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Plano de marketing digital para a clínica IRON: aplicação do modelo SOSTAC
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A evolução das tecnologias digitais alterou e continua a alterar profundamente a relação entre as organizações e os consumidores, impulsionando a transformação digital e a adoção do marketing digital. No setor da saúde, em particular na medicina dentária, o marketing digital tornou-se essencial para garantir competitividade, visibilidade e captação de novos pacientes. Apesar da crescente investigação em marketing digital, verifica-se que a sua aplicação prática no setor da medicina dentária permanece pouco explorada, sobretudo no contexto clínico português.
O principal objetivo deste projeto é desenvolver um plano de marketing digital atual e adaptado à realidade da clínica IRON (Instituto de Reabilitação Orofacial do Norte), sediada no Porto, recorrendo à metodologia SOSTAC de Smith (2022). A investigação adotou uma abordagem mista, combinando dados primários obtidos por meio de uma entrevista semiestruturada com o diretor clínico e de um questionário aplicado a cinquenta pacientes, com dados secundários provenientes de revisão bibliográfica, benchmarking e análise de métricas digitais da clínica.
A aplicação da metodologia SOSTAC permitiu estruturar o plano em seis etapas. A primeira correspondeu à análise da situação (S), que evidenciou o baixo nível de maturidade digital e a desvantagem competitiva da clínica. A segunda consistiu na definição dos objetivos (O) alinhados ao modelo 5Ss. A terceira estabeleceu a estratégia (S), baseada numa abordagem omnicanal. A quarta determinou as táticas (T), com base no marketing mix. A quinta descreveu as ações (A) de cada tática e a sexta definiu o controlo (C) por meio de KPIs alinhados com os objetivos da clínica.
O modelo SOSTAC revelou-se eficaz na definição de um plano de marketing digital para clínicas dentárias, proporcionando à clínica IRON um caminho sólido para melhorar a sua presença online, fortalecer a vantagem competitiva e aumentar a captação e a fidelização de novos pacientes.
The evolution of digital technologies changed, and it keeps profoundly changing the relationship between the organizations and the consumers, boosting the digital transformation and the adoption of the digital marketing. In the healthcare sector, particularly in dental medicine, digital marketing has become essential to ensure competitivity, visibility, and the acquisition of new patients. Although the growth in research in digital marketing, its practical application in the dental medicine sector remains largely unexplored, especially in the clinical context in Portugal. This project's main goal of this project is to develop a current digital marketing plan that is adjusted to the reality of the IRON clinic (Institute of Orofacial Rehabilitation of the North), based in Porto, using the SOSTAC methodology developed by Smith (2022). The research adopted a mixed approach, combining both primary data obtained through a semi-structured interview with the clinical director, and a survey applied to fifty patients, with secondary data from a literature review, benchmarking, and analysis of the clinic's digital metrics. The application of the SOSTAC methodology allowed the plan to be structured in six stages. The first stage consisted of analysing the situation (S), which highlighted the clinic's low level of digital maturity and competitive disadvantage. The second stage consisted of defining the objectives (O) aligned with the 5Ss structure. The third stage established the strategy (S), based on an omnichannel approach. The fourth stage determined the tactics (T), based on the marketing mix. The fifth stage described the actions (A) for each tactic, and the sixth stage defined the control (C) through KPIs aligned with the clinic's objectives. The SOSTAC model has proven to be effective in the definition of a digital marketing plan for dental clinics, providing IRON Clinic a solid path to improving their online presence, strengthening their competitive advantage, and increasing the acquisition and loyalty of new patients.
The evolution of digital technologies changed, and it keeps profoundly changing the relationship between the organizations and the consumers, boosting the digital transformation and the adoption of the digital marketing. In the healthcare sector, particularly in dental medicine, digital marketing has become essential to ensure competitivity, visibility, and the acquisition of new patients. Although the growth in research in digital marketing, its practical application in the dental medicine sector remains largely unexplored, especially in the clinical context in Portugal. This project's main goal of this project is to develop a current digital marketing plan that is adjusted to the reality of the IRON clinic (Institute of Orofacial Rehabilitation of the North), based in Porto, using the SOSTAC methodology developed by Smith (2022). The research adopted a mixed approach, combining both primary data obtained through a semi-structured interview with the clinical director, and a survey applied to fifty patients, with secondary data from a literature review, benchmarking, and analysis of the clinic's digital metrics. The application of the SOSTAC methodology allowed the plan to be structured in six stages. The first stage consisted of analysing the situation (S), which highlighted the clinic's low level of digital maturity and competitive disadvantage. The second stage consisted of defining the objectives (O) aligned with the 5Ss structure. The third stage established the strategy (S), based on an omnichannel approach. The fourth stage determined the tactics (T), based on the marketing mix. The fifth stage described the actions (A) for each tactic, and the sixth stage defined the control (C) through KPIs aligned with the clinic's objectives. The SOSTAC model has proven to be effective in the definition of a digital marketing plan for dental clinics, providing IRON Clinic a solid path to improving their online presence, strengthening their competitive advantage, and increasing the acquisition and loyalty of new patients.
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Plano estratégico SOSTAC Marketing digital Medicina dentária Strategic plan Digital marketing Dental medicine