Desenvolvimento de um Negócio de Promoção à Saúde para Empresas

• Ano de defesa: 2020
• Autor(a) principal: Maganete, Rafael Andrade Bueno
• Orientador(a): Marcondes, Reynaldo Cavalheiro
• Banca de defesa: Caldeira, Adilson , Pires, Marcel Ginotti
• Tipo de documento: Dissertação
• Tipo de acesso: Acesso aberto
• Idioma: por
• Instituição de defesa: Universidade Presbiteriana Mackenzie
• Programa de Pós-Graduação: Administração do Desenvolvimento de Negócios
• Departamento: Centro de Ciências Sociais e Aplicadas (CCSA)
• País: Brasil
• Palavras-chave em Português: desenvolvimento de negócio; promoção da saúde; solução de problema
• Área do conhecimento CNPq: CNPQ::CIENCIAS SOCIAIS APLICADAS::ADMINISTRACAO
• Link de acesso: http://dspace.mackenzie.br/handle/10899/27940

The purpose of this paper is to report the development of a business to promote the welfare of company employees aiming at the improvement of their personal performance, which may also reduce health care costs. The service is delivered through an interactive communication web platform. By a company that was created three years ago despite the benefits, the company has been struggling to sell its services because contractors consider the service as an additional cost to health plans. However, a field survey showed the company's positive impact on employee performance on their personal welfare, with assessment of the tool joint with some current platform customers. Thus, the challenge of the work was to find a solution to this problem that would meet the cost constraints presented by managers, as there is evidence of positive results for employees. In this sense, a competitive evaluation was made, alternatives were analyzed and the solution adopted was to offer the contractor to receive the remuneration of the tool based on the success fee, that is, the amounts charged would be on the results with the use of the tool. As part of the solution, the company also revised the platform's presentation model, with less subjective communication and more aligned with the managers' everyday terms, with turnover reports and the relationship with changing habits. The innovation of the work is the adoption of a model not currently developed in the market that shares the success of the service among the participants, with defined metrics and analysis making the results tangible and generating more value in the service, facilitating contracting services. Its complexity was given by the challenges of the demands of the contractors and the difficulties for the owner to accept to make the necessary changes to solve the problem.