Health promotion programs within supplementary healthcare in Belo Horizonte, MG, Brazil: concepts and practices

This study aimed to analyze health promotion programs developed by healthcare plan operators. This was a multiple case study with a qualitative approach. The data were obtained from interviews with forty participants, comprising managers, professionals and beneficiaries of six healthcare plan operators in Belo Horizonte, Minas Gerais, Brazil. Observations were made among participants in health promotion programs. The analysis showed that a behavioral approach towards health promotion is prevalent. The characteristics of the programs made it possible to differentiate them as traditional, transitional or innovative. The findings suggest that there have been changes in the logic of healthcare production, but with reduced potential to initiate transformation. It was concluded that there is a need to support operators regarding the concepts and models of health promotion so as to induce changes and innovations.