RESUMO

With the increase of competition in the market of dental services, it is necessary to use marketing tools that emphasize the dental surgeon and dental clinics. Digital marketing is one of the fastest growing available resources among health professionals, who use websites and social networks as a means of communication, advertisement and publicity. The objective of this literature review was to compare the digital marketing with other marketing strategies in dentistry based on the code of ethics, in order to increase productivity, capture new patients and loyalty of those in treatment. Indexed searches were carried out in the databases LILACS, MEDLINE, SCIELO, BIREME, PORTAL CAPES and included 27 articles, published between 1998 and 2017. It was concluded that digital marketing has shown to be of great importance in the dental services market, if in conjunction with the other types of external and internal marketing, as long as it obeys the ethical precepts of the Dental Ethics Board.(AU)

Com o aumento da concorrência no mercado de serviços odontológicos, se faz necessário utilizar ferramentas de marketing que destaquem o cirurgião-dentista e as clínicas odontológicas. O marketing digital é um dos recursos disponíveis que mais vem crescendo entre os profissionais da saúde, que utilizam de websites e redes sociais como meio de comunicação, de propaganda e publicidade. O objetivo desta revisão de literatura foi comparar o marketing digital com as demais estratégias de marketing na odontologia baseados no código de ética, a fim de aumentar a produtividade, captação de novos pacientes e fidelização daqueles em tratamento. Foram feitas pesquisas indexadas nas bases de dados LILACS, MEDLINE, SCIELO, BIREME, PORTAL CAPES e incluídos 27 artigos, publicados entre 1998 e 2017. Conclui-se que o marketing digital tem mostrado ser de grande importância no mercado de serviços odontológicos, se em conjunto com os demais tipos de marketing externo e interno, desde que obedeça aos preceitos éticos do Conselho de Ética Odontológico.(AU)

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BACKGROUND: The implementation of the marketing strategies in public hospitals provides management advantages and improves the relationship between customers and staff. AIM: To analyze the application of marketing strategies in a public hospital, from the perspective of the staff. MATERIAL AND METHODS: A structured survey that asked about perceptions in 50 items about communication between personnel and customers/users, customer satisfaction, participation in the development of new policies and incentives for efficiency was applied to a stratified sample of the staff. Factorial and regression analyses were performed to define the impact of marketing strategies on the degree of preoccupation and orientation of the organization towards the satisfaction of customer needs. RESULTS: The survey was applied to 74 males and 122 females. The survey showed that the orientation of the hospital towards the satisfaction of its beneficiaries basically depends on the generation of an organizational culture oriented towards them and the implementation of adequate policies in staff management and quality of service. These basic aspects can be accompanied with practices associated to the new marketing approaches such as a market orientation, customer orientation and relational marketing. All these factors presented positive and significant relations. CONCLUSIONS: New marketing strategies should be applied, to achieve an efficient and customer oriented hospital management.

Assuntos

RESUMO

Background: The implementation of the marketing strategies in public hospitals provides management advantages and improves the relationship between customers and staff. Aim: To analyze the application of marketing strategies in a public hospital, from the perspective of the staff. Material and methods: A structured survey that asked about perceptions in 50 items about communication between personnel and customers/users, customer satisfaction, participation in the development of new policies and incentives for efficiency was applied to a stratified sample of the staff. Factorial and regression analyses were performed to define the impact of marketing strategies on the degree of preoccupation and orientation of the organization towards the satisfaction of customer needs. Results: The survey was applied to 74 males and 122 females. The survey showed that the orientation of the hospital towards the satisfaction of its beneficiaries basically depends on the generation of an organizational culture oriented towards them and the implementation of adequate policies in staff management and quality of service. These basic aspects can be accompanied with practices associated to the new marketing approaches such as a market orientation, customer orientation and relational marketing. All these factors presented positive and significant relations. Conclusions: New marketing strategies should be applied, to achieve an efficient and customer oriented hospital management.

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Contiene datos referidos a los ingresos por los regímenes que administra el IPSS, asegurados, empleadores, afiliados al sistema privado de pensiones, número de asegurados que cuentan con el IPSSCARD e información de población protegida según gerencias departamentales y a nivel nacional

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A cross-sectional study is used to determine how rural New Mexico hospitals altered service diversification, inpatient service emphasis, and service promotion during Medicare's prospective payment system (PPS) transition and posttransition phases. Results suggest that the hospitals implemented distinct strategies in response to PPS. The posttransition strategies were examined for their association with improved revenue and utilization indicators. Few of the service diversification and promotional strategies were consistent predictors of performance. Emphasis on fine-tuning inpatient services was the most promising predictor of higher utilization and revenue measures. The implications for other rural hospitals are discussed.

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