Salutogenic Marketing. Aim and Scope

Salutogenic Marketing is the branch of social marketing that, through targeted actions, focuses on preserving the health and well-being of both the individual and society. It pro-poses actions focused on preserving the health and well-being of the individual and society, generating a new change in thought-action, positive health, and a better quality of life. From the salutogenic perspective, social marketing seeks to reorient and revitalize heal-th promotion. The preservation of health requires population empowerment and shared responsibility. In short, Salutogenic Marketing seeks to empower people to make healthy decisions and promote their well-being.Commercial marketing focuses on increasing greater consumption supposedly to improve our living conditions. The reality is that commercial messages have hurthealth, an example of this has been the excessive consumption of obesogenic products and other items asso-ciated with metabolic syndrome. To counteract the above, there is no better solution than using the same weapons in the opposite direction or demarketing. That is, reorient consumption using social marketing strategies. Associated with health promotion, marketing in its social dimension is a power-ful ally to induce behavioral changes towards healthy lifestyles.In this regard, it should be considered that there are three fundamental objectives of mar-keting applied to health. First, the maximization of consumer satisfaction, who in this case are the users of health services, solving their needs and considering their voice in terms of desires and expectations. Second, the maximization of consumption, guiding the produc-tion and distribution of services for the maintenance and recovery of health, and third, improvements in the quality of life and health, which considers social marketing for the individual and collective well-being1.By way of definition, it could be said that Salutogenic Marketing is the branch of social marketing that, through targeted actions, focuses on preserving the health and well-being of both the individual and society (see figure below).