Uchôa, Severina Alice da CostaSilva, Amanda Jéssica Bernardo da2025-10-082025-10-082025-08-15SILVA, Amanda Jéssica Bernardo da. Saúde digital na Atenção Primária à Saúde do SUS: comunicação entre os serviços e os usuários. Orientadora: Dra. Severina Alice da Costa Uchôa. 2025. 95f. Dissertação (Mestrado em Saúde Coletiva) - Centro de Ciências da Saúde, Universidade Federal do Rio Grande do Norte, Natal, 2025.https://repositorio.ufrn.br/handle/123456789/65768Introduction: For some decades, there has been a strong trend towards the use of digital tools as health care tools. Through these tools, the computerization of Brazilian Primary Health Care (PHC) has emerged as a new trend in communication between health services and users. Objective: This research aims to characterize digital communication practices developed by PHC units and Community Health Workers (CHW) with users in the municipality of NatalRN. Methodology: Two complementary case studies were developed: 1) Quantitative analysis of the use of Instagram by 31 health units of the PHC of Natal, using documentary analysis from Cellard's perspective and frequency analysis; 2) Qualitative study through Focus Groups with CHW to identify the use not only of Instagram but of other digital tools, as well as the technological infrastructure of the PHC units and the existence of protocols, guidelines, regulations and qualification of CHW for the use of these tools, analyzed according to Bardin. Results: Regarding the first study, the data revealed that the use of Instagram by health units intensified after the COVID-19 pandemic; teams with greater access to the platform showed a greater capacity to implement digital actions; regarding study 2, participants reported that the technological and physical structure for the use of digital tools in communication with users is precarious, requiring them to use mainly WhatsApp through their own smartphones. In addition, the lack of protocols that guide the use of these tools in the PHC of Natal was reported, resulting in the lack of professional qualification and an increase in the demand for work. Conclusion: The use of digital tools by PHC professionals in Natal is a reality, corroborating the idea that Digital Health actions, especially those involving social media, enable PHC services to contact their users. However, this use has occurred mainly through the initiative of professionals, who use their own resources because they understand the benefits of digital tools. It is expected that the findings of this research will make it possible to strengthen policies, strategies and actions regarding the use of these tools in PHC, improving communication between professionals and service users.pt-BRAcesso AbertoAgentes Comunitários de SaúdeAtenção primária à saúdeMídias sociaisSaúde digitalmasterThesisCIENCIAS DA SAUDE::SAUDE COLETIVA