Estratégias de operações em serviços de saúde: estudo de caso em uma empresa do Estado de São Paulo

Abstract

The purpose of this paper is to discuss the operations strategy in a health care company located in São Paulo State: it s content, associate with established competitive priorities, and the changes in the structural and infrastructural decisions areas. The literature review shows that the discussion about operations strategy in service area is not exhausted; services have specific characteristics, as direct contact with the customer and the almost simultaneous interference in this process and that differs services operation from manufacturing operation. A secondary health area data analysis allowed the construction of the economic and market environment, in which companies that operate in the provision of health services are inserted: there are annual increase in search for private services, but the market has become more concentrated; barriers to entry and the operation of a regulatory agency are also factors that affect the performance of the companies. The studied company has diversified operations and significant area; because of the personalized service that provides, and competitors with administrative and financial problems, the case is the market leader. Quality and service are the explicit competitive priorities, but the regulatory agency requirements also guide the operations. The search for service pattern recognition, with ONA certification, the organized quality team, the improvement of customer service and the dispersion of the facilities are actions that have been implemented by the company and confirm the alignment between their competitive and operations strategies.