Políticas públicas binacionais: caso marketing social de saúde em migração México e Estados Unidos

Abstract

The aim is to reflect on the differences and points of agreement arising from the comparative analysis of US strategies for Mexican migrant health and social marketing, by researchers at the Department of Public Health Services of California, the Binational Health Office Border / University of California and the Autonomous University of Puebla. Material and Methods: The design is qualitative, the collection technique applied structured interviews to 21 key informants, officials of health institutions in Mexico and the United States involved with programs and / or campaigns relating to migrants. Results. There are significant disparities between officials of the two countries on health promotion and social marketing but are consistent conceptual references, the points of agreement relate to the budget plan, defining the target audience, message development, implementation processes, prioritization , planning, monitoring and evaluation of campaigns. Conclusions. Advocacy and social marketing are isolated until now, the use of other disciplines could approach the problem and give cavity unifying concepts, tasks and objectives, the proposal is health communication and their significance is included in both .