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Ecossistema da saúde: estudo de estratégias de fidelização de pacientes durante a pandemia COVID-19
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Orientador(es)
Resumo(s)
O atual contexto pandémico está a afligir toda a comunidade a nível mundial de forma diferenciada, tem desafiado todos os setores e, em particular, o setor da saúde, induzindo a que o mesmo, seja um dos fenómenos mais respeitados do meio contextual, e que está a enfrentar fortes desafios causados pela pandemia.Todas estas alterações incitadas pela pandemia Covid-19 trouxeram profundas trans-formações às estruturas empresariais. O marketing converteu-se numa área mais centrali-zada, responsável e estimada internamente, facilitando a confiança dentro das instituições, entre as mesmas e os clientes.Assim, como os restantes setores de atividade, o marketing tornou-se essencial, e os serviços de saúde começam a ficar preocupados com aspetos relacionados com o mesmo, que influenciam a confiança, satisfação, fidelização e permanência dos seus pacientes nas consultas, demonstrando qualidade e segurança. Na atual situação, e tendo presente a forçosa evolução tecnológica do setor, para res-ponder às carências dos pacientes e preservar a confiança dos mesmos, o objetivo deste es-tudo, é expor estratégias que permitam às instituições de saúde pública preservar e fidelizar os seus pacientes, durante e após a pandemia Covid-19, mantendo o grau de satisfação e fidelização dos mesmos ao setor, conforme se verificou no pré pandemia.Tendo por base um estudo realizado pré-pandemia Covid-19 ao setor da saúde, numa região interior de Portugal, compreendeu-se que existe confiança e comprometimento dos pacientes com os serviços de saúde, consideram que existe qualidade nos serviços prestados, são fiéis ao serviço, pretendendo manter uma relação duradoura.O presente estudo pretende expor um conjunto de estratégias assentes nos meios de comunicação digitais, para manter o grau de fidelização dos pacientes à instituição de saúde no atual contexto pandémico. Futuramente, a pesquisa deve ser seguida para investigar e analisar o feedback das estratégias de fidelização expressas para o setor.É de salientar a contribuição do mesmo para as unidades de saúde pública e privadas, ao permitir apreender e aplicar os conceitos, integrando-os e cruzando-os com outras rea-lidades, nomeadamente, no que respeita à aplicação de técnicas de marketing digital na conquista da confiança e fidelização dos pacientes, em pleno contexto de pandemia e fu-turamente.
ABSTRACT: The current pandemic context is afflicting the entire community worldwide in a diffe-rentiated way, it has challenged all sectors and, in particular, the health sector, inducing that the sector is one of the most respected phenomena of the contextual environment, which is facing strong challenges caused by it. All these changes incited by the Covid-19 pandemic brought profound transforma-tions to business structures. Marketing has become a more centralized, responsible and in-ternally estimated area, facilitating trust within institutions, between them and customers.Like the other sectors of activity, marketing has become essential, and health services begin to become concerned about aspects related to it, which in fend the confidence, satis-faction, loyalty and permanence of their patients in consultations, demonstrating quality and safety.In the current situation, and bearing in mind the fortify technological evolution of the sector, to respond to the needs of patients and preserve their confidence, the aim of this study is to expose strategies that allow public health institutions to preserve and retain their patients during and after the Covid-19 pandemic, maintaining their degree of satisfaction and loyalty to the sector, as it was in the prepandemic.Based on a study conducted pre-pandemic Covid-19 to the health sector, in an interior region of Portugal, it was understood that there is trust and commitment of patients with health services, consider that there is quality in the services provided, are faithful to the service, intending to maintain a lasting relationship.The present study aims to expose a set of strategies based on digital media, to maintain the degree of loyalty of patients to the health institution in the current scenario. In the fu-ture, the research should be followed to investigate and analyze the feedback of the loyalty strategies expressed for the sector.It is worth noting its contribution to public and private health units, by allowing the apprehend and application of the concepts, integrating them and crossing them with other realities, namely with regard to the application of digital marketing techniques in the con-quest of trust and loyalty of patients, in the context of pandemic and future.
ABSTRACT: The current pandemic context is afflicting the entire community worldwide in a diffe-rentiated way, it has challenged all sectors and, in particular, the health sector, inducing that the sector is one of the most respected phenomena of the contextual environment, which is facing strong challenges caused by it. All these changes incited by the Covid-19 pandemic brought profound transforma-tions to business structures. Marketing has become a more centralized, responsible and in-ternally estimated area, facilitating trust within institutions, between them and customers.Like the other sectors of activity, marketing has become essential, and health services begin to become concerned about aspects related to it, which in fend the confidence, satis-faction, loyalty and permanence of their patients in consultations, demonstrating quality and safety.In the current situation, and bearing in mind the fortify technological evolution of the sector, to respond to the needs of patients and preserve their confidence, the aim of this study is to expose strategies that allow public health institutions to preserve and retain their patients during and after the Covid-19 pandemic, maintaining their degree of satisfaction and loyalty to the sector, as it was in the prepandemic.Based on a study conducted pre-pandemic Covid-19 to the health sector, in an interior region of Portugal, it was understood that there is trust and commitment of patients with health services, consider that there is quality in the services provided, are faithful to the service, intending to maintain a lasting relationship.The present study aims to expose a set of strategies based on digital media, to maintain the degree of loyalty of patients to the health institution in the current scenario. In the fu-ture, the research should be followed to investigate and analyze the feedback of the loyalty strategies expressed for the sector.It is worth noting its contribution to public and private health units, by allowing the apprehend and application of the concepts, integrating them and crossing them with other realities, namely with regard to the application of digital marketing techniques in the con-quest of trust and loyalty of patients, in the context of pandemic and future.
Descrição
Palavras-chave
Marketing relacional Fidelização Qualidade Marketing digital Ecossistema de saúde Relational marketing Loyalty Quality Digital marketing Health ecosystem
Contexto Educativo
Citação
RAIMUNDO, Joana Santos ; VIEIRA, Sónia Duarte (2021) - Ecossistema da saúde : estudo de estratégias de fidelização de pacientes durante a pandemia COVID-19. GESTIN. ISSN 1645-2534. Ano 19, nº 23, p. 97-107.
Editora
Escola Superior de Gestão de Idanha-a-Nova