Abstract
User embracement requires an ethical and political posture in the reorganization of the work process in Primary Health Care (PHC). The objective was to analyze the implementation of user embracement in a Family Health Unit (FHU) in a large municipality of northeast Brazil. Case study with a qualitative method using semi-structured interviews with ten professionals. Qualitative data submitted to content analysis, under the paradigm of social production of health. The positive perception of professionals emerged from categories related to: facilitating access to the FHU, resolutivity, optimized work process and humanization. The implementation provided significant and sustainable changes, with an impact on the management and care of the PHC.
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