Social marketing is globally recognized as a key strategy for improving access to a wide range of products and services that directly and positively influence the outreach and coverage of health care. From conceptualizing product development, testing and targeted communication to consumer research and market segmentation, social marketing looks at the provision of health care products and services not as a medical problem but as a sociological issue and marketing challenge. Precisely, social marketing in the health sector seeks to introduce changes in health seeking behaviour of the target audiences by creating access to and increasing the demand for products and services. (National Strategy for Social Marketing (2001)).