Panorama del gasto en comunicación social en salud: un caso del sector salud en México, 2015-2017

Abstract

Objective. To briefly describe and to analyze, the expenditure of the Minister of Health associated with social communication campaigns for the prevention of vector-transmitted diseases (Zika, chikungunya and dengue). Materials and methods. The information was obtained through the analysis of 690 contracts for the provision of social communication services (2015-2017). The analyzed contracts are linked with two epidemiological emergency declarations (EE-2-2015, EE-1-2016). Results. The analysis concludes a weak evaluation of the impact of public spending. There is not enough evidence to show the correspondence of social communication spending with the effectiveness and compliance of the campaigns aim goals. Conclusions. Findings allow defining recommendations to monitor public spending. There are platforms that provide information on social communication spending; however, it is necessary to guarantee transparency, accountability and the governance of those responsible for social communication and official advertising and strengthen outcomes evaluation mechanisms.