Resumo

VILCHEZ RIOS, Miriam Soledad  e  HEREDIA LLATAS, Flor Delicia. Social marketing and the promotion of health insurance, literature review. Podium [online]. 2023, n.44, pp.1-16. ISSN 2588-0969.  https://doi.org/10.31095/podium.2023.44.1.

Governments seek universal health care to guarantee citizens equal treatment and improve health at the individual and group levels. Scientific articles were searched in Scielo, Science Direct, Google Scholar, y Scopus databases. The search was limited to publications between 2019 and 2023 in Spanish or English and freely available. As a result, social marketing is crucial to address public health problems and has been widely used for decades to change behaviors. It is concluded social marketing promotes health, prevents disease, and improves quality of life. It focuses on specific groups, understands needs, and analyzes external factors to generate change. It involves the public and institutions from different sectors through a multidisciplinary team. This has a positive impact on health programs and can influence the behavior of beneficiaries.

Palavras-chave : Social Marketing; Health; Health Promotion; Universal Health Care; Public Sector y Strategies.

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