Marketing de serviços na odontologia: uma diagnóstico das aplicações e das necessidades dos cirurgiões dentistas do Vale do Paraíba
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Data
2019-08-28
Autores
Picco, Constantino Americo Palacios [Unesp]
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Editor
Universidade Estadual Paulista (Unesp)
Resumo
A odontologia está inserida no setor de serviços onde a competitividade pela preferência dos clientes é agressiva. Nesse ambiente, os cirurgiões dentistas vivem o desafio de serem excelentes especialistas e empresários. Sendo assim, diariamente precisam tomar decisões de marketing inerentes ao seu negócio na odontologia. Este trabalho apresenta os resultados da pesquisa, que investigou as aplicações de marketing em clínicas e consultórios odontológicos do Vale do Paraíba. Foram investigadas as percepções, os conhecimentos e as práticas de marketing utilizadas pelos cirurgiões dentistas em suas atividades profissionais. A metodologia combinou revisão de literatura, pesquisa qualitativa e quantitativa onde, os participantes passaram por entrevistas em profundidade, grupo de foco, e um questionário-survey. Os resultados mostram que os cirurgiões dentistas definem marketing como propaganda, divulgação, publicidade e vendas, e 87,5% dos participantes, consideram que o marketing é essencial para o sucesso do seu negócio, porém, apenas 11,1% se consideram capacitados para administrar tais processos. Não conhecer as etapas de planejamento de marketing afeta o desempenho de diversas variáveis ligadas a esse tema, como a comunicação, a formação de preços etc. Entre esses profissionais, 88,7% buscam, por conta própria, a capacitação dessa área para planejar ações para aumentar a sua carteira de clientes. Este estudo permitirá ao cirurgião dentista, a compreensão da importância de conhecer o processo de planejamento de marketing e da sua interdependência com as demais áreas de uma clínica ou consultório. Como consequência, poderá atender melhor aos pacientes, aumentar a sua clientela de forma rentável e satisfatória para ambas as partes, percebendo a importância de atrair e capacitar funcionários, controlar custos, promover inovações, tanto para o alcance de objetivos relacionados aos negócios, quanto benefícios sociais.
Dentistry is part of the service sector where competitiveness customer preference is aggressive. In this environment, dental surgeons face the challenge of being excellent experts and entrepreneurs. Therefore, they need to make marketing decisions inherent to their dental business on a daily basis. This paper presents the results of my research, which investigated the marketing applications in Paraíba Valley dental clinics. The perception, knowledge and marketing practices used by dentists in their professional activities were surveyed. The methodology combined literature review, qualitative and quantitative research where 88 respondents participated in in-depth interviews, focus group, and a survey questionnaire. The results show that dental surgeons define marketing as advertising, publicity, advertising and sales, where 87.5% of participants consider marketing essential to the success of their business, but only 11.1% consider themselves able to manage marketing processes. The survey showed that 89.9% of participants never had contact with any marketing discipline during their graduation, and that use 10 ways to meet the need for this knowledge. Dental surgeons have not learned about marketing during their training but are required to make important decisions in this area. Not knowing the marketing planning process affects the performance of several variables related to this theme, such as communication, pricing, etc. These professionals seek knowledge of this field to plan actions related to advertising, disclosure, advertising and sales to increase their customer base. However, 93.33% of respondents do not have a formal and detailed marketing plan to cover a 12-month period. They do not know how to execute this process, yet 88.7% do their own marketing actions on their own. This study will allow the dentist to understand the importance of knowing the marketing planning process and its interdependence with other areas of a clinic or consulting room. Thus, it will be able to better serve patients, increase their customers, in the profitable and satisfactory way for both sides. Also, it will help then to realize the importance of attracting and empowering employees, control costs promote innovations for their bu
Dentistry is part of the service sector where competitiveness customer preference is aggressive. In this environment, dental surgeons face the challenge of being excellent experts and entrepreneurs. Therefore, they need to make marketing decisions inherent to their dental business on a daily basis. This paper presents the results of my research, which investigated the marketing applications in Paraíba Valley dental clinics. The perception, knowledge and marketing practices used by dentists in their professional activities were surveyed. The methodology combined literature review, qualitative and quantitative research where 88 respondents participated in in-depth interviews, focus group, and a survey questionnaire. The results show that dental surgeons define marketing as advertising, publicity, advertising and sales, where 87.5% of participants consider marketing essential to the success of their business, but only 11.1% consider themselves able to manage marketing processes. The survey showed that 89.9% of participants never had contact with any marketing discipline during their graduation, and that use 10 ways to meet the need for this knowledge. Dental surgeons have not learned about marketing during their training but are required to make important decisions in this area. Not knowing the marketing planning process affects the performance of several variables related to this theme, such as communication, pricing, etc. These professionals seek knowledge of this field to plan actions related to advertising, disclosure, advertising and sales to increase their customer base. However, 93.33% of respondents do not have a formal and detailed marketing plan to cover a 12-month period. They do not know how to execute this process, yet 88.7% do their own marketing actions on their own. This study will allow the dentist to understand the importance of knowing the marketing planning process and its interdependence with other areas of a clinic or consulting room. Thus, it will be able to better serve patients, increase their customers, in the profitable and satisfactory way for both sides. Also, it will help then to realize the importance of attracting and empowering employees, control costs promote innovations for their bu
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Palavras-chave
Marketing de serviços de saúde, Marketing odontológico, Marketing na odontologia, Estratégias de marketing na odontologia, Plano de marketing odontológico, Health services marketing, Dental marketing, Dental marketing strategies, Dental marketing plan