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Publication
Plano de marketing digital: estudo de caso Clínica Médica Dr. Jorge Ferreira
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| 3.67 MB | Adobe PDF |
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Abstract(s)
Este projeto tem como principal objetivo desenvolver um plano de marketing digital para a Clínica Médica Dr. Jorge Ferreira, delineando todas as etapas essenciais para a sua implementação. Para tal, a identificação e segmentação do público-alvo foram fundamentais para alinhar as necessidades com as soluções digitais mais adequadas.
A metodologia adotada baseou-se no Estudo de Caso, complementada por uma abordagem qualitativa, que incluiu uma entrevista estruturada com o CEO da clínica. Os resultados indicam que o público-alvo consiste em homens e mulheres maioritariamente acima dos 30 anos com necessidades de cuidados de saúde.
Foram identificados os meios digitais a serem utilizados no plano, nomeadamente: Website, Facebook, Instagram e campanhas de publicidade online paga. O estudo visou a criação de estratégias para captar novos pacientes, aumentar a geração de le e ampliar a visibilidade da clínica no meio digital. Além disso, o plano propõe a construção de uma relação de confiança e fidelização com os pacientes, consolidando a presença da clínica no ambiente digital.
Esta abordagem holística do marketing digital procura, assim, garantir a eficácia na atração e retenção de pacientes, impulsionando o crescimento da clínica e melhorando a sua reputação no mercado.
This project aims to develop a comprehensive digital marketing plan for Clínica Médica Dr. Jorge Ferreira, outlining all key steps for its successful implementation. The identification and segmentation of the target audience were crucial for aligning the clinic’s services with appropriate digital solutions. The methodology employed was a Case Study approach, supported by qualitative methods, including a structured interview with the clinic’s CEO. The findings indicate that the target audience primarily consists of men and women over the age of 30 who have healthcare needs. Digital channels identified for this plan include the clinic's Website, Facebook, Instagram, and paid online advertising campaigns. The study sought to develop strategies to attract new patients, generate le, and increase the clinic’s visibility in the digital space. Furthermore, the plan emphasizes building trust and fostering loyalty among patients, reinforcing the clinic’s digital presence. This holistic digital marketing approach aims to ensure effectiveness in attracting and retaining patients, driving the clinic's growth, and enhancing its reputation within the market.
This project aims to develop a comprehensive digital marketing plan for Clínica Médica Dr. Jorge Ferreira, outlining all key steps for its successful implementation. The identification and segmentation of the target audience were crucial for aligning the clinic’s services with appropriate digital solutions. The methodology employed was a Case Study approach, supported by qualitative methods, including a structured interview with the clinic’s CEO. The findings indicate that the target audience primarily consists of men and women over the age of 30 who have healthcare needs. Digital channels identified for this plan include the clinic's Website, Facebook, Instagram, and paid online advertising campaigns. The study sought to develop strategies to attract new patients, generate le, and increase the clinic’s visibility in the digital space. Furthermore, the plan emphasizes building trust and fostering loyalty among patients, reinforcing the clinic’s digital presence. This holistic digital marketing approach aims to ensure effectiveness in attracting and retaining patients, driving the clinic's growth, and enhancing its reputation within the market.
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Keywords
Marketing digital Plano de marketing digital Clínica médica Público-alvo Digital marketing Plan Medical clinic Target audience