Social marketing and asset mapping: tools for the challenges of community health promotion
Keywords:
marketing strategy, digital technologies, social media, marketing tools, Asset mapping.Abstract
Introduction: In the current context, where health systems face significant pressures arising from demographic changes, the increase in chronic diseases and social inequalities, health promotion, with the use of social marketing and asset mapping, is emerging as a key resource to address these challenges.
Objective: To analyze the integration of social marketing and asset mapping as strategic tools in the promotion of community health.
Material and Methods: A review study was conducted. The sources consulted included scientific databases, documentary repositories and full texts from 2019 to 2024, which were selected using keywords. Structured search strategies were used. Of 82 documents reviewed, 50 were selected for analysis and 28 were included for their relevance and quality.
Development: By interweaving community health promotion with social marketing and asset mapping strategies, a holistic approach is created that not only seeks to prevent disease, but also to empower communities to take control of their own well-being. This integrated model allows for a more adaptive and equitable response to diverse health challenges.
Conclusions: Community health promotion faces a variety of challenges ranging from cultural and economic barriers to technological and political constraints. Overcoming these obstacles requires a comprehensive approach that combines awareness raising, intersectoral collaboration, technological innovation, and political commitment. Social marketing and asset mapping represent essential tools in community health promotion.Downloads
References
1. Morales M. Participación comunitaria en salud: un desafío para la salud pública. Medicina Social [Internet]. 2022 [Citado 18/11/2024];15(3):119-23. Disponible en:
https://www.socialmedicine.info/index.php/medicinasocial/article/view/1439
2. Aké DF, Morales ME, Cohuo SM, Balam M. Promoción de la salud: experiencias de investigación y participación comunitaria. México: Cromberger Editores e Impresores, S.A. de C.V.; 2024.
3. World Health Organization. A global framework for integrating well-being into public health utilizing a health promotion approach. UNSG, the Sustainable Development Goals Report [Internet]. Geneva: WHO; 2022 [Citado 18/11/2024]. Disponible en: https://www.who.int/publications/m/item/wha-76---achieving-well-being--a-global-framework-for-integrating-well-being-into-public-health-utilizing-a-health-promotion-approach
4. Coronado JF, Chaparro DP. Determinantes sociales en salud y su relación con el proceso de lactancia materna en adolescentes y mujeres rurales: un análisis desde Trabajo Social,Margen. Revista de Trabajo Social y Ciencias Sociales. 2022;(106):1-10.
5. Jagannathan A, Thekkumkara SN, Thirthalli J, Kasi SA. A community participation initiative during COVID-19 pandemic: a case study from India. Indian Journal of Psychological Medicine [Internet]. 2021 [Citado 18/11/2024];43(2):154-7. Disponible en: https://pubmed.ncbi.nlm.nih.gov/34376892/
6. Mahmood MA, Khan KS, Moss JR. Applying public health principles to better manage the COVID-19 pandemic: “community participation,” “equity,” and “cultural sensitivity.” Asia Pacific Journal of Public Health [Internet]. 2023 [Citado 18/11/2024];33(8):951-2. Disponible en: https://pubmed.ncbi.nlm.nih.gov/33771052/
7. World Health Organization. Bending the trends to promote health and well-being: a strategic foresight on the future of health promotion [Internet]. Geneva: World Health Organization; 2022 [Citado 18/11/2024]. Disponible en: https://www.who.int/publications/i/item/9789240053793
8. De la Guardia MA, Ruvalcaba JC. La salud y sus determinantes, promoción de la salud y educación sanitaria. JONNPR [Internet]. 2020 [Citado 18/11/2024];5(1):81-90. Disponible en: https://dx.doi.org/10.19230/jonnpr.3215
9. Denburg AE, Ungar WJ, Chen S, Hurley J, Abelson J. Does moral reasoning influence public values for health care priority setting? A population-based randomized stated preference survey. Health Policy [Internet]. 2020 [Citado 18/11/2024];124:647-58. Disponible en: https://pubmed.ncbi.nlm.nih.gov/32405121/
10. Méndez O. Grupos en situación de vulnerabilidad [Internet]. Mexico: CEDHNL; 2024 [Citado 18/11/2024]. Disponible en: https://shorturl.at/elsG0 https://www.cedhnl.org.mx/imagenes/publicaciones/presentaciones/CEDHNL_VIISeminarioDHS/ModuloII/Grupos-en-situacion-de-vulnerabilidad.pdf
11. Rural Health Information Hub. Defining health promotion and disease prevention [Internet]. EE UU: Rural Health Information Hub; 2024 [Citado 18/11/2024]. Disponible en:https://www.ruralhealthinfo.org/toolkits/health-promotion/1/definition
12. Grimm PY, Oliver S, Merten S, Han WW, Wyss K. Enhancing the Understanding of Resilience in Health Systems of Low- and Middle-Income Countries: A Qualitative Evidence Synthesis. Int J Health Policy Manag [Internet]. 2022 [Citado 18/11/2024];11(7):899-911. Disponible en: https://doi.org/10.34172/ijhpm.2020.261
13. Caron RM, Noel K, Reed RN, Sibel J, Smith HJ. Health Promotion, Health Protection, and Disease Prevention: Challenges and Opportunities in a Dynamic Landscape. AJPM Focus [Internet]. 2023 [Citado 18/11/2024];3(1):100167. Disponible en: https://doi.org/10.1016/j.focus.2023.100167
14. Dewitz L. Positioning digital well-being in health information behavior. Information Research [Internet]. 2022 [Citado 18/11/2024];27. Disponible en: https://api.semanticscholar.org/CorpusID:253315268
15. Barry M. Transformative health promotion: what is needed to advance progress? Glob Health Promot [Internet]. 2021[Citado 18/11/2024];28:175797592110137. Disponible en: https://doi.org/10.1177/17579759211013766
16. Luo Y, Ruggiano N, Bolt D, Witt JP, Anderson M, Gray J, et al. Community asset mapping in public health: a review of applications and approaches. Soc Work Public Health [Internet]. 2022 [Citado 18/11/2024];38(3):171-81. Disponible en: https://doi.org/10.1080/19371918.2022.2114568
17. Baranowski T, O'Connor TM, Jimenez-Garcia JA, Radhakrishnan K, Arrendondo EM, Thompson D. Social marketing and the challenges of participant recruitment. Transl Behav Med [Internet]. 2024 [Citado 18/11/2024];14(8):499-504. [Citado 18/11/2024];14(10):634. Disponible en: https://doi.org/10.1093/tbm/ibae045.
18. Arenas L, Pacheco L, Parada I, Rueda C, Cortez M. Mapeo comunitario para impulsar la participación comunitaria dentro del diagnóstico de salud poblacional. Enferm Univ. 2019;16(2):120-27.
19. Taliep N, Lazarus S, Cochrane J, Olivier J, Bulbulia S, Seedat M, et al. Community asset mapping as an action research strategy for developing an interpersonal violence prevention programme in South Africa. Action Res [Internet]. 2020 [Citado 18/11/2024];21(2):175-97. Disponible en: https://doi.org/10.1177/1476750319898236
20. Kumar M, Pathak VK, Tripathi S. Social marketing: a commercial marketing strategy for understanding and improving health. Int J Res Med Sci [Internet]. 2021 [Citado 18/11/2024];9(7):2153-9. Disponible en: Disponible en: https://www.msjonline.org/index.php/ijrms/article/view/9720
21. Kish-Doto J, Poehlman JA. Social marketing as a public health intervention. En: The Palgrave Encyclopedia of Social Marketing [Internet]. Switzerland: Palgrave Macmillan Cham; 2021 [Citado 18/11/2024]. Disponible en: https://doi.org/10.1007/978-3-030-14449-4_89-1
22. Álvarez JF. Los segmentos del marketing: análisis, definición y tipos. RAE-IC, Revista de la Asociación Española de Investigación de la Comunicación [Internet]. 2024 [Citado 18/11/2024];11(21). Disponible en: https://doi.org/10.24137/raeic.11.21.19
23. Liashuk N, Olha L, Lyfar V, Zerkal A, Burdyak O. Social networks as a tool of marketing communications. Khazar Journal of Humanities and Social Sciences [Internet]. 2023 [Citado 18/11/2024];;26(3). Disponible en: https://doi.org/10.5782/.kjhss.2023.28.38
24. Maaz S, Vaska M, Turin TC. Asset mapping as a tool for identifying resources in community health: a methodological overview. Journal of Biomedical Analytics [Internet]. 2019 [Citado 18/11/2024];2(1):13-25. Disponible en: https://doi.org/10.30577/jba.2019.v2n1.22
25. Etienne CF, Fitzgerald J, Almeida G. COVID-19: transformative actions for more equitable, resilient, sustainable societies and health systems in the Americas. BMJ Glob Health [Internet]. 2020 [Citado 18/11/2024];5(8):e003509. Disponible en: https://doi.org/10.1136/bmjgh-2020-003509
26. Cham TH, Cheah JH, Memon MA, Fam KS, László J. Digitalization and its impact on contemporary marketing strategies and practices. J Mark Anal [Internet]. 2022 [Citado 18/11/2024];10:103-5. Disponible en: https://doi.org/10.1057/s41270-022-00167-6
27. Harizi A, Trebicka B. The integration of social media in integrated marketing communication: a systematic review and theoretical framework. Acad J Interdiscip Stud [Internet]. 2023 [Citado 18/11/2024];12(6). Disponible en: https://doi.org/10.36941/ajis-2023-0161
28. Piterova AY, Pushkareva AA. Social media marketing in the context of a pandemic. Electronic Scientific Journal Science. Society [Internet]. 2020 [Citado 18/11/2024];8(3):225-32. Disponible en: https://doi.org/10.21685/2307-9525-2020-8-3-25
Download PDF
