Marketing em odontologia: uma ferramenta que faz a diferença

The large number of dentists in Brazilian job market has increased the competitiveness in the dentistry field, leading the professional to use different strategies in an attempt to attract more patients. This study aimed to report different forms of dental marketing, showing how they can strengthen the bond between professional and patient, making it an alternative to face the competitive market. It was concluded that there are various marketing tools that can be applied in an effective and simple manner; since supported on ethics, it can make the dentist be highlighted, attracting and retaining patients and ensuring their professional success.

Marketing de serviços em odontologia : uma análise do marketing de serviços focado para a realidade odontológica

Neste trabalho, o objeto é o marketing do dentista, facilmente reconhecível por quem já foi a um consultório odontológico e pelos profissionais da área. Por ser um tema ao qual, até então, não foi dada muita importância, além de ser recheado de tabus, pouco foi dito ou escrito sobre ele, principalmente no Brasil. Esta dissertação teve, além do seu objetivo acadêmico, uma preocupação de colocar os temas de forma que pudesse ser transformada em um livro disponível a todos os dentistas

Publicidade em odontologia: avaliação dos aspectos éticos envolvidos

Objective: To verify whether the professionals who make use of advertising in Dentistry by means of billboards respect the ethical aspects determined by the Federal Council of Dentistry Resolution No 71, 2006. Methods: This was an observational study in which 178 billboards of dental clinics in the municipality of São Paulo were assessed. Results: Among the billboards analyzed, 91.4% belonged to private persons and 9.6% to corporate bodies. With regard to the ethical aspects related to the advertisement, only 44.9% of the billboards presented all the mandatory items in accordance with the Federal Council of Dentistry. The item found the least number of times in the advertisements was the registration number in the Regional Council of Dentistry (34.8%). Among the items allowed by the Federal Council of Dentistry, the telephone number (65.2%) was the most commonly found. Among the ethical infractions, 1.7% of the billboards advertised the terms of payment. Conclusion: Professionals are not following the ethical precepts established by the Code of Ethics in Dentistry, and awareness of these professionals needs to be aroused, so that information about their services is communicated and divulged in an ethical manner.

Cartão de visita: uma estratégia de marketing profissional na prática odontológica

The objective of this study was to analyze the business cards used as the initial strategy of marketing Dentists, based on the Code of Dental Ethics, Law No. 5081 / 24/08/1966 and the principles of marketing. It is a cross-sectional study, which evaluated the 54 cards of Dental Clinics of Municipalities of the Northwest Region of São Paulo. Among the cards reviewed, based on the Code of Ethics, only 59.63% contained the registration number in the Regional Council of Dentistry, in 32.22% of the cards noted misuse of the term “general practice”, rather than “GP.” The item was on the cards unless found the specification of the profession Surgeon / Dental Surgeon (57.41%). According to Law No. 5081 / 1966, which regulates dentists, 37.22% of the cards improperly determined that the exercise more than two professional specialty; contained 19.26% of total ad price and terms of service payment. Thus, it appears that business cards are an important means of dissemination of professional work, but some Dentists have neglected ethical and legal principles. Thus, it emphasizes the need for awareness among professionals about the issues related to advertising and marketing.

Visitor Relationship Management (VRM) - Repeat Visitation Opportunities for Destination Marketing Organisations

In competitive tourism markets the consumer-traveller is spoilt by choice of available destinations. Successfully differentiating a destination and getting noticed at decision time is arguably the focus of activities by destination marketing organisations (DMOs). In pursuit of differentiation, three emergent themes in the marketing literature during the past decade have been branding, integrated marketing communications (IMC), and customer relationship management (CRM) a fundamental goal of each being stimulating customer loyalty. However there has been little attention given to destination loyalty in the tourism literature. The purpose of this paper is to report an exploratory investigation of visitor relationship management (VRM) by DMOs. Based on interviews with the management of 11 regional tourism organisations (RTO) in Queensland, Australia, the opportunities for, and immediate challenges of, VRM are discussed. While each RTO recognised the potential for VRM, none had yet been able to develop a formal approach to engage in meaningful dialogue with previous visitors from their largest market.

Consumer appraisals of mobile marketing communications

This paper reports on a study that investigates the emotions elicited from appraising SMS-based mobile marketing (m-marketing) communications under three marketing conditions: product consistency, incentives and permission giving. Results from the experimental design show that appraising m-marketing communications elicits both single emotions and mixed emotions; that is, a mixture of positive and negative emotions in the same response. Additionally, the results show that the influence of specific marketing conditions may increase or reduce the intensity of the emotions elicited. This study contributes to marketing practice by examining consumer appraisals of m-marketing communications under different combinations of marketing conditions. The results provide insights into which emotions are likely to be elicited as a result, and how a specific marketing condition might influence their levels of intensity. The study contributes to marketing theory also through combining appraisal theory with Richins (1997) consumption emotion set.

Mobile phone consumption and implications for SMS marketing

This paper reports on a Q-methodology study on the consumption of mobile phones and opinions on SMS-marketing, extracted from interpretive interviews and focus groups. The Metaphors Q-sort, developed within a framework of Holt's (1995) four metaphors of consumption, identifies three experiential value clusters in the consumption of mobile phones: the Mobile Pragmatists, the Mobile Connectors and the Mobile Revelers. The SMS-marketing Q-sort identifies two key clusters of subjective opinions on various aspects of SMS-based mobile-marketing. By integrating the findings from these two Q-sorts, we demonstrate that while all three value clusters express positive opinions towards ‘location specific’ and ‘customer initiated contact’ SMS-marketing, there are noticeable differences in how marketers should develop their strategies to maximize the consumers’ perceived experiential value derived from the consumption of their mobile phones. Keywords: mobile phones; experiential consumption: SMS-marketing; Q-methodology