Inovações e seus canais de difusão : um estudo de caso na rede brasileira de bancos de leite humano

Abstract

The Brazilian Network of Human Milk Banks (rBLH-BR) is the first thematic network of the Unified Health System – SUS. The network results from the co-ordination between the public health policy, interinstitutional integration and the need to meet the society`s demands for an improvement in the health of lactating women, and is recognized as the largest network of breast milk banks in the world. The strategy of network of Human milk banks in Brazil has benefited more than 1.8 million newborns and had support from 1.3 million donors between 2009 and 2016. In this context, the research has identified the organizational and marketing innovations at the rBLH-BR from December 2010 and December 2015, according to the criteria of the Oslo Manual (2005). An analysis of the use of the diffusion channels was then conducted through the innovations that have been identified. In the methodological aspect, the research used a case study as technical procedure by means of a mixed method, within a concomitant and integral strategy, developed by means of a qualitative and quantitative approach, the goals of which are exploratory and descriptive. The research was conducted at Centro de Referência Nacional – CRN (National Reference Center) of rBLH-BR, which is the National Institute of Women, Children and Adolescents Health Fernando Figueira – IFF/FioCruz. The study consists of a documental research and interviews with experts with the purpose of characterizing the structure of the rBLH-BR, identify innovations and their channels of diffusion, and specify their relations. The result has shown that organizational and marketing innovations follow patterns. Organizational innovations are developed by the network itself or in collaboration with, since they are innovations at a world level with a radical impact and total diffusion in the network, initiated at the CRN, passing through the State Reference Centers (CRE), and then through the BLHs using interpersonal communications means as a diffusion channel and based on ICT and web solutions. The other pattern – innovations in the marketing dimension as a novelty within the Organization and with an incremental impact - are developed at the rBLH itself or in cooperation with, the diffusion of which starts from the CRN and extends to the entire network, promoted by mass media. Therefore, the CRN has been identified as the innovating and diffusing center of rBLH, responsible for functions such as standardization, planning, control, accreditation and establishment of international cooperation agreements.