Revista Cubana de Salud Pública
versão impressa ISSN 0864-3466
SUAREZ LUGO, Nery. Marketing in the Cuban healthcare system. Rev. cub. salud pública [online]. 2008, vol.34, n.1, pp. 0-0. ISSN 0864-3466. http://dx.doi.org/10.1590/S0864-34662008000100013.
Introduction A number of elements on the origin of the social approach to marketing closely related to health and the reasons why these professionals are not suitably prepared for using marketing strategies were provided Objectives To determine the main causes of the non-use of marketing as a health management tool in the national healthcare system. Methods A descriptive research based on quantitative and qualitative techniques and on the methodological triangulation strategy. Results Little knowledge about marketing and positive attitude towards marketing implementation in the healthcare field; the great majority of professionals is interested in acquiring knowledge and delving into this topic because of its advantages for the work. Particular scenarios and contexts, training processes and the emphasis given by different formation activities to social marketing have a great effect on the attitudes of health managers, officials and professionals. Marketing strategies are applied in specific cases but not on the basis of knowledge and developed skills. There was a consensus of the need to implement it in order to achieve better quality and higher profitability in health programs and services. Conclusions The scope of research is extended, with results that enrich the process of formation and qualification in health marketing. There exist capabilities of response for the formation process in this field at every managerial level of the national healthcare system, which will be also supported by positive attitudes to the use of marketing. Adequate information for the working up of a strategy that positively affects the health management is available.
Palavras-chave : Health marketing; knowledge; attitudes; practice.