Santos, Lucélia Sousa GomesSilva, Jaqueline Ozarias2026-01-132026-01-132025SILVA, Jaqueline Ozarias. Comunicação em saúde: um estudo bibliográfico sobre o uso do marketing na promoção da saúde. Boa Vista, 2025. Trabalho de Conclusão de Curso (Tecnologia em Gestão Hospitalar) – Instituto Federal de Educação, Ciência e Tecnologia de Roraima, Boa Vista, 2025.https://repositorio.ifrr.edu.br/handle/123456789/277When it comes to healthcare, exploring ways to focus on quality of care is essential. This study aimed to evaluate how the strategic use of marketing tools can improve the effectiveness of communication in a primary healthcare facility. It is a bibliographic review based on the analysis of articles selected from the Scientific Electronic Library Online database published between 2020 and 2024 that corresponded to the proposed objectives. The partial review showed that the integration between the Marketing Information System, teleconsultations, and digital marketing contributes to improving the quality of care and the relationship with health service users, although it faces challenges related to lack of resources, professional training, and digital accessibility. It is hoped that this bibliographic study will serve as a reference for future research encompassing marketing and communication strategies in health services, strengthening the conceptual basis of the field.pt-BRAttribution-NoDerivs 3.0 BrazilServiços de saúde - MarketingComunicação em saúdeRelações profissional-pacienteHospitais - Marketingtcc_graduacaoCIENCIAS DA SAUDE::SAUDE COLETIVA::SAUDE PUBLICAQUALIDADE EM SAUDECIENCIAS SOCIAIS APLICADAS::COMUNICACAO::TEORIA DA COMUNICACAO