Navegando por Palavras-chave "Marketing de serviços de saúde"

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    MARKETING HOSPITALAR: caracterização das ações de marketing dos hospitais privados do município de São Paulo
    (Universidade Federal de São Paulo (UNIFESP), 2008-11-11) Leiderman, Eduardo Blay [UNIFESP]; Zucchi, Paola [UNIFESP]; Universidade Federal de São Paulo (UNIFESP)
    Objective: To verify the existence and to analyze the marketing actions in private hospitals in the city of São Paulo and characterize these actions, the organizational structure of the marketing area, the public target of actions, the media used and evaluate the level of importance given by hospital administrators to the application of hospital marketing concepts. Methods: Exploratory cross-sectional study, carried out by means of a survey of descriptive conclusive character, made with hospital administrators, using a questionnaire. Results: The statistical data analysis showed that the hospitals studied were clearly divided in two groups whose differencials are statistically significant: 1. good infrastructure and equipment, with a well-defined investment policy in marketing; 2. worse infrastructure and less equipment, with lower proportional investment in marketing. Conclusions: 1. The actions most used are the evaluation of patients/caregivers satisfaction, web site, dissemination of the hospital services, dissemination of the hospital with publicity material, event promotion, participation of the hospital in someone else’s events, market researches, program of relationship with doctors/patients, press release service and event sponsorship. 2. The hospital administrators attribute a level of significant importance to the application of hospital marketing concepts. 3. There is a marketing structure in most of the hospitals studied. 4. The hospitals consider as extremely or very important public: patients and relatives, doctors, collaborators, health plans and community. 5. The media most used are the most simple and of lower cost: stationery, direct mail, advertisements in magazines, direct email and advertisements in newspapers. More elaborate and more expensive media are only used by hospitals with 200 beds or more, even though in a low proportion: open TV and pay-per-view TV. 6. There is a statistically significant correlation between the higher investment in marketing and the best infrastructure. 7. Although they conceptually attribute a significant level of importance to the application of hospital marketing concepts, the studied hospitals apply this concept, in practice, in a restricted way, focusing the participation in the marketing area on issues linked basically to dissemination (advertising and publicity), communication and evaluation of public satisfaction.
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    Qualidade do serviço oftalmológico prestado aos pacientes ambulatoriais do Sistema Único de Saúde - SUS
    (Conselho Brasileiro de Oftalmologia, 2006-04-01) Hercos, Benigno Vicente Santos [UNIFESP]; Berezovsky, Adriana [UNIFESP]; Universidade Autônoma de Barcelona; Universidade Federal de São Paulo (UNIFESP)
    PURPOSE: To identify the perception of the ophthalmic service quality provided for outpatients of the public healthcare system as well as to detect which actions should be considered necessary and priority in order to improve its quality. METHODS: A quantitative descriptive study was carried out on 100 outpatients of the public healthcare system which were submitted to ophthalmic tests at Fundação Hilton Rocha - Belo Horizonte - MG, from July 1st - July 30th 2004. Individual interviews were carried out by giving the interviewees two structured questionnaires adapted from the modified SERVQUAL. This scale is in agreement with the reality of the studied institute. RESULTS: The adapted SERVQUAL scale was submitted to statistical validation and it showed a suitable internal consistency index. In general terms, a slight general dissatisfaction was detected regarding ophthalmological service quality. The interviewees cared more about safety and reliability. A higher degree of dissatisfaction was detected mainly concerning fulfillment of procedures at scheduled appointments related to the execution of services within due timelimits. CONCLUSIONS: The institute is supposed to plan as well as carry out actions which lead to a general improvement in the patient's satisfaction regarding service quality and mainly reliability. Service quality monitoring through periodic use of the SERVQUAL scale will not only make it possible to plan highly precise and effective intervention strategies in these and in other healthcare services but it will also allow monitoring the responses to these actions. All these actions will contribute to the improvement of the service in the system as a whole.