PERCEPÇÃO DOS CIRURGIÕES-DENTISTAS ACERCA DO MARKETING EM MÍDIAS SOCIAIS PARA CAPTAÇÃO DE PACIENTES

Abstract

Social media has become increasingly relevant in the healthcare field for professional promotion, but little is known about the outcomes of using social media for patient acquisition in the dental context. Therefore, this study investigated the effectiveness of the strategic use of social media by Brazilian dentists as a marketing tool. This is a cross-sectional observational study, quantitative in nature, involving 191 Brazilian dentists. Data was collected through an online questionnaire and analyzed statistically. It was observed that most participants work in Pernambuco (78%), in the private sector (56%), and in general practice (62.3%). Instagram stood out as the most used platform (59.2%) by dentists for professional purposes. It was also noted that younger dentists tend to use social media more for marketing purposes. Regarding the main challenge faced on social media, dentists reported difficulty in maintaining the consistent production of quality content. Although many professionals expressed satisfaction with the results achieved on social media, the difficulty in producing regular content may be related to a lack of time and knowledge in digital marketing. Furthermore, the preference for Instagram aligns with previous studies. Despite the moderate number of patients acquired, the overall satisfaction suggests that dentists recognize the potential of social media, even though they need to optimize its use. In conclusion, social media demonstrates potential in patient acquisition for dental surgeons. However, its strategic use is essential. More research is needed to deepen the understanding of the impact of social media on dental marketing.