was associated preponderantly to the nursery with a commercial sense (81%). The main identified use was towards the external marketing aspects (53%), that is, those aspects related to the provision of services to the users (patients). In Group B the opinion was inverse, since the predominant association occurred between the nutrition with a social sense (78%), where the centered of the external marketing use is in the companions at table, becoming significant the difference of proportions. Conclusions: The knowledge on marketing and its application on the professional praxis of nursery tend to be limited in the nurses of Tabasco, who restrict its use just to improve their professional image and the sale of services (granting private care). In the case of the nutrition professionals, it is known that the knowledge and professional applicability of marketing are mainly acceptable; however their use is not absolutely defined. The nutritionist applies actions established by marketing in order to satisfy the customer (people at the table to have a meal) in an empirical way as an implicit part of his/her professional formation.

LA MERCADOTECNIA EN LAS PROFESIONES PARAMÉDICAS DE TABASCO, MÉXICO: EL CASO DE LA ENFERMERÍA Y NUTRICIÓN