Marketing médico: tudo que você precisa saber

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Todos sabemos que os consumidores de hoje são muito mais exigentes e pesquisam muito antes de contratar algum serviço. Com saúde, isso não é diferente, por isso investir em marketing médico passou a ser uma estratégia inteligente para atrair pacientes nessa nova era.

Se antes as pessoas buscavam seus médicos nos catálogos do plano de saúde, hoje elas recorrem ao Google, inclusive para se inteirar das recomendações acerca de determinado profissional. No entanto a propaganda nessa área pode ser bem delicada e precisa responder a uma série de normas e regulamentações.

Por isso, neste post reunimos tudo que você precisa saber sobre o assunto, incluindo as limitações, benefícios e principais estratégias. Acompanhe!

O que é marketing médico?

Embora a medicina muitas vezes não seja vista como uma atividade comercial, uma clínica é uma empresa como outra qualquer e precisa gerar lucro. Sendo assim, como qualquer negócio, exige ações para mostrar o valor do serviço prestado e atrair pacientes, isto é, marketing médico.

Durante muito tempo, acreditava-se que o marketing médico limitava-se a fazer propaganda da clínica. No entanto, graças ao marketing digital, muitos profissionais passaram a enxergar novas oportunidades de divulgação do seu consultório ou clínica.

Além disso, as mídias digitais possibilitaram uma aproximação entre médico e paciente e geraram um canal excelente para criar, agregar e entregar valor ao seu público-alvo, para, assim, atraí-lo. O marketing de conteúdo, por exemplo, é uma estratégia muito bem-sucedida para médicos, já que assuntos relacionados à saúde estão entre os mais buscados na internet.

Mas a verdade é que, mais do que uma estratégia de divulgação, o marketing médico se tornou essencial para quem deseja ser encontrado. Os velhos guias de plano de saúde praticamente não existem mais. Hoje, nos sites de busca, como o Google, é que as pessoas procuram seus médicos.

Mais do que isso, o marketing médico é fundamental para a fidelização dos pacientes, ajudando a manter o relacionamento fora do consultório. Afinal, até mesmo o bom e velho boca a boca hoje é realizado no meio virtual, e a presença digital contribui para a reputação e a visibilidade de sua clínica ou consultório.

Quais são as limitações éticas e legais?

É importante frisar que o marketing médico está sujeito a algumas restrições, pois há uma grande preocupação com questões éticas, privacidade dos pacientes etc. Assim, toda ação de propaganda médica é regulada pelo Conselho Federal de Medicina (CFM) que publicou um Manual de Publicidade Médica. 

Assim, todos os médicos estão sujeitos às normas presentes no Manual, que visa orientar quanto à produção de materiais de divulgação e também impor limitações, como algumas que veremos a seguir.

Exibição de fotos

O uso de fotos do paciente com o objetivo de divulgar o serviço do médico ou clínica é vetado pelo CFM, mesmo quando autorizado pelo próprio. A prática de divulgação de fotos de antes e depois, muito utilizada nas redes sociais como forma de demonstrar resultados de tratamento, não é permitida.

Quando a finalidade é científica, como em artigos e congressos, o uso é liberado com a devida autorização do paciente.

Redes sociais

As redes sociais não devem ser utilizadas para o exercício da medicina, ou seja, consultar, diagnosticar ou prescrever. No entanto elas podem, sim, ser usadas como um canal de comunicação com os pacientes e como um espaço de divulgação do seu serviço.

Portanto é permitida a divulgação de telefone e endereço do consultório nos perfis em redes sociais, bem como o compartilhamento de conhecimento relevante e o agendamento de consultas — mas nunca se deve realizar atendimento.

Anúncios de marcas

É terminantemente proibida a participação de médicos em propagandas de uma marca ou produto, assim como de metodologias e técnicas não aprovadas pela comunidade científica ou exclusivas. A proibição se estende às associações de classe e sindicatos.

Entrevistas

Um médico só deve dar entrevistas a órgãos de imprensa com o objetivo de prestar esclarecimentos à sociedade sobre algum assunto, nunca para se promover. Assim, é vedado o fornecimento de endereço ou telefone do consultório, sendo mencionado apenas nome completo e especialidade. Por fim, também não é permitido cobrar ou obter qualquer lucro por isso.

Como colocar em prática?

Agora que você já entendeu o que é marketing médico e está ciente dos limites impostos pelo Manual da Publicidade Médica do CFM, vamos listar algumas dicas para você criar a sua estratégia de marketing. Confira!

  • Conheça seu público-alvo, criando suas personas;
  • Invista em uma boa identidade visual, alinhada com seus valores;
  • Defina seus objetivos e crie um plano de marketing;
  • Invista nas redes sociais, criando páginas profissionais (não use seu perfil pessoal para isso);
  • Cuide de seu site institucional, tenha um blog;
  • Use ferramentas de agendamento online, com envio de notificações para confirmação de consultas etc;
  • Faça o cadastro em serviços de saúde, são como listagens e catálogos médicos digitais.

Quais as principais vantagens?

Se depois de chegar até aqui você ainda tem dúvidas quanto aos benefícios que uma boa estratégia de marketing médico pode trazer para o seu consultório ou clínica, continue lendo.

O marketing bem-feito pode, efetivamente, não só trazer novos pacientes como fidelizar os antigos, conheças algumas vantagens de investir nessa área:

  • fortalecimento da marca e geração de autoridade;
  • relação custo-benefício, especialmente em se tratando de marketing digital e de conteúdo, já que é possível obter buns resultados com baixo investimento;
  • humanização do atendimento, com o estreitamento da relação médico paciente;
  • maior alcance, seja pelas mídias sociais, pelo Google Ads ou por meio de um blog, é possível atingir grandes audiências;
  • responsabilidade social, pois trata-se de uma maneira de promover saúde e conscientizar e população sobre assuntos relevantes, como a prevenção de doenças etc.

Enfim, o marketing médico é uma ferramenta poderosa que quando bem trabalhada pode trazer notoriedade e muitos pacientes ao seu consultório. Com criatividade, ética e cuidado, é possível gerar conteúdo que atraia, engaje e fidelize, criando novos canais de comunicação com potenciais e antigos pacientes e beneficiando a gestão de sua clínica.

Se você curtiu este conteúdo não deixe de assinar nossa newsletter para receber mais artigos sobre gestão em saúde e outros assuntos relacionados.

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