O trabalho em equipe na atenção primária à saúde: situação de Portugal e do Brasil

Introdução: Na Atenção Primária à Saúde, nos contextos internacional e nacional, o trabalho em equipe tem sido reconhecido como estratégia decisiva para a organização de processos que visam à integralidade do cuidado, além de possibilitar melhorias na satisfação dos usuários com os serviços de saúde. Neste sentido, o objetivo, deste estudo, é analisar o trabalho em equipe na Atenção Primária à Saúde. Método: Trata-se de uma pesquisa em banco de dados secundários. Realizou-se três estudos: a) O trabalho em equipe na Atenção Primária à Saúde, em Portugal, pesquisa avaliativa, de natureza qualitativa, tipo estudo de caso descritivo, que representou um recorte dos resultados derivados da pesquisa integrada ao projeto “Implantação das Unidades de Saúde Familiar em Portugal”, que teve como procedimentos entrevistas semiestruturadas, roteiro de coleta de informações (check list) e análise documental. Foi realizada a estratégia de triangulação dos dados com análise de conteúdo; b) trabalho em equipe, acesso e qualidade na Atenção Primária à Saúde, no Brasil, estudo transversal, de abordagem quantitativa, realizado a partir dos dados obtidos da “Pesquisa de Avaliação Externa do Programa de Melhoria do Acesso e da Qualidade da Atenção Básica”, no Brasil, em 2013. Amostra composta de 17202 profissionais e 65391 usuários. Utilizou-se entrevista estruturada, com análise estatística realizada pelas frequências absolutas e relativas das variáveis através do programa Statistical Package for Social Sciences. c) satisfação dos usuários com o trabalho em equipe na Atenção Primária à Saúde, no Brasil, estudo transversal, de abordagem quantitativa, realizado a partir dos dados obtidos da “Pesquisa de Avaliação Externa do Programa de Melhoria do Acesso e da Qualidade da Atenção Básica”, no Brasil, em 2013. Amostra composta de 65391 usuários. Realizou-se análise estatística das frequências absolutas e relativas das variáveis através do programa Statistical Package for Social Sciences. Utilizou-se, ainda, o Teste X2 , com nível de significância de 5%; análise de regressão logística múltipla. O modelo final foi ajustado pelo teste de Hosmer/Lemeshow, o qual indicou um ajuste de 66%. Resultados: Sobre o trabalho em equipe na Atenção Primária à Saúde, em Portugal, destacou-se a formação das equipes de forma voluntária, por meio de afinidades pessoais, a existência de “carteira básica de serviços”, juntamente com x intervenções de vigilância, promoção da saúde e prevenção de doença, cuidados em situação de doença aguda, acompanhamento clínico de doença crônica e de patologia múltipla, cuidados domiciliares, interligação e colaboração em rede com outros serviços (cuidados hospitalares), sistemas informatizados nas unidades de saúde. Os dados revelaram dificuldades quanto ao atendimento domiciliar. No Brasil, foi destaque o processo de trabalho, com avanços relacionados a realização de planejamento e programação das ações e o apoio da gestão. Existência de território definido e de prontuários familiares. É destaque a agenda compartilhada e pactuada entre os profissionais. As equipes realizam acolhimento e reuniões, cujos temas, discutidos, giram em torno do processo de trabalho e planejamento. Os desafios, enfrentados, estão relacionados ao agendamento dos usuários; ao número de pessoas sob a responsabilidade das equipes; à existência de população descoberta nas áreas adscritas à Unidade de Saúde; à incipiência na ação intersetorial e ao pouco envolvimento da comunidade pelas equipes. Quanto aos fatores associados à satisfação do usuário foi marcante: a faixa etária; a escolaridade; a raça; se a falta de material prejudica o atendimento e se a equipe consegue marcar consulta para outros profissionais. Conclusões: Constatou-se o trabalho em equipe como elemento central no processo de mudança na Atenção Primária à Saúde, tanto no contexto de Portugal quanto no do Brasil, o qual ampliou o acesso e a qualidade na oferta de serviços de saúde e obteve, ainda, o reconhecimento social, mesmo que, em ambas as realidades, não tenha avançado na coordenação do cuidado e no estímulo à participação social. Os fatores, associados com a satisfação do usuário, estão relacionados diretamente ao cuidado prestado e refletem a expectativa, por parte do usuário, de resolução concreta de suas necessidades.

Tendências e projeções da mortalidade pelos cânceres específicos ao gênero no Brasil

Coordenação de Aperfeiçoamento de Pessoal de Nível Superior - CAPES

Acompanhamento coletivo do crescimento e desenvolvimento infantil: participação de mães/cuidadores

This study aimed to analyze the participation of mothers/caregivers from the perspective of the health care model that directs the collective monitoring of child growth and development. This is an exploratory and descriptive research with qualitative approach, carried out in two Family Health Units located in the city of Natal/RN. Data were collected between August and September 2014, through participant observation and semi-structured interview technique, with mothers of infants seen at follow-up visits collective child growth and development. A total of 13 mothers were included who met the following inclusion criteria: being a mother/caregiver responsible for the care of children who have attended one or more meeting of collective monitoring of child growth and development. Exclusion criteria was established: users outside the area covered by the Health Unit Family and who did not use the National Health System as the primary health care service. For the treatment of the collected material, the content analysis was used, thematic Bardin. The study followed the ethical and legal principles governing the scientific research on human subjects recommended by Resolution nº. 466/2012 of the National Health Council and its realization occurred with the approval of the project in the Research Ethics Committee of the Federal University of Rio Grande do North, which was approved by Opinion Embodied nº. 719 949, of June 27, 2014, and Certificate Presentation of Findings Ethics No 32510514.7.0000.5537. Although not conceptualize theoretically mothers demonstrated that collective consultations of child growth and development are actions aimed at health surveillance model, since most pointed monitoring your child to actions that can be measured. Even with that, it was established the existence of health promotion actions by reporting the exchange of experience and leadership of the subjects in collective action, factor facilitated by the link established between users and professionals and users. In this action there is the induction of permanent horizontal relationship where we seek to combine popular knowledge to scientific knowledge in order to promote the integral care for the child. However, it is still possible to find professionals who directs its assistance only to pathological processes and fail to create comprehensive care alternatives. In addition, there is still embezzlement in multi that should provide care to the child population. This factor may be related to their professional training, and thus an issue that can last for a few years. We conclude that it is necessary to incorporate alternatives and models of care that support overcoming limitations and enhancing the health of the population, involving it in the prospect of a better quality of life and therefore health.

Validação do instrumento dos indicadores observáveis da qualidade do cuidado em instituições de longa permanência para idosos

The Nursing Homes are an important alternative care in the world, but Brazil still has no valid instrument to monitor the quality these institutions. In the United States, the Observable Indicators of Nursing Home Care Quality Instrument (OIQ) is used to assess the quality of Nursing Home care using 30 indicators of structure (2 dimensions) and process (5 dimensions) related to quality person-centered care. The present study aimed at cross-culturally adapting the OIQ in order to evaluate the quality of Nursing Home care in Brazil. Conceptual and item equivalence were determined to assess the relevance and viability of OIQ in the Brazilian context, using the Content Validity Index (CVI) and a group of specialists composed of 10 participants directly involved in the object of study. Next, operational, idiomatic and semantic equivalence were carried out concurrently. This consisted of 5 phases: (1) two translations and (2) their respective back translations; (3) formal appraisal of referential and general meaning; (4) review by a second group of specialists; (5) application of the pretest at three Nursing Homes by different social entities: health professionals, sanitary surveillance regulators and potential consumers. Measurement equivalence was evaluated by the Cronbach’s alpha test to verify the internal consistency of the instrument. To measure inter-evaluator agreement, the General Agreement Index (ICG) and Kappa coefficient were used. Timely compliance and 95% Confidence Interval of indicators, dimensions and total construct were estimated. The CVI obtained high results for both relevance (95.3%) and viability (94.3%) in the Brazilian context. With respect to referential meaning, similarity was observed, ranging between 90-100% for the first back translation and 70-100% for the second. In relation to general meaning, version 1 was better, classified as “unchanged” in 80% of the items, whereas in version 2 it was only 47%. In the pretest, the OIQ was easy to understand and apply. The following outcomes were obtained: a high Cronbach’s alpha (0.93), satisfactory ICG (75%) and substantial agreement between the pairs of evaluators (health professionals, regulators from the Superintendency of Sanitary Surveillance –SUVISA-, and potential consumers), according to the Kappa coefficient (0.65). It´s possible take the operational equivalence held since it preserved the original layout in the Brazilian version from the maintenance in application mode, response options, number of items, statements and scores. The performance of nursing homes obtained approximate average scores of 87, a variation 55-111 considering a range from 30 to 150 points. The worst outcomes were related to process indicators with a mean of 2.8 per item, while structure was 3.75 on a scale of 1 to 5. The lowest score was obtained for the care dimension (mean 2). The OIQ version was deemed to be a valid and reliable instrument in the Brazilian context. It is recommended that health professionals, regulators and potential consumers adopt it to access and monitor the quality of Nursing Home care and demonstrating opportunities for improvement.

Estabelecimento, reconhecimento e defesa territorial em Stegastes fuscus

Os estudos da territorialidade e de comportamentos associados a ela favorecem o entendimento da maneira como as interações ecológicas afetam a composição de espécies e a dinâmica de uma comunidade. No presente estudo tivemos como objetivo geral investigar o comportamento de Stegastes fuscus, um peixe-donzela territorialista, em ambiente natural e em cativeiro, com foco na capacidade de localização territorial, reconhecimento e defesa de uma área estabelecida. Para tanto subdividimos o trabalho em 3 capítulos. O primeiro teve como foco o estudo da espécie em ambiente natural objetivando estimar a área do território ocupado e os padrões comportamentais da por ela expressos. Sendo encontrado que a área média ocupada por S. fuscus foi de 274 cm2 e os comportamentos mais observados foram: vigilância, ingestão de alimento, tempo no abrigo/toca e displays agressivos. O segundo capítulo teve como alvo investigar a capacidade de localização espacial da espécie mediada por pistas visuais. Os resultados demonstraram que S. fuscus apresenta marcante aprendizagem condicionada e possibilidade de existência de orientação espacial na espécie. O terceiro capítulo teve como objetivo avaliar a influência da residência prévia estabelecida e do reconhecimento de coespecíficos nos resultados de confrontos agonísticos. Os resultados apontaram a residência como fator prioritário na dinâmica das disputas agonísticas e que aspectos relacionados à familiaridade como relevantes e destacam-se mais quando não existe um território previamente estabelecido. Diante disso nossos resultados podem favorecer o entendimento da dinâmica estrutural da comunidade na qual S. fuscus esta inserida, sendo isto significativo tendo em vista a importância ecológica da espécie para o ecossistema.

Atitudes e conhecimento dos consumidores sobre os alimentos irradiados: um inquérito conduzido em Natal, Brasil

The aim of this study is to assess the attitudes and knowledge of consumers about irradiated foods. The study sample corresponded to 65.52% women and the mean age was 41.82 (SD: 14.33) years. Only 66.9% of respondents consumers consult the list of ingredients on the label of packaged foods, and 13.4% of them said they had detected the phrase “FOOD TREATED BY IRRADIATION PROCESS.” Furthermore, 86.6% considered that irradiation becomes unsafe food and thus 94.9% of those not consume these foods, as well as 29.6% of those who felt otherwise. Women had a score of attitude towards irradiated foods less favorable than men. The television was considered the most efficient means of communication to report on irradiated foods. We conclude that consumers of the city of Natal lack information about food irradiation and acceptance of these products depends on how the policies are directed to food security and health education, including through the use of sources of mass information dissemination. The information on the labels of irradiated foods is controversial, although sufficient instruments for detection of irradiated foods by these consumers.

Aspectos metodológicos do Projeto SBBrasil 2010 de interesse para inquéritos nacionais de saúde

The SBBrasil 2010 Project (SBB10) was designed as a nationwide oral health epidemiological survey within a health surveillance strategy. This article discusses methodological aspects of the SBB10 Project that can potentially help expand and develop knowledge in the health field. This was a nationwide survey with stratified multi-stage cluster sampling. The sample domains were 27 State capitals and 150 rural municipalities (counties) from the country's five major geographic regions. The sampling units were census tracts and households for the State capitals and municipalities, census tracts, and households for the rural areas. Thirty census tracts were selected in the State capitals and 30 municipalities in the countryside. The precision considered the demographic domains grouped by density of the overall population and the internal variability of oral health indices. The study evaluated dental caries, periodontal disease, malocclusion, fluorosis, tooth loss, and dental trauma in five age groups (5, 12, 15-19, 35-44, and 65-74 years).

Aspectos metodológicos do Projeto SBBrasil 2010 de interesse para inquéritos nacionais de saúde

The SBBrasil 2010 Project (SBB10) was designed as a nationwide oral health epidemiological survey within a health surveillance strategy. This article discusses methodological aspects of the SBB10 Project that can potentially help expand and develop knowledge in the health field. This was a nationwide survey with stratified multi-stage cluster sampling. The sample domains were 27 State capitals and 150 rural municipalities (counties) from the country's five major geographic regions. The sampling units were census tracts and households for the State capitals and municipalities, census tracts, and households for the rural areas. Thirty census tracts were selected in the State capitals and 30 municipalities in the countryside. The precision considered the demographic domains grouped by density of the overall population and the internal variability of oral health indices. The study evaluated dental caries, periodontal disease, malocclusion, fluorosis, tooth loss, and dental trauma in five age groups (5, 12, 15-19, 35-44, and 65-74 years).

Projeto SB Brasil 2010 - pesquisa nacional de saúde bucal revela importante redução da cárie dentária no país

O Projeto SB Brasil 2010, planejado e executado por órgãos do SUS, nos âmbitos federal, estadual e municipal, e de universidades brasileiras, por meio de Centros Colaboradores do Ministério da Saúde se constitui em recurso de valor estratégico para aprofundar os conhecimentos sobre os agravos bucais no país, e dá contribuição inestimável para orientar os rumos da PNSB e avançar na construção de um modelo de atenção pautado na Vigilância à Saúde

Projeto SB Brasil 2010 - pesquisa nacional de saúde bucal revela importante redução da cárie dentária no país

O Projeto SB Brasil 2010, planejado e executado por órgãos do SUS, nos âmbitos federal, estadual e municipal, e de universidades brasileiras, por meio de Centros Colaboradores do Ministério da Saúde se constitui em recurso de valor estratégico para aprofundar os conhecimentos sobre os agravos bucais no país, e dá contribuição inestimável para orientar os rumos da PNSB e avançar na construção de um modelo de atenção pautado na Vigilância à Saúde

Distribuição da fauna triatomínica e infecção natural pelo Trypanosoma cruzi em diferentes municípios do semiárido do Rio Grande do Norte

The triatomine fauna distribution and the natural infection by Trypanosoma cruzi was evaluated aiming the comprehension of the transmission dynamics of this parasite in the countryside of the State of Rio Grande do Norte. Additionally, the research for Trypanosoma rangeli was also investigated. The captures of triatomines were performed at sylvatic, peridomicile and domicile environments at different municipalities of the central and western mesoregions of this state. The insects were identified and examined by direct method, xenoculture and PCR to detect T. cruzi. The detection of T. rangeli was performed by direct examination of the hemolymph and multiplex PCR of 151 positive specimens for T. cruzi. Of 824 captured insects, the species were distributed in Triatoma brasiliensis (66.4%), Triatoma pseudomaculata (18.2%), Panstrongylus lutzi (12.7%) and Rhodnius nasutus (2.7%), and T. brasiliensis was found in most of the evaluated municipalities. The species were captured at nymph and adult stages, except P. lutzi, exclusively in adult stage. In the sylvatic environment were captured T. brasiliensis (57%), P. lutzi (28%) and T. pseudomaculata (15%) species. At the peridomicile environment were identified T. brasiliensis (74%), T. pseudomaculata (21%) and R. nasutus (5.0%), while in the intradomicile was found only T. brasiliensis. The infection rate of triatomines by T. cruzi was 30.4%, P. lutzi showed highest rate (78%), followed by T. brasiliensis (24.4%), T. pseudomaculata (22.6%) and R. nasutus (4.5%). Infected triatomines indexes at silvatic, peridomicile and domicile environments were of 41.8%, 20.1% and 50.0%, respectively. T. rangeli was only detected by multiplex PCR in 2.6% (4/151) of examined insects, of these 4.4% (3/67) were T. brasiliensis and 1.5% (1/63) P. lutzi species. The data showed that the positivity of P. lutzi allied to its ability to invade domicile attracted by light, suggests a likely participation of this insect between epidemiological transmission cycles of T. cruzi. T. brasiliensis was the only specie present in all environments, what reinforces its importance related to the capacity for adapting to the domestic environment, potential as a vector, and maintenance of sylvatic and domestic transmissions cycles in the semiarid, indicating the necessity of continuous epidemiological surveillance. The presence of T. rangeli in T. brasiliensis and P. lutzi was first recorded in rural zone of this State, broadening the area of occurrence of this protozoan in northeastern Brazil.

Distribuição da fauna triatomínica e infecção natural pelo Trypanosoma cruzi em diferentes municípios do semiárido do Rio Grande do Norte

The triatomine fauna distribution and the natural infection by Trypanosoma cruzi was evaluated aiming the comprehension of the transmission dynamics of this parasite in the countryside of the State of Rio Grande do Norte. Additionally, the research for Trypanosoma rangeli was also investigated. The captures of triatomines were performed at sylvatic, peridomicile and domicile environments at different municipalities of the central and western mesoregions of this state. The insects were identified and examined by direct method, xenoculture and PCR to detect T. cruzi. The detection of T. rangeli was performed by direct examination of the hemolymph and multiplex PCR of 151 positive specimens for T. cruzi. Of 824 captured insects, the species were distributed in Triatoma brasiliensis (66.4%), Triatoma pseudomaculata (18.2%), Panstrongylus lutzi (12.7%) and Rhodnius nasutus (2.7%), and T. brasiliensis was found in most of the evaluated municipalities. The species were captured at nymph and adult stages, except P. lutzi, exclusively in adult stage. In the sylvatic environment were captured T. brasiliensis (57%), P. lutzi (28%) and T. pseudomaculata (15%) species. At the peridomicile environment were identified T. brasiliensis (74%), T. pseudomaculata (21%) and R. nasutus (5.0%), while in the intradomicile was found only T. brasiliensis. The infection rate of triatomines by T. cruzi was 30.4%, P. lutzi showed highest rate (78%), followed by T. brasiliensis (24.4%), T. pseudomaculata (22.6%) and R. nasutus (4.5%). Infected triatomines indexes at silvatic, peridomicile and domicile environments were of 41.8%, 20.1% and 50.0%, respectively. T. rangeli was only detected by multiplex PCR in 2.6% (4/151) of examined insects, of these 4.4% (3/67) were T. brasiliensis and 1.5% (1/63) P. lutzi species. The data showed that the positivity of P. lutzi allied to its ability to invade domicile attracted by light, suggests a likely participation of this insect between epidemiological transmission cycles of T. cruzi. T. brasiliensis was the only specie present in all environments, what reinforces its importance related to the capacity for adapting to the domestic environment, potential as a vector, and maintenance of sylvatic and domestic transmissions cycles in the semiarid, indicating the necessity of continuous epidemiological surveillance. The presence of T. rangeli in T. brasiliensis and P. lutzi was first recorded in rural zone of this State, broadening the area of occurrence of this protozoan in northeastern Brazil.

Magnitude da morbidade relacionada ao trabalho no Rio Grande do Norte

Diseases and disorders related to work sets up an important public health problem in Brazil and worldwide. However, the reality of these diseases still constitutes a gap with regard to its characterization and epidemiological situation, especially in Brazil. In this context, this study aims to analyze the magnitude of morbidity related to work from the injuries and illnesses reported by Health the Diseases Notifiable of Health of the State Public River Health Department worker Reference Center Information System services Grande do Norte from 2007 to 2014. It is ecological study, quantitative cross-sectional study in which the analysis unit of the municipalities of Rio Grande do Norte. Data were collected from the state base of Diseases Notifiable Information System Centre of the Secretariat of State Workers' Health Reference Public Health of Rio Grande do Norte, between March and June 2015, after the approval of the Committee of Ethics in Research of the Federal University of Rio Grande do Norte, Opinion 014/2014. The population was represented by the universe of cases of diseases and disorders related to work that were reported and shut down the system from 2007 to 2014. Data were analyzed using descriptive and inferential statistics, presented in tables, graphs, charts and figures. For this, we used the Microsoft Excel 2007 and SPSS version 20.0. To check the significance level we opted for the application of the chi-square or Fisher tests. We adopted the significance level of p <0.05. Of the 10,161 cases of diseases related to the reported work, the biological work accidents had the highest percentage (52.84%) followed by serious occupational accidents (37.49%). For diseases, the highlights were musculoskeletal (4.82%), mental disorders (2.19%) and exogenous intoxication (1.97%). Among men, there was a predominance of major accidents (91.80%), mental disorders (70.00%) and exogenous poisoning (52.84%). Women were most affected by biological accidents (77.50%) and musculoskeletal diseases (64.10%). Among workers who have suffered injuries predominated mulatto (%), mean age of 35.86 years, low education (%) and workers in the formal sector (%). Among the accidents, biological (n = 5,369) accounted for 52.84% of cases occurred predominantly among nursing professionals (48.31%). The percutaneous exposure was the most frequent (73.05%) and the occurrence of circumstances was improper disposal of sharps (45.28%), the needle the most common agent (66.62%) and the organic material was blood (72.99%). Most injured workers were vaccinated against hepatitis B (68.13%), but no information as to the assessment of the vaccine response. In the course of the disease predominated ignored the situation with loss of monitoring of clinical follow-up (55.62%). There was also an increase in the notification of serious industrial accidents predominantly male (91.80%) workers aged 25-44 years (54.3%) and typical accidents (76.3%). The temporary disability was the most common outcome (55.53%) and hand the most affected part (33.00%); the mining and construction industry had the highest number of cases (25.1%) in registered employee (34.2%). The findings of this study show a positive result in relation to increased mandatory reporting of injuries and illnesses related to work together to health services that meet victimized workers, towards the occurrence of knowledge of these accidents for decision making in public plans and policies of health. However, the information system still needs improvement in both the coverage and the quality of the data to demonstrate with greater reliability the magnitude of events to support the planning of workers' health into shares in the state.

Estratégias de promoção da saúde a partir da escola e da Unidade Básica de Saúde da Família, em Uberlândia (MG)

Health promotion is opposed directly to the biomedical model and established by intersectoral action, with collective and interdisciplinary approaches, considering the subject in their life contexts. Build healthy territories is to promote health, which necessarily includes intersectoral coordination and community mobilization. The health and education sectors can work together to promote health, developing so articulate actions and practices involving the subject in its territory of life and work. This study aimed to design and experience of health promotion strategies in school and Basic Health Units Family in Uberlândia - MG, from intersectoral relationship and community mobilization. The methodological research route was action research, or research intervention, because while researching already applied the ideas to solve problems through collective action. The research began in the Municipal School of Basic Education Prof. Eurico Silva, with the Health Centre's deployment to carry out surveillance and health promotion with active participation of students, involving all subjects of the school, students, teachers and other staff in the context of everyday life, which extrapolates the school walls, reaching the family and social groups in the community to which they belong. The health observatory has the objective existence with the establishment of the working groups, which at first were "healthy eating" and "drug-free world" and later, "dengue". The themes were chosen by the participants of the Health Centre, in which each is involved preferably. The second part of the research started with the approach between the Centre for Health and the health units (UBS and BFHU). The proposal was that the schools and the health nurse unit together should undertake prevention and health promotion, combating Aedes aegypti with intersectoral coordination and community mobilization. For it was crucial the involvement of ACS, ACE, ASE and the nurse coordinator of the Health Unit in creating community networks in the territory. home visits, community mobilization and intersectoral coordination: a training course in all BFHU and UBS teams with the following subjects was conducted. At this stage, were the Health Units that should approach the schools, in order to provide community networks to fight Aedes aegypti in each territory. The results and the scope of this experiment could only be brought to fruition because the Board of Health Surveillance and Care Coordination council of Basic embraced the proposal and helped in its implementation. It remains to continue consolidating this process of work in health units of primary care and the elementary schools, replicate the Health Centre's experience at school. The conclusion of this work is that schools and care facilities to health together with intersectoral coordination and community mobilization supported by community networks, can carry out prevention and health promotion, from a health model that considers the social determinants of health and overcoming hygienist model / sanitarian.

A GESTÃO DA COMUNICAÇÃO MERCADOLÓGICA EM INSTITUIÇÕES DE ENSINO SUPERIOR CONFESSIONAIS – O CASO UMESP

A partir do governo do Presidente Fernando Henrique Cardoso (1995-2003), houve incentivo para abertura de novas Instituições privadas de ensino superior no Brasil. Os alunos tornam-se clientes e começam a escolher a melhor opção de instituição de ensino superior (IES) que atenda às suas necessidades. O objetivo desta dissertação é compreender limites e policiamentos no desenvolvimento da comunicação mercadológica de IES confessionais na captação de novos alunos. A pesquisa desenvolvida foi a partir de um estudo exploratório descritivo, por meio de revisão bibliográfica e pesquisa qualitativa com entrevistas com executivos de comunicação da UMESP. Os principais resultados apontam para uma maior restrição no desenvolvimento da comunicação mercadológica da IES em estudo (UMESP), notadamente na vigilância sobre a veracidade e alcance do texto publicitário