Marketing Digital em Odontologia - George Bueno - CIOSP 2014
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Marketing Digital em Odontologia
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Prof. George Bueno
CEO of Bueno Odontologia e Change
Cirurgião-dentista – UFES
Especialista em Ortodontia – UERJ
Mestre em Odontologia (Ortodontia) – UERJ
Especialização em Comunicação em Mídias Digitais – Estácio de Sá
Prof. Curso de Especialização em Ortodontia (ABO-ES)
Colunista e autor em diversos Sites e Blogs
facebook.com/buenoodontologia
www.buenoodontologia.com.br
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O que é ser Dentista hoje?
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Marketing Digital em Odontologia
Digital
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O que é Marketing?
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“Marketing é um processo social e gerencial por meio do qual os indivíduos e os grupos obtem aquilo de que precisam e também o que desejam, em razão da criação e da troca de produtos/serviços de valor
com outras pessoas”.
Kotler, 2002
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“Marketing é uma ideia de que as organizações podem satisfazer seus objetivos de longo prazo,
como a lucratividade, coordenando e concentrando todas as suas atividades na identificação e satisfação
das necessidades e desejos dos consumidores”.
Nickels e Wood, 1999
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O que os pacientes precisam?Os meus serviços atendem esta necessidade?
Sou a pessoa certa para fazer o trabalho?Se eu fosse o paciente, como eu gostaria de
ser tratado?
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E o Marketing de Serviços?
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“Devemos tangibilizar o intangível”.
Bueno, 2014
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“Percepção é o processo pelo qual as pessoas selecionam, organizam e interpretam informações
para formarem uma imagem significativa do mundo”.
Kotler, 2000
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“É fundamental tornar os seus serviços mais tangíveis, diminuindo a variabilidade dos processos, tornando a experiência de atendimento agradável,
conscientizando o cliente de sua importância no sucesso do tratamento. Este é o conceito de valor”.
Modaffore, 2005
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Marketing Digitalem Odontologia
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O que os pacientes precisam?Os meus serviços atendem este necessidade?
Sou a pessoa certa para fazer o trabalho?Se eu fosse o paciente, como eu gostaria de
ser tratado?
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Internet: Ameaça ou oportunidade?
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Você é feliz?
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O que são mídias sociais?
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História recente
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Minha história recente
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Planejamento
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Porque estar presente?
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www.google.com
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www.google.com
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Dos quase 100 milhões de internautas brasileiros,mais de 60% estão nas redes sociais.
86% pesquisam informações sobre saúde, remédios e condições médicas na internet, segundo pesquisa
realizada pela London School of Economics.
Telefónica, Jun 2013
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“A interação regular, com informações compartilhadas, mantendo o paciente e suas
famílias conectados pode levar a futuras
recomendações.”
JORGENSEN, 2012
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“As mídias sociais afetam nosso mercado. Quer você escolha participar ou não, os pacientes
conversarão sobre nós.”
“Incorporar as mídias socais à campanha de marketing permite que você participe desta
discussão e, eventualmente, consiga
captar novos pacientes para seu consultório.”
JORGENSEN, 2012
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www.google.com
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Redes sociais mais acessadas no Brasil
Serasa Experian – julho de 2013
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Facebook.com/buenoodontologia
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Facebook.com/buenoortodontia
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Métricas
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Facebook.com/buenoodontologia
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Facebook.com/buenoodontologia
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Pesquisas
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www.jco-online.com
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www.jco-online.com
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www.jco-online.com
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Camila Porto, 2013
O que mais chama sua atenção ao acessar uma página de empresa no Facebook?
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Camila Porto, 2013
O que mais importa na sua percepção sobre a empresa?
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Camila Porto, 2013
Quando você não conhece a empresa, o número de fãsinfluencia sua percepção sobre ela?
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O que fazer com tantas informações?
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Facebook Ads
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Case 1
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Análise
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Métricas
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Relacionamento
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Case 2
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Relacionamento
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Conclusões
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www.terra.com.br
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www.twitter.com
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www.twitter.com
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www.twitter.com
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www.twitter.com
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www.twitter.com
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www.twitter.com
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www.twitter.com
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www.twitter.com
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Relacionamento
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TwitterEntre 5 minutos e 2 horas
FacebookEntre 30 minutos e 6 horas
ChatAté 5 dias úteisResolução em mais de 5 dias úteis
0800Até 5 dias úteisResolução em mais de 5 dias úteis
ProconAté 1 mês / Sem prazo para resolução
Tempo médio de resposta
info.abril.com.br
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Conclusões
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Em 2012, pela primeira vez, o uso de aplicativos superou o detorpedos nos celulares, segundo a consultoria Informa. E a distânciasó tende a aumentar. Serviços como o WhatsApp movimentarãocerca de 50 bilhões de mensagens por dia, ante a 21 bilhões de SMS.
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Segundo a revista Mobile Marketing, o WhatsApp tem mais de 350 milhões de usuários em todo o mundo, enquanto o
Twitter tem 218 milhões.
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Global Mobile Shopper 2013 - O impacto dos dispositivos móveis em nossos hábitos de consumo
“A perspectiva é de que até o fim deste ano, 53,5% da população online
brasileira será composta de usuários de internet mobile, porcentagem que deve
chegar a 98% até 2017.”
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ENTRETANTO...
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E O FUTURO?
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Internet: Ameaça ou
oportunidade?
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Você é feliz?
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