promotoras

Promotoras, or promotoras de salud, are community health workers who come from the communities they serve and act as bridges between individuals and the healthcare system. They provide health education, outreach, and informal caregiving to promote preventive care, early detection of illness, and access to services. Their work spans diverse settings and topics, including maternal and child health, chronic disease management, sexual and reproductive health, and mental health, with a focus on reducing barriers faced by underserved or immigrant populations.

Typical activities include home visits, one-on-one counseling, group education sessions, and accompanying or interpreting for individuals at medical appointments. They assist with scheduling, insurance enrollment, and navigation of clinics, pharmacies, and social services. Promotoras often engage in community organizing to address social determinants of health, build trust, and gather community feedback to inform programs.

Training and employment models vary widely. Some promotoras participate in informal, community-based training, while others complete formal programs that may lead to certification. Curricula commonly cover health topics, communication skills, ethics, confidentiality, data collection, and culturally competent practice. Employment can be voluntary or paid, and programs may be run by public health departments, non-profit organizations, or healthcare providers.

Impact and challenges: Evidence suggests promotoras can improve preventive screening, vaccination uptake, treatment adherence, and care navigation, particularly in populations facing linguistic and cultural barriers. Challenges include funding stability, professional recognition, standardized roles, and worker safety and rights. The model is widely used in North America and Latin America and is often adapted to local health priorities and community needs. The term reflects its Spanish origins, with gendered language—though "promotores" is used as a gender-neutral form in many contexts.