Strategic Planning in a University Hospital: Development of the Strategic Master Plan 2024–2028 of the University Hospital of Brasília

Abstract

The University Hospital of Brasília (HUB), linked to the University of Brasília (UnB) and managed by the Brazilian Company of Hospital Services (Ebserh) since 2013, is a public institution dedicated to education, research, and healthcare assistance, standing out as a reference in medium and high complexity care. It adopts public management practices based on strategic planning, implemented through the Strategic Master Plan. The 2024–2028 version was developed with extensive participation from managers, workers, students, and institutional partners, in a collaborative process led by the Governance and Strategy Sector. The plan's formulation followed two phases: the first involved strategic direction, which included situational analysis, and the second focused on planning indicators and projects, concentrating on defining performance indicators, goals, and projects aligned with the strategic objectives of the Ebserh Network, based on the Balanced Scorecard. The present article results in the elaboration of the Plan in a participatory manner, which reflects the institution's commitment to continuous improvement in management, healthcare, and higher education, reaffirming the leadership of the HUB as a university hospital focused on excellence, innovation, and networking within the context of the Unified Health System.