Comunicarea de marketing în managementul maladiilor netransmisibile

Abstract

Considering that noncommunicable diseases are the result of a combination of factors (including environmental and behavioral) and can be prevented by eliminating risk factors, this paper proposes the application of health care marketing in health promotion activities. Certain strategies and techniques are proposed, addressing communication messages and promoting pro – health behavior that can contribute to improving public health. It was established that in the town Chisinau, the prevalence of noncommunicable diseases in 2016-2018 is increasing, the incidence is higher in the population of children than in the population of adults, the most common diseases in both cases being the respiratory system. Morbidity is higher in the rural sector of Chisinau. In all the researched districts, the main causes of morbidity among adults are cardiovascular and respiratory diseases. More than half of the respondents state that they do not follow a balanced diet and an optimal work and rest regime. At the same time, they do not practice physical activity and in their free time he prefers predominantly sedentary activities. The most truthful source of information is the conversations with the medical workers, but in only 25.8% of the medical workers provide information on the prophylaxis of diseases and the importance of a healthy lifestyle. Regardless of how they receive information, 58% do not tend to change their behavior at all. The interviewees consider the communication in the medical system as very important (60.6%), important (29.5%), of medium importance (9.8%), unimportant (0).