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Marketing social para el entorno sanitario: Una aplicación para los servicios de urgencias de los hospitales públicos

Public health services and social marketing: An application for public hospital emergency services

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Resumen

Una gran cantidad de servicios de urgencias de nuestros hospitales públicos sufren de un exceso de demanda. Muchos de estos casos no serían urgencias en el sentido tícnico o clásico del tármino. Esta situacián continua se ve agravada por peráodos estacionales donde la gripe o las alergias terminan de saturar los servicios. Las implicaciones para el personal del servicio, los usuarios, sus familiares o la sociedad en general son evidentes, con altas cotas de agresividad,burn out y, en general, insatisfacción por parte de todos. Este trabajo propone el uso del marketing social para tratar de mejorar una situación a la que se ha intentado dar solución desde diferentes ómbitos. Para ello se aportan posibles estrategias y soluciones basadas en el cambio de comportamiento, tanto de los usuarios finales como del personal del servicio, así como de otras estructuras de salud píblica implicadas en el problema.

Abstract

Many public hospitals emergency services are suffering from a demand that could hardly be explained as a real emergency. This situation becomes even worst with seasonality periods provoked by influenza or allergy epidemics. All this together provokes problems for management, staff, users and society in general. There is a need to lower aggressive behaviours, burn out and insatisfaction levels. This article provides some keys from a Social Marketing perspective for the improvement of the situation. Keys are based on some possible strategies and solutions for changing the final user’s behaviour as well as staff one, and even some other public health structures that might be involved within the main problem.

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Authors and Affiliations

  1. Departamento de Economía de la Empresa, Universidad de Cadiz, Glorieta de Carlos Cano s/n 11002, Cadiz, Espaía

    Juan Miguel Rey Pino

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  1. Juan Miguel Rey Pino
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Correspondence to Juan Miguel Rey Pino.

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Miguel Rey Pino, J. Marketing social para el entorno sanitario: Una aplicación para los servicios de urgencias de los hospitales públicos. Int Rev Public Nonprofit Marketing 1, 43–56 (2004). https://doi.org/10.1007/BF02896625

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  • DOI: https://doi.org/10.1007/BF02896625

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