Estratégias de marketing hospitalar como ferramenta de otimização dos processos, da qualidade de vida e do atendimento das necessidades da população: o caso da UBS Joaninha Parteira

Abstract

The objective of this study is to identify strategies of hospital marketing for the UBS - Joaninha Parteira, with the intention of promoting more quality of life, attending the necessities of individual and collective health of the community. For that it was looked to identify the profile of the users of the service of the UBS; to check the extern environment; to analyse the necessities and the level of satisfaction of the community regarding prevention, diagnosis, treatment and rehabilitation; just as to check the current internal environment in what plays the practices of hospital marketing and to propose strategies of marketing that provide more quality of life. As for the methodology, the research is characterized as bibliographical, exploratory and descriptive character, qualitative and quantitative nature. The population was composed by the users of the unity, and the non-probabilistic sample of access, there is still a subject of research. The results pointed that the users of the unity belong to the adult public, predominantly female, aged between 45 and 55, have low levels of education and also have low purchasing power. As regards the needs it was found that most users know all the services offered and on the means by which took more than 50% of the total knowledge surveyed cited ACS. The most popular services are the queries, mostly medical, and these users mostly said they did not need another service beyond the unit offers. As for the satisfaction level, there stood out positively the quality of the service, promptness, courtesy, confidence, reliability and competence. On the other side, like negative points there were observed the equipments, the physical, material space and time of wait. As for the internal surroundings and the practices of hospital marketing, before the answers of the gestor it is ended that the projection, strategies and actions adopted in part are aligned with the premises of the hospital marketing. However, there are some limitations that make it not being fully implemented. It points out that much remains to be worked on and improved in order to explore the tool.