<?xml version="1.0" encoding="ISO-8859-1"?><article xmlns:mml="http://www.w3.org/1998/Math/MathML" xmlns:xlink="http://www.w3.org/1999/xlink" xmlns:xsi="http://www.w3.org/2001/XMLSchema-instance">
<front>
<journal-meta>
<journal-id>0120-5552</journal-id>
<journal-title><![CDATA[Revista Salud Uninorte]]></journal-title>
<abbrev-journal-title><![CDATA[Salud, Barranquilla]]></abbrev-journal-title>
<issn>0120-5552</issn>
<publisher>
<publisher-name><![CDATA[Fundación Universidad del Norte, División de Ciencias de la]]></publisher-name>
</publisher>
</journal-meta>
<article-meta>
<article-id>S0120-55522019000300374</article-id>
<title-group>
<article-title xml:lang="es"><![CDATA[Análisis de la percepción de las madres frente a la estrategia comunicacional intramural para combatir la anemia en Perú. Estúdio de caso sobre la suplementación de micronutrientes a partir de un centro de salud en Lima]]></article-title>
<article-title xml:lang="en"><![CDATA[The analysis of the perception of mothers against the intramural communication as a strategy to combat anemia in Peru. A case study on micronutrient supplementation from a health center in Lima]]></article-title>
</title-group>
<contrib-group>
<contrib contrib-type="author">
<name>
<surname><![CDATA[CHÁVEZ CHUQUIMANGO]]></surname>
<given-names><![CDATA[MARÍA ANGÉLICA]]></given-names>
</name>
<xref ref-type="aff" rid="Aff"/>
</contrib>
<contrib contrib-type="author">
<name>
<surname><![CDATA[ROJAS RAMOS]]></surname>
<given-names><![CDATA[MOISÉS]]></given-names>
</name>
<xref ref-type="aff" rid="Aff"/>
</contrib>
<contrib contrib-type="author">
<name>
<surname><![CDATA[BARREDO IBÁÑEZ]]></surname>
<given-names><![CDATA[DANIEL]]></given-names>
</name>
<xref ref-type="aff" rid="Aff"/>
</contrib>
</contrib-group>
<aff id="Af1">
<institution><![CDATA[,Universidad Peruana de Ciencias Aplicadas  ]]></institution>
<addr-line><![CDATA[ ]]></addr-line>
<country>Peru</country>
</aff>
<aff id="Af2">
<institution><![CDATA[,Universidad Peruana de Ciencias Aplicadas  ]]></institution>
<addr-line><![CDATA[ ]]></addr-line>
<country>Peru</country>
</aff>
<aff id="Af3">
<institution><![CDATA[,Universidad del Rosario  ]]></institution>
<addr-line><![CDATA[ ]]></addr-line>
<country>Colombia</country>
</aff>
<pub-date pub-type="pub">
<day>00</day>
<month>12</month>
<year>2019</year>
</pub-date>
<pub-date pub-type="epub">
<day>00</day>
<month>12</month>
<year>2019</year>
</pub-date>
<volume>35</volume>
<numero>3</numero>
<fpage>374</fpage>
<lpage>384</lpage>
<copyright-statement/>
<copyright-year/>
<self-uri xlink:href="http://www.scielo.org.co/scielo.php?script=sci_arttext&amp;pid=S0120-55522019000300374&amp;lng=en&amp;nrm=iso"></self-uri><self-uri xlink:href="http://www.scielo.org.co/scielo.php?script=sci_abstract&amp;pid=S0120-55522019000300374&amp;lng=en&amp;nrm=iso"></self-uri><self-uri xlink:href="http://www.scielo.org.co/scielo.php?script=sci_pdf&amp;pid=S0120-55522019000300374&amp;lng=en&amp;nrm=iso"></self-uri><abstract abstract-type="short" xml:lang="es"><p><![CDATA[RESUMEN  Objetivo: Determinar sí la implementación de las estrategias comunicacionales influencian de manera efectiva para el posicionamiento de la suplementación en micronutrientes enmarcado en la normatividad peruana del tratamiento de anemia.  Materiales y métodos: Se seleccionó una muestra de 27 madres, entre 20 a 30 años. Enfoque cualitativo. Entrevistas a profundidad, divididas en dos ejes de estudio: Posicionamiento (Recordación, Comportamiento, Actitud, Afecto y Atributo) y Estrategias (Sesiones Demostrativas, Sesiones Educativas, Persuasión y Atención del personal).  Resultados: Las acciones comunicacionales generaron que las madres se informen sobre los micronutrientes, conozcan sus beneficios y efectos colaterales como la diarrea y estreñimiento. Respecto a la variable 'posicionamiento', sí existe recordación sobre el uso de los micronutrientes; y en el análisis de la variable 'estrategia' se generó conocimiento sobre la preparación de platos ricos en hierro, y mediante el uso de juegos educativos se persuadió la atención de los usuarios.  Conclusión: Se evidenció la efectividad de la implementación de las estrategias comunicacionales. Los usuarios recibieron los mensajes durante su participación en las sesiones demostrativas que influenciaron en el empoderamiento de las madres con respecto a los cuidados que se debe tener para prevenir y combatir la anemia. Siendo evaluados mediante la percepción de las usuarias en cada uno de los criterios de posicionamiento.]]></p></abstract>
<abstract abstract-type="short" xml:lang="en"><p><![CDATA[ABSTRACT  Objective: To determine if the implementation of communication strategies can influence effectively the positioning of micronutrient supplementation framed in the Peruvian regulations for the treatment of anemia.  Resources and methods: We selected a group of 27 mothers, between 20 and 30 years. Qualitative approach. Interviews divided into two areas of study: Positioning (Reminder, Behavior, Attitude, Affection and Attribute) and Strategies (Demonstration Sessions, Educational Sessions, Persuasion and Staff Attention).  Results: The actions of communication generated that the mothers are informed about the micronutrients, know their benefits and side effects such as diarrhea and constipation. Regarding the variable 'positioning' there is a recall about the use of micronutrients; and with the analysis of the 'strategy' variable, knowledge was generated about the preparation of iron-rich dishes and, through the use of educational games, users' attention was persuaded.  Conclusion: It is an evidence that the efectiveness of implementation of communication strategies, where users received messages during their participations in demonstration sessions that influenced in empowement of the mothers regarding the cares they must have to prevent and fight the anemia being evaluated through the perception of users in each positioning criterion.]]></p></abstract>
<kwd-group>
<kwd lng="es"><![CDATA[estrategias comunicacionales]]></kwd>
<kwd lng="es"><![CDATA[posicionamiento]]></kwd>
<kwd lng="es"><![CDATA[comunicación en salud]]></kwd>
<kwd lng="en"><![CDATA[strategies of communication]]></kwd>
<kwd lng="en"><![CDATA[positioning]]></kwd>
<kwd lng="en"><![CDATA[health communication]]></kwd>
</kwd-group>
</article-meta>
</front><back>
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