https://repository.uaeh.edu.mx/revistas/index.

php/jbapr/issue/archive
Journal of Basic and Applied Psychology Research
ISSN: 2683-2267
Biannual Publication, Vol. 2, No. 4 (2021) 1-2

Theoretical Review of Health Marketing and its Importance in the Covid-19 Pandemic

Revisión Teórica de la Mercadotecnia en Salud y su Importancia en la Pandemia de

Covid-19

Diana L. Meza-Sánchez1, Ashly Y. Orozco-Rodríguez2, Elena G. Martínez-Acosta3, & Linda

M. Viramontes-Martínez4

Abstract:

The contribution that marketing has made in the field of health has been marked today more

than ever by the psychosocial effects it has had, from the dissemination of information to the

appropriate use of technologies. The aim of this work is to present the most significant

elements of marketing focused on health and how it influences the adherence to the strategies

recommended by the corresponding health authorities in the presence of the COVID-19.

Elements of marketing that may contribute to the control of the pandemic are reviewed. The

most important elements of marketing for behavioral change and acquisition of protective

behaviors are also reviewed. Finally, a review will be made of the deficiencies in acquisition

and the factors or components that influence whether current campaigns will not have the

expected impact on society.

________________________________________________________________________________________________________________________________________________________________________

1*
Diana L. Meza Sánchez, Autonomous University of the State of Hidalgo, https://orcid.org/0000-0002-4598-7561, Email:
me246115@uaeh.edu.mx
2
Ashly Y. Orozco Rodríguez, Autonomous University of the State of Hidalgo, http://orcid.org/0000-0003-1116-6658, Email:
or362860@uaeh.edu.mx
3
Elena G. Martínez Acosta, Autonomous University of the State of Hidalgo, http://orcid.org/0000-0002-2295-787X, Email:
ma354959@ uaeh.edu.mx
4
Linda M. Viramontes Martínez, Autonomous University of the State of Hidalgo, http://orcid.org/0000-0001-7268-0250,
Email: vi356814@ uaeh.edu.mx

Received: DD / MM / YYYY, Accepted: DD / MM / YYYY, Published: 01/05/2021

 Biannual Publication Mexican Journal of Medical Research No. 11 (2018) 3-5
2

Keywords:

Marketing, health, COVID-19, behavioral change, mental health

Resumen:

La contribución que ha tenido la mercadotecnia en el ámbito de la salud se ha visto hoy más

que nunca marcada por los efectos psicosociales que ha tenido, desde la divulgación de

información hasta el uso adecuado de las tecnologías. El presente trabajo tiene como finalidad

exponer los elementos más significativos de la mercadotecnia enfocada en salud y cómo ésta

influye en la adhesión a las estrategias recomendadas por las autoridades sanitarias

correspondientes ante la presencia del COVID-19. Se revisan los elementos dentro de la

mercadotecnia que puedan abonar en el control de la pandemia. De igual forma se retoman los

elementos más importantes de esta para el cambio conductual y la adquisición de conductas

protectoras. Por último, se hará una revisión de las deficiencias en la adquisición y los

factores o componentes que influyen para que las campañas actuales no tengan el impacto

esperado en la sociedad. La mercadotecnia cuenta con evidencia teórica y científica

disponible que explica y ejemplifica el influjo que tiene ante la adquisición de ciertas

conductas así como la importancia de poner en manifiesto en diversos ámbitos, sean de salud,

sociales, laborales, etc.

Palabras Clave:

Mercadotecnia, salud, COVID-19, cambio conductual, salud mental

INTRODUCTION

Health marketing is a professional directly linked to the management of any

exercise, whose essence lies in being health institution or service to guide it.

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Such orientation has as its main objective psychological symptoms caused by

the determination of the needs of a prolonged confinement.

population, in order to achieve the desired

That is why in this article some points are
level of satisfaction. That is why today
mentioned to take into account in the
health companies are more sensitive and
development of future intervention
aware of the needs, preferences and
proposals as well as support tools in the
expectations of their users. (Gongora,
self-care of each subject.
Escobar, Herrero, Sagaró and Pers, 2016)
MARKETING AND / OR
Taking into account what health marketing
MARKETING.
implies, concepts will be addressed that
Today there are different terms that can
expand and clarify its importance of care
cause confusion, when in fact they mean
in situations that require immediate
the same thing. Such is the case with the
intervention from different sources and
use of the words marketing and marketing.
formats, such is the case of the sars cov 2
According to the Royal Spanish Academy
pandemic (COVID-19 ).
(2020), marketing refers to the set of
Much has been said regarding the
principles and practices that seek to
beginning, development and end of the
increase trade, especially demand;
pandemic by COVID-19 taking into
Marketing would be its translation into
account the main objective of informing
English, so both are defined as the effort to
society of its effects and ways to prevent it,
position a certain brand and / or product in
however; Compared to all that information
the market through various strategies.
provided, little has been said about the
In a broader sense, marketing is the
psychosocial implications that it is having
process of planning and executing the
on its population, leaving aside immediate
conception and pricing, promotion, and
interventions to reduce physical or

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distribution of ideas, goods, and services to The World Health Organization (WHO)

create exchanges that can satisfy both conceptualized health as we first know it in

individual and organizational goals. It uses 1946: "the state of complete physical,

a set of techniques and tools, which allow mental and social well-being, and not just

you to understand the market through the absence of disease." This definition has

research and analysis. Its basic not changed and it should be noted, it uses

premisesare, according to Adock (1993): a scientific theoretical model called

biopsychosocial, which recognizes that

a) Identify the needs and wants of
every individual has both biological,
prospective potential customers
psychological and social dimensions, that
b) Smeet their needs
is, it takes into account the context in
c) Rcarry out the exchange with the
which they live and the social system in
benefit for the seller as well as for
which they occur. health / disease effects.
the buyer.
This leads us to understand health as a
Marketing or marketing can only achieve
complex process that requires the
full effectiveness if it fulfills the task of
interaction of the person with the
avoiding frustrations or dissatisfactions
environment and the construction of
among consumers, since one of the biggest
healthy environments.
disappointments a consumer can have is
Having referred to the above, if marketing
not seeing their supply capacity
actions and strategies are taken to the field
transformed into an improvement in their
of health, it could then be said that "health
quality of life. (Corella, 1998)
marketing" would be explained as the
THE NEW CONCEPTUALIZATION
"administrative orientation that consists of
OF HEALTH.
a process of exchange between client and

professionals, with the purpose of meeting

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health needs and expectations ”(Priego- them to accept, modify or abandon a

Álvarez, 1995). As a management tool, certain conduct (Siegel, 2004). These

marketing will have to locate unmet health strategies are a call to individual and

needs, seeking to replace them with collective action of an integrated plan,

relevant services. based on best practices of interventions

oriented towards a collective benefit.

SOCIAL MARKETING IN HEALTH

Marketing in health consists of two To generate voluntary behavior change

dimensions: Commercial and Social. The through social marketing, the 4P's must be

first has a purely economic interest, Social applied and mixed: Product, Price, Place

Marketing, seeks to improve the quality of and Promotion (Carlo and Luz, 2008):

life under an ethical and collective

As a product, the desired behavior and the
approach, thus it seeks to increase the
benefits associated with it, services and
acceptability of an idea and induce changes
products that support or facilitate this
in behavior for the betterment of people.
change, the most important thing for a
The goal of social marketing is then, both
product is to show the real benefit for the
the change or transformation of a harmful
group to which it is directed. The price
idea or behavior, and the adoption of new
refers to the personal cost in accepting the
ideas and behaviors. (Burguete, 2004)
new behavior, which can be economic,

The strategies of social marketing in health although in most cases it is intangible,

are directed towards people who want or psychological, emotional or of time. As for

need a change or modification of a the square, it is the place where the target

behavior that puts their quality of life, audience goes and performs specific

well-being and individual or collective practices or the space where they can learn

security at risk and attempts to influence the new behavior and the services

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associated with it. Finally, the promotion intervene) and the different variables that

consists in the integrated use of mediate between these two factors

communication strategies, as well as in ( individual, collective, environmental and

developing and defining the messages to cultural); to design and disseminate

be transmitted and the distribution messages, select channels, and manage and

channels. evaluate their impact in order to reinforce

healthy habits and behaviors.

Now, Social Marketing in Health is a

comprehensive strategy, which is based on COMMUNICATION PROCESS IN

the development of the 4 P's, whose HEALTH

purpose is to change behaviors, habits and

The social communication model in
attitudes of the population to promote their
Mexico is, in its basic structure, an old
health, through the Promotion of Health
model developed by public sector
and its Integrated Health Promotion
institutions, which, although it has been
Service where social Marketing serves as a
modernized, maintains as its central
cross-cutting component that seeks to
purpose to provide information to the
motivate individual and social actions and
population about the programs and actions
behaviors aimed at promoting health.
that the institutions and agencies carry out,
(Reyes, Garcia and Tellez, 2019)
report on their achievements and

Social Marketing in Health sIt is based on disseminate them through the mass media:

the same commercial marketing techniques radio, television and press. However, this

that allow the analysis and orderly and communication occurs in a unidirectional

systematized knowledge of the product to way, that is, it is issued by a single issuer,

be promoted (healthy behavior), the currently with the incorporation of

community (audience or target group to technological tools such as the Internet,

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through blogs or social networks, Knowing these stages in the

communicational return is promoted. implementation of social communication

(Ministry of Health, 2010) programs in health allows to have an

organized format, which can generate a

Returning to the Pan American Health
greater degree of effectiveness of the
Organization (2001), social
application of the program in the face of
communication programs in health must be
problems, however, these programs are
based on understanding the needs and
susceptible to modifications, according to
perceptions of the selected audiences, so
the evaluations of effectiveness in its
this circular process consists of six stages,
execution. Returning to Suarez,
since the last one stage feed retrospectively
Hernández, Caján, Remoaldo, Torres and
to the first in a continuum of planning and
Romero in 2016, who refer that knowledge
refining. The social communication
of the marketing management processes
programs according to the Pan American
will help to better prepare the content of
Health Organization (2001) are:
educational activities, also will give new

Stage 1: Planning and selection of reasons to develop programs in the field of

strategies. Stage 2: Selection of Health.

channels and materials.

For Bryant et al. (2001) health promotion
Stage 3: Preparation of materials
interventions often lack an overall
and preliminary tests.
marketing plan and insufficient integration
Stage 4: Execution.
of its components to make the process
Stage 5: Evaluation of effectiveness
truly strategic. Therefore, to generate a true
and efficacy.
impact on the Public Health of the
Stage 6: Feedback to refine (or not)
population, according to Reyes, González
the program.
and Téllez (2019), the total intervention of

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the main actors is required: Government, The use of technologies has long been a

institutions dedicated to providing health tool that has facilitated access to

services in the States and above all information and communication between

participation of the community in general. people in different places, however; Today

they have become an essential part for the

Social marketing is a methodology and
monitoring of daily activities, as well as
management with a multiple utility that,
the stimulation of recreational activities.
due to its impact and effectiveness, has
(Metropolis, 2020)
now become an indispensable tool for the
But nevertheless; Yas the same author
effective and adequate approach to health
points out Today more than ever and
promotion, prevention, communication and
thanks to the prevailing need for
intervention. (Góngora, 2014) Their
confinement, these tools have become an
knowledge, as well as the way it is applied
indispensable part of our lives.
in practice, constitute requirements of great
As noted in Digital Technologies and the
relevance and priority if what is sought is
COVID-19 Pandemic (2020) as the
to prevent, promote and / or transform the
coronavirus spreads around the world,
aspects concerning the health-disease
governments have placed significant
process and quality and life improvement.
restrictions on the movement of people, the
Finally, it is important that the conception
operation of services, and rules on
of social marketing is based on bioethics to
distancing physical. In this context,
optimize the work of health personnel by
technology can have a profound effect on
generating an impact on health with a
the daily life of citizens and guarantee
collective benefit.
them access to health services, access to
TECHNOLOGY AS A USEFUL TOOL
information and communication with the
IN THE FACE OF PANDEMIC
competent authorities, among other things.

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ANDThis allows us to observe how theIn reduce the spread of the spread of SARS-

some cases, the use of ICTs has facilitated CoV-2. In this way, replicating them

that activities that should have been through health marketing is the most

canceled due to such circumstances could plausible and beneficial option.

have some possibility of adaptation, such They are Urzúa, Vera-Villarroel, Caqueo-

is the case of online classes, distance work, Urízar and Polanco-Carrasco who offer us

training, attention of all kinds by telephone a first approach with their behavioral map

or in line, congresses, workshops, etc., it is of COVID-19 (2020) with behaviors that

also important to mention that not in all are perfectly measurable and identifiable,

cases this has been the case, since the containing as main elements:

presence of gaps in accessing or managing 1. Hand washing

them could become a point against them. 2. Avoid public contact

Making it impossible to continue with 3. Social distancing

studies, work or any other activity that 4. Use of masks

requires it. 5. Respect quarantine if necessary

These five behaviors have proven to be

PSYCHOLOGY Y PUBLIC HEALTH more than necessary to flatten the

The understanding of the processes of contagion curve and it is essential that the

acquisition of behavioral immunogens as general population increase the frequency

mentioned by Matarazzo & Istvan (1985) in which they are put into practice. That is

plays a fundamental role in psychology, why propagation through campaigns and

specifically in the health-disease process, health models are of vital importance.

that is why this branch is used and According to Vera-Villarroel (2020), today

specifically behavioral medicine , to reveal more than ever, public communication is

how beliefs, cognitions and emotions help necessary: messages, spokespersons from

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authorities, key actors, the example and all to focus on its maintenance over time.

opinion of political-social leaders, etc. This can be achieved through extrinsic

since these act as discriminative variables motivation, through mass broadcast

and / or models (vicarious learning) to messages; and intrinsic motivation, by

change or influence the behaviors of the promoting the vision of these behaviors as

general population. a protective agent not only for oneself but

Another point to take into account this for the close environment (family and

time within the area of beliefs, is the friends) extending to the most distal

illusory optimism reported by Raude et al. environment, the general population.

(2020) in the European population, which

attributed the possibility of others getting On the other hand and as mentioned in the

sick much more likely compared to article, “Psychology in the prevention and

themselves. In other words, one's management of COVID-19. Contributions

perceived risk was completely from the initial evidence ”(2020) some of

underestimated. This allows us to observe the interventions that have taken action

the importance of identifying the cognitive throughout the pandemic have been

distortions that may exist in the possibility diverse, focusing primarily on care in crisis

of contagion and in this way direct the due to the sudden change in activities,

campaigns to combat them, demystifying having to move to a defined place where

and clarifying with the pertinent They are restricted for the most part and

information. for this reason and not being used to it, it

Regarding motivation, which we can refer generates discomforts that prevent the

to as a key pillar in the acquisition and monitoring of these. It is here where, in

learning of new behaviors according to addition, the models of care have had to be

Cruz, Pérez and Cantero (2009) and above modified by having to become online care,

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through this change both psychologists and with decision-making that favors behavior

patients have had to adapt where tools and change or the new acquisition of health

training for comprehensive health behaviors during the pandemic crisis.

education are fundamentally provided, The main behavioral biases mentioned by

Martinez, Rojas and Scartascini (2020)

In the same way, taking into account the will be described below:

campaigns that are carried out regarding The bias of the status quo or inertia that

the different types of prevention as refers to maintaining the current state;

mentioned in the framework for the cognitive overload, which is the amount of

contribution of psychology and mental effort and memory used in a given

psychologists to the COVID-19 pandemic time; social norms are those that are not

in public health, they are important written but that govern behavior within a

considering that they can be a main part for society; overconfidence understood as the

the development of future interventions or tendency to overestimate or exaggerate

for the possible current use, making it one's abilities; excess optimism is

possible to reduce cases with discomforts understood as the tendency to

that prevent the performance of daily underestimate the probability of

activities. (Urzúa, Vera-Villarroel, occurrence of negative events; aversion to

Caqueo-Urízar & Polanco-Carrasco, 2020) losses where the idea of a loss generates

more discontent than the happiness that a

BEHAVIORAL BIASES gain would produce; availability heuristics

According to Martinez, Rojas and that assess probabilities based on

Scartascini (2020), behavioral biases are immediate examples; representativeness

systematic deviations from rational heuristic that refers to evaluating

behavior. Many of these may be interfering possibilities based on similarities between

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events and people; discomfort factors that d) Commitment mechanisms: Restrict

are the inconveniences that hinder our future alternatives to those that

decisions; temporal inconsistency where reflect long-term goals. Mitigate

the tendency is to be impatient when future impulsive behaviors.

choosing benefits today or in the future, in e) Reminders: They can come in

patients between benefits in two different different ways; text message, mail

periods in the future. or personal visit to alert, (Example:

Similarly, the behavioral tools mentioned advertisements warning use of face

by Martinez, Rojas and Scartascini (2020) masks, social distancing,

are briefly mentioned, which are epidemiological figures).

commonly used to counteract the cognitive f) Micro Incentives: Rewards or

biases described above: punishments offered for the

purpose of influencing behavior or

a) Frame: Only the relevant part of the decision.

information (positive or negative) g) Planning Tools: Encourage

is highlighted. dividing the objective into smaller

b) Prominence: Make key aspects concrete tasks to anticipate

visible, use colors and typographic unforeseen events.

elements that are eye-catching, h) Descriptive norms: They describe

creative and avoid the use of the behavior of a social group or

technicalities. community (Example: you may

c) Default options: Use of simple and think that no one wears masks

direct words to avoid cognitive when the reality is that most do;

overload (Example: Stay at home). promoting the norm of frequent use

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of masks can help improve world. During the presence of the sars cov

individual behavior). 2 virus and after confinement as the main

i) Prescriptive norms: What society measure to prevent and reduce the spread

approves or disapproves of a of the disease, it has had an impact on

certain behavior. It is useful for physical, economic, social, psychological

reinforcing good behaviors and well-being, among others, where

discouraging unacceptable ones. psychological well-being is altered not by

j) Reciprocity: Social norm in which a specific situation but for everything that

an exchange in kind between entails prolonged confinement.

people intervenes. As indicated by the WHO (2020), the

increase in symptoms of depression and

PANDEMIC, COVID-19 AND ITS
anxiety in various countries demonstrates
PSYCHOLOGICAL EFFECTS
the existence of some population groups
Various countries at different times in the
prone to psychological discomfort, such is
history of mankind have presented disease
the case of health personnel who have
outbreaks with rapid progress and a slow
greater interaction with infected patients,
attention span, causing the
overload of work, risks of contagion or
disproportionate spread of the disease
even decision-making about the life and
within their population and outside it,
death of some patients.
generating a pandemic.

Medina and Jaramillo-Valverde (2020)

point out that COVID-19 is a disease DISCUSSIONS AND CONCLUSIONS

caused by a new strain of the coronavirus The information provided by marketing

that causes acute respiratory syndrome shows a clear need for the dissemination of
(SARS), it appeared in the Chinese city of friendly, creative and dynamic material for
Wuhan and spread rapidly around the the target audience. These could be

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images, commercials, infographics etc. of the approaches of social marketing in

Likewise, they must contain information health.

that counteracts the aforementioned A staff informed in how to make known

behavioral and cognitive biases. So that the the measures and precautions can and

adherence and acquisition of key behaviors strongly influences whether the conduct

is consolidated as significant learning for will be adopted by the patient (s). It is

the population. therefore important that this aspect is taken

For this, the implementation of ICT tools is into account for future interventions.

widely suggested, since they have As stated in "The Psychology in the

demonstrated today more than ever their prevention and management of COVID-

effectiveness to communicate with 19. Contributions from the initial evidence

immediacy and efficiency, allowing the ”(2020) the behaviors that people have in

dissemination of relevant information. different situations can influence the

Which is necessary to measure the health-disease process, being so that while

importance of the acquisition of adaptive a certain part of the population acquires

and beneficial behaviors for the healthy behaviors that protect their integral

population, in response to the needs that well-being in the same way they are those

the current pandemic poses to us. who carry out risky behaviors putting their

Task that will fall on the shoulders of health at vulnerability and sometimes those

health personnel and health of others, such is the case of people with

communication personnel, since their communicable diseases that, if they can be

expertise coupled with training in treated or taking into account the necessary

psychoeducation or communication of behaviors, their spread would be

these target behaviors for the maintenance prevented, however; Due to the fact that

of their health; They are key and objective there is little or no education in the face of

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these behaviors, infections could develop based on expecting positive things to

more frequently than expected by health happen, but with a criterion anchored to

authorities. evidence and facts. While illusory

At some point during the pandemic and optimism leads subjects to expect positive

according to the characteristics of each things almost magically independent of

person, erroneous beliefs or behaviors what they do.

could appear that could affect the well-

being of the person instead of benefiting Taking into account the aforementioned, it

him, all this supported by the disclosure of can be identified that each of the

false information that aims to obtain his characteristics of individuals can become a

own benefit or alterations in the structure contribution to the prevention of risky

of society generated behaviors of panic or behaviors taking into account the

uncertainty in the face of any present prevention of diseases or otherwise not

situation. doing something in the presence of

Urzúa, Vera-Villaroel, Caqueo-Urízar and obvious threats For comprehensive health,

Planco-Carrasco (2020) state that going this, in addition to being influenced by

from a condition of absence of disease to each of the individual characteristics of the

being sick and even the success or not of subjects, is also involved by the

the treatment will be determined by beliefs overinformation of the disease, either at

(cognitions), emotions (such as the macro or micro level, producing these

predispositions to action) and for behavior in turn stressors and deficient coping skills.

that is pro or risky for health. Likewise, the To counteract these negative consequences

importance of taking into account two and of a psycho-emotional nature, the

concepts, realistic optimism and illusory implementation and development of

optimism, can be rescued. The first is realistic messages is recommended,

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avoiding at all costs the implementation of behaviors whose implementation and

high-impact sensational messages that aim maintenance represent a protective factor

to alarm the population. (WHO, 2020) in the acquisition of covid-19. (Rodriguez

& Londoño, 2010)

In the same way and as indicated by the

One of the models that can yield the
WHO, (2020) specific regulations are
greatest benefits in this regard would be
suggested by official institutions, in order
the Precaution Adoption Process (PAP)
to guarantee that those messages that are
proposed by Neil Weinstein and Sandman
intended to be informative, go through a
in 2002. Since it provides 7 specific stages,
systematic review, demonstrating their
divided into 2 criteria. The action one that
usefulness, effectiveness, public objective
includes stages 6 and 7 in which we find
and above all that the information you
the practice and maintenance of protective
provide is based on evidence.
behaviors. And that of cognitive processes

that corresponds to stages 1 to 5, where we

Regarding future implementations and
find the beliefs and thoughts that the
interventions, and thanks to what has been
population has.
gathered throughout this article, we allow

ourselves to recommend an approach to

This is where the mission of health
theoretical models of health intervention,
professionals to adopt the proposals of
since adaptation of these to the needs and
health marketing to this model comes into
implications of social marketing in health
play. To be able to offer clear, truthful and
would significantly increase the possibility
scientific information on protective
of adherence to, which we can call based
behaviors that allows adapting behavior in
on their utility, behavioral immunogens
the face of the pandemic, helping the
(Matarazzo & Istvan, 1985), those

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correct acquisition of behavioral

immunogens. So that not only does it result
in a decrease in the contagion curve, but it
also plays a fundamental role in the
maintenance of these
Bryant, C., Lindenberger, J., Brown, C., Kent, E.,
Schreiber, J. M., Bustillo, M., & Canright,
M. W. (2001). A social marketing
approach to increasing enrollment in a
behavioral public health program: A case study of the

immunogens as this represents a great Texas WIC program. Human

Organization, 60(3), 234-246
advance in health, not only for the

prevention of this specific strain but for

Caballero-Uribe, C., & Alonso, L. (2008)
others existing and future infections and
Marketing en salud. Salud Uninorte. 24(2)
viruses. (Rodríguez & Londoño, 2010) 1-3

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