Social marketing to increase vaccination coverage in public health centers

Abstract

This study examines vaccination coverage at the Type A Health Center in Pedro Carbo, Ecuador, considering persistent gaps in adherence to immunization schedules. The objective was to design a social marketing strategy to increase the percentage of vaccination coverage at this center through communication, awareness-raising, community participation, and service positioning actions. A non-experimental, cross-sectional, quantitative design was adopted, with structured surveys administered to 84 participants, including parents of children under 24 months of age and nursing staff, analyzed using descriptive statistics. The findings revealed gaps in knowledge about the function and safety of vaccines, while also showing a high intention to vaccinate. It was concluded that a comprehensive social marketing strategy strengthens trust, increases coverage, and promotes collective well-being.