Social Marketing and Benchmark Criteria in Health Promotion: A Theoretical Analysis
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https://doi.org/10.24054/face.v26i2.4599Keywords:
Social Marketing, Benchmark Criteria, Health PromotionAbstract
Health promotion continues to face the challenge of transforming knowledge into meaningful and sustainable behavior change. This article examines how Social Marketing and the Benchmark Criteria provide a strategic framework capable of closing this gap by integrating formative research, audience segmentation, and behavioral competition analysis as core components for understanding decision-making. Through a narrative literature review, key contributions are identified that move beyond communication-centered approaches and incorporate ecological perspectives recognizing the influence of social, structural, and environmental determinants. Findings highlight that rigorous application of these criteria enhances the relevance, coherence, and equity of interventions. The study concludes that Social Marketing offers a solid and innovative pathway for designing more effective strategies in contemporary public health.
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