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Desafios da comunicação de saúde: o caso da agência de comunicação Miligrama
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Orientador(es)
Resumo(s)
O objetivo deste trabalho consiste em identificar e caracterizar desafios da
Miligrama, uma empresa de relações públicas portuguesa sediada na Amadora, na
produção de conteúdo escrito na área da comunicação de saúde para públicos não
especializados, bem como as soluções e as melhores práticas adotadas. Para isso, foi
adotada uma metodologia mista, que incluiu a análise do conteúdo escrito pela Miligrama
para 3 clientes entre janeiro e dezembro de 2023 e a análise de entrevistas a profissionais
da empresa.
Os resultados evidenciaram que a Miligrama adota boas práticas de planeamento,
segmentação e a medição do impacto nas suas iniciativas. A APEF destacou-se como o
cliente com as melhores práticas de Medical Writing. Os conteúdos produzidos para todos
os clientes analisados estavam fundamentados por informação fiável. Ainda assim, foi
verificada inconsistência na qualidade do Medical Writing e falhas na adaptação do
conteúdo a pessoas com necessidades especiais. Foram, também, identificados desafios
na gestão da informação entre os membros da equipa e na comunicação com os clientes.
Tal promove uma adaptação lenta da empresa às novas descobertas científicas e
tecnológicas e a dificuldade na gestão de prazos. Sugere-se que futuras pesquisas estudem
mais sobre o impacto das informações transmitidas pelas agências de comunicação na
literacia em saúde da população e o impacto das fake news neste âmbito
This study aims to identify and analyze the practices and challenges faced by Miligrama, a Portuguese public relations company based in Amadora, in producing written content for non-specialized audiences within the field of health communication. It also explores the solutions and best practices implemented by the company. A mixedmethods approach was employed to analyze written materials created by Miligrama for three clients between January and December 2023, along with conducting interviews with professionals from the company. The findings highlight Miligrama's effective strategies in planning, audience segmentation, and evaluating the impact of its content. APEF emerged as the client showcasing the most exemplary Medical Writing practices. The analyzed content was grounded in reliable information; however, inconsistencies in the quality of Medical Writing were identified, along with shortcomings in adapting materials for individuals with special needs. Additionally, there were challenges identified in information management among team members and in communication with clients. These issues contribute to the company's delays in adapting to recent scientific and technological advancements and affect the company's ability to meet deadlines. Future research should further investigate how communication agencies influence public health literacy and address the increasing impact of fake news in this area.
This study aims to identify and analyze the practices and challenges faced by Miligrama, a Portuguese public relations company based in Amadora, in producing written content for non-specialized audiences within the field of health communication. It also explores the solutions and best practices implemented by the company. A mixedmethods approach was employed to analyze written materials created by Miligrama for three clients between January and December 2023, along with conducting interviews with professionals from the company. The findings highlight Miligrama's effective strategies in planning, audience segmentation, and evaluating the impact of its content. APEF emerged as the client showcasing the most exemplary Medical Writing practices. The analyzed content was grounded in reliable information; however, inconsistencies in the quality of Medical Writing were identified, along with shortcomings in adapting materials for individuals with special needs. Additionally, there were challenges identified in information management among team members and in communication with clients. These issues contribute to the company's delays in adapting to recent scientific and technological advancements and affect the company's ability to meet deadlines. Future research should further investigate how communication agencies influence public health literacy and address the increasing impact of fake news in this area.
Descrição
Palavras-chave
Desafios em Agências de Comunicação Medical Writing Relações Públicas na Saúde Literacia de Saúde Challenges in Communication Agencies Health Public Relations Health Literacy