LITERACY IN WOMEN'S HEALTH IN THE LIGHT OF SOCIAL MARKETING

Purpose: This article aims to analyze the process of women's health literacy in the light of the ecological model of social marketing. Method: The research is exploratory and qualitative. Twenty semi-structured interviews were carried out with the groups responsible for women's health at the municipal level. The first corresponds to the upstream level of social marketing, corresponding to the managers of actions for women's health. The second group concerns the midstream level and is composed of health professionals involved in the actions. The downstream level is formed by the women participating in the actions. Mains findings: The results showed complications in the marketing strategies adopted to expand health literacy, such as the dissemination of actions, satisfaction surveys and informational materials carried out inappropriately to the profile of the target audience, in addition to diagnosing the lack of internal communication between the upstream and midstream levels, regarding community needs and action planning. Contributions: Public managers who decide to optimize the campaign and citizen service system should consider the information exposed in this research to correct and make assertive decisions about health. Originality / relevance: The study innovates by bringing the debate on women's health literacy to social marketing literature, as it discusses municipal actions from the perspective of the different actors involved