O marketing digital em unidades de saúde
Miniatura indisponível
Data
2022
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Resumo
O presente documento consiste num relatório decorrente da realização de estágio
curricular, na área da comunicação e marketing, mais especificamente na área de marketing
digital.
O marketing digital foi a área desenvolvida durante o estágio dada a sua elevada
importância nos dias de hoje para uma empresa que está no mercado. Atualmente, uma empresa
sem presença digital é quase como se não existisse e, neste caso particular, a baixa presença
online repercutia-se na reduzida procura dos serviços prestados.
O estágio decorreu na Clínica São José de Camarate, unidade de saúde privada que tem
como atividade principal a prestação de cuidados de saúde em internamentos de média e longa
duração.
A procura deste tipo de unidades de saúde é, na grande maioria das vezes, realizada
pelos cuidadores, sejam família ou amigos, que procuram um ambiente familiar, com bons
cuidados a nível de saúde, representando o preço um fator decisivo na escolha.
Nesse sentido, foi delineada uma estratégia digital, em conjunto com a Direção da
Clínica, e definidos os objetivos de forma a maximizar resultados em função do investimento,
de forma célere.
PALAVRAS CHAVE: Marketing de Serviços, Marketing Digital; Qualidade website, Google
Ads, Websites saúde
This document consists of a report in the wake of a curricular internship undertaken in the communication and marketing field, specifically in the area of digital marketing. Digital marketing was the area developed during the internship given its crucial importance in today’s world for a company that is operating in the market. Nowadays, a business without a digital presence is almost as if it didn’t exist and, in this particular instance, the poor online presence resulted in low demand for its services. The internship was carried out at Clínica São José de Camarate, which is a private healthcare facility, the main activity of which is to deliver healthcare services in medium- and long-term stays. The demand for this type of healthcare facilities comes, for the most part, from the caretakers, whether family or friends, who seek a family-like environment, with good healthcare, with the fee representing a decisive factor in the choice. In this sense, a digital strategy was devised, together with the Clinic’s Directors, and the objectives were defined so as to quickly maximize results in accordance with the investment made. KEYWORDS: Services Marketing; Digital Marketing; Website quality; Google Ads; Health Websites
This document consists of a report in the wake of a curricular internship undertaken in the communication and marketing field, specifically in the area of digital marketing. Digital marketing was the area developed during the internship given its crucial importance in today’s world for a company that is operating in the market. Nowadays, a business without a digital presence is almost as if it didn’t exist and, in this particular instance, the poor online presence resulted in low demand for its services. The internship was carried out at Clínica São José de Camarate, which is a private healthcare facility, the main activity of which is to deliver healthcare services in medium- and long-term stays. The demand for this type of healthcare facilities comes, for the most part, from the caretakers, whether family or friends, who seek a family-like environment, with good healthcare, with the fee representing a decisive factor in the choice. In this sense, a digital strategy was devised, together with the Clinic’s Directors, and the objectives were defined so as to quickly maximize results in accordance with the investment made. KEYWORDS: Services Marketing; Digital Marketing; Website quality; Google Ads; Health Websites
Descrição
Orientação: Jorge Bruno da Costa Ventura
Palavras-chave
MESTRADO EM CIÊNCIAS DA COMUNICAÇÃO, MARKETING E PUBLICIDADE, COMUNICAÇÃO, MARKETING DE SERVIÇOS, MARKETING DIGITAL, WEBSITES, SAÚDE, QUALIDADE, COMMUNICATION, SERVICES MARKETING, DIGITAL MARKETING, HEALTH, QUALITY