Comunicação e saúde: os eventos como estratégia de mobilização dos sujeitos em ambientes hospitalares

Abstract

This paper focuses on communication and health, with emphasis on the mobilization of subjects in hospital settings. For this, the objects of study were the Hospital de Clínicas de Porto Alegre (HCPA) and Hospital de Clínicas de Curitiba. The objective of this study is to investigate how the process of mobilization of subjects in the health area occurs. The specific objectives are: a) to identify the strategies for mobilizing the public in the Hospital de Clínicas de Curitiba, b) to identify the strategies for mobilizing the public in the Hospital de Clínicas de Porto Alegre (HCPA), c) to analyze how the mobilization process occurs of subjects through the HCPA events. The methodology used was a comparative study to identify the similarities and differences of mobilization strategies performed in these hospitals. The chosen instruments were the literature and the interview with the Public Relations (PR) responsible for HCPA events sector. After analyzing and comparing the strategies, it was possible to identify the importance of the mobilization process in the hospital environment, besides pointing out the relevance of the event to be strategically planned to mobilize the subjects. The mobilization process and the events must be coordinated by the public relations professional, who has the necessary techniques to elaborate actions and events that have the essence of the hospital, thus building a process consistent with the mission of the hospital.