The Role of Technologies in Relationship Management and Internal Marketing

Abstract

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, and a focus group with eight employees as well (four nurses, one computer technician, one administrative, one operational assistant, and a technical/administrative assistant). The results show that this technology is successful, but there are still some points to point out. The results also provide some discontent regarding internal marketing.