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A utilização das redes sociais e o desenvolvimento da literacia em saúde oral
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A presente investigação analisa o impacto da Inteligência Artificial (IA) generativa e do marketing digital na promoção da literacia em saúde oral no Tik Tok. Face à infodemia e à proliferação de mitos online que comprometem a autonomia do paciente, torna-se imperativo que a comunidade científica ocupe o espaço digital com conteúdos cientificamente validados. Para responder a este desafio na Saúde 4.0 (a digitalização e personalização dos cuidados através da tecnologia), o estudo teve como objetivo monitorizar o canal @canaldadentista. O projeto baseou-se num ciclo de vídeos educativos estruturados em micro-learning (conteúdos curtos e de rápido consumo) mediados por um avatar sintético multimodal, formato idealizado para otimizar a retenção cognitiva e simplificar conceitos clínicos para o público jovem.
A metodologia mista apoiou-se em ferramentas de analítica digital e estratégias híbridas de distribuição, integrando o investimento em tráfego pago (TikTok Ads) para superar as limitações de alcance impostas pelos algoritmos das redes sociais.
Os principais resultados revelam que a quase totalidade do tráfego foi impulsionada pela página de recomendação "Para ti", validando a estratégia de distribuição. A audiência caracterizou-se por um perfil predominantemente feminino, jovem-adulto e concentrado geograficamente na Península Ibérica. A análise das interações indicou que temas estéticos e funcionais geram maior volume de dúvidas, ao passo que conteúdos preventivos registam elevada taxa de salvamentos, refletindo o interesse na retenção prática da informação.
Conclui-se que a fusão entre Medicina Dentária, IA e marketing digital constitui uma estratégia robusta para democratizar a saúde pública digital, superando a desinformação e fortalecendo a literacia crítica da população.
This research analyzes the impact of generative Artificial Intelligence (AI) and digital marketing on promoting oral health literacy on TikTok. In the face of infodemia and the proliferation of online myths that compromise patient autonomy, it is imperative for the scientific community to occupy the digital space with scientifically validated content. To address this challenge within Health 4.0 (the digitization and personalization of care through technology), this study aimed to monitor the channel @canaldadentista. The project was based on a series of educational videos structured as micro-learning (short, quick-to-consume content) mediated by a multimodal synthetic avatar, a format designed to optimize cognitive retention and simplify clinical concepts for young audiences. The mixed-method approach relied on digital analytics tools and hybrid distribution strategies, integrating paid traffic (TikTok Ads) to overcome the reach limitations imposed by social media algorithms. The main results reveal that nearly all of the traffic was driven by the "For You" recommendation page, validating the effectiveness of the distribution strategy. The audience was characterized by a predominantly female, young-adult profile, highly concentrated geographically in the Iberian Peninsula. The analysis of interactions indicated that aesthetic and functional themes generate a higher volume of questions, whereas preventative content achieves high bookmarking (saving) rates, reflecting an interest in the practical retention of information. The study concludes that the fusion of Dentistry, AI, and digital marketing constitutes a robust strategy to democratize digital public health, overcoming misinformation and strengthening the population's critical literacy.
This research analyzes the impact of generative Artificial Intelligence (AI) and digital marketing on promoting oral health literacy on TikTok. In the face of infodemia and the proliferation of online myths that compromise patient autonomy, it is imperative for the scientific community to occupy the digital space with scientifically validated content. To address this challenge within Health 4.0 (the digitization and personalization of care through technology), this study aimed to monitor the channel @canaldadentista. The project was based on a series of educational videos structured as micro-learning (short, quick-to-consume content) mediated by a multimodal synthetic avatar, a format designed to optimize cognitive retention and simplify clinical concepts for young audiences. The mixed-method approach relied on digital analytics tools and hybrid distribution strategies, integrating paid traffic (TikTok Ads) to overcome the reach limitations imposed by social media algorithms. The main results reveal that nearly all of the traffic was driven by the "For You" recommendation page, validating the effectiveness of the distribution strategy. The audience was characterized by a predominantly female, young-adult profile, highly concentrated geographically in the Iberian Peninsula. The analysis of interactions indicated that aesthetic and functional themes generate a higher volume of questions, whereas preventative content achieves high bookmarking (saving) rates, reflecting an interest in the practical retention of information. The study concludes that the fusion of Dentistry, AI, and digital marketing constitutes a robust strategy to democratize digital public health, overcoming misinformation and strengthening the population's critical literacy.
Descrição
Dissertação para obtenção do grau de Mestre no Instituto Universitário Egas Moniz
Palavras-chave
Divulgação científica Literacia em saúde oral Comunicação digital Redes sociais