La planeación de medios publicitarios como una herramienta táctica en la comunicación estratégica de la marca cervecera "Negra modelo"

"Esta investigación tiene la intención de describir el ciclo estratégico que una organización, producto, marca o servicio siguen para cumplir sus objetivos de comunicación en una sociedad tan compleja como la que se vive actualmente. Dicho ciclo se arranca asumiendo la Comunicación Estratégica de la marca, alineado a las múltiples directrices marcadas por dos herramientas tácticas fundamentales (las Mercadotecnia y la Publicidad) cuya adecuada aplicación y sinergia hace posible concretar el proceso de la planeación de medios que finalmente permite a las organizaciones, productos, marcas o servicios difundir de forma rentable y eficiente sus campañas publicitarias dirigidas a sus públicos meta. La planeación de medios es una profesión reciente cuya característica es el manejo de información estadística sobre los consumidores y el mercado. Entonces, por ser una profesión reciente es necesario cubrir a través de la elaboración de un protocolo de investigación los huecos de desconocimiento que se tienen sobre este tema en específico.

Clonal chromosomal mosaicism and loss of chromosome Y in elderly men increase vulnerability for SARS-CoV-2

The pandemic caused by severe acute respiratory syndrome coronavirus 2 (SARS-CoV-2, COVID-19) had an estimated overall case fatality ratio of 1.38% (pre-vaccination), being 53% higher in males and increasing exponentially with age. Among 9578 individuals diagnosed with COVID-19 in the SCOURGE study, we found 133 cases (1.42%) with detectable clonal mosaicism for chromosome alterations (mCA) and 226 males (5.08%) with acquired loss of chromosome Y (LOY). Individuals with clonal mosaic events (mCA and/or LOY) showed a 54% increase in the risk of COVID-19 lethality. LOY is associated with transcriptomic biomarkers of immune dysfunction, pro-coagulation activity and cardiovascular risk. Interferon-induced genes involved in the initial immune response to SARS-CoV-2 are also down-regulated in LOY. Thus, mCA and LOY underlie at least part of the sex-biased severity and mortality of COVID-19 in aging patients. Given its potential therapeutic and prognostic relevance, evaluation of clonal mosaicism should be implemented as biomarker of COVID-19 severity in elderly people. Among 9578 individuals diagnosed with COVID-19 in the SCOURGE study, individuals with clonal mosaic events (clonal mosaicism for chromosome alterations and/or loss of chromosome Y) showed an increased risk of COVID-19 lethality

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

La planeación de medios publicitarios como una herramienta táctica en la comunicación estratégica de la marca cervecera “Negra Modelo”.

"Esta investigación tiene la intención de describir el ciclo estratégico que una organización, producto, marca o servicio siguen para cumplir sus objetivos de comunicación en una sociedad tan compleja como la que se vive actualmente. Dicho ciclo se arranca asumiendo la Comunicación Estratégica de la marca, alineado a las múltiples directrices marcadas por dos herramientas tácticas fundamentales (las Mercadotecnia y la Publicidad) cuya adecuada aplicación y sinergia hace posible concretar el proceso de la planeación de medios que finalmente permite a las organizaciones, productos, marcas o servicios difundir de forma rentable y eficiente sus campañas publicitarias dirigidas a sus públicos meta. La planeación de medios es una profesión reciente cuya característica es el manejo de información estadística sobre los consumidores y el mercado. Entonces, por ser una profesión reciente es necesario cubrir a través de la elaboración de un protocolo de investigación los huecos de desconocimiento que se tienen sobre este tema en específico.

Effects of Forest Bathing on Blood Pressure and Heart Rate in Older Adults in Mexico

Currently, in cities in different regions of the world, forest bathing (FB) is considered a practice to promote public health in vulnerable groups, such as the elderly, who have a higher risk of hypertension. This practice has had limited development in Latin American countries, and therefore, the objective of this study was to evaluate the benefits of forest baths on blood pressure and heart rate in a group of older adults in Guadalajara, Mexico. A program of six sessions was designed, the first to welcome and recognize the natural environment of the urban forest and the other five dedicated to each of the senses (hearing, touch, smell, sight, and taste), using the methodology of the Forest Therapy Hub (FTHub). The type of study was observational (before and after) with a single group, where the participants’ blood pressure and heart rate were evaluated. The results obtained showed significant effects of FB on reduction in high systolic blood pressure and diastolic hypertension before and after FB, with no significance on heart rate. Forest baths can be considered as an alternative strategy to manage the risk of hypertension in older adults, due to their ability to induce relaxation and normalize blood pressure levels