Avaliação de ações de marketing externo e interno na clínica odontológica: uma revisão de literatura
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2024-03-08
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Universidade Estadual Paulista (Unesp)
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Objetivo: Avaliar a importância das ações de marketing realizadas ao paciente odontológico e sua relação com a adesão ao tratamento, por meio de uma revisão de literatura Material e Métodos: A revisão de literatura foi realizada utilizando método simplificado proposto por Ganong LH (1987), utilizando três palavras-chave: ortodontia, marketing e odontologia. Com esse método, quinze artigos científicos, dissertações e teses, obtidos no Pubmed, Scielo e Google Acadêmico, foram selecionados para avaliação das ações de marketing interno e externo realizado por cirurgiões-dentistas. Resultados: Nessa revisão de literatura, observou-se que os pacientes odontológicos valorizam ações de marketing externo, como a priorização do paciente e a valorização do serviço profissional, e isto pode ser observado nas redes sociais profissionais do cirurgião-dentista. No entanto, quando observado o perfil de ortodontistas, nota-se que a maioria dos pacientes são advindos do marketing boca-a-boca, devido ao marketing interno. Essa estratégia contribui para a motivação e desempenho da equipe odontológica, consequente bom atendimento do paciente. Conclusão: As ações de marketing internas e externas, realizadas por cirurgião-dentista, são importantes para adesão do paciente em tratamentos odontológicos
Objective: Evaluate the importance of the marketing actions carried out by dentists for patients in adherence to treatment, through a literature review Material and Methods: The literature review was carried out using a simplified method proposed by Ganong LH, using three keywords: orthodontics, marketing and dentistry. With this method, fifteen scientific articles, dissertations and theses, obtained from Pubmed, Scielo and Google Scholar, were selected to evaluate internal and external marketing actions carried out by dental surgeons. Results: In this literature review, it was observed that dental patients value external marketing actions, such as prioritizing the patient and valuing professional service, and this can be observed in the dental surgeon's professional social networks. However, when looking at the profile of orthodontists, it is noted that most patients come from word-of-mouth marketing. Internal marketing contributes to employee motivation and, consequently, better patient care. Conclusion: Internal and external marketing actions, carried out by dentists, are important for patient adherence to dental treatment
Objective: Evaluate the importance of the marketing actions carried out by dentists for patients in adherence to treatment, through a literature review Material and Methods: The literature review was carried out using a simplified method proposed by Ganong LH, using three keywords: orthodontics, marketing and dentistry. With this method, fifteen scientific articles, dissertations and theses, obtained from Pubmed, Scielo and Google Scholar, were selected to evaluate internal and external marketing actions carried out by dental surgeons. Results: In this literature review, it was observed that dental patients value external marketing actions, such as prioritizing the patient and valuing professional service, and this can be observed in the dental surgeon's professional social networks. However, when looking at the profile of orthodontists, it is noted that most patients come from word-of-mouth marketing. Internal marketing contributes to employee motivation and, consequently, better patient care. Conclusion: Internal and external marketing actions, carried out by dentists, are important for patient adherence to dental treatment
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Marketing, Odontologia, Ortodontia, Dentistry, Orthodontics, Marketing