Resumo

MORALES G, Natalia; RAMIREZ R, Carolina  e  PEREZ R, Pascual Hernando. Marketing investigation of the health administration with emphasis in health services management academic program, Antioquia, 2004. Rev. Fac. Nac. Salud Pública [online]. 2005, vol.23, n.2, pp.52-58. ISSN 0120-386X.

Colombian current situation forces companies to think about clients and educative institutions and their academic programs. Companies must know the necessities and requirements of their potential clients in order to be more competitive. In this investigation those factors were identified hence the academic program of health administration with emphasis in health service management (HAEHSM) fulfills such requirement. A representative sample from the graduated students of the HAEHSM program was taken. Results show that although their working positions are in the administrative level, they are carrying out operational functions; also they expressed that incorporation into labor force is difficult, attributing such fact to the lack of knowledge about their profile and formation among their labor market, i.e. the health sector. In addition, they highlighted the strengths and weaknesses of the academic program. Authors recommend some actions that could improve the program, the professional profile, and their image in the labor market. Amid health sector employers, public and private institutions were surveyed. Among their observations the good concept of the academic level of the students of the National School of Public Health is outlined; employers also remarked having little knowledge of the program, which goes very connected with the fact of the low hiring rate of the health administrator with health service management emphasis.

Palavras-chave : Health administration; health service management; labor market; graduated; employers; needs assessment; job satisfaction; health manpower.