The Role of Technologies in Relationship Management and Internal Marketing: An Approach in the Health Management

In health, as in any other industry, technology adoption, if used appropriately, is an important asset and a success factor for a company. Nowadays, it is no longer feasible to talk about health without addressing the role of technology. In this context, the present study aims to understand the impact and role of technologies in a hospital context (e.g., Hospital de Braga), and in the relationship management from an internal perspective (internal marketing). Based on a qualitative approach, the research also aims to analyze how internal communication is made, between employees and between employees and managers in the hospital of Braga. Semi-structured interviews were conducted with five employees of the health institution (two nurses, one lawyer, one data analyst, and one computer technician) and a focus group with eight employees as well (four nurses, one computer technician, one administrative, one operational assistant, and a technical/administrative assistant). Currently, a large part of the hospital’s employees in Braga is considerably dependent on technology, which is an asset for the preparation of their daily functions. In turn, the hospital unit has made several investments in this regard, standing out against most Portuguese public hospitals. The documentation is almost completely computerized, which facilitates the information sought in time and effectiveness. Both the results of the interviews and the results of the focus group show this technological dependence and an important impact on the work of a large part of the people working at the hospital in Braga. The results show that this technology is successful, but there are still some points to point out.