Avaliação das estratégias de comunicação em saúde da Secretaria Municipal de Saúde de São Pauloum estudo exploratório

Resumo

This study analyzed the health communication strategies adopted by the Municipal Health Department (SMS) of São Paulo through photographic records and the evaluation of printed educational materials (PEMs) displayed in an intentional sample of 26 Primary Care Units (UBSs), between April and May 2025. It is a documentary, exploratory, and descrip-tive analysis with a qualitative approach. Three assessment methods were adopted: description of the materials, analysis based on the Social Marketing framework by Kotler e Lee (2008), and content analysis according to Bardin (1977). The results indicate that the PEMs are heterogeneous in dimensions, design, colors, and language; they are distributed and displayed randomly and do not follow a pattern aligned with the epidemiological and health priorities of the territory. A low adherence to the Social Marketing mix was observed, which reduces the likelihood of promoting social behavior change. Most materials (80%) function only as transmitters of information about services and diseases, without engaging or motivating SUS users, and show limited adherence to theories of health literacy, education, and communication. The study provides useful evidence to improve health communication and education practices within the health system.

Ficha do documento

Tipo

Dissertação

Ano

2025

Instituição

Fundação Getulio Vargas

Fonte

Repositório da FGV

Idioma

Português

Acesso

Acesso aberto

Identificador

oai:repositorio.fgv.br:10438/38000

Temas

EducaçãoSaúdeGestão Municipal

Palavras-chave

Comunicação em saúdeMarketing socialEducação em saúdePromoção da saúdeSaúde públicaMateriais educativos impressosAtenção primária à saúdeHealth communicationHealth educationPrinted educational materialsPublic healthSocial marketingHealth promotionPrimary health careAdministração de empresasSão Paulo (SP). Secretaria Municipal da SaúdeSaúde pública - São Paulo (SP)Comunicação na saúde públicaCuidados Primários de SaúdeODS 3: Saúde e bem-estarODS 4: Educação de qualidade