Social marketing in health communication aims to influence and promote positive health behaviors by applying marketing principles and techniques. Unlike commercial marketing focused on selling products, social marketing targets behavior change to improve public health outcomes. It involves understanding the audience, creating appealing messages, and encouraging actions such as smoking cessation, vaccination, or healthy eating. This approach leverages strategic communication to achieve preventive health goals and enhances overall community well-being. Therefore, its primary goal is to promote health behaviors using marketing techniques, making health interventions more effective and accessible.

Reference: Health Communication: Strategies and Skills, Bernard B. Brown, 5th Edition.