Introduction:

In Ecuador, public policies that have been established are aimed to address the social problems of the elderly. However, in the city of Riobamba the actions taken to implement these policies are isolated and insufficient, without involving all actors in the necessary social change.

Objective:

Design a social marketing plan as a contribution to the implementation of public policies related to comprehensive care for the elderly in the Decentralized Autonomous Government of Riobamba.

Methods:

The analysis and synthesis of the information obtained through the documentary review, the application of surveys and interviews and the realization of focus groups allowed to establish the theoretical and methodological bases, identify the existing problem and design the social marketing plan.

Results:

From the convergence between the process of design and implementation of public policies and social marketing plans, it was possible to contribute to comprehensive care for the elderly. The designed and validated social marketing plan proposes a program with six projects aimed at influencing the acceptance of ideas and the modification of behaviors in the target audiences for the benefit of older adults, for their comprehensive care, with the use of marketing tools.

Conclusions:

The use of social marketing makes it possible to make the leap from institutionality and current regulations to the design of programs with true coordination between all public and civil society actors, guaranteeing sustainability and participation in the implementation of public policies.

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