Avaliação do marketing enquanto fator de criação de valor e fortalecimento da imagem na Fundação Goiana de Saúde YZ

Abstract

The presence of Foundations or Social Health Organizations operating in the management of health services in partnership with Brazilian states and municipalities has become more common and increasingly commonplace day by day. This article had “Fundação Goiana de Saúde YZ” (´YZ´is a fake name for the Health Foundation studied in this article in order to keep its name confidential, as required by the organization) as object of study, concerning its policies and actions in the marketing context. In this sense, the central aim of the study was to offer analyses which could allow the foundation to develop a better strategy for its marketing management, supported by the explored definitions in this paper as digital marketing, service marketing and customer marketing with focus on excellence and quality of the services. The methodology used in this research was exploratory, quantitative and qualitative descriptive. The results provided a better understanding of the current situation of the marketing being used by the foundation, through data collected in interviews and questionnaires with foundation managers and convention and project coordinators. Accordingly, current results of the interview and questionnaires showed that the foundation does not work on the basis of a systematic marketing programme. Its managers believe that a marketing plan can promote further partnerships and the coordinators seek efficiency as they start partnership with the foundation. Thereby, this article provides - through the analyses that were done, conclusions obtained and suggestions presented - an understanding of marketing as a management tool that contributes to building a strong brand and therefore make it possible to attract new partnerships.