Santos, Fernanda Julyanna Silva dosInácio, Rayane Feitosa da Silva2025-07-172025-07-172025-06-25INÁCIO, Rayane Feitosa da Silva. O uso da matriz SWOT na gestão do marketing em saúde: Uma revisão narrativa. Orientadora: Fernanda Julyanna Silva dos Santos. 2025. 28 f. Trabalho de Conclusão de Curso (Tecnologia em Gestão Hospitalar) - Escola de Saúde, Universidade Federal do Rio Grande do Norte, Natal, 2025.https://repositorio.ufrn.br/handle/123456789/64534This study aims to conduct a literature review on the application of SWOT analysis in health marketing. Following a qualitative and descriptive methodological approach, studies discussing and arguing how this strategic management tool can be used in Marketing within health institutions and services were selected and analyzed, offering views on strategic planning, with its strengths, weaknesses, opportunities, and threats in its internal and external situational environment. Contributing to a broad perspective of planned decision-making, leading to effective results and accurate diagnostics with the help of the matrix.pt-BRAttribution 3.0 Brazilhttp://creativecommons.org/licenses/by/3.0/br/MarketingOrganizações de Saúdematriz SWOTbachelorThesisOUTROS::ADMINISTRACAO HOSPITALAR