Comunicação Pública e Tecnologia em Saúde: Business Intelligence da Assessoria de Comunicação Social da Superintendência Regional de Saúde de Uberlândia

Abstract

Public health communication occurs in the public and/or private sphere. With this in mind, the research focused on the actions of the public department, specifically on the Regional Health Superintendence of Uberlândia, one of the administrative units of the State Department of Health of Minas Gerais. This study, within the research line on Communication Technologies and Interfaces of the Postgraduate Program in Technologies, Communication, and Education at the Federal University of Uberlândia (PPGCE/FACED/UFU), aims to demonstrate the importance of using digital technology for the production of government public health communication content by the Social Communication Advisory, directed at the press, considered one of the priority stakeholders. The methodology was based on qualitative research principles, being observant participation, descriptive and experimental, and throughout the report, concepts of public health communication and Business Intelligence (BI) were explored and interconnected with press office and organizational communication. The project resulted in the development of a product, that is a model, called Business Intelligence from the Social Communication Office of the Regional Health Superintendency of Uberlândia, which systematizes content demanded by media outlets (clipping and press service), correlating it with the production of institutional materials and providing facilitated analysis for strategic planning in the sector.