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Papel da comunicação na responsividade organizacional para a promoção da literacia em saúde de pessoas com diabetes: um estudo de caso
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RESUMO - Introdução: A literacia em saúde constitui um determinante social de saúde modificável. A promoção da literacia em saúde envolve um investimento nas competências individuais, mas também uma aposta nos contextos e organizações, facilitando a navegação, acesso, compreensão e utilização de informação e serviços de saúde. A comunicação constitui uma dimensão fundamental na responsividade organizacional à literacia em saúde, representando desafios e oportunidades de melhoria para o empoderamento efetivo das populações.
Objetivos: Compreender o papel da comunicação para a responsividade organizacional na promoção da literacia em saúde em pessoas numa instituição prestadora de cuidados de saúde a pessoas com diabetes.
Metodologia: Partindo do processo Ophelia e da Organisational Health Literacy Responsiveness Self-Assessment Tool (Org-HLR), a metodologia envolveu sessões de grupo e entrevistas individuais com profissionais de diversas áreas e serviços da organização e gestores. Foi realizada e análise documental de materiais educativos disponibilizados aos utentes através do site com recurso ao Clear Communication Index (CCI).
Resultados: A análise da responsividade organizacional para a literacia em saúde evidenciou a comunicação como elemento central, com impacto no acesso, alcance, navegação nos serviços e acolhimento de grupos específicos. Destacou-se ainda a abordagem participativa com a comunidade e estabelecimento de parcerias, a individualização de cuidados, diversificação e personalização de estratégias. A melhoria das competências de comunicação através de formação foi destacada. Como pontos de melhoria foram evidenciados a sistematização de processos e a comunicação interna. Seis dos materiais educativos demonstraram adequação ao seu público-alvo. Os restantes, como pontos gerais de melhoria, devem adotar uma voz ativa, realçar de forma mais objetiva a mensagem principal e incluir chamadas à ação. A adequação visual ao tema e conteúdo também seria um ponto de melhoria relevante.
Conclusão: Os pontos fortes identificados neste estudo refletem um esforço intersectorial e multinível para promover a literacia em saúde dentro e fora da organização. A comunicação interna e os materiais educativos poderão ser o ponto de partida para a criação de um plano de ação com vista à melhoria da responsividade organizacional para a literacia em saúde.
ABSTRACT - Introduction: Health literacy is a modifiable social determinant of health. Promoting health literacy involves investing in individual skills, but also focusing on context and organizations, making it easier to navigate, access, understand, and use health information and services. Communication is a fundamental dimension of organizational responsiveness to health literacy, representing both challenges and opportunities for improvement toward the effective empowerment of populations. Objectives: Understanding the role of communication in organizational responsiveness for the promotion of health literacy among people in a healthcare institution providing care to individuals with diabetes. Methodology: Based in the Ophelia process and the Organisational Health Literacy Responsiveness Self-Assessment Tool (Org-HLR), the methodology involved group sessions, individual interviews with professionals from various fields and services within the organization, as well as managers. A document analysis of educational materials provided to users through the organizations website, using Clear Communication Index (CCI). Results: The analysis of organizational responsiveness to health literacy highlighted communication as a central element, impacting access, reach, navigation, and the inclusion of specific groups. A participatory approach with the community and establishment of partnerships, the individualization of care, and the diversification and personalization of strategies were also emphasized. Improving communication skills through training was highlighted. As areas for improvement, the systematization of processes and internal communication were noted. Six of the educational materials demonstrated adequacy to their target audience. The remaining materials, as general improvement points, should adopt an active voice, highlight the main message more objectively, and include calls to action. Visual alignment with the theme and content was also identified as a relevant improvement point. Conclusion: The strengths identified in this study reflect an intersectoral and multilevel efforts to promote health literacy both within and beyond the organization. Internal communication and educational materials may serve as the starting point for developing an action plan aimed at enhancing organizational responsiveness to health literacy.
ABSTRACT - Introduction: Health literacy is a modifiable social determinant of health. Promoting health literacy involves investing in individual skills, but also focusing on context and organizations, making it easier to navigate, access, understand, and use health information and services. Communication is a fundamental dimension of organizational responsiveness to health literacy, representing both challenges and opportunities for improvement toward the effective empowerment of populations. Objectives: Understanding the role of communication in organizational responsiveness for the promotion of health literacy among people in a healthcare institution providing care to individuals with diabetes. Methodology: Based in the Ophelia process and the Organisational Health Literacy Responsiveness Self-Assessment Tool (Org-HLR), the methodology involved group sessions, individual interviews with professionals from various fields and services within the organization, as well as managers. A document analysis of educational materials provided to users through the organizations website, using Clear Communication Index (CCI). Results: The analysis of organizational responsiveness to health literacy highlighted communication as a central element, impacting access, reach, navigation, and the inclusion of specific groups. A participatory approach with the community and establishment of partnerships, the individualization of care, and the diversification and personalization of strategies were also emphasized. Improving communication skills through training was highlighted. As areas for improvement, the systematization of processes and internal communication were noted. Six of the educational materials demonstrated adequacy to their target audience. The remaining materials, as general improvement points, should adopt an active voice, highlight the main message more objectively, and include calls to action. Visual alignment with the theme and content was also identified as a relevant improvement point. Conclusion: The strengths identified in this study reflect an intersectoral and multilevel efforts to promote health literacy both within and beyond the organization. Internal communication and educational materials may serve as the starting point for developing an action plan aimed at enhancing organizational responsiveness to health literacy.
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Palavras-chave
Literacia em saúde Responsividade organizacional Diabetes Comunicação em saúde Health literacy Organizational responsiveness Health communication