Marketing planning for third sector organizations in the healthcare sector

Abstract

Objective: To describe the activities of a project named “Planos do Bem”, developed at a public university in southern Brazil; the project aims to support, per year, four third sector organizations in the healthcare sector, in terms of marketing planning, in Curitiba and metropolitan region. Experience report: Given the relevance of the healthcare sector, five phases of the project methodology were conducted: Mapping, Execution, Scheduling, Deliveries, Results. The four pathologies represented are cancer, muscular dystrophy, epidermolysis bullosa and multiple sclerosis. There are common gaps among the four organizations: necessity of planning and projects; few skills regarding digital communication; lack of both resources and volunteers. Five lectures/workshops were scheduled for managers, employees, volunteers, and beneficiaries. Final considerations: Some organizations are applying these learnings in recent posts. An overall assessment of the project “Planos do Bem” presented positive responses, and the statements from participants showed both the impact and the effectiveness of the project's actions.