Estrategia de Branding 360 y su incidencia en las ventas. Revisión sistemática de la literatura científica en los últimos 10 años

RESUMEN El marketing en las empresas es cambiante y variable, se moderniza y va de la mano con la tecnología, está presente en la vida cotidiana de las personas, ya sea de manera física como paneles publicitarios, afiches, spots, o de manera electrónica como anuncios, spots de radio o TV, redes sociales o influencers. La estrategia de branding 360 es la última tendencia de marketing utilizada por las empresas, la cual consiste en diseñar una marca con ayuda de herramientas informáticas (programas de diseño y edición), que sea interesante para el cliente o potencial cliente, a través de slogan, logos, paneles, tarjetas entre otros. El objetivo de la presente investigación sistemática es determinar si la estrategia de branding 360 tiene incidencia en las ventas, tomando como referencia estudios de los últimos diez años. Se utilizaron como descriptores los siguientes términos: “Estrategia”, “branding 360”, “incidencia”, “ventas”, de igual manera, se definió como motor de búsqueda a Sciencedirect y como buscadores genéricos se empleó" Dialnet, Redalyc y Google Académico. Como resultado del objetivo de esta investigación sistemática, podemos concluir que el branding 360 como estrategia de marketing en las empresas, incide de manera positiva en su nivel de ventas, ya que al aplicarse de manera adecuada y bajo un determinado plan, ayuda al incremento en la cartera de clientes (captación y fidelización). PALABRAS CLAVES: Estrategia, branding 360, incidencia, ventas

Reducing the environmental impact of surgery on a global scale: systematic review and co-prioritization with healthcare workers in 132 countries

Abstract Background Healthcare cannot achieve net-zero carbon without addressing operating theatres. The aim of this study was to prioritize feasible interventions to reduce the environmental impact of operating theatres. Methods This study adopted a four-phase Delphi consensus co-prioritization methodology. In phase 1, a systematic review of published interventions and global consultation of perioperative healthcare professionals were used to longlist interventions. In phase 2, iterative thematic analysis consolidated comparable interventions into a shortlist. In phase 3, the shortlist was co-prioritized based on patient and clinician views on acceptability, feasibility, and safety. In phase 4, ranked lists of interventions were presented by their relevance to high-income countries and low–middle-income countries. Results In phase 1, 43 interventions were identified, which had low uptake in practice according to 3042 professionals globally. In phase 2, a shortlist of 15 intervention domains was generated. In phase 3, interventions were deemed acceptable for more than 90 per cent of patients except for reducing general anaesthesia (84 per cent) and re-sterilization of ‘single-use’ consumables (86 per cent). In phase 4, the top three shortlisted interventions for high-income countries were: introducing recycling; reducing use of anaesthetic gases; and appropriate clinical waste processing. In phase 4, the top three shortlisted interventions for low–middle-income countries were: introducing reusable surgical devices; reducing use of consumables; and reducing the use of general anaesthesia. Conclusion This is a step toward environmentally sustainable operating environments with actionable interventions applicable to both high– and low–middle–income countries

Relación entre la cultura organizacional y engagement en los ejecutivos de una agencia bancaria, Trujillo 2022

El presente proyecto académico tuvo como propósito determinar la relación entre cultura organizacional y engagement de los ejecutivos en una agencia bancaria, Trujillo 2022. El marco metodológico fue cuantitativo, sin experimentación, de alcance correlacional y corte transversal; la herramienta de recopilación de datos fue la encuesta, cuyo instrumento fue el cuestionario, siendo validados por un juicio de tres expertos docentes, donde se alcanzó una confiabilidad de Alfa de Cronbach de 0.934 y 0.847 respectivamente; la muestra lo constituyeron 24 trabajadores de la agencia bancaria. Los hallazgos evidenciaron que la cultura organizacional se encuentra en un nivel alto según la percepción del 70.8% de los encuestados; de igual manera, el engagement está en un nivel alto según el 66.7% de los participantes. Se concluyó que sí existe asociación positiva fuerte entre la variable cultura organizacional y engagement de los ejecutivos en una agencia bancaria, Trujillo 2022, con un índice de correlación de Pearson de 0.801 y una significancia igual a 0.000. Es decir, a mayor eficiencia de la cultura empresarial existirá mayor engagement en los colaboradores de la entidad bancaria

Ticagrelor in patients with diabetes and stable coronary artery disease with a history of previous percutaneous coronary intervention (THEMIS-PCI) : a phase 3, placebo-controlled, randomised trial

Background: Patients with stable coronary artery disease and diabetes with previous percutaneous coronary intervention (PCI), particularly those with previous stenting, are at high risk of ischaemic events. These patients are generally treated with aspirin. In this trial, we aimed to investigate if these patients would benefit from treatment with aspirin plus ticagrelor. Methods: The Effect of Ticagrelor on Health Outcomes in diabEtes Mellitus patients Intervention Study (THEMIS) was a phase 3 randomised, double-blinded, placebo-controlled trial, done in 1315 sites in 42 countries. Patients were eligible if 50 years or older, with type 2 diabetes, receiving anti-hyperglycaemic drugs for at least 6 months, with stable coronary artery disease, and one of three other mutually non-exclusive criteria: a history of previous PCI or of coronary artery bypass grafting, or documentation of angiographic stenosis of 50% or more in at least one coronary artery. Eligible patients were randomly assigned (1:1) to either ticagrelor or placebo, by use of an interactive voice-response or web-response system. The THEMIS-PCI trial comprised a prespecified subgroup of patients with previous PCI. The primary efficacy outcome was a composite of cardiovascular death, myocardial infarction, or stroke (measured in the intention-to-treat population). Findings: Between Feb 17, 2014, and May 24, 2016, 11 154 patients (58% of the overall THEMIS trial) with a history of previous PCI were enrolled in the THEMIS-PCI trial. Median follow-up was 3·3 years (IQR 2·8–3·8). In the previous PCI group, fewer patients receiving ticagrelor had a primary efficacy outcome event than in the placebo group (404 [7·3%] of 5558 vs 480 [8·6%] of 5596; HR 0·85 [95% CI 0·74–0·97], p=0·013). The same effect was not observed in patients without PCI (p=0·76, p interaction=0·16). The proportion of patients with cardiovascular death was similar in both treatment groups (174 [3·1%] with ticagrelor vs 183 (3·3%) with placebo; HR 0·96 [95% CI 0·78–1·18], p=0·68), as well as all-cause death (282 [5·1%] vs 323 [5·8%]; 0·88 [0·75–1·03], p=0·11). TIMI major bleeding occurred in 111 (2·0%) of 5536 patients receiving ticagrelor and 62 (1·1%) of 5564 patients receiving placebo (HR 2·03 [95% CI 1·48–2·76], p<0·0001), and fatal bleeding in 6 (0·1%) of 5536 patients with ticagrelor and 6 (0·1%) of 5564 with placebo (1·13 [0·36–3·50], p=0·83). Intracranial haemorrhage occurred in 33 (0·6%) and 31 (0·6%) patients (1·21 [0·74–1·97], p=0·45). Ticagrelor improved net clinical benefit: 519/5558 (9·3%) versus 617/5596 (11·0%), HR=0·85, 95% CI 0·75–0·95, p=0·005, in contrast to patients without PCI where it did not, p interaction=0·012. Benefit was present irrespective of time from most recent PCI. Interpretation: In patients with diabetes, stable coronary artery disease, and previous PCI, ticagrelor added to aspirin reduced cardiovascular death, myocardial infarction, and stroke, although with increased major bleeding. In that large, easily identified population, ticagrelor provided a favourable net clinical benefit (more than in patients without history of PCI). This effect shows that long-term therapy with ticagrelor in addition to aspirin should be considered in patients with diabetes and a history of PCI who have tolerated antiplatelet therapy, have high ischaemic risk, and low bleeding risk