Abstract The paper analyzes the users’ demand concerning humanized care in the primary healthcare. Descriptive study was held with 345 users of a service in a city of the Northeast, Brazil. The service demanded on the day of the interview, waiting time for attendance and humanized care (respect and education, care, interest, fast attendance and distribution of information) are examined. The humanized care and the satisfaction of the user are directly related to the reception by the staff and health professionals. The user's perspective over the care quality and the respect and education constitute necessary factors to a human and sensitive doctor/patient relationship.