This article analyzes the experience of deploying the National Humanization Policy at a public hospital in Belo Horizonte, state of Minas Gerais, Brazil. The focus is on the progress made and on the limitations of the participatory management proposed by the humanization policy in the hospital setting. It is a qualitative approach based on a case study that uses documentary research, interviews, and observation. Data were treated by means of thematic content analyses, building theme categories from the perspective of the history of the process of deploying the National Humanization Policy. Neither the efforts made during the deployment phase or the support provided by the Ministry of Health were sustained over the medium term at the hospital. The National Humanization Policy represents an innovation in relation to private sector practices by overcoming a humaniza-tion model focused on 'customer satisfaction,' associating care and management practices. However, the biggest challenge is implementing this logic and introducing a new way to relate to and act on health. Action is needed on the institutional panorama as a whole in order for this to occur.
health policy; National Humanization Policy; work process; participatory management