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Advisor(s)
Abstract(s)
Nas unidades de saúde (US), as práticas desenvolvidas pelos Gabinetes de Comunicação
e Marketing desempenham um papel relevante e estratégico, porque trabalham em prol
do utente, ao mesmo tempo, que cooperam com vários serviços e assessoram a direção
hospitalar.
Contudo, não existem muitos dados sobre a aplicação do marketing no setor hospitalar
e continua a existir uma lacuna de conhecimento sobre a aplicação das ferramentas de
marketing e os resultados que daí possam resultar, portanto, desconhece-se que
ferramentas de marketing são empregues nas US. Assim, torna-se imperativo colmatar
as lacunas existentes na literatura que se prendem com a inexistência de conhecimento
atual e concreto do modus operandi, das formas de trabalho e das estratégias que os
GCM das US desenvolvem. Esta dissertação propõe-se registar, avaliar e salientar as
ferramentas de marketing desenvolvidas por diferentes GCM de distintas US, enquanto
traça o perfil do profissional que se ocupa desta função. Esta dissertação pretende ainda
obter um esclarecimento claro, abrangente e objetivo das estratégias de marketing e da
comunicação nas unidades de saúde, de forma a identificar boas práticas que contribuam
para a melhoria das ações das US.
Com base em estudos de caso, US portuguesas e uma US espanhola, recorreu-se a
métodos qualitativos, à técnica da entrevista e a pesquisa documental. Os dados foram
tratados através de uma análise de conteúdo, para estudar e avaliar o tipo de atividades
praticadas nos Gabinetes de Comunicação e Marketing (GCM) das US.
A amostra estudada é de 7 entrevistados que assumem cargos de direção e coordenação
em GCM de US. Neste sentido, verificou-se que as US desenvolvem o mesmo tipo de
ações, relativo à imagem, notoriedade e competitividade da organização, através da
comunicação interna e externa, do endomarketing, dos eventos, das relações públicas,
da assessoria de imprensa. Os especialistas elegem a transformação digital dos processos
e a interação próxima com os seus públicos, as práticas a não descurar.
In health units (US), the practices developed by the Communication and Marketing Offices play a relevant and strategic role, because they work on behalf of the user, at the same time, who cooperate with various services and advise the hospital management. However, there is not much data on the application of marketing in the hospital sector and there is still a knowledge gap on the application of marketing tools and the results that may result, therefore, it is unknown which marketing tools are employed in the US Thus, it is imperative to fill the gaps in the literature that are related to the lack of current and concrete knowledge of the modus operandi, the ways of working and the strategies that the GCM of the US develop. This dissertation proposes to register, evaluate and highlight the marketing tools developed by different GCM from different US, while drawing the profile of the professional who takes care of this function. This dissertation also intends to obtain a clear, comprehensive and objective explanation of the marketing and communication strategies in the health units, in order to identify good practices that contribute to the improvement of the actions of the Health Units. Based on case studies, Portuguese US and a Spanish US, qualitative methods, the interview technique and documentary research were used. The data were treated through a content analysis, to investigate and evaluate the type of activities practiced in the Communication and Marketing Offices (GCM) of the US. The studied sample is made up of 7 interviewees who assume management and coordination positions in GCM of US. In this sense, it was found that the Health Units develop the same type of actions, related to the organization's image, notoriety and competitiveness, through internal and external communication, internal marketing, events, public relations, and press relations. Experts choose the digital transformation of processes and close interaction with their audiences, practices not to be overlooked.
In health units (US), the practices developed by the Communication and Marketing Offices play a relevant and strategic role, because they work on behalf of the user, at the same time, who cooperate with various services and advise the hospital management. However, there is not much data on the application of marketing in the hospital sector and there is still a knowledge gap on the application of marketing tools and the results that may result, therefore, it is unknown which marketing tools are employed in the US Thus, it is imperative to fill the gaps in the literature that are related to the lack of current and concrete knowledge of the modus operandi, the ways of working and the strategies that the GCM of the US develop. This dissertation proposes to register, evaluate and highlight the marketing tools developed by different GCM from different US, while drawing the profile of the professional who takes care of this function. This dissertation also intends to obtain a clear, comprehensive and objective explanation of the marketing and communication strategies in the health units, in order to identify good practices that contribute to the improvement of the actions of the Health Units. Based on case studies, Portuguese US and a Spanish US, qualitative methods, the interview technique and documentary research were used. The data were treated through a content analysis, to investigate and evaluate the type of activities practiced in the Communication and Marketing Offices (GCM) of the US. The studied sample is made up of 7 interviewees who assume management and coordination positions in GCM of US. In this sense, it was found that the Health Units develop the same type of actions, related to the organization's image, notoriety and competitiveness, through internal and external communication, internal marketing, events, public relations, and press relations. Experts choose the digital transformation of processes and close interaction with their audiences, practices not to be overlooked.
Description
Keywords
Comunicação Hospitalar Marketing Hospitalar Práticas de Marketing Hospitalar Relações Públicas