"Tu sangre cuenta, porque somos una gran familia": campaña de marketing social sobre las donaciones de sangre en el área de salud del Policlínico José Ramón León Acosta, de Santa Clara
Fecha
2011-06-26
Autores
Castro Alvarez, Yaíma
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Editor
Universidad Central "Marta Abreu" de Las Villas
Resumen
En la presente investigación se propone la campaña de marketing social, “Tu sangre cuenta,
porque somos una gran familia”, dirigida a aumentar el nivel de conocimiento sobre las
donaciones de sangre, en la población potencialmente activa para donar, residente en el Área
de Salud del Policlínico Docente José R. León Acosta, del municipio Santa Clara. En este
caso, se utilizó la metodología cuantitativa, como perspectiva de investigación. Las muestras
seleccionadas las integraron 255 habitantes de la comunidad de referencia, comprendidos
entre los 18 y 65 años de edad. Además, profesionales de la salud, directivos de los Comités
de Defensa de la Revolución y los expertos que evaluaron el diseño de la campaña. Para el
desarrollo del proceso investigativo, se emplearon el análisis de documentos, la entrevista y la
encuesta como instrumentos de recogida de información. Se utilizó el criterio de expertos,
como método para evaluar el diseño de la campaña, en función del objetivo propuesto. Se
constató el bajo nivel de conocimiento que evidencia la población sobre la donación de
sangre, lo que limita su disposición hacia ese acto. En este sentido, los expertos consultados
avalaron la propuesta de la campaña, por lo que se recomienda ponerla a disposición de la
Dirección del Área de Salud objeto de estudio, para que se gestione su implementación en
esta comunidad u otra del municipio con similares necesidades y problemáticas.
The present investigation intends the campaign of social marketing: “Your blood counts, because we are a great family", directed to increase the level of knowledge on the donations of blood, in the population potentially active to donate, residing in the Area of Health of the Educational Clinic Center José R. León Acosta, of Santa Clara municipality. In this case, the quantitative methodology was used, as investigation perspective. The selected samples were formed by 255 inhabitants of the reference community integrated with a range of ages between 18 and 65 years. Also, professionals of the health, directive of the Committees of Defense of the Revolution and the experts that evaluated the design of the campaign. For the development of the investigative process, the analysis of documents, the interview and the survey were used like instruments of collection of information. The approach of experts was used, as method to evaluate the design of the campaign, in function of the proposed objective. The poor level of knowledge showed by the population about the donation of blood limits their disposition to that act. In this sense, the consulted experts endorsed the proposal of the campaign, for what is recommended to put it to disposition of the Health Coordination Zone, in order to make possible its implementation in this community or another of the municipality with similar necessities.
The present investigation intends the campaign of social marketing: “Your blood counts, because we are a great family", directed to increase the level of knowledge on the donations of blood, in the population potentially active to donate, residing in the Area of Health of the Educational Clinic Center José R. León Acosta, of Santa Clara municipality. In this case, the quantitative methodology was used, as investigation perspective. The selected samples were formed by 255 inhabitants of the reference community integrated with a range of ages between 18 and 65 years. Also, professionals of the health, directive of the Committees of Defense of the Revolution and the experts that evaluated the design of the campaign. For the development of the investigative process, the analysis of documents, the interview and the survey were used like instruments of collection of information. The approach of experts was used, as method to evaluate the design of the campaign, in function of the proposed objective. The poor level of knowledge showed by the population about the donation of blood limits their disposition to that act. In this sense, the consulted experts endorsed the proposal of the campaign, for what is recommended to put it to disposition of the Health Coordination Zone, in order to make possible its implementation in this community or another of the municipality with similar necessities.
Descripción
Palabras clave
Campaña de Marketing Social, Donaciones de Sangre, Población Potencialmente Activa para Donar, Campaign of Social Marketing, Level of Knowledge, Donations of Blood, Population Potentially Active to Donate