Canada’s increasingly diverse population requires healthcare providers to become responsive to cultural differences within the provision of healthcare services, including Child Life Specialists (CLSs), who are committed to providing psychosocial and family- centered care to hospitalized children and their families. A fundamental process of family- centered care involves responding to the ethnic, cultural and socioeconomic diversity of patients and their families. The field of child life generally remains under-researched and, in particular, studies to support the link between child life practice and culturally adapted care are lacking. To address this gap, this study explores the ways in which CLSs perceive and conceptualize the construct of diversity in their practice by utilizing cultural safety as a guiding framework. Through an exploratory research approach, semi-structured interviews with six CLSs working at a prominent children’s hospital in Alberta, Canada, were completed. A thematic analysis of the qualitative data indicated that CLSs conceptualized culture as a broad construct that is not limited to factors associated with ethnicity. Although CLSs also experienced various challenges in their practice as a result of cultural factors, their perceived level of comfort, confidence and desire to overcome such challenges were highly notable. This study also yielded insight into institutional- and practice-level resources and strategies that may improve the ability of CLSs to provide culturally-safe care. / Graduate / 0350 / 0566 / amarensm@uvic.ca

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La investigación buscó analizar el posicionamiento del Centro de Especialidades Pediátricas KIDSalud en Chiclayo. Se empleó un tipo de investigación mixto y con un diseño no experimental descriptivo. La muestra estuvo conformada por 200 padres de familia de infantes en la ciudad de Chiclayo cuyos hijos son atendidos en centros privados de salud pediátrica. Se aplicó una encuesta de 3 preguntas abiertas y, en base a la información obtenida, se elaboró un instrumento de posicionamiento que fue validado por tres jueces expertos. Los resultados evidenciaron que los atributos más importantes para el cliente son la alta especialización de profesionales, la cordialidad del servicio de admisión y la puntualidad de atención; asimismo, a través de análisis de correspondencia, se determinó que KIDSalud y los demás centros de salud estudiados tienen un posicionamiento bajo. En base a esto, se propuso una estrategia de comunicación integral de marketing de naturaleza Copy Strategy titulada “Consúltale a tu pediatra”, tomando en cuenta los atributos de mayor importancia anteriormente encontrados y realizado a través del medio de comunicación más usado por el público objetivo. / The investigation searched to analyze the positionnement of the Center of Pediatric Specialities KIDSalud in Chiclayo. It was employed a mixed investigation type and with a descriptive no experimental design. The sample was conformed by 200 family parents of infants in the city of Chiclayo whose children are attended at private centers of pediatric health. A 3 open questions poll was applied and, based on the obtained information, a positionment instrument was elaborated which was validated by three judges. The results evidenced that the most important attributes for the client are the high specialization of professionals, the cordiality of the admission service and the attention punctuality; moreover, through correspondence analysis, it was determined that KIDSalud and the rest of the studied health center have a low positionment. Based on this, it was proposed an integral communication strategy of marketing of Copy Strategy nature titled “Consúltale a tu pediatra”, taking in mind that the attributes with highest importance previously found and done through the most used media by the target audience.