The 12 axes of the combined communication for municipal public health: a proposal

• Autor(a) principal: Pessoni, Arquimedes
• Data de Publicação: 2021
• Outros Autores: Passaro, Thiago
• Tipo de documento: Artigo
• Idioma: por
• Título da fonte: RECIIS (Online)
• Texto Completo: https://www.reciis.icict.fiocruz.br/index.php/reciis/article/view/2049
• topic: Organizational innovation; Health communication; Unified Health System; Multimedia; Media; Management of information and communication technologies.; Innovación organizacional; Comunicación de salud; Sistema único de Salud; Multimedia; Gestión de tecnologías de información y comunicación.; Inovação organizacional; Comunicação em saúde; Sistema Único de Saúde; Multimídia; Gestão das tecnologias de informação e comunicação.

This article presents the results of a master’s research (2017-2019) on innovation in the communication management of the Municipal Health Departments (SMS). The methods used were the literature review, the SMS case study in São Paulo – with document collection, in-depth semi-structured interviews with communication managers and participant observation – and content analysis. The results show that integrated, strategic, and multimedia communication, aligned with the principles of the Unified Health System (SUS), contributes to increase the efficiency and effectiveness of communication and health at the local level. For this, how SMS can use, based on the local context, the 12 communication axes proposed by the study, which are: internal communication, press relations, ceremonial / events, creation / advertising, audiovisual, website / portal, social networks, apps for mobile devices, games, photography, partnerships and virtual reality, augmented reality and 360º productions.