APLICAÇÕES DA PERSUASÃO PARA OTIMIZAÇÃO DE CAMPANHAS NA SAÚDE: UMA REVISÃO

Abstract

Although persuasion is naturally present in human communication, its proper use seems absent in healthcare awareness campaigns, as evidenced by the disparity between the frequency of specific campaigns and the decrease in behaviors associated with them. As such, this study aims to conduct a literature review about the types of persuasion used in healthcare, their efficacy, and the most suitable application contexts. Papers in Portuguese or English, published in the last five years on the BVS, PubMed and Scielo platforms, were considered. A total of 38 articles were selected that were divided by persuasion strategy or the type of issue addressed (eating habits, diseases, drugs, exercise, vaccination and others). The results indicated that, in general, the persuasive strategies were effective in achieving their objectives. The most significant challenge is the adequacy of the strategy’s choice to be used according to the type of issue addressed by the campaign. Therefore, it is concluded that persuading the target audience is a relevant topic to optimize healthcare campaigns and should be considered in the future.