ESTRATÉGIAS DE MARKETING PARA IMPLANTAR O GERENCIAMENTO DE RESÍDUOS DE SERVIÇOS DE SAÚDE: ESTUDO DE CASO NO HOSPITAL UNIVERSITÁRIO ANTÔNIO PEDRO

Abstract

From the 7.540 existents hospitals in Brazil, 2.739 are publics, 127 are college and 4.674 are privates. We can classify those hospitals in two different classes: those that belong to the government, named public hospitals and those that do not belong, named private hospitals. Public hospitals are managed by different level of the government such as federal for national hospitals, regional for state hospitals and local for municipal hospital. In general those hospitals do not aim profit while private hospitals do. The medic-manager, on the contrary of non-medics, is being responsible to establish the management met hod of the hospitals. However, due to the changes originated from the Brazilian Government neoliberal conduct from the 90 s period, in the political, social, and economic level, the non profitable organizations, such as public hospitals were impelled to ma nage more efficiently there own services, patrimony and resources. Being pushed to adopt than an enterprise approach to manage a modern hospital. However, with very few exceptions, are rare those management team who worry about understand, identify or even accept to review own way to manage, to communicate with others market and public in a structured and planned way, aim to obtain to customers a equal or higher value than your own operational costs. Mainly when introducing Marketing as a management tool of institutional development, used to optimize the communication and revitalize organizational culture, implement and regulate exchange situations that incorporate behaviors and cultural changes, being in consequence of acceptance and implementation of new plans and methodology of work (as our study case), or due to the socio-economic demands original from global market competition. Despite the fact that marketing have a huge relevance to confront this type of problem, many medic-manager are resistant to use d once they understand that the better application would be over business enterprises, focused in sales and advertising, that due to its commercial connotation could associate to profit, causing some embarrassment. In this case it is possible to perceive how process of marketing plan application for non profit and marketing driven organization, as an collage public hospital, can use marketing strategies as an objective of help in the Waste Disposal Health Service Management Plan (PGRSS in Portuguese). A profiles research was run in Antonio Pedro Hospital from UFF Collage during the implementation of the Waste Disposal Health Service Management Plan. Dates from institutional organization structure were raised, also authors, employees, managers profile, knowledge that they have from organization, mission, own perceptions related to implementation of activity proposed of the Waste Disposal Health Service Management Plan and organizational culture and climate. Hospital management, mobilization, communication, marketing to non profit targets companies and stegic plan were points addressed in this study. The results confirmed the importance for a Hospital to have and implement a strategic plan, to better drive the application of their resources and investments in a responsible culture mind set, understanding that moral engagement of all with projects, institutional values is fundamental to the quality of supplied services, functional security and a positive perception from the institution.