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Advisor(s)
Abstract(s)
O marketing de conteúdo reveste-se de extrema importância na sociedade atual, para profissionais, marcas e clientes. No entanto, a sua aplicação à área da medicina dentária, apesar de útil, é ainda escassa. O presente projeto descreve, assim, a criação de materiais de marketing de conteúdo nesta área específica. Concretamente, são apresentados sete guias e cinco revistas de saúde oral, desenvolvidos em papel e em formato digital, para o grupo OralMED Saúde. Ancorado numa análise da concorrência e em entrevistas a cento e doze pacientes, o trabalho pretendeu dar forma à estratégia de marketing de conteúdo do grupo. À luz da literatura e investigação existentes sobre marketing de conteúdo e comunicação em saúde, são discutidos os materiais e procedimentos desenvolvidos, as limitações do trabalho, e as recomendações para trabalhos futuros. Este projeto fornece, assim, um contributo para o marketing de conteúdo na área da medicina dentária.
Content marketing is extremely important in nowadays’ society, for professionals, brands and clients. However, its application to the field of dentistry, although useful, is still scarce. This project describes the creation of content marketing materials in the field of dentistry. Specifically, this work presents seven guides and five magazines, developed on paper and digital format, for the dentistry group OralMED Saúde. Anchored in an analysis of the direct competitors and in interviews with one hundred and twelve patients, this work intended to help shaping the group’s content marketing strategy. Developed materials and procedures, limitations of the project, and recommendations for future work are discussed considering existing literature and research on content marketing and health communication. This project thus provides a contribute to content marketing in the field of dentistry.
Content marketing is extremely important in nowadays’ society, for professionals, brands and clients. However, its application to the field of dentistry, although useful, is still scarce. This project describes the creation of content marketing materials in the field of dentistry. Specifically, this work presents seven guides and five magazines, developed on paper and digital format, for the dentistry group OralMED Saúde. Anchored in an analysis of the direct competitors and in interviews with one hundred and twelve patients, this work intended to help shaping the group’s content marketing strategy. Developed materials and procedures, limitations of the project, and recommendations for future work are discussed considering existing literature and research on content marketing and health communication. This project thus provides a contribute to content marketing in the field of dentistry.
Description
Keywords
Marketing de conteúdo Comunicação em saúde Medicina dentária Content marketing Health communication Dentistry