Marketing, communication and social mobilization: science without frontier in the promotion in health

Abstract

Changes in contemporary public health thinking also involve modifications in society as
a whole. To achieve them, it is necessary to apply strategies based on the development
of medical science and on technological advances, with an interdisciplinary focus on
communication, mobilization and social marketing.
Communication, when included in the marketing strategy, leads to the adequate integration
of social mobilization and participation and boosts its effect and impact. That is why we
must insist on not dividing our efforts according to different disciplines and why we
must approach healthcare problems with one integrated strategy, therefore uniting all
social sciences by giving them an integrated focus which will allow changes in the way
we think of health and the way we achieve it, which will include the individual, public
forces and society.
Several examples present the possibilities of social marketing as an appropriate strategy
to be used while planning and carrying out interventions to bring about and modify health
related conducts, since it represents an improvement over traditional strategies used
for social change, precisely because it includes social communication and mobilization.
Pursuing scientific support is necessary in order to teach healthcare professionals how
to approach current public health problems by using other methods, techniques and
tools which will allow discourse to become action, promises to become reality, treatment
to become prevention and disease to become health and wellbeing.