A comunicação na área da saúde mental

: o estudo de caso do Centro Hospitalar Conde de Ferreira

Abstract

This study arises from the challenge set by Centro Hospitalar Conde de Ferreira [CHCF], a Santa Casa da Misericórdia do Porto health unit, which is a non-profit organization, to formulate communication strategies that not only improve the perception of the organization among the population but also increase the number of services provided within the scope of Consulta Externa and Centro de Tratamento da Depressão. Thus, the research is based on a qualitative methodology, in which the method is the case study and where documentation, direct observation, and a questionnaire are used as sources of evidence. In Portugal, the lack of prioritization of mental health, verified by the alarming prevalence of mental disorders among the population, the insufficient responses by Serviço Nacional de Saúde, and the scarcity of policies related to the area, results in most of the population remaining in the early stages of the Transtheoretical Model of Change [TTM]. This model served as a basis for the communicational benchmarking of organizations in the health sector and, given the lack of communication directed at the early stages of TTM, of awareness campaigns and for the development of the proposed strategies for CHCF. This research found that the answers to the research questions are firstly related to the implementation of social marketing strategies and that organizational marketing will prove to be more effective as individuals evolve to more advanced stages of TTM.

Date of Award	11 Jul 2023
Original language	Portuguese
Awarding Institution	Universidade Católica Portuguesa
Supervisor	Raquel Campos Franco (Supervisor)