Effie College 3E : caso Bancolombia “El día de todos : la amistad más pura”

Actualmente el sector bancario enfrenta la llegada de nuevas generaciones, especialmente una muy conocida como lo son los “Millennials”, motivo por el cual, las entidades bancarias entendiendo estos cambios han empezado a actualizar sus estrategias de comunicación y a innovar en la forma de entregar un mensaje adaptándose a estas nuevas generaciones. Bancolombia utiliza las emociones como principal herramienta de acercamiento a este segmento. Esta organización, es una empresa integral y sensible frente a la protección y conservación del medioambiente, de igual manera es inclusiva con minorías como la comunidad LGBTI y para ello, crea días especiales basados en gestos que logran cambiar la relación tradicional entre banco y cliente, por una relación más cercana, una cara más amigable frente a los consumidores (Brief Bancolombia, 2018). El objetivo es lograr un alcance exponencial, poder llegar a más “millennials” de una manera desinteresada que genere emociones al segmento de la población escogida, mejorando su percepción y comportamiento frente a la organización, creando así valor mediante gestos que no han sido utilizados y que tienen como fin generar mayor valor agregado a la marca, buscando de esta manera poder potenciar la imagen de la misma frente a este nuevo grupo de interés, adaptando y transformando la imagen tradicional del banco por una a la vanguardia, basada en los valores que representan a los ¨Millennials¨ pero encaminada en los pilares fundamentales de Bancolombia. Es importante tener los medios digitales como principal canal pues es por medio de estos que se potencian la estrategia de comunicación de la marca, como por ejemplo las redes sociales, de las cuales se extrae datos cuantitativos de visualizaciones e interacciones con el público para una mejor toma de decisiones.Currently the banking sector faces the arrival of new generations, especially a very well known as they are the "Millennials", reason why, banking entities understanding these changes have begun to update their communication strategies and innovate in the way of delivering a message adapting to these new generations. Bancolombia uses emotions as the main tool to approach this segment. This organization is a comprehensive and sensitive company in the protection and conservation of the environment, and is equally inclusive with minorities such as the LGBTI community. To do so, it creates special days based on gestures that manage to change the traditional relationship between bank and client for one closer relationship, a more friendly face vis-à-vis consumers (Brief Bancolombia, 2018).           The objective is to achieve an exponential reach, to reach more "millennials" in a selfless way that generates emotions to the segment of the chosen population, improving their perception and behavior towards the organization, creating value through gestures that have not been used and which aim to generate greater added value to the brand, seeking in this way to enhance the image of the brand in front of this new interest group, adapting and transforming the traditional image of the bank by a vanguard, based on the values ​​that they represent the "Millennials" but are directed at the fundamental pillars of Bancolombia. It is important to have digital media as the main channel because it is through these that the communication strategy of the brand is enhanced, such as social networks, from which quantitative data is extracted from visualizations and interactions with the public for a better decision making.Administrador (a) de EmpresasPregrad

In Vitro and In Vivo Efficacy of Ether Lipid Edelfosine against Leishmania spp. and SbV-Resistant Parasites

Leishmaniasis represents a major international health problem, has a high morbidity and mortality rate, and is classified as an emerging and uncontrolled disease by the World Health Organization. The migration of population from endemic to nonendemic areas, and tourist activities in endemic regions are spreading the disease to new areas. Unfortunately, treatment of leishmaniasis is far from satisfactory, with only a few drugs available that show significant side-effects. Here, we show in vitro and in vivo evidence for the antileishmanial activity of the ether phospholipid edelfosine, being effective against a wide number of Leishmania spp. causing cutaneous, mucocutaneous and visceral leishmaniasis. Our experimental mouse and hamster models demonstrated not only a significant antileishmanial activity of edelfosine oral administration against different wild-type Leishmania spp., but also against parasites resistant to pentavalent antimonials, which constitute the first line of treatment worldwide. In addition, edelfosine exerted a higher antileishmanial activity and a lower proneness to generate drug resistance than miltefosine, the first drug against leishmaniasis that can be administered orally. These data, together with our previous findings, showing an anti-inflammatory action and a very low toxicity profile, suggest that edelfosine is a promising orally administered drug for leishmaniasis, thus warranting clinical evaluation

<i>In vivo</i> antileishmanial action of edelfosine in <i>L. major</i>-infected mice.

<p>BALB/c mice were infected with 2×10⁶<i>L. major</i> promastigotes in the left hind footpad, and after swelling was perceptible, mice were randomized into drug-treated (15 mg edelfosine/kg of body weight, daily oral administration for 28 days) and control (water vehicle) groups of 7 mice each. After completion of the 4-week treatment, lesions were evaluated by measuring the footpad swelling (A) and determining the parasite load (B), using caliper measurements and limiting dilution assays respectively. Data are means ± SD (<i>n</i> = 7). Asterisks indicate that the differences between control and edelfosine-treated groups are statistically significant. (**) <i>P</i><0.01.</p

Differential ability of ALPs to induce apoptosis-like cell death in <i>Leishmania spp.</i>

<p>(A) Promastigotes from different <i>Leishmania spp.</i> were treated with 10 µM edelfosine, miltefosine, perifosine or erucylphosphocholine (ErPC) at 26°C for 24 h. Apoptosis-like cell death was then quantitated as percentage of parasites in the sub-G₀/G₁ region by flow cytometry. (B) <i>L. infantum</i> promastigotes were incubated with different concentrations of edelfosine, miltefosine, perifosine and erucylphosphocholine (ErPC) at 26°C for 24 h, and then apoptosis-like cell death was determined by flow cytometry. (C) Representative histograms of cell cycle analysis of <i>L. panamensis</i> promastigotes treated with 5 and 10 µM edelfosine and miltefosine at different incubation times. The position of the sub-G₀/G₁ peak, integrated by parasites undergoing apoptosis-like cell death, is indicated by arrows. Percentages of apoptotic parasites are shown in each histogram. (D) <i>L. panamensis</i> promastigotes were treated with 5 and 10 µM edelfosine or miltefosine at different incubation times, and then apoptosis-like cell death was determined by flow cytometry. Untreated <i>Leishmania</i> promastigotes were run in parallel, and apoptosis-like cell death was less than 1.5% in untreated parasites in all cases shown in panels A–D. Data are means ± SD or representative of four independent experiments. Asterisks indicate that the differences between edelfosine- and miltefosine-treated cells are statistically significant. (*) <i>P</i><0.05. (**) <i>P</i><0.01.</p

Differential incubation times required for drug resistance generation.

<p><i>Leishmania</i> promastigotes were incubated with increasing concentrations of edelfosine and miltefosine until parasite viability in the presence of 30 µM drug was over 80% (considered as drug resistant). The maximum period of time evaluated for acquisition of the resistant phenotype was 100 days, and no resistance to edelfosine was generated in <i>L. donovani</i> promastigotes after this incubation time. NR, no resistance.</p

Chemical structures of edelfosine, miltefosine, perifosine and erucylphosphocholine.

<p>Chemical structures of edelfosine, miltefosine, perifosine and erucylphosphocholine.</p

Sensitivity of SbV-resistant <i>L. panamensis</i> parasites to edelfosine.

<p>(A) Two groups of eight golden hamsters each were infected in the nose with wild type and SbV-resistant <i>L. panamensis</i> (<i>Lp</i>) promastigotes, and after the sixth week post-infection, they were treated with a daily intramuscular injection of Glucantime (SbV) for 4 weeks. Disease evolution rate was measured along the whole process through determining nose thickness as compared to figures obtained before infection. (B) Golden hamsters inoculated with SbV-resistant (SbV-R) <i>L. panamensis</i> (<i>Lp</i>) did not respond to treatment with Glucantime (inflamed nose) (upper left panel), and nose smears showed amastigotes within macrophages (arrow) following Giemsa staining (lower left panel). However, hamsters infected with wild type (wt) <i>L. panamensis</i> (<i>Lp</i>) fully responded to Glucantime treatment, showing uninflamed nose and negative staining for amastigotes in nose smears (upper and lower right panels). (C) IC₅₀ values of edelfosine, miltefosine, perifosine, and erucylphosphocholine (ErPC) for <i>in vitro</i> growth inhibition of wild type (wt) and SbV-resistant (SbV-R) <i>L. panamensis</i> (<i>Lp</i>) promastigotes were determined by XTT assays. (D–F) Golden hamsters were infected with 1×10⁶ SbV-resistant <i>L. panamensis</i> promastigotes in the nose, and after nose inflammation was evident, hamsters were randomized into drug-treated (26 mg edelfosine/kg of body weight, daily oral administration for 28 days) and control (water vehicle) groups of 7 hamsters each. (D) Lesion development was monitored by measuring nose thickness at regular intervals and comparison to values obtained before treatment (evolution index). (E) Parasite load was determined by limiting dilution assays after completion of the 4-week <i>in vivo</i> assay. (F) Edelfosine treatment led to a dramatic decrease and amelioration in parasite-induced nose thickness and damage, as shown by photographs from drug-free control and edelfosine-treated hamsters. Data are means ± SD or representative experiments (<i>n</i> = 7). Asterisks indicate that differences between control and edelfosine-treated groups, or between wild type and SbV-resistant parasites treated with SbV, are statistically significant. (*) <i>P</i><0.05. (**) P<0.01.</p

<i>In vivo</i> antileishmanial action of edelfosine in <i>L. panamensis- and L. braziliensis</i>-infected hamsters.

<p>Golden hamsters were infected with 1×10⁶<i>L. panamensis</i> or <i>L. braziliensis</i> promastigotes in the nose, and after swelling was perceptible, hamsters were randomized into drug-treated (26 mg edelfosine/kg of body weight, daily oral administration for 28 days) and control (water vehicle) groups of 7 hamsters each. (A, D) Lesion development was monitored by measuring nose thickness at regular intervals, and comparison to values obtained before treatment (evolution index). (B, E) Parasite load was determined by limiting dilution assays after completion of the 4-week <i>in vivo</i> assays. Data are means ± SD (<i>n</i> = 7). Asterisks indicate that the differences between control and edelfosine-treated groups are statistically significant. (*) <i>P</i><0.05. (**) <i>P</i><0.01. (C, F) Edelfosine treatment led to a dramatic decrease and amelioration in parasite-induced nose thickness and damage, as shown by representative photographs from drug-free control and edelfosine-treated hamsters.</p

Antileishmanial activity of edelfosine against intracellular <i>Leishmania</i> amastigotes within macrophage-like J774 cells.

<p>(A) J774 cells, incubated with the blue-emitting fluorescent analog PTE-ET (<i>left panel</i>), or with <i>L. panamensis</i> (<i>Lp</i>) and then with PTE-ET (<i>middle panel</i>), or with PTE-ET and then with <i>L. panamensis</i> (<i>Lp</i>) (right panel), were analyzed by fluorescence microscopy to examine drug localization. White arrows point to the intracellular amastigotes. (B) Parasite burden in <i>L. panamensis</i>-infected J774 cells untreated (Control) and treated with 5 or 10 µM edelfosine for 24 h. Data are means ± SD or representative of four independent experiments. Asterisks indicate that the differences between control and edelfosine-treated groups are statistically significant. (*) <i>P</i><0.05. (**) <i>P</i><0.01.</p