Resumen (inglés)

Social marketing constitutes a new area of action research for the ILO's STEP Programme. This paper aims to document the process of developing a social marketing and communication plan for the Social Security Mutual Health Organization. It is meant to serve as a first step in building a generic methodology of social marketing for health microinsurance that can be applied to other contexts. It is important to note that this is not an evaluation of the outcomes of the project, as the activities recommended in the social marketing and communication plan were not yet implemented at the time of writing.