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Redalyc.Geomarketing Y Geoepidemiología Para Formular Salud Uninorte ISSN: 0120-5552 [email protected] Universidad del Norte Colombia Pérez Romero, Luis Alfonso; Suárez Meaney, Tonatiuh Geomarketing y geoepidemiología para formular estrategias en salud pública y privada Salud Uninorte, vol. 25, núm. 2, diciembre, 2009, pp. 293-318 Universidad del Norte Barranquilla, Colombia Disponible en: http://www.redalyc.org/articulo.oa?id=81712365010 Cómo citar el artículo Número completo Sistema de Información Científica Más información del artículo Red de Revistas Científicas de América Latina, el Caribe, España y Portugal Página de la revista en redalyc.org Proyecto académico sin fines de lucro, desarrollado bajo la iniciativa de acceso abierto artículo de revisión / review article Geomarketing y geoepidemiología para formular estrategias en salud pública y privada Geomarketing and geoepidemology to formulate strategies for public and private health Luis Alfonso Pérez Romero1, Tonatiuh Suárez Meaney2 Resumen La ubicación de la oferta de servicios médicos y hospitalarios se debe apoyar con los datos de la triada huésped-agente etiológico-hábitat y datos geoepidemiológicos que nos permitan ubicar geográficamente a las personas y el comportamiento de sus enfermedades para tipifi- carlas como incidencia, prevalencia, endémicas o pandémicas. En estos tiempos ha tomado un papel preponderante la investigación de casos de salud que llevan a detectar de manera oportuna los factores desencadenantes y agentes causales o etiológicos de las epidemias para implementar de manera oportuna el geomarketing: disciplina que estudia la ubicación geográfica de las necesidades en salud de la población en general o de una comunidad, para construir ofertas sanitarias de valor que contribuyan al bienestar sanitario de la población. 21 de julio 2009 Este artículo muestra una metodología fundamentada en el conocimiento empírico y teórico 16 de junio 2009 de la combinación del geomarketing con la geoepidemiología para formular políticas en salud según el paradigma de la salud pública-social o económico-empresarial- histórica y contextualizada. Palabras clave: Geomarketing en salud, geoepidemiología, estrategias en salud. Fecha de recepción: Fecha de recepción: Fecha de aceptación: 1 Doctor en administración. Catedrático investigador de la UNAM (México) y de la Universidad del Norte. Barranquilla (Colombia). [email protected] 2 Profesor investigador de la UAEM (México) Vol. 25, N° 2, 2009 Correspondencia: Río Ramos N° 43 - 45, Monterrey, Nuevo León (Mexico). ISSN 0120-5552 Salud Uninorte. Barranquilla (Col.) 2009; 25 (2): 293-318 293 Luis Alfonso Pérez Romero, Tonatiuh Suárez Meaney Abstract The location of the supply of medical and hospital services should be supported with data from the Triad agent-host-habitat and Geoepidemiological data that allows to geographi- cally locate people and their behavior to classify as disease incidence, prevalence, endemic or pandemic. In these days has taken a leading role in investigating cases of health that will lead to timely detect triggers causal or etiologic agents of epidemics in a timely manner to implement the Geomarketing: discipline that studies the geographical location of requirements health of the general population or community to build health offers value that contributes to the health welfare of the population. This article demonstrates a methodology based on empirical and theoretical knowledge of the combination of the geoepidemiología geomarket- ing to formulate health policies within the paradigm of public health or economic-business social-historical and contextual. Keywords: Health geomarkting, geoepidemiologic, health strategies. IntroduccIón en los mapas los datos del microentorno del marketing, como la información demográfica Los mapas digitales en el Sector Salud, in- de los pacientes, de la competencia, infor- tegran información demográfica y geoepi- mación de perfiles y patrones de comporta- demiológica proporcionada por la historia miento de cada uno de los segmentos de la clínica de cada paciente, y permiten conocer población, ubicación de los proveedores y perfiles de los pacientes y su relación con el de los grupos de interés en la institución de lugar de residencia versus los respectivos salud, así como ubicar dentro de un mismo padecimientos o patologías. En estos tiempos mapa los factores macroambientales (en- se presta mayor cuidado en el registro de torno político, económico, cultural, social, los datos con formatos estandarizados que tecnológico, ambiental y legal) que afectan facilitan el uso de los mismos en sistemas de el comportamiento de los pacientes. información. Gracias a la inteligencia espacial de los datos se han diseñado mapas digita- Este artículo proporciona un amplio marco les con diversos paquetes computacionales, teórico y una metodología que integra los como el Mapinfo, y Arcgis, entre otros, por conocimientos del geomarketing y la geoe- lo que se puede integrar el conocimiento pidemiología, que contribuyen a formular proporcionado por el registro de datos de políticas en el Sector Salud Público y planes oficinas públicas y privadas encargadas de estratégicos para el Sector Salud Privado. Por compilar, dar seguimiento y contribuir con la ejemplo, se puede visualizar en un mapa el información, para formular políticas de pre- gran descuido por falta de oferta de servicios vención de la enfermedades en la población. en salud del Sector Público en la mayoría de la población rural y de comunidades de Es recomendable analizar la situación geo- bajos recursos ubicadas en las grandes urbes gráfica de manera multifactorial, esto es, de América Latina; también se podrá ubicar siempre hay multicausas de los efectos que en un mapa por ciudad o por regiones o se observan; por ello es importante integrar país una fotografía de la geoepidemiología 294 Salud Uninorte. Barranquilla (Col.) 2009; 25 (2): 293-318 Geomarketing y geoepidemiología para formular estrategias en salud pública y privada de sus ciudadanos, para conocer de qué se mento para presentar una propuesta meto- enferma la población, qué enfermedades en- dológica. Oleske (1) comparte la definición frentarán en los próximos años, qué factores de epidemiología: “La epidemiología es el de riego están en evolución por la constante estudio de la distribución de las necesida- transformación del hábitat y mutaciones de des en salud, incluyendo las enfermedades, los agentes etiológicos o causantes de las deficiencias, discapacidades, lesiones y otros enfermedades. problemas de salud de la población humana y de factores que contribuyen a su aparición, El sector salud privada se podrá beneficiar gravedad y consecuencias. Uno de los obje- con el registro de su capitación (número de tivos de la epidemiología es identificar los personas que le corresponde atender en su factores causales que podrían ser eliminados sistema de salud, por un precio o monto eco- o modificados para prevenir o controlar los nómico predefinido) en países que subrogan resultados adversos para la salud y aplicar los servicios de salud o bien con el registro los conocimientos de estos para mejorar el geográficos de las personas por niveles so- estado de salud de la población.” Con esta cioeconómicos para diseñar ofertas de valor definición se puede ver la importancia de en los segmentos de mercado con mayor ubicar de manera geográfica a todas las per- rentabilidad. sonas de una comunidad con sus respectivas enfermedades y necesidades en salud con sus respectivos factores de riesgo, para formular MARCO tEórICO políticas de promoción y prevención en salud. Geoepidemiología y geomarketing Recientemente, Hoeven (2) apoyó sus estu- para la salud dios geoepidemiológicos con Sistemas de Información Geográfica, ubicando pacientes Las plataformas de mapas en línea, como de lepra y los tipos de contactos sociales y Google Maps y Google Earth, Microsoft espaciales, para determinar la relación entre Virtual y Wikimapia, han creado términos cercanía de los contactos de personas sanas y como neogeografía, cartografía en la Web los nuevos casos de lepra detectados; muestra (información geográfica en la web) y wiki- un claro ejemplo de cómo el mapear los datos cartografía, lo cual les permite a los usuarios epidemiológicos ayuda a encontrar factores añadir información geográfica propia basada espaciales-multicausales, los cuales son úti- en la web y modificar las contribuciones de les para detectar nuevos casos en regiones los médicos y pacientes. La continua proli- endémicas en el proceso de la transmisión feración de dispositivos habilitados con GPS en la población con riego. (Sistemas de Posición Geográfica) en la red de ambulancias y los Sistemas de Informa- Por otro lado, Schuurman (3) utilizó los co- ción Geográfica (GIS) han permitido diseñar nocimientos y técnicas de los GIS para ubicar estrategias para atender las necesidades de dentro de un área geográfica los factores de salud de manera más puntual. riesgo de accidentes automovilísticos, los cuales permitieron preparar en función de Se comparte en este artículo algunos estudios, estos datos de georreferenciación los nuevos los cuales, a su vez, contribuyen al funda- servicios y ofertas encaminadas a la atención Salud Uninorte. Barranquilla (Col.) 2009; 25 (2): 293-318 295 Luis Alfonso Pérez Romero, Tonatiuh Suárez Meaney oportuna de pacientes politraumatizados establecidos y su respectiva proyección de la por accidentes, ayudando también con la enfermedad que generará una demanda en información a las entidades públicas a definir el horizonte de tiempo
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