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Publication
A utilização dos meios de comunicação digitais aplicados à farmácia
| Name: | Description: | Size: | Format: | |
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| 2.62 MB | Adobe PDF |
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Abstract(s)
A utilização dos meios de comunicação digitais aplicados à farmácia tem vindo a adquirir uma crescente importância. Com o avanço tecnológico, as farmácias estão a adotar estratégias de marketing digital para aumentar as vendas e a satisfação dos utentes. Uma das principais ferramentas de comunicação digital é o website, em que os utentes podem encontrar informações sobre os produtos disponíveis e respetivas marcas, serviços prestados e horários de funcionamento. Além dos websites, as redes sociais têm desempenhado um papel crucial na interação com os utentes. As farmácias utilizam plataformas como o Facebook, Instagram e Whatsapp Business para partilhar informações sobre saúde, promoções e novos produtos. O e-mail marketing é um meio de comunicação digital importante para a promoção de produtos e divulgação de serviços, contribuindo para um aumento das vendas e fidelização dos utentes. O e-commerce é outra ferramenta digital relevante em farmácia, visto que permite oferecer comodidade aos utentes, aumentar a acessibilidade aos medicamentos e produtos, melhorar a adesão ao tratamento e aumentar a eficiência operacional das farmácias. Os painéis digitais LED apresentam de forma interativa as promoções e os diversos serviços, contribuindo para um aumento das vendas, divulgação de marcas e melhoria dos serviços prestados aos utentes. Os painéis digitais apresentam também benefícios económicos e ambientais. É de salientar a importância das farmácias em estarem na linha da frente nas preocupações ambientais aliadas a bons serviços prestados aos utentes. Assim, esta tese tem como objetivo, efetuar uma revisão narrativa, apresentando uma reflexão sobre as principais ferramentas de marketing digital, como seja os websites, redes sociais (Facebook, Instagram e Whatsapp Business), e-mail marketing, e-commerce e painéis digitais de informação que impactam na satisfação e fidelização dos utentes. Foi apresentado um estudo de caso através da criação de um modelo económico com a utilização dos painéis digitais de informação.
The use of digital media applied to pharmacy has gained increasing importance. With technological advancement, pharmacies are adopting digital marketing strategies to increase sales and user satisfaction. One of the main digital communication tools is the website, where users can find information about available products and their brands, services provided and opening hours. In addition to websites, social networks have played a crucial role in interacting with users. Pharmacies use platforms such as Facebook, Instagram and Whatsapp Business to share information about promotions, new products and health news. E-mail marketing is an important medium of digital communication for promoting products and publicizing services, contributing to an increase in sales and consumer loyalty. E-commerce is another relevant digital tool in pharmacies, as it allows users to offer convenience, increase accessibility to medicines and products, improve adherence to treatment and increase the operational efficiency of pharmacies. LED digital panels interactively display promotions and various services, contributing to increased sales, brand awareness and improved services provided to users. Digital panels also present economic and environmental benefits. It is worth highlighting the importance of pharmacies in being at the forefront of environmental concerns combined with good services provided to users. Therefore, this thesis aims to carry out a narrative review, presenting a reflection on the main digital marketing tools, such as websites, social networks (Facebook, Instagram and Whatsapp Business), e-mail marketing, e-commerce and panels digital information impacts user satisfaction and loyalty. A case study was presented through the creation of an economic model using digital information panels.
The use of digital media applied to pharmacy has gained increasing importance. With technological advancement, pharmacies are adopting digital marketing strategies to increase sales and user satisfaction. One of the main digital communication tools is the website, where users can find information about available products and their brands, services provided and opening hours. In addition to websites, social networks have played a crucial role in interacting with users. Pharmacies use platforms such as Facebook, Instagram and Whatsapp Business to share information about promotions, new products and health news. E-mail marketing is an important medium of digital communication for promoting products and publicizing services, contributing to an increase in sales and consumer loyalty. E-commerce is another relevant digital tool in pharmacies, as it allows users to offer convenience, increase accessibility to medicines and products, improve adherence to treatment and increase the operational efficiency of pharmacies. LED digital panels interactively display promotions and various services, contributing to increased sales, brand awareness and improved services provided to users. Digital panels also present economic and environmental benefits. It is worth highlighting the importance of pharmacies in being at the forefront of environmental concerns combined with good services provided to users. Therefore, this thesis aims to carry out a narrative review, presenting a reflection on the main digital marketing tools, such as websites, social networks (Facebook, Instagram and Whatsapp Business), e-mail marketing, e-commerce and panels digital information impacts user satisfaction and loyalty. A case study was presented through the creation of an economic model using digital information panels.
Description
Dissertação para obtenção do grau de Mestre no Instituto Universitário Egas Moniz
Keywords
Farmácia Marketing Comunicação Digital