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Promoting healthy growth in the context of a nutrition transition: design of a social marketing model to improve primary care practices (627.2)
Author(s) -
Bonvecchio Anabelle,
Reyes Hortensia,
Neufeld Lynnette,
Théodore Florence,
Blanco Ilian,
Gonzalez Wendy,
Lozada Ana Lilia,
GarcíaGuerra Armando,
Rivera Dommarco Juan
Publication year - 2014
Publication title -
the faseb journal
Language(s) - English
Resource type - Journals
SCImago Journal Rank - 1.709
H-Index - 277
eISSN - 1530-6860
pISSN - 0892-6638
DOI - 10.1096/fasebj.28.1_supplement.627.2
Subject(s) - social marketing , promotion (chess) , nutrition transition , health promotion , context (archaeology) , breastfeeding promotion , formative assessment , health care , breastfeeding , intervention (counseling) , business , medicine , marketing , environmental health , obesity , nursing , economic growth , psychology , public health , political science , pediatrics , economics , geography , pedagogy , politics , law , overweight , archaeology
Mexico, as most developing countries, is facing a nutrition transition. Programs that simultaneously address under nutrition and obesity through a lifecycle approach are needed; however, most programs focus only on under nutrition. A critical period for prevention is pregnancy through the first two years of life. Primary healthcare providers play a key role in promoting healthy growth during this period through promotion of breastfeeding, appropriate complementary feeding, monitoring of linear growth and accelerated weight gain. Objective: To develop an intervention model for the promotion of healthy growth in contexts of nutrition transition, specifically in Mexico’s primary healthcare system. Methods: A mixed‐method, formative study was conducted. To develop the model, we followed the stages of the social marketing process. We identified main barriers to the promotion of healthy growth faced by mothers and healthcare providers using the social‐ecological model. We also analyzed the data from the perspective of the “4 P’s” of social marketing. Results: Though the model we consider ways to ameliorate the identified barriers and propose the organization of services for the promotion of healthy growth as part of Mexico’s health and nutrition promotion program to reduce health disparities. The model was pilot tested in four states of Mexico and will be scaled up nationwide. Conclusion: This model can be used within primary healthcare services of other countries to address the nutrition transition.