Resumen

GONGORA GARCIA, Ledia Haydeé. Social marketing: a necessary tool for the health promotion. MEDISAN [online]. 2014, vol.18, n.5, pp. 684-694. ISSN 1029-3019.

The fundamental objectives of health promotion are to strengthen the positive determinant of health and to transform the negative determinant, from here the importance of acting in an individual and collective way in the whole decisions chain of the process health-disease. To such effects, a literature review was carried out with the objective of analyzing the elements of health promotion, their main action lines and the social marketing as a perspective to work, focused on designing and implementing health programs, and in this way to reconcile the objectives and purposes of the public health with those of the user, the consumer and the patient, in order to achieve its goals. If the professionals and managers of health make use of marketing, they would find an ally to produce welfare, to develop abilities for the design, as well as to implement strategies, prevention and control campaign for lifestyles

Palabras clave : social marketing; marketing; health promotion; health programs.

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