Marketing Social y Benchmark Criteria en la Promoción de la Salud: Un Análisis Teórico
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https://doi.org/10.24054/face.v26i2.4599Palabras clave:
Marketing social, Benchmark Criteria, Promoción de la saludResumen
La promoción de la salud exige enfoques capaces de comprender la complejidad del comportamiento humano más allá de la simple difusión de mensajes. Este artículo analiza el valor estratégico del marketing social y los Benchmark Criteria como marcos conceptuales que fortalecen el diseño de intervenciones en salud. Mediante una revisión narrativa integrativa, se identifican aportes clave como la investigación formativa, la segmentación y la competencia conductual, fundamentales para crear estrategias más pertinentes y centradas en la audiencia. Los resultados muestran que integrar estos criterios con enfoques ecológicos permite superar visiones reduccionistas y responder de manera más efectiva a los determinantes sociales que influyen en la toma de decisiones. Se concluye que el marketing social, aplicado con rigor, ofrece un camino sólido para intervenciones más coherentes, equitativas y sostenibles en salud pública.
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Derechos de autor 2026 Zurisadai Sarmiento Arena-Arturo Martínez de Escobar Fernández-Andrés Guzmán Sala
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