Social marketing and asset mapping: tools for the challenges of community health promotion

Introduction: In the current context, where health systems face significant pressures arising from demographic changes, the increase in chronic diseases and social inequalities, health promotion, with the use of social marketing and asset mapping, is emerging as a key resource to address these challenges. Objective: To analyze the integration of social marketing and asset mapping as strategic tools in the promotion of community health. Material and Methods: A review study was conducted. The sources consulted included scientific databases, documentary repositories and full texts from 2019 to 2024, which were selected using keywords. Structured search strategies were used. Of 82 documents reviewed, 50 were selected for analysis and 28 were included for their relevance and quality. Development: By interweaving community health promotion with social marketing and asset mapping strategies, a holistic approach is created that not only seeks to prevent disease, but also to empower communities to take control of their own well-being. This integrated model allows for a more adaptive and equitable response to diverse health challenges. Conclusions: Community health promotion faces a variety of challenges ranging from cultural and economic barriers to technological and political constraints. Overcoming these obstacles requires a comprehensive approach that combines awareness raising, intersectoral collaboration, technological innovation, and political commitment. Social marketing and asset mapping represent essential tools in community health promotion.