Dissertations / Theses on the topic 'Marketing for dentist'

This study is aimed to better understand how and why people choose dental school faculty as their oral healthcare provider. Increasing financial constrains in the U.S. dental schools has led dental schools to find an alternative funding sources and revenues from dental school faculty practice can be one of them. To effectively promote faculty practice, it is necessary to understand how and why people choose dental school faculty as their oral care provider. In addition, it is important to differentiate characteristics of comprehensive care patients and limited care patients since dental school faculty practices have a higher proportion of specialists. A survey of 1150 dental school faculty practice patients who recently chose their dentist was conducted and 221 responded. Information sources highly used and rated included other dentist, friends, family, clinic website, the Internet, and the insurance directory. Dentist related attributes that were perceived important included quality of care, professional competence of dentist, and explanation of treatment/you participate in the treatment decision. Dental practice related attributes that were perceived important included ability to get appointments at convenient times, reasonable waiting time to get appointments, and attitude/helpfulness of staff. Among the respondents, 121 pursued a comprehensive care and 93 pursued a limited care. The two groups differed in terms of demographics, other characteristics, and dentist selection. The comprehensive care patients were younger, highly educated, related to healthcare related profession, and to have private dental insurance (p<0.001). The comprehensive care patients were more likely to use and highly rate information sources such as clinic website, the Internet, and the insurance directory (p<0.001). They put more value on attributes such as the dentist is in my insurance network and convenient physical location (p<0.001). This study has shown that traditionally popular (family, friends) and newly emerging information sources (the Internet, clinic website, and insurance directory) were used and perceived important by dental school faculty practice patients. A dental school or dentist can use this study's findings to promote their practice to select appropriate communication channels and focus on attributes that dental consumers value the most. It is also important to apply different strategies to different consumer groups.

Foi realizado um estudo entre 10 dentistas da cidade de Itu, interior do estado de São Paulo, para avaliar o impacto do conhecimento e aplicação das ferramentas de marketing nos consultórios odontológicos. Para isso foi feito um levantamento inicial e selecionado profissionais que não haviam tido nenhum contato especifico com cursos ou consultorias de marketing anteriormente. O protocolo final sugerido com 11Ps foi uma fusão adaptada baseada nas tradicionais ferramentas de marketing divulgadas por Kotler o mix de marketing; os 4P`s de serviço e complementares desenvolvidos e creditados a Lovelock; as estratégias de marketing baseadas nas armas da Madia Matrix e finalmente num plano de carreira com orientação financeira e qualidade de vida. Em apenas quatro meses todos os pesquisados tiveram expressivas melhorias de posicionamento e estratégia, aumento na receita bruta mensal, mudança de atitudes através das ferramentas sugeridas e finalmente grande percepção da importância do marketing aplicado em suas vidas profissionais. Os resultados demonstraram que o marketing pode ser um recurso eficiente, pode ser melhor utilizado pelos dentistas e deve ser visto como um aliado imprescindível na condução da sua vida profissional.
The research was conducted among 10 dentists in the city of Itu, in state of São Paulo, to evaluate the impact of knowledge and application of marketing tools in the dental office. To this research was done an initial survey and selected only professionals who had not any contact with specific courses or marketing consultancies previously. The final protocol with 11 Ps was suggested based on the traditional Marketing Mix released by Kotler, the 4 Ps Lovelock supplementary and complementary actions based on weapons of Madia Marketing Matrix and a career plan with financial quidance and quality of life. In less than four months all subjects had significant improvements in positioning and strategy, increase in gross monthly income, changing attitudes through the suggested tools and finally great sense of the importance of marketing applied in their professional lives. The results demonstrated that marketing can be a efficient tool that can be better used and should be a great allied in their career.

Dentists graduate dental school ready to practice dentistry, but 85% do not feel prepared by the dental school to open and manage the operations of a general dental practice. General systems theory grounded this multisite case study. The research provides information on 3 solo practitioner dental practices that sustained beyond 5 years in the Washington, DC suburbs. At each operating practice, the dentist who owned the practice and 1 employee that also worked at the practice during the first 5 years were interviewed. The dentist provided marketing documents used during the first 5 years of the practice operations. Data triangulation was used to ensure the trustworthiness of the analysis of the data from the interviews and documents collected. The data collected was analyzed using coding, establishing nodes, and creating mind maps to identify 5 themes. The themes included working hard to provide dental care and relieve pain, marketing to ensure potential patients had the practice contact information when they needed it, learning continuously to improve the practice operations, putting patient's health before practice profits, and minimizing debt. The implications for positive social change for residents of the Washington, DC suburbs include the potential to receive the needed dental care and pain relief they need because dentists who learn from this research will stay late and return to their practice to treat patients who found the dentist's contact information from their marketing. The implications for positive social change for owners of dental practices include building a sustainable dental practice by implementing these research findings that include working hard, marketing, continuous learning, putting patients health first, and minimizing debt.

Oral Biology
M.S.
As the national economy has declined over the past few years, the majority of orthodontic practices have suffered. While most orthodontic practices have experienced a decline in patient starts, there remains a select few who have managed to maintain their practice growth despite difficult economic times. It is unknown as to whether marketing techniques can give a practice the necessary competitive advantage to weather the current economy. The objective of the survey was to extract information on the following topics: practice demographics, practice growth rate, aggressive and innovative marketing techniques used, tracking new patient referrals, and return on marketing investments. Two surveys were used in this study. The first was an online survey intended for practicing orthodontists to fill out. Out of the 99 Temple Orthodontic Alumni emailed, 57 Alumni began the survey and 49 completed it, giving a completion rate of 86%. The second was a paper survey for new patients. Twenty-six (26) Temple Orthodontic Alumni out of the 96 contacted agreed to participate in the new patient survey. Each participant was sent 120 surveys and asked to distribute them to all new patients over a period of 12 weeks. Out of the 26 Alumni who agreed to participate, 19 returned a total of 1,024 new patient surveys that were used in this study. Based on the result collected from the two surveys, the following conclusions were drawn: 1. Solo, suburban practitioners have been affected the most by the difficult economy. New graduates who have been in practice less than ten years appear to have had the most success. 2. There is no magic marketing plan to guarantee practice success. 3. Thriving practices have spent more money on extravagant external marketing methods while those experiencing the effect of the economy focused efforts on budget friendly methods such as internal marketing and marketing to the local general practitioners. 4. Successful practices report much more confidence in their marketing return on investment than those whose practices experienced a decline in gross income. It is unknown how these practices are tracking their return on investment or, as the investigator suspects, their response is based on a hunch rather than collected data. 5. New patients still report their general dentist as the primary referral source, followed by friends and family. Despite this, marketing experts continue to push extravagant marketing ploys and social networking, even though there is no reportable return on investment.
Temple University--Theses

Orientador: Ricardo Gabbay de Souza
Coorientador: Eduardo de Paula Silva Chaves
Banca: Rodrigo Máximo
Banca: Vladir Wagner Ribas
Resumo: A odontologia está inserida no setor de serviços onde a competitividade pela preferência dos clientes é agressiva. Nesse ambiente, os cirurgiões dentistas vivem o desafio de serem excelentes especialistas e empresários. Sendo assim, diariamente precisam tomar decisões de marketing inerentes ao seu negócio na odontologia. Este trabalho apresenta os resultados da pesquisa, que investigou as aplicações de marketing em clínicas e consultórios odontológicos do Vale do Paraíba. Foram investigadas as percepções, os conhecimentos e as práticas de marketing utilizadas pelos cirurgiões dentistas em suas atividades profissionais. A metodologia combinou revisão de literatura, pesquisa qualitativa e quantitativa onde, os participantes passaram por entrevistas em profundidade, grupo de foco, e um questionário-survey. Os resultados mostram que os cirurgiões dentistas definem marketing como propaganda, divulgação, publicidade e vendas, e 87,5% dos participantes, consideram que o marketing é essencial para o sucesso do seu negócio, porém, apenas 11,1% se consideram capacitados para administrar tais processos. Não conhecer as etapas de planejamento de marketing afeta o desempenho de diversas variáveis ligadas a esse tema, como a comunicação, a formação de preços etc. Entre esses profissionais, 88,7% buscam, por conta própria, a capacitação dessa área para planejar ações para aumentar a sua carteira de clientes. Este estudo permitirá ao cirurgião dentista, a compreensão da importância de conhec... (Resumo completo, clicar acesso eletrônico abaixo)
Abstract: Dentistry is part of the service sector where competitiveness customer preference is aggressive. In this environment, dental surgeons face the challenge of being excellent experts and entrepreneurs. Therefore, they need to make marketing decisions inherent to their dental business on a daily basis. This paper presents the results of my research, which investigated the marketing applications in Paraíba Valley dental clinics. The perception, knowledge and marketing practices used by dentists in their professional activities were surveyed. The methodology combined literature review, qualitative and quantitative research where 88 respondents participated in in-depth interviews, focus group, and a survey questionnaire. The results show that dental surgeons define marketing as advertising, publicity, advertising and sales, where 87.5% of participants consider marketing essential to the success of their business, but only 11.1% consider themselves able to manage marketing processes. The survey showed that 89.9% of participants never had contact with any marketing discipline during their graduation, and that use 10 ways to meet the need for this knowledge. Dental surgeons have not learned about marketing during their training but are required to make important decisions in this area. Not knowing the marketing planning process affects the performance of several variables related to this theme, such as communication, pricing, etc. These professionals seek knowledge of this field to pla... (Complete abstract click electronic access below)
Mestre

Objective: The aim of this study was to (1) assess the orthodontic patient and practitioner use and preferences of social media, and (2) to investigate the potential benefit of social media in marketing and communication strategies in orthodontic practices. Material and Methods: A survey was distributed to all participants, which included orthodontists from the American Association of Orthodontists (AAO) and patients/parents from the VCU Orthodontic Clinic and Private Practices throughout the United States. The participants were asked to answer questions related to their use of social media as well as their perceptions of usage of social media in the orthodontic practice. Results: 76% of orthodontists, 71% of the VCU Practice participants and 89% of the Private Practice participants used social media, with the highest preference for Facebook among all of the participants. Orthodontist’s posed information more often in the morning and afternoon (40% and 56%, respectively) and patients used social media mainly in the evening (76%). The most commonly used marketing strategies in the orthodontic practice were social media and a practice website (76% and 59%, respectively). Social media and practice websites were positively related to new patient starts (P=0.0376, P=0.0035, respectively). Newspapers were negatively related to new patient starts (P=0.0003). Conclusions: Social media use was more common in females and younger adults and facebook was the most commonly used social media site among all of the participants. Orthodontists posted information on social media websites mainly in the morning and afternoon, while patients spend more time on social media sites in the evening. Newspaper advertisements were negatively related to new patient starts. Facebook and Twitter were positively related to new patient starts when used as a marketing and communication tool in the orthodontic practice.

Determina cuáles son las estrategias de marketing que más vienen utilizando los cirujanos dentistas en los consultorios odontológicos de Lima-norte en el año 2018. Este estudio nos permitirá una valoración actual del marketing odontológico en una zona gran demanda como lo es en Lima Norte, va complementar algunas investigaciones anteriormente realizadas y será pilar para otras futuras, debido a que el mercado odontológico es cambiante y altamente Competitivo.
Tesis

As dimensões que abrangem a satisfação no trabalho, a qual tem impactos na qualidade de vida e saúde física e mental do trabalhador, podem interceptar aspectos de gestão. Assim, o objetivo deste estudo foi criar e validar a escala Dental Management Survey Brazil (DMS-BR) e descobrir possíveis relações com a satisfação profissional a partir da escala Dentist Satisfaction Survey (DSS), já validada para a língua portuguesa. A pesquisa foi aprovada no Comitê de Ética em Pesquisa da FOUSP. A criação do instrumento DMS-BR envolveu uma pesquisa na literatura sobre gestão de serviços odontológicos. Depois de criada a primeira versão, foram realizadas 10 auditorias em consultórios odontológicos particulares da Grande São Paulo para verificação da aplicabilidade do instrumento. Nesta etapa, o instrumento foi modificado até chegar em sua versão final, cuja composição consiste em 9 dimensões: ponto, paciente, financeiro, marketing, concorrência, qualidade, equipe, carreira e produtividade. A acurácia do instrumento foi medida por meio da diferença estatística das respostas de 9 profissionais, que responderam o questionário em um intervalo de 30 dias. Os resultados mostraram que não houve diferença estatisticamente significantes entre os dois momentos, garantindo a acurácia do instrumento. Na fase de validação do instrumento, 247 cirurgiões-dentistas, sendo a grande maioria de São Paulo, responderam o questionário on-line, juntamente com a escala DSS de satisfação profissional. Os resultados mostram que o instrumento possui boa confiança externa e validade interna (Alpha de Cronbach= 0,925) e está validado. A média geral dos respondentes foi de 3,77 (DP= 0,45), sendo 4,23 (DP= 0,54) para a dimensão ponto; 4,10 (DP= 0,47) para a dimensão qualidade; 4,02 (DP= 0,56) para a dimensão equipe; 3,87 (DP= 0,64) para a dimensão carreira; 3,85 (DP= 0,53) para a dimensão paciente; 3,73 (DP= 0,64) para a dimensão produtividade; 3,68 (DP= 0,62) para a dimensão concorrência; 3,47 (DP= 0,72) para a dimensão financeiro; e 3,10 (DP= 0,71) para a dimensão marketing. Observa-se que os indicadores críticos da gestão na Odontologia foram correspondentes às dimensões ponto, qualidade e equipe. A satisfação profissional da amostra mostrou-se neutra, com média de 3,43 (DP=0,53). Os constructos da escala DMS-BR mostraram-se capazes de impactar a satisfação profissional da amostra estudada, sendo que as dimensões que mais influenciaram a satisfação profissional foram produtividade, financeiro e paciente. Assim, conclui-se que a gestão no âmbito da odontologia pode impactar a satisfação com a atividade laboral.
Many dimensions that reach the job satisfaction, which have impacts on quality of life and physical and mental health worker, become many times by scope of management. So, the objective of this study was create and validate the Dental Management Survey Brazil (DMS-BR) scale and discover possible relations with the job satisfaction using Dentist Satisfaction Survey (DSS) scale, already validated to Portuguese language. The research was approved in the Ethics in Research Committee of FOUSP. The process of creation of the DMS-BR involved a research in literature about management of Dentistry services. After created the first version were performed 10 audits in private dental offices of Grande São Paulo for the verification of the applicability of the instrument. In this stage, the instrument was modified until arrives at its final version, whose the composition consists in 9 dimensions: place, patient, marketing, financial, rivalry, quality, team, career and productivity. To verify the accuracy, the questionnaire was answered by 9 professionals in a interval of 30 days and the answers did not show statistical differences. For the validation process of the instrument, 247 dental surgeons, being the majority of São Paulo, answered the on-line questionnaire, together with the DSS scale about job satisfaction. The results showed that the instrument has good external confidence and internal valiance (Alpha de Cronbach= 0,925) and it is validated. The overall average of respondents was 3,77 (DP= 0,45), being 4,23 (DP= 0,54) to the place dimension; 4,10 (DP= 0,47) to the quality dimension; 4,02 (DP= 0,56) to the team dimension; 3,87 (DP= 0,64) to the career dimension; 3,85 (DP= 0,53) to the patient dimension; 3,73 (DP= 0,64) to the productivity dimension; 3,68 (DP= 0,62) to the rivalry dimension; 3,47 (DP= 0,72) to the financial dimension; and 3,10 (DP= 0,71) to the marketing dimension. It was observed that the critic indicators of management in Dentistry were correspondents to the place, quality and team dimensions. The job satisfaction of the sample was neutral, averaging 3,43 (DP=0,53). The scale constructs DMS-BR demonstrate capable to impact the job satisfaction of the studied sample, and the most influent dimensions of the job satisfaction were the productivity, financial and patient. By this findings, it is possible to conclude that management applied to Dentistry can be associated with the job satisfaction.

Projeto de Pós-Graduação/Dissertação apresentado à Universidade Fernando Pessoa como parte dos requisitos para obtenção do grau de Mestre em Medicina Dentária
Em Portugal, contrariamente a outras especialidades médicas, a medicina dentária é exercida maioritariamente em consultórios privados, o que pressupõe que os médicos dentistas que gerem esses consultórios possuam conhecimentos de gestão empresarial. Com o elevado número de profissionais e grande oferta de serviços na área, há necessidade de diferenciação no mercado para se ter uma vantagem competitiva. Este trabalho teve como objetivos compreender a importância da gestão empresarial na medicina dentária e a sua mais-valia para o médico dentista, perceber como se lêem demonstrações financeiras, entender de que forma o marketing pode ser um instrumento útil na atividade profissional e ainda incluir algumas noções sobre os recursos humanos do consultório. Para melhor compreensão de alguns conhecimentos teóricos foi simulado um caso prático. Concluiu-se que conhecimentos de gestão e suas áreas funcionais como a contabilidade, o marketing e recursos humanos, são uma mais-valia para o médico dentista no atual mercado competitivo pelo que a incorporação de mais formação na área da gestão nos atuais cursos de medicina dentária seria vantajosa. In Portugal, unlike other medical specialties, dentistry is mostly carried out in private clinics, which presupposes that dentists who run these offices possess knowledge of business management. With the high number of professionals and wide range of services in the area, there is need for differentiation in the market to have a competitive advantage. This study aimed to understand the importance of business management in dentistry and its added value for the dentist, understand how to read financial statements, understand how marketing can be a useful tool in the professional activity and also include some notions about the human resources. For better understanding of some theoretical knowledge a case was simulated. It was concluded that the knowledge of management and its functional areas such as accounting, marketing and human resources, is an asset to the dentist in today's competitive market so the incorporation of training in management in current dentistry courses would be advantageous.

A survey instrument was designed to evaluate factors influencing consumer selection of an orthodontist and consumer perception of different forms of media advertising (radio, television, newspaper, magazine, direct mail, and billboard) by orthodontic practices. The surveys were distributed by 8 orthodontic offices in and around the Richmond, Virginia area. Out of 676 surveys, 655 (97%) were returned. Respondents most often cited dentist and patient referrals as how they learned of the orthodontic practices they visited (50%- 57%). However, a caring attitude and good practitioner reputation were cited as the top reasons influencing selection of an orthodontist (53% and 49% respectively). Fourteen percent to 24% of respondents felt that advertising orthodontists would offer a lower quality of care than non-advertising orthodontists. Newspaper, magazine, and direct mail advertisements were viewed more favorably than radio, television and billboard advertisements. Chi-square analyses revealed few statistically significant differences in perception between different income and education groups.

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Coordenação de Aperfeiçoamento de Pessoal de Nível Superior
The great number of odontological clinics and professionals of the area in Florianópolis comes demanding for a competition irritation in the odontological service rendering. This competition increase requires an improvement in the quality and in the installment of the odontological services. With sights to analyze the quality according to surgeons-dentists and patients perception of odontological clinics of this municipal district, it took by reference a similar study accomplished by Urdan (2001). when identifying the perceptions, the research allowed to verify the lacunas existence in the installment of the odontological services and the development of a strategic model of quality. The quality attributes were divided into three great subgroups: Attributes related to surgeon-dentist, attributes related to receptionists and attributes linked to the clinics services scenaries, all with a scale of five levels. It is a rising research, descriptive and exploratory. The sample selected comprehended 75 odontological clinics of the municipal district of Florianópolis, and 150 surgeons-dentists and 402 patients answered to the questionnaire semi-structured presented. In function of the collected data to noticed itself that most services quality attributes for the surgeons-dentists highlighted the indispensable and important degrees, being only an identified attribute as little important, while for the patients only the indispensable and important scales represented. The most important attributes for the surgeons-dentists were dentist treat with respect, listen the patient and environment of the organized and clean clinic. It stands out, for the patients, the clinic environment being organized and cleaned, dentist inspire total confidence and dentist listen the patient. The final table allowed still to identify perception similarity between surgeon-dentist and patients in eight new attributes suggested by the searched in the opened questions. The research results remit the importance of considering patients' perception as improvement condition for the quality of the odontological services of Florianópolis
O grande número de clínicas odontológicas e profissionais da área em Florianópolis vem demandando por um acirramento da concorrência na prestação de serviço odontológico. Este aumento da concorrência requer uma melhoria na qualidade e na prestação dos serviços odontológicos. Com vistas a analisar a percepção da qualidade segundo cirurgiões-dentistas e pacientes de clínicas odontológicas deste município, tomou-se por referência um estudo análogo realizado por Urdan (2001). Ao identificar as percepções, a pesquisa permitiu verificar a existência de lacunas na prestação dos serviços odontológicos e o desenvolvimento de um modelo estratégico de qualidade. Os atributos da qualidade foram divididos em três grandes subgrupos: atributos relacionados ao cirurgião-dentista, atributos relacionados às recepcionistas e atributos ligados aos cenários de serviços das clínicas, todos com uma escala de cinco níveis. Trata-se de uma pesquisa de levantamento, descritiva e exploratória. A amostra selecionada compreendeu 75 clínicas odontológicas do município de Florianópolis, sendo que 150 cirurgiões-dentistas e 402 pacientes responderam ao questionário semi-estruturado apresentado. Em função dos dados coletados percebeu-se que a maioria dos atributos de qualidade de serviços para os cirurgiões-dentistas destacavam os graus indispensável e importante, sendo apenas um atributo identificado como pouco importante, ao passo que para os pacientes apenas as escalas indispensável e importante figuraram. Os atributos mais relevantes para os cirurgiões-dentistas foram dentista tratar com respeito, ouvir o paciente e ambiente da clínica organizado e limpo. Destaca-se, para os pacientes, o ambiente da clínica ser organizado e limpo, dentista inspirar total confiança e dentista ouvir o paciente. A tabulação final permitiu ainda identificar similaridade de percepção entre cirurgião-dentista e pacientes em oito novos atributos sugeridos pelos pesquisados nas questões abertas. Os resultados da pesquisa remetem a importância de considerar a percepção dos pacientes como condição de melhoria para a qualidade dos serviços odontológicos de Florianópolis

For my diploma thesis I chose a private dental office, where I partially work as a financial manager and an accountant. The office is situated in the centre of Prague and is operating since 1993 - thus it is an established and well-performing organisation. The objective of my thesis is to show specifications of strategic management and marketing in the field of dentistry. Afterwards on the bases of my own analysis I will propose a marketing strategy for the private dental office of MUDr. Iva Poláčková.

This thesis is about how high level brands communicate their brands to the audience. The thesis consists of analyses of the identity and images of two luxury brands, Gucci and Burberry and two premium brands, Lacoste and Morris. The purpose is to clarify the identity of the brands, by carrying out analysis as well as interviews with key personnel. Furthermore there is an analysis of the advertisement images for the respective brands in order to clarify the brands images. Finally there is an analysis of the alleged conformity between identity and image and also a section about the luxury and premium brand differs, or rather not differ from each other in the identity-image connection. The methods used are Aakers identity system, to establish the respective brands identity. An image analysis with inspiration from Panfosky and leading semoticians are also used to scrutinize the advertising images from the Spring/Summer 2010 campaigns. The results show that there is indeed a good conformation among the brands when it comes to the identity-image connection. The brands identities are thorough and well articulated and the advertisement images are well executed with the identity well in mind which makes for that the campaigns are contributing in building a good brand image among the target audience. There are several areas where the premium brand advertising images congregate with the ones of the luxury brand.
Program: Magisterutbildning i fashion management med inriktning modemarknadsföring

碩士
國立臺灣科技大學
管理研究所
100
The purpose of this study focuses to integrate the development and the internationalization of the medical tourism services and the marketing communications strategy. The effective recommendations are proposed by the conclusions of the expert groups. Taiwan's current health care technology is abundant. Its functions will be more comprehensive as the marketing communications strategy is enhanced. Therefore, it will make the foreigner further understand the advantages of medical tourism in Taiwan This study includes two parts. The first involves both the innovative business model and the integrated marketing communication model of the medical tourism. The second is the cases of the brand chain for dentist. The above is obtained by the literature review of the business model framework and an exploratory study by cases depth interview. This study proposed an analysis report of Asia medical tourism through a secondary data collection. It reviews the competitive environment of the case of the brand chain for dentist, and addresses the competitive profiles of competitors. According to the case of the brand chain for dentist studies of business model for the development of medical tourism, the study further proposed the actual operation of an overview of medical tourism industry. Finally, the findings of the study give the suggestions of the development of medical tourism industry in Taiwan.

Introdução: As novas tecnologias (neste caso a Internet e os motores de busca online), levantam-nos questões éticas inéditas e inovadoras, que pretendemos perceber e discutir. Objetivo: O objetivo deste trabalho é analisar, segundo uma perspetiva ética, os resultados obtidos na pesquisa de termos dentários num motor de busca online e perceber qual a necessidade de uma regulamentação da informação que é disponibilizada no Google, quando se pesquisam os termos: “cárie”, “aparelho ortodôntico”, “implante dentário” e “dente do siso”, por um cidadão comum. Materiais e Métodos: Foi efetuada uma pesquisa bibliográfica, recorrendo a motores de busca (PubMed, B-On, Google) para a revisão teórica utilizando os termos: “ética”, “bioética”, “medicina dentária”, “saúde”, “marketing”, “publicidade”, “crise financeira”, “low-cost”. Foram, igualmente, realizadas no Google, pesquisas com as palavras: “cárie”, “aparelhos ortodônticos”, “implantes dentários”, “dente do siso”, “dentista”, “low-cost”, “saúde”, “barato”, “melhor”. Resultados: foram identificadas ações de marketing duvidosas e publicidade enganosa. Verificou-se a utilização de ferramentas de indexação de termos de pesquisa que vão contra o código deontológico dos Médicos Dentistas. Conclusão: Com este trabalho, concluímos que urge haver uma regulamentação dos motores de busca online que impeça a publicidade enganosa, bem como deve ser realizada uma triagem dos conteúdos que são de livre acesso ao público em geral (conteúdos mais específicos das áreas médicas devem ser vedados, por exemplo obrigando um Login prévio ou a utilização de um Plugin). Concluímos que devemos ter sempre presente que a Internet e a tecnologia devem ser usadas ao nosso serviço e não sermos nós a ser usados por ela.
Introduction: New technologies (in this case, the Internet and online search engines) raise new and innovative ethical issues that we want to understand and discuss. Objective: The objective of this work is to analyze, from an ethical perspective, the results obtained in the search of dental terms in an online search engine and to understand the need for a regulation of the information that is made available in Google, when searching the terms: "decay", "Orthodontic braces", "dental implant" and "wisdom tooth", by a common citizen. Materials and Methods: A bibliographic search was performed using search engines (PubMed, B-On, Google) for the theoretical review using the terms: “ethic”, “bioethic”, “dental medicine”, “health”, “marketing”, “publicity”, “financial crisis”, “low-cost”. Research was also carried out on Google with the words “decay”, "orthodontic braces", "dental implants", "wisdom tooth", "dentist", "low-cost", “health”, “cheap”, “best”. Results: Dubious marketing actions and misleading advertising were identified. It was verified the use of indexing tools of terms of search that go against the code of ethics of the Dentists. Conclusion: With this work, we conclude that there is an urgent need for regulation of online search engines to prevent misleading advertising, as well as a screening of contents that are freely available to the general public (more specific contents of the medical areas should be blocked, for example by a previous Login or using a Plugin). We conclude that we must always keep in mind that the Internet and technology must be used in our service and not be us used by it.

碩士
國立臺灣大學
資訊管理學研究所
99
In recent years, TV Shopping become popular and develop its growth rapidly. Consumers also rely on TV Shopping to purchase products. As a result, more and more industries use TV Shopping Channel to provide services, for example, the Medical Cosmetology Industry. They sell the “Consultation Tickets” through the TV Shopping Channel because of the massive demand. Consumers can spend less money to experience services and the service providers can expand their business by using the TV Shopping Channel. Nowadays, consumers increasingly concern about the health of their teeth. Many people expect to have pure white teeth just like those celebrities. Therefore, dental clinics launch courses in order to meet consumers’ needs, such as Dental Health Examination Program, the Full Mouth Digital X-ray Films, the Full Mouth Polishing and Teeth Whitening. This research combines pass studies about Consumer Behaviors of TV Shopping and the Quality of Medical Consultation. Research data was collected from questionnaires. It provides an insight discussion on purchasing “ Dentistry Consultation Tickets “ through TV Shopping Channel and explores issues of consumer behaviors. Will it develop the Brand Transfer Effect if consumers purchase a Dentistry Consultation Tickets? It leads to a further discussion on expending the business volume of a dental clinic. The results show that consumer awareness of dentistry consulting tickets will affect the perception of medical consultation quality. Consumers may consider to change their dental clinic because of the perception of the quality of medical consultation. In addition, the service quality of TV Shopping will affect the consumers’ purchasing intention. Consequently, the consumers’ purchasing intention will generate significant effects on the brand transfer.

O marketing de conteúdo reveste-se de extrema importância na sociedade atual, para profissionais, marcas e clientes. No entanto, a sua aplicação à área da medicina dentária, apesar de útil, é ainda escassa. O presente projeto descreve, assim, a criação de materiais de marketing de conteúdo nesta área específica. Concretamente, são apresentados sete guias e cinco revistas de saúde oral, desenvolvidos em papel e em formato digital, para o grupo OralMED Saúde. Ancorado numa análise da concorrência e em entrevistas a cento e doze pacientes, o trabalho pretendeu dar forma à estratégia de marketing de conteúdo do grupo. À luz da literatura e investigação existentes sobre marketing de conteúdo e comunicação em saúde, são discutidos os materiais e procedimentos desenvolvidos, as limitações do trabalho, e as recomendações para trabalhos futuros. Este projeto fornece, assim, um contributo para o marketing de conteúdo na área da medicina dentária.
Content marketing is extremely important in nowadays’ society, for professionals, brands and clients. However, its application to the field of dentistry, although useful, is still scarce. This project describes the creation of content marketing materials in the field of dentistry. Specifically, this work presents seven guides and five magazines, developed on paper and digital format, for the dentistry group OralMED Saúde. Anchored in an analysis of the direct competitors and in interviews with one hundred and twelve patients, this work intended to help shaping the group’s content marketing strategy. Developed materials and procedures, limitations of the project, and recommendations for future work are discussed considering existing literature and research on content marketing and health communication. This project thus provides a contribute to content marketing in the field of dentistry.

Muitas evoluções se têm verificado ao nível da Medicina Dentária, não só no que respeita a equipamentos e tratamentos, mas também na rápida obtenção de diagnóstico e consequentemente na aplicação de tratamentos cada vez menos invasivos para o paciente, tornando tratamentos e procedimentos mais céleres e fidedignos. A acompanhar estas evoluções verifica-se que o Marketing aplicado aos serviços tem sido cada vez mais utilizado pelos profissionais de saúde, compreendendo-se o mesmo como um conjunto de táticas que ajudam a explicar o valor do serviço e a convencer o cliente no momento da tomada de decisão. Face ao exposto, a questão capital que iremos abordar é essencialmente a comunicação entre o profissional de saúde, especificamente no âmbito da Medicina Dentária, e o paciente. De que forma é que a comunicação influencia a sua tomada de decisão e que aspetos, para além deste, considera relevantes. Importa estudar o Marketing Relacional, visto ser uma das ferramentas que o profissional de saúde utiliza para comunicar com o paciente e explorar os pilares em que este se sustenta, pressupondo que este divulga serviços, mas acima de tudo, conhecimento. Abordar-se-á também a perspetiva do Marketing Digital aplicado aos serviços como ferramenta de comunicação. E tentar-se-á compreender se os avanços tecnológicos verificados ao longo dos últimos anos são comunicados e percebidos pelo paciente e até que ponto constituem uma vantagem competitiva para os consultórios médicos. Consistentemente com o enquadramento e os objetivos enunciados, a metodologia a adotar no presente estudo será através de revisão bibliográfica numa fase prévia e posteriormente através de um estudo quantitativo de campo. Partindo das propostas apresentadas evidencia-se que a comunicação entre o profissional de saúde e o paciente se baseia numa premissa de Marketing Relacional, em que a informação e o conhecimento do paciente são transmitidos pelo profissional de saúde.
Many developments have taken place not only in terms of equipment and treatments, but also in the rapid attainment of diagnosis and consequently in the application of less and less invasive treatments to the patient, making treatments and procedures faster and more reliable. To follow up these evolutions, it is verified that Marketing applied to services has been increasingly used by health professional, understanding it as a set of tactics that help explaining the value of the service and convince the client at the time of deciding. With that said, the key issue that we will address is essentially the communication between the health professional, specifically in the field of Dental Medicine, and the patient. In what way does communication influence his/her decision and what aspects does he/she consider relevant? It is important to study Relational Marketing, since it is one of the tools that health professionals use to communicate with patients and to explore the pillars on which it is based, if this discloses services, but above all, knowledge. It will also be addressed the Digital Marketing perspective applied to services as a communication tool, as well as an attempt to understand whether the technological advances verified in the last years are communicated and perceived by the patient and to what extent they constitute a competitive advantage for the doctor’s offices. Consistent with the framework and state objectives, the methodology to be adopted in the present study is through a bibliographic review at a previous stage and later though a quantitative field study. Based on the proposals presented, it is evident that the communication between the dentist and the patient is based on a premise of Relational Marketing, in which information and knowledge of the patient are transmitted by the dentist.
Mestrado em Marketing

Nowadays, the concern with environmental problems and the evolution of technology have been changing consumers' daily habits. Ecofriendly products and digital platforms are the dominant paradigms of this Pedagogical Case Study. This new concept has been modifying the relationship between consumers and organizations. For those reasons, it is important to study the consumer behavior and satisfaction considering market competition and new entrances. The company in study, The Bam and Boo, has as main objective to be a market leader of selling sustainable toothbrushes in a convenient way. This product make part of consumers routine and it should be replaced every three months. For that reason, the subscription model implemented, helps consumers to not worry about changing their toothbrush. Through the reviews of The Bam and Boo Facebook’s page and some qualitative analytical marketing tools, it was possible to analyze consumer satisfaction and loyalty to the brand and its market competition. The study resolution showed that The Bam and Boo might be threatened by growing competition affecting consumers Loyalty. Dimensions such Logistic, Quality and Customer Service were the most criticized by consumers. Although, most of them expressed satisfaction regarding the service quality of the company. Finally, The study suggests future actions to be taken by The Bam and Boo to solve these gaps.
Nos dias de hoje, a preocupação ambiental e o avanço na tecnologia tem obrigado os consumidores a fazer mudanças no seu dia-a-dia. Produtos sustentáveis e Plataformas digitais são o paradigma dominante deste Caso de Estudo Pedagógico. Este novo conceito tem alterado a relação entre o consumidor e as organizações. Por essas razões é importante estudarmos o comportamento dos consumidores e a sua satisfação tendo em consideração a entrada de novas marcas concorrentes no mercado. A empresa em estudo, The Bam and Boo tem como objetivo ser líder de mercado em escovas de dentes sustentáveis usando subscrição como modelo de negócio. Este produto faz parte da rotina dos consumidores e deve ser substituído de três em três meses. Por essa razão, o modelo de subscrição implementado pela empresa ajuda os consumidores a deixarem de se preocupar em trocar as suas escovas de dentes. Através dos Comentários na página do Facebook da empresa e de algumas ferramentas de marketing foi possível analisar a satisfação e a lealdade dos consumidores à marca assim como os seus concorrentes. A Resolução do Caso mostra que a empresa em estudo pode ser ameaçada por novas marcas concorrentes no mercado, afetando a lealdade dos seus consumidores. A Logística, a Qualidade e o Apoio ao Cliente, foram as características com piores comentários analisados. Contudo, A maior parte dos consumidores estão satisfeitos com a qualidade dos serviços prestados pela empresa.

No contexto atual das organizações, torna-se imperativo uma monitorização "just in time" da atividade, tanto do ambiente interno como externo, para criar vantagens competitivas sustentáveis e adaptar as organizações às constantes mudanças de paradigmas dos mercados onde operam. Para suprimir esta necessidade, foi desenvolvido em 1965, o conceito de Controlo de Gestão pelo autor Robert Anthony, que consiste na criação de um conjunto de instrumentos que permitam envolver e alinhar todos os membros da organização para o cumprimento dos objetivos, de acordo com a estratégia implementada. Neste tema, insere-se a ferramenta de controlo de gestão estratégica Balanced Scorecard (BSC), que permite envolver a gestão de topo à atividade operacional, ligando o controlo operacional de curto prazo com a visão e estratégia de longo prazo, a partir da implementação de fatores críticos de sucesso. A abrangência de indicadores financeiros que reportam ao passado e indicadores não financeiros, como a satisfação dos clientes, a performance e inovação dos colaboradores e a excelência dos processos internos são determinantes para um desempenho financeiro futuro exímio. No presente trabalho de projeto é elaborado uma proposta de BSC no universo de uma empresa de prestação de serviços na área da Medicina Dentária, sediada na região do Algarve. Da proposta, será apresentado o mapa estratégico que traduz a visão e missão da organização a médio-longo prazo, com base nos fatores críticos de sucesso, para permitir criar um modelo de avaliação de desempenho equilibrado e justo, com base na definição de uma estrutura organizativa em centros de responsabilidade.
In the current context of organizations, it is imperative to monitor "just in time" activity, both the internal and external environment, in order to create sustainable competitive advantages and adapt organizations to the constant changes of paradigms of Markets where they operate. To suppress this need, the concept of management control by author Robert Anthony was created in 1965, which consists in the creation of a set of instruments to involve and align all members of the Organization in order to fulfil the Objectives, according to the strategy implemented. In this theme, the Strategic Management Control "tool" Balanced Scorecard (BSC) is inserted, which allows to involve top management to operational activity, connecting short-term operational control with long-term vision and strategy, from the Implementation of critical success factors. The breadth of financial indicators that report to the past and non-financial indicators, such as customer satisfaction, performance and innovation of employees and the excellence of internal processes are determinant for a financial performance Expert future. In the present project, a BSC proposal is elaborated in the universe of a service company in the area of Dental medicine, headquartered in the Algarve region. From this proposal, the strategic map will be presented that translates the vision and mission of the Organization in the medium-long term, based on the critical success factors, in order to create a balanced and fair performance evaluation model, based on the definition of an organizational structure in responsibility centers.