A comunicação interna como elemento potencializador da qualidade: processo de acreditação da Unimed Santa Maria

Abstract

This monograph seeks to understand how internal communication can act as quality enhancer element for the implementation of the accreditation program in Unimed Santa Maria. The accreditation certificate is an optional quality program for health sector companies, which aims to confront the standardization of items considered the excellence factors of service, with the practices of the institution to be accredited. Quality concepts were discussed, his history and application to the health sector, as well as literature review about organizational communication, organizational culture and internal communication in their levels, flows, networks and channels. The case study in Unimed Santa Maria was made through systematic observation, semi-structured interviews and document analysis, so that the interpretation of data directed the preparation of proposals for internal communication activities directed to the accreditation process. The results obtained are expected to give light to new approaches to internal communication, rethinking communication practices to promote the quality.