Resumen

GONGORA GARCIA, Ledia Haydeé et al. Application of social marketing in health services and programs in Santiago de Cuba. MEDISAN [online]. 2016, vol.20, n.4, pp. 490-497. ISSN 1029-3019.

An observational, descriptive and cross-sectional study was carried out in some health units (10 hospitals, 10 polyclinics, "America Labadí Arce" home for the aged, Hygiene and Epidemiology municipal and provincial centers and "Mártires del Moncada" Teaching Provincial Stomatological Clinic) in Santiago de Cuba, selected by means of an intentional sampling, from April to June, 2014, aiming at characterizing the implementation of social marketing in these units. Four instruments were designed to gather information: 2 of self-diagnosis and 2 observation guides related to the marketing approach in health institutions and programs. The analysis of the studied variables demonstrated that the use of the social marketing as tool of health management in the professional performance was insufficient, so that it propitiates the well-being of users and people of service towards public health

Palabras clave : marketing; health institutions; health services; health programs; alth management.