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Cepljenje je javno zdravstveni ukrep, ki je v preteklosti in še danes bistveno pripomogel k zmanjšanju obolevnosti in umrljivosti zaradi nalezljivih bolezni. Z zmanjševanjem klasičnih nalezljivih bolezni se med uporabniki cepljenja pojavlja vprašanje o smiselnosti tega ukrepa. Zato je s stališča javnega zdravja pomembno razumevanje uporabnikov in dejavnikov, ki vplivajo na njihovo odločanje. Odločanje kot tako je kompleksni proces, na katerega vplivajo tako notranji dejavniki posameznika, npr. njegova nezavedna hotenja in želje, kot tudi zunanji dejavniki, npr. sistemski ukrepi, mediji in družba nasploh. Zato motiviranje uporabnikov za cepljenje zajema integrirani niz aktivnosti in eden od načinov vplivanja je tudi socialni marketing, ki temelji na poznavanju stališč uporabnikov. V nalogi s pomočjo teorije in analize stališč najbolj občutljivih uporabnikov cepljenja, staršev, osvetljujem nekatere ključne dejavnike, ki vplivajo na proces odločanja o cepljenju. Analiza stališč uporabnikov je pokazala, da cepljenja podpirajo, so za obveznost cepljenj, odgovornost za to dejanje pa vidijo porazdeljeno med starši, državo in cepiteljem. Tisti starši, ki zaupajo alternativni medicini, izražajo večjo skrb zaradi posledic po cepljenjih. S sistematičnim načinom spremljanja stališč uporabnikov cepljenj, ki bi jih upoštevali pri oblikovanju socialno marketinških programov, bi v Sloveniji počasi le prišli do oblikovanja storitev po meri uporabnika v enem od segmentov zdravstvenega sistema Vaccination is a public health measure used in the past and today and greatly helps to reduce morbidity and mortality from communicable diseases. By reducing the burden of classic infectious diseases, vaccination among users raises questions about the meaningfulness of this measure. Therefore, from the standpoint of public health experts, rises the importance of understanding users and the factors influencing their decisions and behavior. Decision-making as such is a complex process, affected by internal factors of an individual and his unconscious desires and wishes as well as external factors as media and society in general. Therefore, motivating users to vaccinate includes an integrated set of activities and one of the ways to influence includes social marketing, which is based on knowledge of the views of users. In the present work with the help of the theory and analysis of users' views of the most sensitive vaccination users, parents, highlights some key factors that influence the decision making process on vaccination. Analysis of the attitudes of vaccination users showed, that they support vaccination, which should also be mandatory. The responsibility for this action is distributed among parents, state and vaccination providers. Those parents, who rely on alternative medicine, express greater concern about the consequences after vaccinations. The systematic way of monitoring attitudes of vaccination users, should be taken into account when designing social marketing programs in Slovenia. Only in such way there will be the development of services tailored to the vaccination user in one of the segments of the healthcare system. |
