Ventura, Sandra RuaVilaça, Telma Alves2025-02-142025-02-142024-06-282024-06-28http://hdl.handle.net/10400.22/29518The COVID-19 pandemic accelerated the integration of digital marketing strategies in business operations, emphasizing webinars as a key tool for the company’s dissemination and engagement. This study aims to evaluate the efficacy ob webinars as a marketing strstegy within a healthcare software company. Utilizing a cross-sectional descriptive-analytic approach, a webinar was promoted through strategic pratnerships and dissemination, targeting professionals in medical imaging and radiotherapy. Through the analysis of metrics such as registration, attendance, and satisfaction rates, the results revealed a registartion of 93 participants and an attendance rate of 67% (n=62). The engagement rate was measured through chat interactions (19%, n=6) and a post-webinar survey (58%, n=36), indicating high satisfaction rates with participants rating the contente, organization, and technical quality positively. The findings suggest that webinars effectively attract and retain participants, providing a platform for brand awareness and lead generation, highlighting the potencial of webinars to enhance marketing strategies by fostering stronger customer relationships and providing valuable feedback for continuous improvement. Future research should explore multiple webinars to compare results and evaluate improvements over time. Implementig and assessing participant suggested enhancements in orer to offer valuabel insights into optimizing webinar effectiveness for helathcare marketing.engWebinarDigital marketingHealthcare and communication strategymaster thesis203853180