<?xml version="1.0" encoding="ISO-8859-1"?><article xmlns:mml="http://www.w3.org/1998/Math/MathML" xmlns:xlink="http://www.w3.org/1999/xlink" xmlns:xsi="http://www.w3.org/2001/XMLSchema-instance">
<front>
<journal-meta>
<journal-id>1996-3521</journal-id>
<journal-title><![CDATA[Infodir]]></journal-title>
<abbrev-journal-title><![CDATA[Infodir]]></abbrev-journal-title>
<issn>1996-3521</issn>
<publisher>
<publisher-name><![CDATA[Editorial de Ciencias Médicas]]></publisher-name>
</publisher>
</journal-meta>
<article-meta>
<article-id>S1996-35212021000100008</article-id>
<title-group>
<article-title xml:lang="es"><![CDATA[La pandemia del coronavirus validando la aplicación de la mercadotecnia social a la salud]]></article-title>
<article-title xml:lang="en"><![CDATA[The coronavirus pandemic validating the application of social marketing to health]]></article-title>
</title-group>
<contrib-group>
<contrib contrib-type="author">
<name>
<surname><![CDATA[Suárez Lugo]]></surname>
<given-names><![CDATA[Nery]]></given-names>
</name>
<xref ref-type="aff" rid="Aff"/>
</contrib>
</contrib-group>
<aff id="Af1">
<institution><![CDATA[,Escuela Nacional de Salud Pública (ENSAP)  ]]></institution>
<addr-line><![CDATA[La Habana ]]></addr-line>
<country>Cuba</country>
</aff>
<pub-date pub-type="pub">
<day>00</day>
<month>04</month>
<year>2021</year>
</pub-date>
<pub-date pub-type="epub">
<day>00</day>
<month>04</month>
<year>2021</year>
</pub-date>
<numero>34</numero>
<copyright-statement/>
<copyright-year/>
<self-uri xlink:href="http://scielo.sld.cu/scielo.php?script=sci_arttext&amp;pid=S1996-35212021000100008&amp;lng=en&amp;nrm=iso"></self-uri><self-uri xlink:href="http://scielo.sld.cu/scielo.php?script=sci_abstract&amp;pid=S1996-35212021000100008&amp;lng=en&amp;nrm=iso"></self-uri><self-uri xlink:href="http://scielo.sld.cu/scielo.php?script=sci_pdf&amp;pid=S1996-35212021000100008&amp;lng=en&amp;nrm=iso"></self-uri><abstract abstract-type="short" xml:lang="es"><p><![CDATA[RESUMEN  Introducción:  El coronavirus, es una pandemia que afecta a la casi totalidad de los países, comenzó su difusión a finales del 2019, con una secuela de morbilidad, mortalidad y consecuencias de gran envergadura a nivel mundial, que trascienden a lo social, psicológico y económico. La mercadotecnia en su enfoque social, es una herramienta de aplicación en la solución de problemas de salud pública que requieren asumir o modificar comportamientos de individuos y grupos sociales.  Objetivo:  Analizar la estrategia utilizada en el contexto cubano y su semejanza con las categorías conceptuales de la mercadotecnia en su enfoque social.  Desarrollo:  Se realizó la revisión documental y bibliográfica de literatura del tema en Internet y el análisis de su contenido. Se obtuvo como resultado que las estrategias para la prevención y control de la pandemia de la Covid-19, se acercan en su diseño, estructura y acciones, en Cuba y a nivel mundial, a la base conceptual en que se sustenta la mercadotecnia, en su enfoque social y a los proyectos de salud en que ha sido puesta en práctica en diferentes momentos y países.  Conclusiones:  La valoración de los resultados que se han obtenido para posicionar el comportamiento requerido hacia evitar la difusión del coronavirus, su prevención y control, puede ser de gran utilidad para validar el empleo de la mercadotecnia en su enfoque social y propiciar su aplicación en la solución de los problemas actuales que enfrenta la salud pública en Cuba y en la región.]]></p></abstract>
<abstract abstract-type="short" xml:lang="en"><p><![CDATA[ABSTRACT  Introduction: The coronavirus is a pandemic that affects almost all countries. It began its spread in late 2019, with a sequel of morbidity, mortality and consequences of great significance worldwide, which transcend the social, psychological and economic factors. Marketing, in its social approach, is a tool to be applied in the solution of public health problems that require assuming or modifying behaviors of individuals and social groups.  Objective:  To analyze the strategy used in the Cuban context and its similarity with the conceptual categories of marketing in its social approach.  Development:  A documental and bibliographical revision of literature was carried out on the subject in Internet and the analysis of its content.  Results: Strategies for the prevention and control of Covid-19's pandemic approach in their design, structure and actions, in Cuba and worldwide, to the conceptual base in which marketing is sustained, in its social approach and to the health projects in which it has been put into practice in different moments and countries.  Conclusions:  The evaluation of the results that have been obtained to position the required behavior to avoiding the diffusion of coronavirus, its prevention and control, can be very useful to validate the use of marketing in its social approach and to propitiate its application in the solution of current problems faced by public health in Cuba and in the region.]]></p></abstract>
<kwd-group>
<kwd lng="es"><![CDATA[coronavirus]]></kwd>
<kwd lng="es"><![CDATA[COVID-19]]></kwd>
<kwd lng="es"><![CDATA[mercadotecnia]]></kwd>
<kwd lng="es"><![CDATA[salud]]></kwd>
<kwd lng="en"><![CDATA[coronavirus]]></kwd>
<kwd lng="en"><![CDATA[COVID-19]]></kwd>
<kwd lng="en"><![CDATA[marketing]]></kwd>
<kwd lng="en"><![CDATA[health]]></kwd>
</kwd-group>
</article-meta>
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