OBJECTIVE: To verify, by means of reports of health professionals, what an institutional program of in-service training must contain that is focused on the development of the capabilities to accomplish qualified listening. METHODS: A study using a qualitative, descriptive method, conducted by means of interviews with a focus on the social representations of six professionals - nurses, psychologists, occupational therapists and managers - of an ambulatory clinic at the Hospital das Clínicas de Belo Horizonte (MG), about the procedures of social management in the use of this tool. For analysis of the obtained results, we used an instrument "Collective Subject Discourse". RESULTS: A qualitative study with a focus on the social representations about the procedures of social management in the utilization of this tool. CONCLUSION: Qualified listening appeared as a management tool to institutionalize transformative work that enables the forwarding of more effective solutions in health care.
User embracement; Social organization