La importancia del marketing inclusivo y su relación con los servicios sociales. Innovando desde las nuevas herramientas de atención
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Introducción: El paso del tiempo ha remarcado la importancia que tiene para la sociedad el marketing, por la capacidad innovadora que conforma y, principalmente, por su carácter transformador. Sin embargo, también ha quedado patente la necesidad existente de avanzar hacia un marketing más social e inclusivo, capaz de representar a toda la población, independientemente, de sus características personales e individuales. En la actualidad, el marketing social es la herramienta esperanzadora, capaz de transformar la conducta de la población, pudiendo provocar en ella grandes cambios beneficiosos. Metodología: Para llegar a este conocimiento se ha llevado a cabo una revisión de alcance con el objetivo de mapear la literatura existente sobre el tema, pudiendo conocer así las experiencias más enriquecedoras. Resultados: La difusión del triaje social, herramienta innovadora de servicios sociales, se ha configurado como una de las experiencias más exitosas de marketing social. Esta campaña ha jugado un papel fundamental en la comunicación de avances y actuaciones producidas en servicios sociales. Discusión y Conclusiones: En definitiva, este estudio deja constancia de la importancia de incluir a todos los perfiles de personas en campañas de marketing social para intentar responder a las necesidades y demandas de toda la población, comunicando para transformar la realidad social y mejorar la calidad de vida de las personas; además, el incluir de manera transversal la visión de personas con discapacidad, y considerarlas parte del grupo receptor del mensaje, resulta indispensable para obtener unos resultados más inclusivos y que respeten todos los derechos de ciudadanía.
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