Marketing digital para profissionais da saúde : proposta de guia prático

Abstract

Digital marketing has become an essential tool for healthcare professionals, enabling greater reach, credibility building, and stronger relationships with patients. However, the use of these strategies still faces challenges related to ethics, regulation, and the efficient use of data. This study aims to propose a practical guide to support healthcare professionals in the strategic and ethical application of digital marketing, based on the analysis of emerging technologies such as Artificial Intelligence, Big Data, and Business Intelligence tools. The research was conducted through a systematic literature review and a qualitative approach, carried out through interviews with three healthcare and marketing professionals. The results indicated that legal uncertainty, misinformation, and difficulties in interpreting metrics are the main obstacles faced. The resulting guide provides guidelines for the implementation of well-founded, accessible, and legally compliant digital strategies, contributing to the optimization of results and the strengthening of communication between professionals and patients.