The Role of Marketing in the Management of Health Services: the Case of the Madalena Clinic Group

Objective: The main objective of this study was to analyse the role of internal marketing in managing health services in the Clinicas de Santa Madalena (CSM) group. Theoretical Framework: Internal marketing is a management strategy aimed at motivating and involving employees, aiming to improve the performance and quality of services, which positively impacts customer satisfaction. Method: It uses a qualitative methodology based on a case study and semi-structured interviews at six clinics in the Santa Madalena group. Results and Discussion: The main results indicated that: i) information campaigns, promotion of oral health programmes and the creation of positive experiences are common internal marketing practices; ii) training actions, internal communication, and the involvement of professionals contribute to the integration and retention of employees; iii) team motivation and integration are critical factors for the quality of the services provided; and iv) dimensions such as reliability, responsiveness, trust, courtesy, competence and tangible elements influence patients' perception of quality. Conclusion: The study recommends further research into internal marketing in the health sector, with collaboration between academia and companies.