Academic education in health marketing in Ibero-America.
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Objective: Identify the academic education modality offerings in health marketing in Ibero-America.<br />
Materials and methods: Descriptive observational research. Questionnaire by email, online documental review. Universe made up of representatives<br />
of the Ibero-American Health Marketing Network (henceforth referred to by its Spanish acronym RIMS) and teachers involved with the subject in<br />
20 Ibero-American countries in 2015; non-probability convenience sampling used. The questionnaire was answered in 17 countries. The summarized<br />
information is presented in absolute frequencies and percentages.<br />
Results: In all of the countries that answered the questionnaire, some form of health marketing modality is offered. "Lack of understanding of the need<br />
to offer various modalities to train health professionals and managers in marketing" was given as the main reason for its absence in academic education<br />
in health sciences. Most of the countries (82.4 %) state that they have teachers trained in the subject. The modalities most offered are: master’s degree<br />
subject (24.39 %), courses (19.5 %) and diplomas (17.07 %).<br />
Conclusions: Insufficient supply of academic education offerings in health marketing and a lack of dissemination of existing ones is a common<br />
denominator to all countries, coupled with a lack of understanding in the public sector of the need to train health professionals in marketing.