ENTRE A FORMAÇÃO E A DEMANDA: DESAFIOS NA GESTÃO DA PRESSÃO ASSISTENCIAL POR MEIO DA EDUCAÇÃO PERMANENTE EM SAÚDE EM UM MUNICÍPIO DE GOIÁS – RELATO DE EXPERIÊNCIA

Primary Healthcare is configured as the main gateway of the Brazilian Unified Health System, responsible for health promotion and provision of universal and comprehensive care. Continuing Education in Health presents itself as a central strategy for continuous professional development, contributing to improved service quality and addressing healthcare demands. OBJECTIVES: To describe and analyze the implementation experience of Continuing Education in Health actions with a multidisciplinary team in a Family Health Unit in a municipality in the state of Goiás, aiming at improving user reception and management of immediate demands in the context of medical residency in Family and Community Medicine. METHODOLOGY: A descriptive study of experience report type conducted between March and June 2024, based on literature review and secondary data analysis. Weekly meetings were held using active methodologies such as conversation circles and problem-based learning, addressing spontaneous demand, risk stratification, and management of common complaints. RESULTS: Positive effects were demonstrated in demand management, evidencing continuing education as a tool that strengthened Primary Healthcare as care coordinator. Professional challenges were identified, such as resistance attributed to work overload. DISCUSSION: The experience confirms that well-structured and participatory local initiatives can effectively reduce care fragmentation when aligned with the principles of the National Policy for Continuing Education in Health, demonstrating the viability of articulation between management, education, and service. CONCLUSION: Continuing education consolidates itself as an essential pillar for qualifying Primary Healthcare, expanding comprehensiveness, problem solving capability, and contributing to a more equitable and accessible health system.