The aim of this study was to explore the association between health promotion actions and cardiovascular diseases prevention and the use of health services, besides the corresponding costs to the attention when it comes to the health of beneficiaries of a private health plan, the Assistance Fund to the Workers from Brazil Bank (CASSI). The method involves a case study, of descriptive character, with the selection of beneficiaries at the age above or equal 30, from two capitals, Curitiba and Goiânia, and later formation of two groups: those registered in the Health Family Strategy and in programs linked to the prevention of cardiovascular diseases up to 12/31/2004, and those not registered in the programs. First, the general characteristics of the private health plans and of the developed programs were described. Besides that, the description of the demographic profile of the selected individuals and of the risk factors to cardiovascular diseases among those registered in the programs was performed. Then, three analysis were carried out: the first refers to the analysis of those registered, with the aim of verifying the evolution of the risk factors to cardiovascular diseases, in the period from 2004 to 2007; the second is linked to the evaluation of the profile of services use, with the corresponding costs in the same period; and, in the third analysis, the use of services and costs were compared between those registered and not registered in the programs. When it comes to the health profile of those registered, reductions in the body mass index and total cholesterol among obese people were observed, as well as in the systolic and diastolic blood pressure among those with hypertension and fasting glucose among diabetic people. In the analysis of the use of services by those registered, a reduction of the total number of the average of appointments per beneficiary and of average cost were verified. The diagnostic procedures and exams showed increase of the total numbers and per capita, with the consequent increase of the assistential costs. In Curitiba, there was increase of the average number of hospitalizations per beneficiary and of the average cost, while, in Goiânia, there was reduction of such numbers. When it comes to the comparison between registered and not registered, a greater use of appointments and exams among the registered was proved, what was already expected. The average cost with hospitalizations was bigger among those not registered in the programs in all analyzed years for Curitiba and in 2007 for Goiânia. It is expected that this work can contribute to the diminishing of the gap that exists when it comes to the absence of studies that evaluate the results obtained through the development of health promotion and prevention from diseases programs, pointing at the potential of the development of such programs both in the change of the profile of services use, as well as in the improvement of the health profile of the individuals.
