Social Marketing on Health management. Children’s participation context. Authors: Dr. Marcio Ulises Estrada Paneque. Dr. Sc. Caridad Vinajera Torres. Inst. Genco Estrada Vinajera.

Authors. First and Second degree specialized in Pediatric and Health Administration. Titular Professor. Granma Medical University. Cuba. Sciences PhD. Titular Professor. Granma Medical University. Family Doctor. Paediatric Instructor. Manzanillo Health System.

Learning and exchange objectives. Focus Definition Potentialities S. M Mechanism Necessity Difficulties Current use Principles and … Considerations

Social Marketing. Definition The term “social marketing (MS)” was introduced two decades ago and was defined as: “ The design, implementation and control of programs and projects dedicated to influence and to control the acceptance of social ideas and related considerations with these as for the planning, communication type and investigation of their impact”

S M. Mechanism. Their authors imagined a conceptual frame that caused a social change and in which it were integrated several mechanisms: the informative the technological the psychological the economic-legal

SM. Focus The focus that has the information in the social change - to what doesn't escape the health promotion - is composed by four categories: educational focus persuasive focus focus on modification of the behavior focus on social influence

S M. Necessity. Use the media to diffuse information about health, it is a very old idea, but their impact meters are not appropriate in the reality. However, what is new and necessary, is the systematic application of the marketing tools (principles and technical) to solve the health social problems, and to materialize the change in health and quality of life.

S M. Difficulties. In many Third World countries, the influence of the SM in the field of the public health arrives of hands and very related with the commercial marketing of medications, advanced technologies, goods and inputs; so much for moral purposes as immoral. In this type of SM are violated, with certain frequency, the bioethics principles charity and non slander, the informed consent of the needy masses and the social justice; the commercialism prevails

M S. Current use. Environmental damage. Harmful personal habits. The illness and the wrongs that attempt against the health. Animals and the aquatic life, extinction. Moral decadence and educational systems. Loss of interest for the cultural customs.

S M. Children and adolescents Children and adolescents are key elements for the development; they will be the youths and adults of the immediate future, calls to lead the social, economic and so much politicians projections in the local or national environment, but they are also relevant to reach well-being and justness in their families and communities.

S M. Potentialities. In the 90s, the specialist won makes aware that the SM settles down with the children a market for diverse products and that in fact they constitute don't one, but three markets, that is to say, primary market, of influence and of future. Therefore, they represent an enormous potential, and toward them the SM health investment is indispensable.

Principles to direct messages about health to children and adolescents. Begin with programs of social marketing and will finish with an objective change. Begin the prevention soon. Determine the small objectives for age and differences in the environment. Appropriate messages that come from several different sources during a lingering period. To give the child and adolescent the control and responsibility of their own destination.

S M. Ages setting It can go with success health messages to children of any age provided they know each other their cognitive levels, their interests and their perceptions. To remember that an increment of 20% in age, between 5 and 6 years (that is to say, one year), it means a more important cognitive experience that an increment of 20% between the 25 and 30 years (that is to say, five years)

S M. Security and consistency Messages of diverse sources during an useful period; to remember that “any unique message, of a single source can not give a complete result.” Interpersonal sources are more important than media, but the relative power of each element (media, family and peers) it will change, as well as they will make it the promotion strategies that exercise to the maximum their influences.

M S. Control and projections To give the children the control and the responsibility of their own destination, we interpret it in the sense that they represent the objective of the action of the health SM, they should have the opportunity to participate. If the children are a fundamental part in the conception and elaboration of a health S M program or project, they will be more willing to respond to this program, in the same way that if they observe theirs peers active participation.

S M. Target objectives Strategies of health SM, when belong to the paediatric stratum, should also include to the parents, teachers and the own health human resources. They will give moral and material support to the children and the programs that develop. In an unconscious way they incorporate with more easiness the changes or preventions that in essence, they praise their children like drivers of the health messages and healthy styles of life.

S M. Experiences. Child to Child Project. Manzanillo. Cuba Profile: Promotion and health education in community project based on participative actions and community research. Turquino Plan “Child to Child” generalization project. Granma. Cuba Under five years focus of risk. Manzanillo Health System (SIMUS) Resilience focus on childhood. Manzanillo. New millennium

S M. Doubts. Are we making Social Marketing from our Secondary and Primary Health Care institutions? Do we use the multisectorial, interdisciplinary and community approach in our health strategies for the prevention, education, attendance and rehabilitation? Do we give the selfresponsability option for their health and quality of life to our population? As managers in health do we promote the SM?

S M. Final considerations Social marketing, instrument of multiple utility, has become for their scientific basis and impact a indispensable handling tool for effective promotion, education, prevention and communication in health approach. It can be considered as of an established, but wasted strategic tendency. Their knowledge and application forms in the practice constitute requirements of high priority if one wants to prevent, to promote and to transform relative aspects to health- illness process and life quality.

S M. Final considerations. Child's knowledge and theirs basic necessities -as consumer of health stocks and object of social marketing - and its classification agree to its ages groups allows health promotion and education planning with effectiveness and obtaining results. It is a evaluation reference “construct” of our acting as System toward the population. The S M implementation in the childhood is constituted an investment with immediate dividends and futures.

S M. Final considerations. S M conception optimizes the application of the risk focus, the resiliency focus; the talkative competition and self-esteem feelings and children's realization. The SM is a promotion instrument of the bioethics operative work with the new generations.

PROSALUD-Manzanillo Group.